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How education brands can reach primary school teachers on TikTok

Reaching teachers has never been harder, inboxes are crowded, budgets are tight, and attention is limited. Yet on TikTok, teachers are relaxed, curious, and open to new ideas. That’s why education brands are turning to the platform to connect with primary teachers through content that feels genuine, useful, and worth their time.

Over a quarter of UK teachers are now active on TikTok, and unlike other platforms where engagement is dropping, the appetite for classroom content on here keeps growing.

Through our work with teacher influencers and education campaigns, we’ve seen how TikTok can turn awareness into trust, engagement and action. Below, we have highlighted a few influencers that might be relevant to brands looking to influence primary school teachers.

Why TikTok works for reaching primary school teachers

Primary school teachers go to TikTok for ideas that make their day easier such as, lesson inspiration, wellbeing tips, and relatable humour. They’re not looking for polished brand videos, but for content that feels genuine and human.

Influencers have built communities of teachers who trust them, listen to them, and act on their recommendations. Working with these influencers helps education brands reach teachers in a more authentic way.

The primary school influencers getting it right

Here are three teacher influencers who show the kind of creativity and authenticity that’s driving engagement on TikTok, you’ll find more great influencers in our full guide.

Kit Brown (@kjbr0wn)

Who he is: A former professional footballer turned UK primary school teacher, Kit brings humour and energy to his classroom content.

What he covers: Kit’s videos blend football and teaching with clever classroom engagement tips. His viral post — “How I get the attention of my class (shouts Cristiano Ronaldo)” — reached over 70.6 million views, and his feed is full of relatable, light-hearted takes on school life.

Why he stands out: With 2 million followers, 69.7 million likes, and engagement levels of 9–10%, Kit has built one of the most loyal teacher audiences on TikTok. His partnerships, like his collaboration with Birds Eye for the Alphabites Challenge are a great example of how being funny and authentic helps a brand message come across naturally.

Best fit for brands: Ideal for campaigns around classroom engagement, nutrition, or health and wellbeing, especially those looking to connect with teachers through storytelling and personality.

Thomas Blakemore (@thomasblakemore)

Who he is: Thomas Blakemore is a UK primary teacher who’s also taught overseas, he shares honest stories about classroom life and teacher wellbeing.

What he covers: Thomas creates daily videos about teacher wellbeing, classroom management, and the challenges of education both in the UK and abroad. His followers value his honesty and practical advice from managing teacher workloads to using technology in teaching.

Why he stands out: With 95.5K followers, 2 million likes, and engagement levels of 4–6%, Thomas strikes a good balance between inspiration and authenticity. He has worked with EdTech brand Gamma on how to create engaging lesson slides.

Best fit for brands: Thomas would be a good fit for any EdTech, teacher wellbeing, and teacher professional development campaigns.

Miss Taylor (@misstaylorteachesprimary)

Who she is: Samantha Taylor is a UK primary school teacher whose friendly, down-to-earth style makes her very relatable to teachers.

What she covers: Her content focuses on classroom management, early career teacher tips, and practical wellbeing advice. Posts like “Teachers – this is how to get their attention!” and “Classroom management strategies” regularly hit six-figure views.

Why she stands out: With 23.9K followers, 175.5K likes, and engagement of 1–4%, Miss Taylor’s feed offers a steady mix of humour, practical guidance, and positivity. She’s partnered with Ryman on “Back to School Shopping” campaigns.

Best fit for brands: She would be really suitable for any classroom supplies, stationery, or wellbeing-related campaigns, particularly for brands who want to target new or early career teachers.

What Education Brands Can Learn From these Creators

Authenticity over advertising
Teachers respond to real people sharing real stories. Overly branded or scripted content is never as successful.
Value over volume
A useful classroom idea, a relatable moment, or a wellbeing reminder usually outperforms polished ads.
Trust over trends.
The most effective creators have earned the trust of their followers and that’s what makes their endorsements really powerful.

Tip: It’s important to give influencers a clear brief and objectives, but also to let them create content that is authentic for them.

Planning and Measuring Your Campaign

When developing your TikTok strategy, start by defining success:

If you want brand awareness, work with visible influencers who post frequently and create short, relatable videos.
For sign-ups or conversions, choose smaller, more engaged influencers and offer valuable content like free lesson plans or product trials.
For behaviour change (e.g. wellbeing or sustainability), build multi-post campaigns over time and reinforce messages across multiple channels.

Measure what matters: clicks, saves, downloads, and conversations, not just likes.

Final Thoughts

TikTok is where teachers talk, laugh, and learn. For education brands, partnering with the right influencers is one of the most effective ways to reach this audience in an authentic and engaging way.

To discover more teacher influencers who can help your brand connect with educators, download our Top UK Teacher Influencers on TikTok guide or get in touch at hello@theinfluencecrowd.co.uk

How to run a teacher influencer campaign on TikTok

When the school day ends, teachers aren’t rushing to check their inboxes. They’re more likely to be decompressing, scrolling social media for something funny, a classroom hack or a wellbeing tip. And very often they are heading to TikTok for their post-work relaxation fix.

So, if you want to reach teachers, it’s vital you include TikTok in your marketing mix.

But how do you know what works, what flops and what sparks real engagement.

Getting it right in the education sector takes more than offering discounts, it’s about smart planning, the right partnerships and clear briefs.

It also means not falling foul of some common misconceptions. Here are a few we see time and again:

Common misconceptions

1. “If I’m selling a music resource, I need a music influencer”
That’s not always the case. One of our most successful music campaigns (see below for more details) was fronted by more general teacher influencers. The reason why, is because teachers follow who they relate to, not just subject specialists. For example, Mr H isn’t a music teacher but his day in the life humorous content makes him relatable and a trusted source. When he shared a music lesson from our client, which involved him learning to sing, engagement spiked.

Tip: Trust and relatability are key

2. “Competitions are the best way to drive engagement”
We’ve tested this. Teachers are busy. They don’t want to tag five colleagues or jump through hoops for a giveaway. What they do want is something useful, a free lesson plan, a classroom tip or resource they can use in their classroom tomorrow.

Tip: A post with a useful downloadable resource often outperforms a competition

3. “A big audience means better results”
We’ve worked with influencers who have 10k followers that have outperformed those with 100k. Why? Because their audience is loyal, engaged and full of teachers who save, comment and share.

Tip: A smaller niche influencer who is trusted by their community can drive more sign ups than an influencer with a huge following

Once you set aside these assumptions, the next step is to design your influencer campaign around what you want to achieve.

Tailoring your campaign to your goals

It’s important to know what success looks like as this will shape everything you do from who you work with, to what content they create.

For example:

If your goal is awareness:

Work with influencers who have high visibility
Focus on short, relatable content that introduces your brand or product
Don’t expect sign ups this is about being seen

If your goal is sign ups or trials

Choose influencers who teachers trust and who have high engagement
Offer something useful (e.g. free lesson plans, trial access)
Use clear call to actions

If your goal is to change behaviour

Build a series of posts not just one offs
Use storytelling and real classroom examples
Reinforce messages across multiple channels (TikTok, Meta)

Here’s a few more tips to make sure your influencer campaign is a success:

Evenings and weekends rule: Obviously during the day teachers are in the classroom so most influencers post their content outside school hours. Make sure this is when your content goes live.
Keep it short and simple: Teachers don’t want long product demos. We’ve found quick tips, classroom hacks and bite sized lesson ideas work really well.
Contracts matter: Having a clear brief alongside a written contract will protect you and the influencer.

What happens when you get it right

When the Ear Academy approached us to help launch their new music platform for primary schools, they had just four weeks to attract the attention of primary schools.

As we had to interest teachers fast, we created Musical Mondays, a three week mini series of free Key Stage 2 music lesson plans. As part of the campaign, we worked with trusted influencers including, Mr P ICT, Mr H and Miss Taylor, who shared the lessons and engaging content on TikTok and Instagram. We also used Meta ads and email marketing to support the activity.

The results

Nearly 300 teachers signed up to Musical Mondays in just four weeks
Almost 700 likes across influencer content
Nearly 30,000 total views (11.1K on Instagram and 18.4K on TikTok) across influencer content
97% of teachers who signed up engaged with the resources
Potential for 9,000 children to enjoy music in their classrooms

This example shows how teacher-focused content, delivered in the right way, can drive quick results even with limited time and budget. But how do you decide what is a successful campaign?

Understanding teachers

Influencer campaigns in education aren’t about the latest trends or chasing big numbers. They’re about really understanding teachers, what they need, how they behave online and who they listen to.

If you would like to see which teacher influencers could help your brand connect in the right way then download our guide to Top UK Teacher Influencers on TikTok or email us at hello@theinfluencecrowd.co.uk