Langpreneur Podcast – Episode #51
Stefanie (or Steffi) has gained 200,000 keen Instagram followers since she started LerneDeutsch in 2016.
Her website tagline declares that “German is like a never-ending adventure,” and even though Steffi and her partner Shlomi monetize LerneDeutsch, they don’t see themselves as teachers.
What started as a hobby has grown into a full-time business, but the vibe is deliberately still “friends hanging out and having fun.”
What you’ll learn in this interview:
- Steffi’s story
- The three essentials for growing an Instagram audience
- Adding platforms increases your reach
- Sponsorship can be a viable strategy on Instagram
- Monetizing with packages on Patreon
- Think differently — Steffi starts a bookclub
- Steffi’s tips for Langpreneurs
Steffi’s story
When Steffi stumbled across the “French Words” account on Instagram four years ago, she immediately loved its simple concept of teaching useful French vocab every day.
Her partner and friends were all learning German at the time, so Steffi started LerneDeutsch as a quick way of feeding them new words.
During the next few years, she studied Economics and worked full time as a Project Manager. All the while, LerneDeutsch kept growing.
So, eventually, Steffi scaled back the hours on her daytime job and spent more time creating content.
It was a scary day when she finally decided to go all-out on LerneDeutsch — and even more so when Shlomi joined the team — but now Steffi loves the flexibility of owning her own business.
“I actually work more now than before but I can choose, I can plan my time the way I need it.”
Steffi’s three essentials for growing an Instagram audience
- Post daily and be consistent.
People follow many different accounts on Instagram, so if you don’t post every day, you’ll disappear from their feeds and their minds.
- Include yourself in the posts.
Your followers like to know the person behind the account. Steffi only posted words at first, but LerneDeutsch really took off when she added her face and personality into the mix.
- Listen to your audience.
When people are engaged in your work, they’ll add their ideas to the comments. Not all of them will gel, but some will be gold. So, listen to your audience, answer their questions, and take their advice when it suits you.
Adding platforms increases your reach
This year, Steffi began LerneDeutsch channels on YouTube and TikTok to reach new audiences and create other content styles.
YouTube, she says, is a lot of work. The videos are longer and take far more editing. Shlomi spends a lot of his time perfecting the raw footage into two humorous but informative ten-minute videos every week.
TikTok is a different proposition but equally hard work. There, the videos are short, sharp, and constant. To grow on TikTok you need to be both funny and prolific.
LerneDeutsch on Instagram anno 2020
Sponsorship can be a viable strategy
When you have a large audience, businesses will want to connect, making sponsorship a viable income source.
Steffi works with Language schools, online schools, and some magazines, but only after she’s checked them out first because part of being authentic means only joining with products and businesses you genuinely believe in.
Yet another income source comes from LerneDeutsch’s Patreon subscribers.
Monetizing with packages on Patreon
Patreon gives both you and your audience a great deal. It works by allowing your fans to pay a small monthly fee in return for your bonus content. Individually the amounts are tiny, but they may add up to a substantial amount for you.
The platform allows you to offer packages with different values so people can choose the amount that suits them best. When Steffi’s audience begged for more interactive quizzes, she provided them through vocabulary packages on Patreon.
Think differently — Steffi starts a bookclub
One common way to monetize your language business is by offering a course, but what if your profile is more Friend than Tutor?
That’s when it’s time to think outside the square, so Steffi’s planning to start a bookclub.
A monthly bookclub will encourage people to read and discuss — two great ways to learn and practice a language — and will also be faithful to the “German, friends and fun” vibe.
Steffi and her partner Shlomi are the faces of LerneDeutsch
Steffi’s tips for Langpreneurs
Network and get to know others in your field.
Go to events when they’re available. Cooperate and collaborate with other Instagrammers, bloggers and vloggers.
“I love to network because we are not really competitors, we are more like co-workers. We can learn a lot from each other. They are a big inspiration to me.”
Do what you love to do.
It’s easier to keep up the hard work when it’s your hobby and passion.
Have a plan and involve your audience in it.
You need a vision for your business, but let your audience help you form it.
Steffi asks her audience what worked. “What did we like and what should change?” The inclusive mindset helps everyone to have the best experience.
Always be authentic.
Being yourself is one of the big keys to success in a social media-based business because you are the one that makes your channel unique.
Steffi says:
“No-one can be you. If you are authentic and people like you, and it’s what you’re passionate about then it will work.”
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