Skillshare wanted to grow in Hispanic LATAM with a dedicated presence for Skillshare Español, but the brand was almost entirely English-first. I led the launch of the Spanish accounts and designed a social strategy to grow students and teachers in the region.
We built a content system around four pillars—Product Education, Impact/Trends, Inspiration, and Teacher Community—and paired it with a Meta ads “boost plan” to accelerate reach during launch.
Context & Challenge
Before this project:
- Spanish-speaking creatives mostly discovered Skillshare through global, English content.
- There was no dedicated space to highlight Spanish classes, teachers or student projects.
- Paid media reused global assets, which didn’t speak directly to LATAM culture or language.
The challenge was to launch Skillshare Español from scratch, with a clear narrative for Spanish speakers and a content engine that could scale.
Objectives
Community & brand
- Grow a Latin American creative community of people who want to learn something new through online courses.
- Give visibility to Spanish-speaking teachers and students.
Growth
- Drive new member sign-ups for Spanish classes.
- Attract potential teachers interested in creating courses for Skillshare.
- Use paid social to amplify the best content in the launch phase.
Audience & Positioning
From my research we defined:
- Primary audiences:
- Potential new Skillshare members (professional creatives, freelancers, entrepreneurs, aspiring creators, hobbyists).
- Existing members who already knew the brand in English.
- Secondary audience: potential new Skillshare teachers.
We anchored all messaging in the brand line:
“Conocimientos que se comparten / Knowledge that is shared.”
This allowed us to speak naturally to both students (learn) and teachers (share what you know).
My Role
As Marketing Lead for LATAM, I:
- Created the social strategy and launch plan for Skillshare Español.
- Defined content pillars, posting cadence and visual direction.
- Wrote and localized copy in Spanish, keeping consistency with global brand guidelines.
- Coordinated with design, teachers and affiliates to produce carousels, videos and class previews.
- Designed the Meta boost plan and reviewed performance weekly to iterate creatives and audiences.
Content Strategy
I structured the feed around four pillars (all in Spanish):
- Product Education
- New Spanish releases, Staff Picks, class recommendations and “how Skillshare works” posts.
- Impact & Trends
- Planned and reactive content tied to relevant cultural and creative trends in LATAM, always within Skillshare’s territory.
- Inspiration (Community & Projects)
- Student portfolios, project spotlights and creative prompts that invite followers to apply what they learn.
- Teacher Community
- Content explaining how creatives can become teachers and join programs like Teach Challenge, Teach Lab and Skillshare Originals.
Formats included saveable guides in carousels, student portfolios, short class previews and teacher-led videos.
Launch Plan
To introduce the account we created a small launch campaign:
- “Hello LATAM, are you ready to learn?”—a 3-post grid concept using three key cities to welcome the region.
- Stories explaining how to register and get a free trial, then saved under a “Gratis / 7 días free” highlight.
- A highlight system to organize evergreen content: Staff Pick, Guías, Enseña, Gratis, Lanzamiento, Opiniones(influencer and user quotes).
We followed a weekly calendar with a balanced mix of teacher content, portfolio/projects, “educative snacks”, editorial posts and class recommendations across Instagram and Facebook.
Paid Social: Meta Boost Plan
To accelerate reach and discovery during launch, I built a Boost Plan on Meta:
- Objective: Reach & Frequency campaigns to expose Skillshare Español to new creative audiences.
- Creatives: promoted social posts that focused on topics relevant to the community (guides, short tips, class snippets), not just “take a course” ads.
- Optimization: rotated video ads and carousels weekly, iterating budget based on performance (followers and trial starts).
Collaborations & Growth Loops
To keep growth sustainable, we designed a collaboration layer:
- Creative affiliates: co-authored posts with niche creative accounts to reach highly qualified audiences.
- Teacher collaborations: content with teachers the week after a new course launched, using their communities for organic reach.
- Global account cross-promo: messages on the main Skillshare account inviting Spanish speakers to follow @skillshare_es (“If you understood this message, you’re one of us. Welcome to Skillshare LATAM”).
- Brand partners & scholarships: ideas for contests with brands like Adobe or Wacom and scholarship programs that award Skillshare memberships to creatives in LATAM.
Impact
The project gave Skillshare a clear, ownable voice in Spanish and a repeatable framework to grow in LATAM:
- A structured content system that balances product education, inspiration and teacher recruitment.
- A consistent visual and narrative presence for Skillshare Español across organic and paid.
- Early experiments and collaborations that Skillshare’s team can now scale into ongoing campaigns.