Mindvalley, a leading educational technology company, had a respectable social media presence with around 300,000 followers on Instagram and Facebook, but their content wasn’t yielding exceptional results. The company was stuck in the traditional marketing strategy, unaware that this approach would not work in today’s social landscape. They partnered with Hook Point to engineer a new social media strategy.
Mindvalley brings the world’s top educators under a single online platform, with thousands of courses and lectures available to any Mindvalley subscriber. From the beginning, founder Vishen Lakhiani and his team dedicated attention to social media because they understood the platforms could push their message to a massive audience.
Mindvalley wanted to move away from traditional marketing approaches and toward predictive viral content engineering. They needed help to create viral content consistently to connect with their viewers and increase their following.
After Brendan Kane, founder of Hook Point, spoke at one of Mindvalley’s global retreats, Vishen and his team knew they wanted to partner with Hook Point. Hook Point interfaced with Mindvalley’s team to create formats and scripts that pushed the company’s message–not brand–on social media. The iterative, systematic process also showed the team how to use specific metrics to define virality and research content formats.
The partnership was a masterclass in virality. Hook Point helped train Mindvalley’s social media team on Hook Points and storytelling, engineered social media campaigns on Facebook and Instagram, realigned their internal communication strategy, brainstormed content formats and scripts, and leveraged influencer strategy.
The new social media strategy massively boosted Mindvalley’s followers across platforms and led to a record number of views and subscriptions. In six months, Instagram and Facebook followers grew from around 70,000 to 900,000, and Facebook followers for Vishen Lakhiani, CEO of Mindvalley, increased from 300,000 to 2.3 million. The company generated 150 million+ views to Mindvalley platform and added 400K followers to Mindvalley Instagram account.
Mindvalley’s partnership with Hook Point was one of the most formative times for the entire marketing team. The company stopped releasing ads and started releasing good content that emphasized storytelling and provided value to the audience. Hook Point not only grew Mindvalley’s business but also taught them a system that will allow their team to continue the work even after the partnership finishes.
For companies in the same industry facing similar challenges, Hook Point’s systematic approach to viral content engineering can be a valuable resource. By partnering with Hook Point, companies can create content that connects with their audience, generates viral traction, and achieves quantifiable results.