The Promotion of E-Learning on Facebook Platform: the Case of Skyeng

Since 2015, the number of brands that promote their products using social networks as the main platforms for sale has been increasing. One of these platforms is Facebook - a leader in developing tools for advertisers. While there are many studies on performance marketing, only a few researchers focused on the field of online education. Importantly, the promotion features of this segment are one of the highly demanded issues among marketers. The purpose of this research is to determine the specifics of the performance tools of Facebook in the online education segment, based on the example of “Skyeng”.The methodology will include expert interviews with a representative of Skyeng, with professionals in the field of targeted advertising on Facebook, as well as the cases of similar customers that are represented in this segment. The result of the study outcomes to building a performance strategy that reflects the specifics of Skyeng as an online education platform, as well as the most effective tools for promotion on the Facebook platform.