Abstarct: Abstract Social media platforms have replaced traditional teaching approaches as virtual environments for educational purposes, particularly suited to enable learners to produce, share, and receive user created material. Many language institutes have found it increasingly difficult to be visible on search engines and social media as competition has increased. In addition, the introduction of the COVID-19 pandemic enhanced the need for online learning. As a result, language institutes have preferred to teach English online, but students are unfamiliar with online learning. Therefore, language institutes must publicize their online lessons in order to attract and encourage students to enroll in online English education. An efficient internet advertising campaign will help the language institutes or freelancers attract a more diversified student baxse. The objective of this research is to explore how ELT practitioners could employ social media tools to support students in language learning and potentially use them in commercial language program development. The research design is nonexperimental and descxriptive. 60 samples, including videos and pictures were chosen from these social media platforms. We delved into the discourse of English language institutes’ advertisements on social media in order to identify the persuasive techniques and strategies they employ to attract language learners to online classes. The results showed that ‘reciprocity’ and ‘scarcity’ were the most used persuasion principles, while ‘commitment and consistency’ and ‘consensus’ were the least favorable persuasion principles in the ELT advertisements. The findings of this study can be used firstly by researchers to compare the persuasive strategies used in other countries and other cultures to find out whether there is a pattern generally relevant to all cultures, secondly, the findings can be useful as a pattern to provide persuasive techniques for those language institutes that have online English classes. The third implication is that for English teachers who teach English online, they can use persuasive strategies to attract learners’ attention to online classes. And finally, the results of this study are useful for those in the field of advertising.