Launched just three months ago, Captain English is one of the newest learning apps getting traction through TikTok lately.
The app has only one account, and it has accumulated 210.2 million views.
Before the app was created, the @captainenglish account was run by a creator who made videos teaching Egyptian Arabic. So when he started the app project, he already brought is own audience with him.
His videos now look differently than what they did back when he started: they look more polished, with a green screen that keeps the background consistently blue, and the content focused on learning.
He talks straight to the viewer, and the hooks pop up and stay on screen as he goes through each point.
But one video stood out for getting a surprisingly high engagement rate. It sticks to his usual format, but instead of a regular lesson, it’s a 30-question English level test to help viewers figure out their proficiency.
Unlike his typical short videos, this one runs a full 20 minutes.
This data suggests that when it comes to educational content, often viewers respond better to interactive content, especially when the hooks are framed as questions.
We can see the account took a break from posting and only started sharing app content again at the end of July. While this could have led to fewer views or lower audience interest, the chart shows the opposite. The new format is performing really well, and it picked up right where it was left off.
It’s a bit too soon to tell if he’ll be able to convert this huge audience into actual paid users, in a consumer market that has been overcrowded for some time now, and it only keeps on getting bigger.
We’ll keep our eyes on them.
Until then, access all content and stats here: https://app.shortimize.com/c/2b10MdkOgujgWF
Leave a Reply