Exploring the rising education landscape driven by innovation and investment
As education enthusiasts, we witness the vibrant Brazilian educational scene with optimism and interest. The growth of the sector, driven by several fronts such as Distance Learning (EAD), language schools and competition courses, reveals a journey of transformation and growth.
The recent ENEM (Exame Nacional do Ensino Médio) results only reinforce the importance of this moment. These are indicators that not only reflect student performance, but also demonstrate the dynamism of the educational system, focusing on areas that require improvement and innovation.
A notable point that has gained prominence in our observations is the significant increase in mergers and acquisitions in Brazil’s educational sector. In the first three months of 2022, 19 transactions were recorded, marking a notable growth of 72.7% compared to the same period in 2021, as shown by KPMG research. Investors are paying attention to this movement, recognizing the latent opportunities in the educational market.
Global projections from market intelligence firm HolonIQ are equally impressive. The education sector is estimated to receive more than US$10 trillion in investment by 2030, from governments, companies and consumers. In Brazil, with its vast population of more than 48 million students, opportunities unfold in improvements in the quality of education, eradication of illiteracy and reduction in school dropout rates.
The significant participation of the private sector in Brazilian education, with 16% of students in Preschool, Elementary and High School, and 80% in higher education, is a key point. This dynamic largely explains the intense movement in private Basic Education, which is home to 9 million students, generating a robust turnover of R$80 billion per year.
The geographic distribution of these transformations shows that the Southeast region leads, holding more than half of basic education transactions (53.1%). The South, Northeast, North and Central-West follow, showing a national drive towards educational improvement.
KPMG’s analyzes also highlight that mergers and acquisitions in the educational sector in Brazil began to take shape in 2008, gaining momentum after the first IPO processes. Even with the challenges posed by the pandemic, negotiations returned with vigor in 2021, especially involving Preschool, Elementary and High School.
As active members of this evolving educational ecosystem, we are privileged to witness and contribute to these changes. Education in Brazil is in constant movement, and it is our collective role to foster a more inclusive, innovative educational environment aligned with the needs of the 21st century.
During the COVID-19 pandemic and the resulting social isolation, Distance Learning (EAD) gained even greater relevance in the daily lives of the Brazilian population. The notable increase in visitor traffic to private education websites reflects a growing demand for quality educational content.
A report released by Similarweb thoroughly analyzed three specific segments: higher education, specialized education in competitions and language schools, using data from 106 of the most visited websites in Brazil between 2022 and 2023, providing a comprehensive view of the sector’s dynamics.
In the context of private education, the results reveal a significant increase of 5.14% in the volume of visits to websites between January and March 2023, compared to the same period in 2022. Surprisingly, 63% of users accessing these websites are women, highlighting a marked interest of the female public in online education.
Topics related to research on courses that offer distance learning (EAD) modalities stand out as the main drivers of traffic, indicating a growing search for flexibility and practicality in learning.
As for marketing channels, direct traffic and organic search lead, with 57.95% and 29.56% respectively, followed by paid search (4.14%) and recommendations (3.29%). Furthermore, when exploring specialized education in competitions, Passei Direto stands out with a notable growth of 84% in visits in March 2023, highlighting the importance of platforms focused on preparing for competitions and the growing demand for educational solutions aligned with specific objectives.
With the current educational landscape, where competition is intense and solutions to educational challenges are increasingly complex, the presence of brands and institutions must be strategically built. Therefore, it is essential for any EdTech business, whether emerging or consolidated, to gain visibility in the region.
With extensive experience in the world of traditional and online education, the Sherlock Communications team is committed to promoting the search for knowledge. Our team, based in Brazil and Latin America, deeply understands the region’s media landscape.
Our targeted educational PR strategy, including media monitoring, market research, event planning and web analytics, aims to increase consumer awareness and brand recognition, as well as establish our clients as educational authorities at local, regional and global levels.
Beyond the educational horizon
Our integrated approach works together with management, communications, press and customer service teams, delivering a comprehensive package of educational marketing services. This strategic collaboration results in a substantial increase in awareness and interest around educational and EdTech services, culminating in significant growth in subscriber numbers.
In addition to the educational sector, we observed important movements in several other sectors. The technology section has also highlighted new protagonists of remarkable transformations, outlining a scenario of constant evolution in different spheres of the Brazilian economy. We are attentive to these dynamics and ready to understand and contribute to the changes that will shape the future of these sectors.
