I couldn't attract customers even with 50,000 followers. What changed after I created a learning style diagnostic
If your social media followers increase, the number of service users will also increase.
We used to think that way somewhere, too.
In fact, the English learning account we operate has grown to exceed 50,000 followers.
There is engagement with our posts
People watch our videos
We get comments
Even so, it didn't lead to online English conversation registrations as we had hoped.
Social media management itself is going well.
But it doesn't connect to attracting customers for the service.
How can we overcome the big wall that exists between these two?
One of the answers we came up with was aMBTI-style learning type diagnostic.
This time, I will write about why we created the diagnostic tool.
And what kind of changes occurred between social media and the service.
People who look at social media and people who start English conversation are not the same
Not everyone who watches English learning posts on social media is looking for online English conversation.
Want to know English phrases
Want to enjoy short videos
Want to test their English ability
Just browsing the timeline
The purpose differs from person to person.
Therefore, even if you suddenly guide them in the middle of a post,
"Click here for a free trial"
"Please register for online English conversation"
it is difficult to get them to take action.
It's not so much that they aren't interested in the service, but rather that they haven't reached the stage where they are ready to sign up yet.
Enjoying social media and signing up for English lessons.
There was a greater distance between these two things than I had imagined.
Official accounts become weak the moment they look like advertisements
For accounts run by individual instructors, the person's own charm can lead to attracting customers.
I like their personality
I want to learn from this teacher
I want to hear more of what this person has to say
If you can get them to think that way, guiding them to your service becomes natural.
On the other hand, the situation is a bit different for official corporate or service accounts.
Even if you post helpful content, the moment you introduce a service, people tend to think, 'This is an ad.'
On social media, the more you try to sell, the more distance people may put between you and them.
However, if you don't introduce the service at all, even if your followers increase, it won't lead to sales.
I don't want it to look like an advertisement.
But I want to create an entry point for people to learn about the service.
I suspect many corporate accounts struggle with this difficulty.
Instead of selling the service, first get people to know you
That's when we focused on diagnostic content.
Personality tests like MBTI are content that works very well with social media.
Seeing the results themselves is fun
You want to compare them with friends
You want to comment that 'it's accurate'
There is also a reason to share the results
We wondered if we could apply this to English learning.
Just as people have different personalities, there are differences in how they approach studying.
People who make progress little by little every day
People who focus all at once as the deadline approaches
People who want to understand the logic first
People who learn by doing first
People who want to study carefully on their own
People who want to learn while talking with someone
If you understand these learning habits, it becomes easier to find a study method that suits you.
That is why I created a diagnostic tool that allows you to find out your learning type by answering a few questions.
▼Learning Style Diagnostic
https://www.worldtalk.jp/p/shindan
The purpose of the diagnostic is not just to produce interesting results
Diagnostic content is easy to spread if it is fun.
However, what we aimed for was not just a fortune-telling game.
We wanted people who see the diagnostic results to realize, 'Maybe this study method suits me.'
And for it to become a trigger to start learning.
We wanted to connect it to that point.
For example, for the steady type, we suggest methods that make it easy to continue daily study.
For the short-term intensive type, we suggest learning methods that set deadlines and goals.
If they are the type who understands while conversing, we recommend lessons with an instructor.
If they are the type who needs time to think alone, we combine preparation with lessons.
Prepare a learning method that suits the person beyond the diagnostic results.
By doing so, we thought the diagnostic would become a natural gateway for people to learn about online English conversation.
When I tried making it, the diagnostic was surprisingly difficult
A diagnostic tool might look like it can be completed by just preparing a few questions.
But when I actually tried making it, there were many difficult parts.
What I struggled with most was the frequency of the results.
When I ran the prototype, certain types appeared constantly, while others almost never showed up.
This meant everyone was getting the same result.
The fun of diagnostic content lies in
“I was this type”
“You are a different type”
being able to compare results.
If the same results keep appearing, that fun disappears.
So, I reviewed the questions, scoring, and logic over and over again.
Changing the wording of the questions slightly.
Checking if the points were too skewed toward specific answers.
Having many people actually try it out.
Through these repeated adjustments, I balanced the diagnostic results.
Even if a diagnostic looks fun, it requires steady, behind-the-scenes design.
I created characters to help people remember their results
Diagnostic results can be explained with text alone.
But that makes them a bit harder to remember.
So, I assigned a character to each learning style.
With characters, it becomes easier to remember the result, like “I was the XX type.”
On social media, images are also more likely to be shared than text.
In the comments section, too,
“I was the same”
“Our whole family was different”
conversations are more likely to start.
To make a diagnostic go viral, it is important not only to have accuracy but also to present the results in a way that makes people want to talk about them.
Characters played an important role in that.
The response spread on social media, leading to service registrations
The completed learning style diagnostic was firstWorld Talkmembers and instructors tried it out.
I made it possible to register and display the diagnostic results as profile information within the service.
Because of this,
“We have the same type,”
“If you’re this type, this approach seems like it would suit you well,”
these kinds of conversation starters were born during lessons.
It also serves as a useful reference for instructors to understand a student's learning tendencies.
After that, I introduced the diagnostic on social media as well.
Then,
“I was this character,”
“It’s more accurate than I thought,”
comments like these started to gather, and the number of people sharing their diagnostic results increased.
I believe that by having people actually participate in the diagnostic rather than just viewing regular posts, it became easier to generate engagement on social media.
I was able to naturally introduce my service from the diagnostic results
What I valued when creating the diagnostic tool was not letting it end with just the diagnostic.
In the diagnostic results, I included English learning methods that suit that person's type.
And, in that flow,
“Here is the English conversation learning method that suits you,”
I guided them to the online English conversation service.
For those who took the diagnostic, this was not an advertisement that appeared out of nowhere.
It was a suggestion for the next learning method tailored to their own diagnostic results.
Therefore, I was able to lead them to full registration in a more natural way than by directly promoting the service on social media.
For those who didn't register immediately, I prepared a path to LINE
Of course, not everyone who takes the diagnostic will immediately register for online English conversation.
So,
“Receive more detailed learning advice,”
I also prepared a registration path to my official LINE account in that form.
This allowed me to maintain continuous connections even with those who did not sign up for the service on the spot.
By delivering information regularly through LINE, I can create opportunities for people who aren't ready yet to consider the service in the future.
From diagnostic to service registration.
Those who don't sign up immediately go to LINE.
I was able to create multiple customer acquisition funnels from a single diagnostic tool.
The diagnostic tool bridged the gap between social media and the service.
Attracting customers directly from social media to online lessons is not easy.
Especially for official corporate or service accounts, the moment you introduce a service, it becomes heavily promotional.
For individual instructors, a connection with someone who thinks, 'I want to learn from this teacher,' can lead to sign-ups.
On the other hand, for official accounts, even if the number of followers increases, it does not necessarily lead to service registration.
This learning style diagnostic became a 'customer acquisition window' that sits in between.
Discover the diagnostic on social media
Actually try it out
Learn your own learning style
See the learning method that suits you
From there, proceed to online English conversation or LINE.
By inserting one piece of engaging content like a diagnostic, I was able to create a flow where users can learn about the service without feeling pressured.
A diagnostic tool is not just content for people to play with.
It also serves as an entry point for customer acquisition that narrows the distance between the service and the user.
My social media followers increased, but it didn't lead to service registrations.
If you are facing such a challenge, instead of trying to sell directly from social media, try placing an experience that people want to participate in between.
Through this initiative, we realized the importance of that.
If you are even slightly interested, please try the learning style diagnostic here once!
With the online lesson reservation system 'WTE', you can consult us not only about reservation and payment mechanisms, but also about the planning and development of learning diagnostic tools.
I want to create a diagnostic based on my company's educational method.
I want to create a flow that leads from social media to service registration.
If that sounds like you, please feel free to contact us.