How do I find my first ESL students?

Most first students come from a personal connection, not from advertising. A working order, cheapest to most expensive:

1. Your existing network. Post on personal social media that you're taking on a few students. Ask friends with kids.
2. Local expat and parent communities. Facebook groups for expat families, WeChat or LINE groups for parent communities in your target region, Reddit communities for language learners.
3. Referrals from your first students. Once you have 2-3, offer a "refer a friend, both get a free lesson" deal. This is the single highest-converting channel.
4. Tutor marketplaces (Preply, italki, Cambly). High visibility, but high competition and low rates. Useful for filling empty slots, not for building a brand.
5. Your own content. TikTok, Instagram, or YouTube videos of lessons (with parent permission), tips for parents, or quick lesson clips. Slow to compound but builds a moat.
6. Paid ads. Most independent tutors who try paid ads (Facebook, Instagram, Google) don't see a positive return — customer acquisition cost is typically far higher than what a single new student generates, and ads can't fix a weak trial. Treat them as a last resort, not a growth shortcut. Every channel above is cheaper and converts better.

Track where each new student came from. After 10-15 students, you'll see which channel is actually working for you and can double down.