Growing an education brand
US public schools enrolled 49.5 million students in fall 2023, and over half of the 19 million college students took an online course. Reach them on YouTube, Instagram and TikTok.
How big is the education industry?
US public schools enrolled 49.5 million students in fall 2023, and 19.0 million students attended degree-granting colleges.
| Measure | Figure | Year |
|---|---|---|
| Public school students, pre-K to grade 12 | 49.5 million | Fall 2023 |
| Students at degree-granting colleges | 19.0 million | Fall 2023 |
| Elementary and middle school teachers | 3.5 million | 2025 |
| Projected teaching and library job openings a year | 871,900 | 2025 to 2035 |
The enrollment figures come from the National Center for Education Statistics' Digest of Education Statistics.[1, 2, 4, 5]
Who are education students and teachers?
Most college students are women, more than half take an online course, and 79.2% of elementary and middle school teachers are women.
| Group | What the figures show |
|---|---|
| Women | 57.6% of college students |
| Online learners | 54.1% of college students take an online course; 26.1% study only online |
| Part-time students | 39.2% of college students |
| Teachers | 79.2% of elementary and middle school teachers are women |
Which platforms should an education brand grow on?
YouTube reaches 84% of US adults and 95% of those 18 to 29, and Instagram and TikTok reach most young adults.
| Platform | US adults | Ages 18 to 29 | Women |
|---|---|---|---|
| YouTube | 84% | 95% | 83% |
| 51% | 79% | 56% | |
| TikTok | 37% | 65% | 43% |
| 31% | 41% | 30% |
LinkedIn reaches 51% of college graduates, which suits professional courses. Apple's Kids Category rules matter if you publish a learning app for children on the App Store. They rule out most third-party ads and analytics, and keep purchases and links out of the app behind a parental gate. Send learners to your .com to sign up. For domain endings and trademark classes, see naming an education brand.[6, 7, secondary]
Checks the .com, YouTube, Instagram, LinkedIn, TikTok and App Store in one search.
Who are the top education creators?
Ms. Rachel and Mark Rober are on Forbes' 2026 top creators list. TIME100 Creators 2025 includes Rober, Kahlil Greene and SL Rockfish.
| Creator | Known for | Named by |
|---|---|---|
| Ms. Rachel | YouTube lessons that teach toddlers everything from the alphabet to emotional regulation | Forbes Top Creators 2026 (opens in a new tab), #24 |
| Mark Rober | Former NASA engineer whose science stunts teach physics and robotics | TIME100 Creators 2025 (opens in a new tab); Forbes, #9 |
| Kahlil Greene | The "Gen-Z historian," uncovering America's hidden past on TikTok and Instagram | TIME100 Creators 2025 (opens in a new tab) |
| SL Rockfish | Milwaukee educator who teaches English grammar and idioms on TikTok | TIME100 Creators 2025 (opens in a new tab) |
Which sites are the authorities on education?
NCES, ISTE, Education Week and the Bureau of Labor Statistics are the main authorities on US education data, edtech standards and news.
| Site | What it is | Use it for |
|---|---|---|
| National Center for Education Statistics (opens in a new tab) | The primary statistical agency of the US Department of Education | Enrollment and school data |
| ISTE (opens in a new tab) | Publishes the ISTE Standards for using technology in teaching | Edtech standards |
| Education Week (opens in a new tab) | A source of K-12 education news and information since 1981 | K-12 news and trends |
| BLS: Educational instruction and library occupations (opens in a new tab) | US government job data | Pay and job openings for educators |
Sources (12)
- PrimaryNCES: Digest of Education Statistics, table 203.10 (opens in a new tab), public school enrollment through fall 2023
- PrimaryNCES: Digest of Education Statistics, table 303.10 (opens in a new tab), college enrollment by sex and attendance, fall 2023
- PrimaryNCES: Digest of Education Statistics, table 311.15 (opens in a new tab), college students in distance education, fall 2023
- PrimaryUS Bureau of Labor Statistics: Employed people by detailed occupation, sex, race, and Hispanic or Latino ethnicity (opens in a new tab), Current Population Survey, 2025 annual averages
- PrimaryUS Bureau of Labor Statistics: Educational Instruction and Library Occupations (opens in a new tab), Occupational Outlook Handbook
- SecondaryPew Research Center: Social Media Fact Sheet (opens in a new tab), survey of US adults
- PrimaryApple: App Store Review Guidelines (opens in a new tab), 1.3 Kids Category
- SecondaryForbes: Top Creators 2026 (archived copy) (opens in a new tab)
- SecondaryTIME100 Creators 2025 (opens in a new tab), profiles of Mark Rober, Kahlil Greene and SL Rockfish
- PrimaryNCES: About us (opens in a new tab)
- PrimaryISTE: About (opens in a new tab)
- PrimaryEducation Week: About us (opens in a new tab)