Night School by SheSays is a four-week series of creative career lessons designed to help emerging talent build confidence, influence, productivity and emotional intelligence. I supported the initiative by working on content design and reviewing the performance of the campaign’s LinkedIn content to understand what resonated most strongly with the audience and why certain posts performed better than others. This case study summarises that analysis and the strategic insights I took from it.
I analysed the published LinkedIn content to identify which posts drove the highest levels of engagement, which creative choices worked best, and what patterns emerged in both interactions and audience response. My aim was to understand how this type of branded educational content performs on LinkedIn and how I would refine the strategy going forward.
The first post analysed is a vivid, motivational post with a strong call to action and energetic tone. This post sparked the highest number of reposts among the four selected, suggesting that aspirational messaging paired with a clear benefit (“boost your confidence,” “kick imposter syndrome”) was highly shareable.
This second post served as a broader introductory message, outlining the full concept of Night School and inviting people to join the waitlist. The clear explanation of the programme combined with the promise of a certificate made it appealing to readers seeking accessible career development opportunities.
The third post analysed was the most direct announcement-style post. Engagement was more modest, which aligned with its functional tone. Although it performed lower than the others, it provided useful insight into how audiences respond to posts that focus on logistics rather than storytelling.
The teacher-highlighted fourth post introduced the mentors in the Communication & Influence module. It performed second best when it came to audience sharing. The audience seemed particularly interested in the unusual mix of teachers, a dominatrix, a negotiation strategist, an Egyptologist and a film director, which added a sense of curiosity and surprise.
Performance Analysis
Among the four posts analysed, post 1 generated the strongest overall engagement, especially in reposts. Posts that highlighted the unique mentors (such as post 4) also performed noticeably well. In contrast, the more straightforward announcement (post 3) received lower interaction, showing that audiences respond more to storytelling and personality than logistics.
Key Insights
Audiences engaged most with content that felt motivational, human and creatively unexpected. Posts that spotlighted the distinctive experts behind Night School inspired more comments and shares, while functional updates generated less response. Tone and emotional relevance played a significant role in shaping engagement.