How Quizlet Turns Fans into Friends on Social

How Quizlet Turns Fans into Friends on Social

Author: Convince & Convert August 9, 2024 Duration: 39:26

When people head to social media, usually the last thing on their minds is studying. But Quizlet, the widely popular learning platform, has managed to build an impressive social media presence that engages learners around the world. Tori Mueller, Senior Social Media Manager, joins Social Pros to clue us into their strategies.

Full Episode Details 

Quizlet has perfected the formula for "edutainment" content with its unique blend of educational content, pop culture references, and community building on social. Tori heads up the social media department and joins this episode to take us through Quizlet's strategy for appealing to an audience of learners, particularly Gen Z.

We hear about Quizlet's three-pillar approach to content creation: edutainment, building the brand, and tapping into culture. As serious study content isn't what people usually want to see on their social media feeds, Quizlet combines educational content with cultural commentary on the trends that appeal most to its audience. She explains why this strategy is so successful in keeping the brand top of mind for learners.

Tori also shares a great example of how Quizlet engages in social listening by building a fully-fledged April Fools' campaign, "Rizzlet," based on a real user story on social. Quizlet also partners with influencers, and Tori shares how a partnership with @maxnotbeer led to high community engagement and new Korean language lessons added to the platform.

Authenticity over polished content is a common theme in social at the moment, and Tori agrees that authentic content is performing much better for her team. To tap into that authenticity, she explains how part of their strategy is to show the real people behind the brand.

In This Episode:

  • 2:42 - An introduction to Tori and Quizlet
  • 4:12 - How Quizlet engages an existing user base with its three content pillars 
  • 8:56 - How Tori determines what pieces of culture/trends to capitalize on
  • 11:10 - How Quizlet's April Fools' prank came from UGC 
  • 16:15 - The challenge of getting employees to be on camera 
  • 19:02 - Why Quizlet leads with "dessert-first" content  
  • 20:32 - Tori tells us about an influencer collaboration and Instagram quiz campaigns 
  • 24:43 - Unusual use cases for Quizlet
  • 25:51 - How Quizlet measures success and avoids vanity metrics 
  • 29:13 - Why Tori is most excited about the move toward authentic content 
  • 31:05 - Where Tori goes for inspiration 
  • 32:30 - The platforms Tori would choose to focus on if starting again from scratch
  • 34:27 - Tori's top tip for aspiring social pros 

Resources 

Visit SocialPros.com for more insights from your favorite social media marketers. 


For years, Social Pros Podcast has served as an essential meeting point for those who do the real work in digital marketing. Created by Convince & Convert, this isn't a theoretical discussion; it's a deep dive into the practical realities of managing social media within larger business ecosystems. The conversations here consistently explore how platforms intersect with brand strategy, content creation, public relations, and paid media, moving beyond hype to examine measurable impact. You'll hear directly from the people behind the profiles at major organizations like Google, Reddit, Uber, and Oracle, gaining insight into their successes and the challenges they navigate daily. The longevity of this podcast is a testament to its value, offering a accumulated wealth of knowledge from hundreds of candid interviews and expert commentaries. Each episode functions like a focused case study, breaking down the "how" and "why" behind decisions that drive genuine business results. If you're looking to understand the evolving role of social media beyond the latest trend, this series provides a grounded, insider perspective that has educated a generation of marketing professionals. Tune in to hear the actual pros discuss the work that rarely makes it into a polished tweet or case study.
Author: Language: English Episodes: 100

Social Pros Podcast
Podcast Episodes
Why Social Goes to the Dogs [not-audio_url] [/not-audio_url]

Duration: 31:21
Managing social media for 275 locations might sound like a daunting task, but for Dogtopia, it's a chance to connect with dog lovers everywhere. Toni Teplitsky, Senior Director of Marketing, reveals how her team keeps co…
Cut Through the Noise with the King of Clarity, Steve Woodruff [not-audio_url] [/not-audio_url]

Duration: 35:11
Getting your message heard in today's crowded digital world isn't easy, but clarity in communication can make all the difference. Steve Woodruff, the King of Clarity, shares his 4-step formula to help social marketers cr…
Navigating Social with Your Friendly Neighborhood Gen-Z [not-audio_url] [/not-audio_url]

Duration: 33:12
For the past few years, we've seen all kinds of brands scrambling to learn more about their Gen-Z audiences. Cue a wave of brands rushing onto TikTok to learn their secrets… But what about the Gen-Z marketers on the othe…
Social Pros Podcast Live at Content Marketing World [not-audio_url] [/not-audio_url]

Duration: 27:38
Coming to you live from Content Marketing World in sunny San Diego, Social Pros brings together content experts Robert Rose, Chief Strategy Officer at Content Marketing Institute, and Amber Naslund, LinkedIn's Enterprise…
How a Legacy Brand Ran with Their TikTok Boom [not-audio_url] [/not-audio_url]

Duration: 39:52
TikTok's the place for dance trends, DIY hacks… and, apparently, for reviving iconic products from the '80s! When Lenox's Spice Village collection started trending on the platform, it sparked a social media success story…
The Sweet Tooth of Social Media [not-audio_url] [/not-audio_url]

Duration: 35:40
Candy fans unite! This episode is for you. Grab your favorite flavor of Nerds or indulge in some controversial candy corn and tune in to hear Annie Belgrade, Senior Manager of Integrated Content Marketing at Ferrara Cand…
Bridging the Generational Divide on Social [not-audio_url] [/not-audio_url]

Duration: 39:44
Generational perspectives collide in this episode as three social pros from different age groups share their insights on the evolution of social media. Leanna Pham, CEO of Pham & Fams and a Gen Z digital marketer, joins…
"Hiding the Veggies" in Higher Ed Social [not-audio_url] [/not-audio_url]

Duration: 32:37
Curating content for higher ed social channels can be a balancing act. How do you pair fun, engaging, and relatable content with important messages students need to pay attention to? Emily Stulz, the Director of Social M…
Nailing Down Paid Social for Your Brand [not-audio_url] [/not-audio_url]

Duration: 35:16
We see paid social ads every day, scrolling through our feeds, watching YouTube videos… And a lot of the time it can leave us frustrated and eager to swipe past. So how can social pros pause that never-ending scroll and…