+236K
Net new followers across six channels, February 2021 to September 2024
What they needed
Kahoot! was growing fast, launching products and partnerships, and fielding questions from teachers, students and businesses in public. They needed one team that could explain features, jump on trends, answer customers and keep the brand's playful voice steady on six platforms while company priorities kept shifting.
What we did
We worked as Kahoot!'s embedded social department. We wrote the playbook, planned and posted content, and worked the inbox down to near zero every week, with an escalation path into their support team and co-written replies for common tickets.
On TikTok, we relaunched the account with weekly trend meetings alongside Kahoot!'s community team. We built a creator program that vetted and tracked 183 high-quality posts from teachers and fans, with permission requests and a policy of never showing students' faces.
When conversations about Kahoot! spread fast, we tracked them, flagged what needed a reply and drafted responses for approval. In 2024 we also launched Threads from zero, with its own strategy and content calendar.
What happened
- Engagement per impression rose from 0.9% to 3.2% across all channels, compared with the same length of time before we started.
- LinkedIn grew from 31,614 to 166,637 followers (+427%) and became the business-audience engine. In September 2024 it hit a 7.4% engagement rate against leadership's 7% goal.
- Instagram's engagement rate went from 3.7% to 8.8%. Its top post, a fan Reel we reshared with permission, earned 335,953 engagements.
- TikTok output grew from 42 to 208 videos, and the account's top video earned 923,574 engagements.
- Threads interactions grew 552% in its first three months.
"I want to take the time to thank you again for how you've journeyed with us as a brand."
How it unfolded
- February 2021We start on X and Instagram, replying to teachers and fans in Kahoot!'s voice.
- December 2021Weekly TikTok strategy meetings begin with Kahoot!'s community team.
- February 2022Kahoot! is verified on TikTok. The account grows from 59,000 to 76,000 followers by April.
- March 2022Two fast-moving news cycles in one month. We track the conversation and draft replies for approval.
- April 2022The creator program and its database of fan videos launch.
- December 2022Kahoot!'s support team gives us access to build shared replies for social tickets.
- February 2024Music leaves TikTok and users turn to Kahoot!'s lobby music. We pitch seven ideas within a week.
- July 2024Threads launches with polls and its own calendar.
- October 2024Kahoot! brings social in-house. We train the new hire and deliver a full handoff.
The posts
Posts we ran for Kahoot!, with the numbers each platform reported.
Questions about this work
What social media services did Zolay provide for Kahoot!?
Zolay was Kahoot!'s outsourced social media team for nearly four years: strategy, content creation and posting on six channels, community management, social customer support with escalation to Kahoot!'s support team, a creator and UGC program, crisis monitoring, a Threads launch and reporting.
What results did Kahoot! see?
Kahoot! gained 236,156 net followers, engagement per impression rose from 0.9% to 3.2%, LinkedIn followers grew 427% to 166,637, and LinkedIn reached a 7.4% engagement rate in September 2024 against a 7% goal.
Does Zolay work with other edtech and SaaS companies?
Yes. Zolay runs social media for edtech, SaaS and B2B tech companies, including Clever and Euda, as a fractional social media team or alongside an in-house marketing team.