How to engage the YouTube generation by looking to Zoella

Dominic Traynor

Dominic Traynor is a Primary school teacher who found that video was the key to unlocking his KS2 pupils' potential in traditional literacy skills like reading and writing. He went on to create A Tale Unfolds, which has now been used in over 1000 primary schools in the UK and internationally. This KS2 resource delivers literacy progress at an average of double the normal rate, while improving the digital skills that are so vital for our digital generation pupils. Dominic continues to deliver classroom sessions as well as training in schools and universities.

Follow @ataleunfolds

Website: www.ataleunfolds.co.uk/ Email This email address is being protected from spambots. You need JavaScript enabled to view it.

Schools are being increasingly seen as businesses. However, many people enter the teaching profession precisely because they see school as something pure and untainted by the commercial world. Nevertheless, it doesn’t mean that schools shouldn’t adopt cutting-edge principles of marketing in order to meet the needs of our pupils.

Understanding key principles of marketing is incredibly important for schools, because it leads to gains in academic performance, student well-being and staff happiness that make headteachers jump for joy. One marketing guru in particular whose work can totally change the approach of schools is Seth Godin. He is responsible for the now well-known idea of tribes when talking about customers. If we identify pupils as customers, albeit in a setting that doesn’t sell in the traditional sense, it is crucial to understand what is it they’re engaged with on a daily basis, what they enjoy doing, what they aspire to so we can help them find a way to maximise their experience in the classroom. A class teacher is in charge of a tribe. The best teachers understand this and use their interests as a springboard to learning. As Seth Godin would say, “Don’t find customers for your products, find products for your customers,” or rather, “Don’t find pupils for your lessons, find lessons for your pupils.”

So if we are to find lessons for our pupils, we have to understand youth culture. In order to do so, we don’t need to look very far. The superstars of the younger generation are only a click or a tap away. As well as the tribe in their classroom, today’s child is part of a much larger tribe: the YouTube generation.

In the UK, undoubtedly the biggest vlogger is Zoella, who has become one of the most powerful youth influencers. “It is crucial to understand what is it pupils are engaged with on a daily basis.”Having even been made into a waxwork at Madame Tussauds after fans voted for her in droves, she also launched her own beauty label with Boots in 2015. But before you despair at how YouTube is glueing kids to the screen instead of reading, consider that Zoella’s first book sold more copies in the first week than any other book since records began, beating the record set by none other than JK Rowling. The idea that video is stopping children from reading simply isn’t true. In fact, it is the very power of video that is making young people put down their devices and choose to read a real book.

Filmmaking is increasingly being used in the classroom by teachers who understand the wants, hopes and aspirations of their pupils. Recent BBC documentary The Rise of the Superstar Vloggers was an extremely interesting insight into what many people wrongly perceive to be a frivolous activity and an easy route to fame and fortune. Contrary to popular belief, becoming a superstar vlogger involves hours and hours of researching and writing content. When we consider how popular video is with children, it becomes clear that filmmaking is the secret weapon for accelerating progress in schools.

By using filmmaking as an incentive to write, pupils are working to produce the kind of media that they love, while the teacher is easily able to coerce them to improve their writing and reading using video as a constant hook. One such school who took the plunge into filmmaking is Northway Primary School in Liverpool, nominated for the Educate Awards Innovative & Creative Literacy Award. Over the course of 11 weeks, the pupils planned, drafted, edited, performed and filmed their very own adventure film based on El Dorado, the search for the lost city of gold in Colombia made famous by Christopher Columbus himself.



As well as focusing on the traditional skills of reading, they worked tirelessly on incorporating sentence level work into every step of the writing process covering six genres of writing. In piecing together their film, they used a range of apps as well as WeVideo, a cloud-based video editing platform, to produce their final film.

Having assessed their pupils before the start of the project, the team of teachers were overwhelmed by the significant improvements in their data at the end of the project. As well as literacy skills, pupils made huge progress in their digital skills by getting to grips with green screen technology, audio recording and video editing.

“Consider that Zoella’s first book sold more copies in the first week than any other book since records began.”

Head of English at Northway Primary, Yasmin Reed, said: “In terms of pupil progress and engagement, the project was a runaway success as our data shows. Working for purpose and having a real outcome for their work was hugely motivating for them and they responded to the challenge with incredible enthusiasm and a massive appetite for learning. At the end of the project, we hosted a film premiere at Cineworld Liverpool. It was a truly appropriate end to the incredible work from both teachers and pupils.”



In these tough times of excessive testing and preparation for tests which dominate school timetables, this filmmaking approach should be celebrated and held up as a beacon of innovative education. There is another way to achieve outstanding progress, and the teachers at Northway Primary have demonstrated exactly that. Childhood has changed. Find lessons for your pupils, not pupils for your lessons. It will pay dividends.


Have you used filmmaking in your school? Share your experiences below.

Register for free to continue reading
Registration is a free and easy way to support us.
When you register, you'll join a grassroots community where you can:
• Enjoy unlimited access to articles
• Get recommendations tailored to your interests
• Attend virtual events with our leading contributors
Register Now
Login

Latest stories

  • How to handle stress while teaching in a foreign country
    How to handle stress while teaching in a foreign country

    Teaching English in a foreign country is likely to be one of the most demanding experiences you'll ever have. It entails relocating to a new country, relocating to a new home, and beginning a new career, all of which are stressful in and of themselves, but now you're doing it all at once. And you'll have to converse in a strange language you may not understand.

  • Is Learning Fun for You, Teacher?
    Is Learning Fun for You, Teacher?

    Over the weekend, my family of five went to an Orlando theme park, and I decided we should really enjoy ourselves by purchasing an Unlimited Quick Queue pass. It was so worth the money! We rode every ride in the park at least twice, but one ride required us to ride down a rapidly flowing river, which quenched us with water. It was incredible that my two-year-old was laughing as well. We rode the Infinity Falls ride four times in one day—BEST DAY EVER for FAMILY FUN in the Sun! The entire experience was epic, full of energizing emotions and, most importantly, lots of smiles. What made this ride so cool was that the whole family could experience it together, the motions were on point, and the water was the icing on the cake. It had been a while since I had that type of fun, and I will never forget it.

  • Free recycling-themed resources for KS1 and KS2
    Free recycling-themed resources for KS1 and KS2

    The Action Pack is back for the start of the brand new school year, just in time for Recycle Week 2021 on 20 - 26 September, to empower pupils to make the world a better and more sustainable place. The free recycling-themed resources are designed for KS1 and KS2 and cover the topics of Art, English, PSHE, Science and Maths and have been created to easily fit into day-to-day lesson planning.

  • Inspire your pupils with Emma Raducanu
    Inspire your pupils with Emma Raducanu

    Following the exceptional performance from British breakthrough star Emma Raducanu, who captured her first Grand Slam at the US Open recently, Emmamania is already inspiring pupils aged 4 - 11 to get more involved in tennis - and LTA Youth, the flagship
    programme from The LTA, the governing body of tennis in Britain, has teachers across the country covered.

  • 5 ways to boost your school's eSafety
    5 ways to boost your school's eSafety

    eSafety is a term that constantly comes up in school communities, and with good reason. Students across the world are engaging with technology in ways that have never been seen before. This article addresses 5 beginning tips to help you boost your school’s eSafety. 

  • Tackling inequality in EdTech
    Tackling inequality in EdTech

    We have all been devastated by this pandemic that has swept the world in a matter of weeks. Schools have rapidly had to change the way they operate and be available for key workers' children. The inequalities that have long existed in communities and schools are now being amplified by the virus.

  • EdTech review & The Curriculum Lab
    EdTech review & The Curriculum Lab

    The world is catching up with a truth that we’ve championed at Learning Ladders for the last 5 years - that children’s learning outcomes are greatly improved by teachers, parents and learners working in partnership. 

  • Reducing primary to secondary transition stress
    Reducing primary to secondary transition stress

    As school leaders grapple with the near impossible mission to start bringing more students into schools from 1st June, there are hundreds of thousands of Year 6 pupils thinking anxiously about their move to secondary school.

  • Generation Z and online tutoring: natural bedfellows?
    Generation Z and online tutoring: natural bedfellows?

    The K-12 online tutoring market is booming around the world, with recent research estimating it to grow by 12% per year over the next five years, a USD $60bn increase. By breaking down geographic barriers and moving beyond the limits of local teaching expertise, online tutoring platforms are an especially valuable tool for those looking to supplement their studies in the developing world, and students globally are increasingly signing up to online tuition early on in their secondary education schooling. 

  • Employable young people or human robots?
    Employable young people or human robots?

    STEM skills have been a major focus in education for over a decade and more young people are taking science, technology, engineering, and maths subjects at university than ever before, according to statistics published by UCAS. The downside of this is that the UK is now facing a soft skills crisis and the modern world will also require children to develop strong social skills as the workplaces are transformed by technology. 

In order to make our website better for you, we use cookies!

Some firefox users may experience missing content, to fix this, click the shield in the top left and "disable tracking protection"