How to Sell Online Courses on Social Media

Selling your online course on social media isn't just about posting “buy my stuff!” a few times a week. It’s about building a genuine connection with people who need what you teach, proving your expertise, and making your course the obvious choice. This guide walks you through the practical, step-by-step process of turning followers into enrolled students, from finding your people to launching your course without feeling salesy.

Foundation First: Pinpoint Your Niche and Audience

Before you create a single piece of content, you need to answer one question: Who is this course for? Trying to sell to "everyone" is a strategy that works for no one. The more specific you are about your ideal student, the easier it will be to find them and create content that resonates deeply.

Think beyond basic demographics. Dig into their mindset:

• What are their biggest struggles? What specific problem keeps them up at night that your course solves?
• What are their goals and aspirations? What transformation are they seeking?
• What are their "watering holes"? Which social media platforms do they scroll through for fun, for work, or for solutions?
• What language do they use? How do they describe their pain points? Use their words in your content.

For example, instead of a generic "fitness course," you could create a "strength training course for busy moms in their 30s who want to work out from home in 30 minutes or less." Suddenly, your target audience isn't a vague blob, it’s a specific person with a specific problem you can solve. Every piece of content you make should speak directly to that person.

Choose Your Platforms Wisely (Don't Be Everywhere at Once)

Spreading yourself too thin across every social media platform is a fast track to burnout. The goal is to go deep on one or two channels where your ideal student actually spends their time. Quality trumps quantity every single time.

Here’s a rough breakdown to help you choose:

• Instagram &, TikTok: These platforms are incredible for highly visual topics like art, graphic design, cooking, fitness, home decor, or photography. They thrive on short-form video (Reels and TikToks) and are amazing for building a personality-driven brand where a lot is about showing, not just telling. This is perfect for quick tips, behind-the-scenes views, and inspiring case studies.
• LinkedIn: The go-to hub for professionalism. If your course covers B2B topics, career skills, marketing strategies, software development, or leadership, LinkedIn is your best bet. People are here with a mindset for learning and professional growth, making it the ideal choice for courses focused on career advancement.
• Facebook: While its reach can be challenging, Facebook Groups provide an unmatched sense of community. If your course focuses on hobbies (like gardening or knitting) or appeals to an older demographic, creating a Facebook Group around your topic can be a powerful way to nurture relationships and position your course as a next-step solution.
• YouTube: The king of long-form educational content. YouTube is a search engine at its heart, meaning people are actively looking for solutions to their problems. It’s great for building authority through detailed video tutorials and demonstrations, which can serve as a natural lead-in to your paid course offering.

The Content Rule: Give More Than You Take

Nobody likes a social media profile that’s just one giant sales pitch. To build trust and make people want to buy from you, follow the 80/20 rule: spend 80% of your time providing free value and 20% on promoting your course.

What does “value” content look like for a course creator?

• Sharable Tips & Quick Wins: Give people a small result in advance. This could be a one-minute video demonstrating a useful trick from your course or a carousel post explaining a foundational concept.
• Behind-the-Scenes: Show the process of creating your course, a peek into your daily work, or the tools you use. This builds a personal connection and makes your brand more human.
• Bust Myths: Address common misconceptions or bad advice in your niche. By correcting misinformation, you position yourself as a trustworthy expert.
• Student Success Stories: Share testimonials and case studies from past students. Social proof is incredibly powerful and shows potential customers what’s possible if they enroll.

Mastering Modern Content Formats

On today's social media, engagement is driven by video and interactive formats.

Short-Form Video (Reels, TikToks & Shorts)

Short-form videos are one of the most effective tools for a course creator. You can use them to:

• Teach a Mini-Lesson: Break down one small, actionable concept from your course in 60 seconds.
• Answer FAQs: Turn common questions you receive into quick, helpful video replies.
• Show a Transformation: Use before-and-after formats to visually demonstrate the results your course delivers.
• Promote Your Lead Magnet: Offer a free resource (like a checklist or ebook) and direct people to download it via the link in your bio, growing your email list in the process.

The Art of the Soft and Hard Sell

Now that you've been providing consistent value, it's time to talk about the actual sale. But there's a right way and a wrong way to do it.

The Soft Sell: Weaving Your Course into Content

A soft sell involves subtle mentions of your course that don't feel like a pitch. Here are a few ways to do it:

• Mention it naturally in your value posts: "...this is a concept I cover in much greater detail in Module 3 of my 'Web Design for Beginners' course..."
• Share a success story from a student: Talk about their journey and how your course helped them achieve a specific result.
• Give away a small piece of your course for free: Offer a free download of one worksheet or lesson as a preview of the value inside.

The Hard Sell: The Launch or Promotion

A hard sell happens during a launch or a specific promotional period. This is when your content is direct, clear, and focused on driving enrollment. This includes a clear call to action, explains the benefits and transformation, and often includes a sense of urgency, such as a deadline for enrollment or a limited-time bonus.

Build a Community, Not Just an Audience

People buy from those they know, like, and trust. That's what real community-building is all about. Encourage discussion and engagement in your posts' comments. Ask questions, respond to every comment, and make your followers feel seen and heard. This creates a loyal community that is far more likely to invest in your course because they've built a real connection with you.

Final Thoughts

Selling your online course on social media is about consistently providing real value to the right audience. It's a long-term strategy centered on building trust and establishing your authority long before you ever ask for the sale. Focus on being genuinely helpful, nurturing a community, and providing valuable content. When the time comes to launch your course, you'll find an audience ready and willing to enroll.

We understand how much of a challenge it is to continuously post and engage across all the different social media platforms at once. It's an issue we faced ourselves, which is why we created Postbase. Our visual calendar allows you to schedule content for all your platforms on one simple dashboard, saving you time and keeping you organized. It frees you up to work on content creation and to genuinely engage with your community.