Social Media: Blessing, Curse, or Just Really Tiring?

Spoiler: It’s All Three

I’m sure you’ve heard people say, “Find your leads on social media! It’s free!”

Yeah, and so is a free puppy—but that doesn’t mean it won’t take a ton of work, patience, and maybe some crying along the way.

As your own personal marketing team, you need to know that social media marketing isn’t for everyone. It’s a long game with a steep learning curve, requiring more time, energy, research, and patience than most people realize. And unless you’re ready to drop some cash, you’re the one doing all the work.

Which Social Media NOT to Use to Find Online Students

Facebook, YouTube, Pinterest—they all have potential, but not necessarily in the way you think.

Some platforms are more useful for networking than direct student recruitment, and others might be a total waste of time if you don’t know what you’re doing. So, before you dive in, let’s break it down.

Which Social Media Should YOU Use?

The best platform for you depends on what you’re already comfortable with. Jumping onto a social media platform just because “other teachers are there” can slow your progress and leave you overwhelmed. Instead, pick something you know how to use. You wouldn’t start a new language by jumping into an advanced literature course, right? Same idea.

Here’s a closer look at some of the most popular platforms:

Facebook

Facebook has more groups for online teachers, tutors, parents, and students than you can count—but many are spammy, overrun with self-promotion, and lack actual engaged parents.

Instead of wasting time in those, try these approaches:

• Network with other teachers or coaches to exchange tips and strategies.

• Create your own group or page to highlight your expertise.

• Join relevant community groups (like expat groups) where your ideal students’ parents might be hanging out.

But remember—don’t just drop your sales pitch in these groups. Be helpful. Answer questions. Become the go-to expert. Eventually, people will come to you when they need a tutor.

Instagram

Instagram is a visual platform, so if you’re comfortable with video or image-based content, this could work for you.

• Follow accounts in your niche (e.g., ESL groups in your target country) and engage with their posts.

• Post short teaching clips (blur students’ faces if needed) or grammar tips.

• Use Reels—they get more traction than static posts.

• If you want to go big, turn popular Reels into paid ads. Katie Gettys coaches teachers on using IG for this strategy.

YouTube

YouTube can be a goldmine if you’re willing to put in the work.

• Post short, engaging videos for young students (think: your class, but on fast-forward).

• Create parent-focused content that helps them teach their kids at home.

• Thumbnails matter—a bad one can sink a great video.

• For YouTube help, check out Film Booth on YouTube. Ed is a genius and lots of fun to watch.

Pinterest

Yes, Pinterest! It’s not just for recipes and DIY crafts—it’s also great for long-term visibility.

• A free business account lets you create pins and boards that last way longer than Facebook or Instagram posts.

• Focus on common parent searches (e.g., “How to help my child with reading”).

• Repurpose content from other platforms using AI tools to refresh it.

• Want to master Pinterest? Christine Jerry is a great resource.

LinkedIn

Surprise! LinkedIn isn’t just for corporate types—it’s actually perfect for teachers targeting adult learners.

• Connect with business professionals who want to improve their English.

• Join niche groups (e.g., “Chinese doctors in the UK”) to find potential students.

• Remember: some of these professionals are also parents looking for lessons for their kids.

• Want LinkedIn guidance? Look up James Liu.

Xiaohongshu (Little Red Book)

If you’re aiming for students in China, Xiaohongshu (XHS) might seem tempting—but proceed with caution. It definitely has its pros and cons.

• You can’t share external links, making conversions tricky.

• If you don’t understand the rules, you could get banned fast.

• If you’re serious about using Chinese social media, Katie Prescott can help.

WeChat

If you teach students in China, WeChat is basically required.

• Chinese parents rarely use email, so this is how you’ll communicate.

• You can create groups for current and potential students.

• Most leads here come from referrals, not cold outreach.

• Need help setting with Chinese social media? Katie Prescott is your go-to.

Final Thoughts

Growing your business on social media takes time, effort, and strategy. Keep it simple to avoid burnout, focus on platforms that fit your skills, and remember—consistency is key!

Got an old post? Repurpose it. Got a funny teaching moment? Share it. Got a student success story? Highlight it.

And most importantly, don’t let social media run your life. You’re here to teach, not just chase algorithms. 🚀