About Educato
Educato is building a fast-growing consumer education product for students and families. We’re now investing heavily in short-form content and UGC as one of our core growth channels.
We’re looking for a Creative Director who deeply understands TikTok, Instagram Reels, and YouTube Shorts — not in theory, but because they have personally created content that people watched, shared, and talked about.
This role is for someone who has built an audience, made viral videos, understands internet culture, and can help our creators make content that feels native, authentic, and high-performing.
About the role
We’re hiring a Creative Director, Short-Form & UGC to lead Educato’s short-form creative strategy.
You will own the creative direction behind our UGC and short-form video engine: hooks, scripts, formats, briefs, creator coaching, editing direction, trend adaptation, and creative testing.
This is a hands-on creative leadership role. You should be able to look at a creator video and immediately know what is working, what feels fake, where the hook is weak, where people will drop off, and how to make it sharper.
You’ll work closely with our founders, our UGC/micro-influencer manager, and our creators to turn Educato into a brand that consistently produces native, viral-style short-form content.
What you’ll do
- Own Educato’s short-form creative strategy across TikTok, Instagram Reels, YouTube Shorts, and paid social.
- Develop repeatable content formats, angles, hooks, and storylines for Educato.
- Write and improve scripts, creator briefs, hooks, captions, and on-screen text.
- Coach UGC creators and micro-influencers on how to make stronger videos.
- Give creators clear feedback on delivery, pacing, authenticity, framing, lighting, hooks, and CTAs.
- Turn rough creator ideas into content that feels native, engaging, and believable.
- Review creator submissions and identify what needs to change before posting or running as ads.
- Create and maintain a library of winning hooks, formats, trends, and creative learnings.
- Analyze short-form performance and turn data into new creative tests.
- Work with editors or edit directly when needed to shape videos into high-performing assets.
- Help us build a repeatable UGC system where creators get better over time.
- Stay extremely close to what is working on TikTok, Reels, and Shorts right now.
What we’re looking for
- You have personally built or led a social account with 100k+ followers on TikTok, Instagram, YouTube Shorts, or a similar short-form platform.
- You have created or directed viral short-form videos, ideally with multiple videos reaching 500k+ or 1M+ views.
- You understand why videos go viral — hooks, retention, pacing, relatability, emotional payoff, shareability, and timing.
- You have strong creative taste and can explain why a video works or fails.
- You know how to make content feel native, not corporate.
- You are comfortable coaching creators, giving direct feedback, and helping them improve.
- You can write strong hooks and scripts quickly.
- You understand UGC, creator-led ads, and short-form storytelling.
- You can move fast, test lots of ideas, and avoid over-polishing.
- You care about performance, not just aesthetics.
Bonus points
- Experience with consumer apps, education, students, parents, or Gen Z audiences.
- Experience turning organic-style content into paid social ads.
- Experience managing creators, influencers, or UGC programs.
- Experience building a personal brand or creator-led business.
- Experience with CapCut, Premiere, Final Cut, Descript, or similar editing tools.
- Experience coaching non-professional creators to make better content.
You might be a great fit if
- You’ve personally made videos that got real distribution.
- You can explain why the first 1–3 seconds of a video work or don’t work.
- You know how to make educational content feel entertaining.
- You can help a creator sound more natural on camera.
- You can turn a boring product explanation into a scroll-stopping story.
- You have strong opinions on hooks, pacing, subtitles, framing, and CTAs.
- You are excited to build a creative engine, not just make one-off videos.
Success in the first 60 days looks like
- We have a clear short-form creative strategy for Educato.
- We are testing multiple content angles, hooks, and formats every week.
- Our creators are getting better because of your coaching and feedback.
- We have a library of repeatable creative formats that fit Educato.
- We are producing UGC that feels more native, sharper, and more likely to perform.
- We have clear learnings on which hooks, creator types, and formats drive results.