Michelle wanted to build a Podcast and Instagram community around learning the French language as an adult, as she was living in Paris and found it difficult to access easy resources which would help her acquire fluency faster. She particularly wanted to focus on high quality audio resources.

She wanted to spend $0 in paid marketing, and build the community organically.

Michelle developed a 'micro-dosing method', where you can learn audio via micro-doses (most people don't have hours free in their day to just learn languages!).

When it comes to growing a social media audience and building a community, Michelle believes in focusing on creating valuable content that always provides educational value to the user first.

From there, she leverages a data-driven creative approach and iterates on the content which performs best with the audience.

She's extremely serious about a data-driven approach - she takes a close look at the times posted, shares, likes, engagement, DM's, types of reactions... And it makes a difference - she's found that if a post goes out on Instagram that's +/-2 hours outside of the optimal time, engagement is 20% less!