The principal stands before the staff, eyes intense, speaking passionately about the importance of marketing the school this year. The teacher in charge of the school’s Instagram (yes, the energetic one who somehow has full batteries at 7:30 AM) sends another WhatsApp reminder asking for photos from this morning’s activity. The pedagogical coordinator asks again about the presentation for the major – “we need to attract students to enroll.” A sense of pressure builds.
There’s something about the word marketing that often makes educators sigh in frustration.
Market? Sell?
Us?!
And honestly, it’s easy to understand why.
We chose this profession for specific reasons.
We wanted to accompany young people through meaningful journeys. We believed the subjects we teach are essential for building strong foundations – for our students and for society. We entered education with vision and purpose.
We see our work as a mission. We are people of truth, of process, of long-term investment.
We are not marketers – certainly not in the commercial sense.
Not the superficial, sales-driven types.
We’re not here to sell. We’re here to educate.
And yet, perhaps the gap between the two is smaller than we think.
Take Nike, for example – one of the world’s leading sports brands. Just hearing the name immediately brings to mind their iconic slogan: Just do it. Nike doesn’t just sell shoes; it promotes a mindset. “Get up, stop hesitating, and start moving.”
It tells stories through inspiring figures, vibrant colors, and emotional messaging that speaks to the desire for growth, challenge, and self-belief.
Nike succeeds because it creates emotional connection, addresses real obstacles (like fear of failure or lack of motivation), and offers people a compelling call to action.
So what is marketing, really?
Marketing is the ability to take an idea, a product, or a learning experience – and present it in a way that speaks directly to the needs, values, and interests of the audience. It’s about identifying barriers, building bridges, and communicating in a language people understand.
When we look at it this way – it becomes clear that this is precisely what teachers do every single day.
We take complex content – whether it’s medieval poetry, algebra, biblical texts, or civic principles – and use our deep understanding of students to make the material accessible, relevant, and engaging.
We open lessons with humor, create clear visual presentations, use storytelling, simplify complex ideas, and tailor our messages to different learners.
Our ability to connect students to knowledge is what gives the content its power.
In that sense, we are not just educators – we are also ambassadors of learning.
The Teacher Behind the Instagram Account 
Once we understand this, the concept of educational marketing becomes less foreign – and even empowering.
Yes, we come from a place of values, substance, and long-term vision. So the world of quick reels, staged photos, and polished social media posts may feel like it clashes with our deeper mission.
But in truth – it allows us to expand our impact.
If we approach marketing as an extension of our educational values, we can adapt our messages, stories, and content to the platforms and formats our students and communities are already using. The angles, the lighting, and the timing – they’re not a gimmick. They’re today’s communication tools.
This doesn’t mean we all have to become influencers. We’re not expected to turn every lesson into viral content.
But it does mean learning a few basic principles, practicing some new skills, and embracing a broader view of our educational role.
If we truly believe in the knowledge and values we teach – then it’s our responsibility to find meaningful, modern ways to share them.
Even in a world where attention is limited and algorithms often shape what people see.
This is not a distraction from our mission – it’s a tool to strengthen it.
Another powerful marker in our pedagogical toolkit.
And it’s worth learning how to use it.
