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 offer a plethora of learning-related content. For instance, Crash Course, a YouTube channel, features instructors with PhDs in various subjects. This availability of content has presented a challenge for creators, as they struggle to stand out and monetize their expertise. Traditional social platforms often separate monetization activities from community building, forcing creators to seek alternative ways to capitalize on their content.

However, the abundance of content does not necessarily translate to effective learning. Many people have access to workout and diet plans, but few actually stick with them long enough to see results. Similarly, MOOCs (massively open online courses) offer recorded videos and defined syllabus programs, but their completion rates are dismally low, ranging from 3 to 6 percent. There is a significant gap between the promise of online education and the actual results it delivers.

To bridge this gap, cohort-based courses (CBCs) have emerged as a solution. These interactive online courses involve a group of students progressing through the material together, with hands-on, feedback-based learning at the core. The scarcity in online learning today is not content but community. A study conducted by researchers at MIT found that online courses have a dropout rate of approximately 96 percent over five years, with the majority of learners not returning after their first year. Cohort-based courses address this issue by fostering a sense of community and accountability among students.

One of the reasons why traditional MOOCs have low completion rates is their lack of interactivity. Since the content is pre-recorded, there is no opportunity for real-time questions, feedback, or discussions. Cohort-based courses, on the other hand, provide active and hands-on learning experiences. A Harvard study discovered that students in an introductory physics class scored higher on tests after participating in active learning sessions. By stumbling and making mistakes together, students can learn more effectively.

Furthermore, cohort-based courses offer the network benefits typically associated with startup accelerators. Just as accelerators provide exposure to new ideas and a supportive community, CBCs bring these advantages to a wider market. The value lies not only in the content but also in the connections and collaboration fostered within the cohort.

Community building plays a crucial role in improving learning outcomes. Studies have shown that collaboration between students leads to higher scores. For example, edX students who worked with a fellow student scored nearly 3 points higher than those working alone. The presence of others can also unleash latent energy, as seen in the world of cycling. A study conducted 100 years ago found that cyclists performed better when racing alongside others. This concept remains relevant today, evident in the popularity of social-exercise platforms like Peloton.

Monetizing expertise has become increasingly challenging for content creators, especially without existing followings or networks. Traditional social platforms often prioritize monetization activities over community building, leaving creators to rely on brand partnerships or low-margin merchandise. However, cohort-based courses provide creators with more leverage. By offering a productized course, creators can save time and effort by using the same course structure for multiple cohorts. This approach has proven to be more financially rewarding for many creators.

In conclusion, the concept of product-market fit is crucial in the realm of education. Cohort-based courses have emerged as a solution to the shortcomings of traditional online education. By fostering a sense of community, interactivity, and accountability, CBCs offer a more engaging and effective learning experience. The emphasis on active learning, collaboration, and hands-on practice sets CBCs apart from traditional MOOCs. As the landscape of online education evolves, these cohort-based courses will redefine success in the field.

Actionable Advice:

1. Consider joining a cohort-based course for a more engaging and interactive learning experience. Look for courses that prioritize community building and offer hands-on learning opportunities.

2. Engage with fellow learners in online courses. Collaborate, discuss, and share ideas to enhance your understanding of the material. Studies have shown that working with others leads to better learning outcomes.

3. If you are a content creator, explore the possibility of transitioning to a cohort-based course model. By offering a productized course, you can leverage your expertise and create a more sustainable income stream.