In Online Ed, Content Is No Longer King—Cohorts Are

In Online Ed, Content Is No Longer King—Cohorts Are

In today's digital age, educational content is readily available and easily accessible. Platforms like YouTube, newsletters, blogs, and social media provide a wealth of learning-related content. For many creators, this abundance of content can be discouraging as it becomes increasingly difficult to stand out in a saturated market. The traditional social platforms, such as YouTube and Twitter, separate the act of content creation from monetization. Creators have to rely on brand partnerships or low-margin merchandise to capitalize on their expertise.

While educational content may be abundant, the completion rates for online courses are shockingly low. MOOCs, which offer recorded videos and defined syllabus programs, have a completion rate of only 3 to 6 percent. This gap between the promise of online education and its actual results has led to the rise of cohort-based courses (CBCs). These courses offer a more interactive and hands-on approach to learning, with students progressing through the material together in cohorts. The emphasis is on feedback-based learning and community building.

One of the reasons why cohort-based courses are gaining popularity is because community is scarce in online learning. A study conducted by researchers at MIT found that the dropout rate for online courses is around 96 percent over five years. The majority of MOOC learners never return after their first year. Cohort-based courses address this issue by providing a sense of community and accountability for students. This is essential for improving learning outcomes and engagement.

The low cost of MOOCs may make them accessible, but it also has some drawbacks. The low prices can lead to brand degradation and a lack of quality filters. Additionally, the pre-recorded nature of MOOC content limits the opportunity for real-time interaction and feedback. Cohort-based courses, on the other hand, offer active and hands-on learning experiences. A 2019 Harvard study found that students in an introductory physics class scored higher on tests following active learning sessions.

The power of community in learning is evident in various studies. For example, edX students who collaborated with fellow students scored higher on average than those working alone. This shows that community building improves learning outcomes. The presence of others can also serve as a source of motivation and energy, as demonstrated by a study conducted by Norman Triplett 100 years ago.

For content creators, monetizing their expertise can be challenging, especially without an existing following or network. Traditional social platforms like Instagram and TikTok separate monetization activities from community building. Creators often have to rely on brand partnerships or low-margin merchandise, which detract from community building. However, cohort-based courses offer creators more leverage through a productized offering. They don't have to create a course from scratch every time they run a cohort, and the effort is front-loaded.

In terms of monetization, cohort-based courses have shown great potential. YouTuber Ali Abdaal reportedly made significantly more money from his cohort-based course compared to his MOOCs. This highlights the importance of student engagement and learning outcomes, regardless of the format. Cohort-based courses challenge traditional beliefs about online education and offer new opportunities for both learners and creators.

Actionable Advice:

1. Consider joining a cohort-based course: If you're looking for a more interactive and engaging learning experience, cohort-based courses can provide the community and accountability that traditional online courses lack.

2. Prioritize community building: Whether you're a content creator or a learner, building a strong community around your interests and expertise can greatly enhance your learning experience and opportunities for monetization.

3. Explore alternative monetization strategies: Instead of relying solely on brand partnerships or advertising revenue, consider creating a productized offering through a cohort-based course. This can provide more leverage and potentially higher earnings.

In conclusion, the era of content being king in online education is coming to an end. Cohort-based courses are revolutionizing the way we learn by emphasizing community, accountability, and hands-on learning experiences. As this trend continues to gain momentum, it presents new opportunities for both learners and content creators in the online education space.