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
How an Ivy League Uses a Social-First Approach to Build Community [not-audio_url] [/not-audio_url]

Duration: 31:38
How does an Ivy League school manage its social media with a small team? We asked Maya Wesby, Social Media Manager at Harvard Graduate School of Education, for some insider insights into her role on this week's Social Pr…
Orcas, Community, and Social Culture [not-audio_url] [/not-audio_url]

Duration: 37:01
HeyOrca, the uniquely named social media scheduler, is one to keep an eye on for some community-driven content inspiration. Their CEO, Joe Teo joins this episode of Social Pros to share his vision behind collaborative wo…
How Planoly Empowers Creators to Evolve on Social [not-audio_url] [/not-audio_url]

Duration: 31:38
Social media for brands has evolved and a big driver of the shift has been the emergence of the creator economy. Audiences resonate with organic, user-generated content on a level rarely seen with other strategies. To ta…
Greatest Hits: How DoctorJonPaul Became a Trailblazing Creator [not-audio_url] [/not-audio_url]

Duration: 37:27
Are you ready to build a brand and become a creator? Then this episode of Social Pros is for you. We revisited one of our favorite episodes from 2023 with DoctorJonPaul. They are the Executive Producer of the BFF: Black,…
How to Be a Higher Ed Marketer with Bart Caylor [not-audio_url] [/not-audio_url]

Duration: 42:28
Higher education may have been slower to adopt modern marketing practices and technology like AI, but higher ed marketer Bart Caylor is on a mission to change that. As President and Founder of Caylor Solutions and The Hi…
Why Focus is the Path to Success with Justin Tse [not-audio_url] [/not-audio_url]

Duration: 42:09
Content creators each have their own journeys and secrets to success, but for Justin Tse, content creator and CEO of Feature Media, it's all about staying focused and consistently creating content that you love. Full Epi…
How a Social Pro Pivoted from Sports to Startup Success [not-audio_url] [/not-audio_url]

Duration: 36:33
If you're in the market for career advice, this is the episode of Social Pros you need. We speak to Eric Stark, Co-Founder and President at Slate who provides some excellent reminders on how to be a decent human being, a…
How Student Creators Fuel Boston University's Social Presence [not-audio_url] [/not-audio_url]

Duration: 30:28
If you want to showcase the experience of being a student, who better to ask than the students themselves? We shine the spotlight on Boston University's student creator program with Director of Social Media, Dave McDonal…
What Dik Dik's Taught the San Diego Zoo [not-audio_url] [/not-audio_url]

Duration: 35:42
Animal pics brighten our day here at Convince & Convert. We're sure you can relate! But we've found out that there's so much more to San Diego Zoo Wildlife Alliance's social than animal pics. We're thrilled to welcome th…