English Teacher Television Show: A Marketing Deep Dive

Today I want to talk about the digital marketing strategy for English Teacher, a queer-focused high school sitcom on FX and Hulu. Comedian Brian Jordan Alvarez wrote, produced, and stars in this debut series.

Alvarez has a significant online presence, with popular content on YouTube, TikTok, and Instagram. He’s known for his comedic characters and viral videos. His transition to a traditional television show raises interesting marketing questions.

English Teacher premiered with two episodes on September 2nd, 2024, followed by weekly releases. However, the show’s viewership on FX was modest compared to mainstream programming airing in the same time slot. This raises questions about the effectiveness of relying solely on traditional television metrics for a show with a strong digital following.

The show’s performance on Hulu, with its larger subscriber base and binge-watching model, is a more relevant metric. However, Hulu’s US-only availability limits the show’s reach, particularly given Alvarez’s international appeal.

Alvarez actively promotes English Teacher on social media, primarily through Instagram Reels. These short videos often feature him dancing with text overlays urging viewers to stream the show on Hulu.

While these efforts generate significant views, their effectiveness is questionable. The limited geographic reach of Hulu and the lack of a clear call to action in his social media profiles hinder conversion. His Linktree prioritizes other content over a direct link to the show on Hulu.

A more effective strategy would leverage Hulu’s internal data and algorithms to promote English Teacher to existing subscribers with similar viewing habits. Cross-promotion within the Disney ecosystem, including Disney+ and ESPN+, could further expand the show’s reach. Optimizing the show’s presentation on Hulu, with compelling thumbnails and descriptions, could also significantly increase viewership.

Learning from successful streaming strategies, such as Netflix’s promotion of Nobody Wants This, is crucial. Focusing on platform-specific optimization and leveraging the power of algorithmic recommendations is more effective than relying solely on the creator’s individual social media presence. Ultimately, English Teacher needs a comprehensive marketing approach that recognizes the unique challenges and opportunities of the streaming landscape. The show’s success hinges on making it easily accessible and discoverable to a broader audience.