The start of 2020 is not looking good.
A sudden outbreak of the novel coronavirus pneumonia not only put the whole country in a panic, but also all walks of life suffered varying degrees of losses due to the impact of the epidemic.
One industry, however, is reaping the benefits of an unexpected wave of free traffic.
The business is —
Education and Training Industry
.
Recently, in order to enrich the spiritual life of those forced to stay at home, many Internet platforms have launched new functions and activities of online education and online learning. The most typical is online live classes and a variety of remote cloud classes, cloud learning.
A typical example is Liu Xin, the founder of “Aimax Math”, a primary and secondary school mathematical Olympiad education and training institution in Wuhan, who is also an excellent student of the Doushang Company’s Play and earn short video training camp.
Ms. Liu Xin started to make TikTok in early 2019. Her main account “Aimax Math” is focused on explaining mathematical Olympiad questions. So far, she has accumulated many fans
740,000 +
At present, it has opened TikTok Blue V certification and TikTok shop.
The biggest advantage of Tiktok enterprise account is that you can directly hang the “official website link” and “contact information”. At present, the official website link of the account is directly redirected to its Amazon store, and the contact information is directly redirected to the phone number, which can be called with one click.
This provides a large number of free traffic portals for its online sales training courses and learning materials. Although TikTok video cannot be updated normally due to the impact of the epidemic, it does not affect the normal income of the account.
According to the sales data of TikTok store bound by “Aimax Math”, the cumulative sales volume of TikTok store has reached 5W+, including two online training courses priced at 299 dollars
The cumulative sales volume is 1.1W+ and the estimated revenue is 330W+.
“Aimax Math” Toktok shop window
It is understood that Ms. Liu Xin has set up a cultural media company, which is specialized in incubating TikTok accounts of science, especially mathematics, in primary and secondary schools.
“The plan is to incubate and create 30 TikTok numbers to form an MCN dedicated to K12 science in TikTok Ecology. The” micro class “of junior middle school mathematics has been incubated for a short time. By March 2020, the total number of TikTok numbers has reached 16W+
It has about three million followers on the Internet
.”
On the TikTok account of “Aimax Math”, we also found that teacher Liu Xin’s short video team is exploring ways of delivering live lectures and selling classes. Short videos will be released from time to time to inform the live broadcast time and theme, so as to preheat and divert the live broadcast from 19:00 at night.
1
Pay for knowledge is riding a wave of traffic from short videos
As early as 2019 at the DOU Knowledge Creators Conference, TikTok announced that it has become the largest knowledge sharing platform in China.
According to the data released by TikTok, as of December 2, 2019, the number of knowledge content creators with more than 10,000 followers on TikTok has exceeded 74,000, and they have created 1,985 thousand high-quality knowledge short videos, which have been played more than 1.9 trillion dollars.
At the same time, we also learned from the product window of some education industry accounts on TikTok. In recent months, an education and training industry account “Crash Course Standard American English”, which is targeted at English teaching, has been sold recently on TikTok
5000
; Parenting account TikTok small shop “Early parenting Education Enlightenment Course” has been sold
9990
; “The Carbon Cycle in Detail” has been
5,600 + copies sold
.
Paid Courses on Tiktok
There are also a variety of training courses, such as yoga fitness, beauty and skin care, women’s self-defense, special effects video production, writing training courses, Internet money thinking, learn to speak well and so on.
A variety of education and training courses on Tiktok
Coincidentally, the education and training industry of Kuaishou is also booming.
According to the 2019 Education Ecology Report of Kuaishou, from June 2018 to August 2019, the average monthly paying users of Kuaishou Education increased by more than 95% month-on-month.
The total number of paying users has exceeded 1.6 million, and 520,000 creators of short educational videos have earned income.
Among them, the anchor “Gong Teacher of Mathematics and Physics” with 94.7 million followers sold 36,000 copies of teaching courses, and the sales volume of the courses priced at 9 dollars reached more than 300,000 dollars. Even a minor course such as Suona Basic Speed Learning sold nearly 5,000 copies.
Perhaps you think these sales and professional knowledge paid platform online course sales can not be compared. But we should know that the creators of these education and training courses are ordinary people with no visibility, not big V in the traditional sense.
Whether you admit it or not, the main battlefield of knowledge payment is shifting from professional knowledge payment platforms represented by Wei, Quora, Qianchat and Lychee Micro class to short video platforms with surging traffic such as Kuaishou, TikTok, watermelon video and other mass traffic platforms.
At present, thousands of chat, Fan Dengreading, Autumn leaf PPT, New Oriental English and many other education and training field leaders have entered the short video, the use of short video huge flow cash.
Education and Training Matrix account on TikTok
2
4 advantages of short video in education and training industry
Take Tiktok as an example. If you are a player in the industry of education, training and knowledge payment, there are at least four advantages of using Tiktok for marketing:
Advantage 1: High traffic
Do marketing should understand, to solve the traffic is to solve half of the things.
With fans comes a steady stream of cash.
Short video platforms, such as TikTok (daily live 400 million) and Kuaishou (daily live 300 million), are becoming the most important traffic portals in the 5G era.
On the other hand, with the continuous improvement of 5G network and terminal equipment, the next 3 to 5 years will be an important stage for the transformation of China’s Internet video from the era of graphics to the era of video!
Short video and live broadcast, will also occupy more Internet users attention time and more commercial traffic! Will greatly change consumers’ online habits and consumption habits.
Therefore, no matter what the field, as long as you have the demand for traffic, you must start to layout short video or live broadcast, short video is also the fastest way to increase powder drainage at present.
Advantage 2: Simple operation
The core of a hit video is content. And as knowledge paid players, there is a natural advantage to do content.
You don’t even need to be like an entertainment story account. To make a video, you need to plan scripts, prepare scenes, props, shoot short videos and make short videos like a movie.
Most education and training accounts can directly skip the link of content production and enter the link of editing and operation cash.
You should know, in the whole network has more than 100 million fans in the field of knowledge payment of the head organization “Fan Dengshu”, its fast fan growing know-how, but it is the offline course of the field clip. This is also the simplest, most basic video clip that Bai can handle with ease.
▼ TikTok Matrix “Fan Deng Reading” video content
Of course, this light operation can also quickly increase the fans way, but also once again verified the core of popular video – content.
The content that is useful to users, can arouse the resonance of users and make users feel is the underlying logic of short video fans.
And the production of high quality, so that users have a sense of access to the content, is not the education and training industry the most at home, the most adept thing?
Therefore, education and training industry into the bureau of short video to do video content, it can be said that the simplest thing to answer.
Advantage 3: Platform support
Both TikTok and Kuaishou have been providing key traffic support for content in the field of knowledge payment.
Take TikTok again as an example. In terms of product functions, TikTok opens the first batch of access rights to the collection function for knowledge creators. In terms of operation incentives, knowledge creators should be included in the “growth plan for creators”. In terms of content creation tools, TikTok Knowledge Creator Manual was launched, and the official knowledge short video creation methodology was published.
On February 3, 2020, TikTok was launched exclusively
Paid Content column
. The platform’s explanation for the paid content column goes like this:
Paid columns are ByteDance’s official content monetization tool for creators; After the courses are uploaded to the paid column, they can be distributed to the platforms such as Toutiao, TikTok and Watermelon Video to realize the simultaneous realization of multiple ends.
Users only need to open the shop window and TikTok store (if they do not have the qualification to apply for TikTok store, they can apply to the official via email). , you can upload your paid courses (online courses) on TikTok.
Sell your online courses through video shopping carts and live shopping carts.
In other words,
TikTok officials also encourage relevant knowledge accounts to open small stores to sell virtual courses.
At present, many accounts in the field of knowledge have opened the function of this “paid column”, adding their own online course connection in the commodity window.
Zhang Nan, president of Tiktok, has also said that Tiktok will continue to cultivate knowledge in 2020 and provide knowledge creators with stronger and more detailed services from the aspects of product functions and operation incentives.
Because for platforms, more power means more influence.
The platform does not want its platform to be full of “mentally shallow” content such as funny entertainment and little brothers and sisters, so it also needs knowledge content such as valuable, science popularization and education to convey a “useful” image beyond entertainment to the outside world.
Advantage # 4:
Converted into cash
fast
Both TikTok and Kuaishou have introduced different support policies for accounts in the field of knowledge payment.
Taking Tiktok Enterprise Blue V as an example, the authenticated account of Tiktok Enterprise can not only highlight the official authority (blue V logo), but also send private messages to customize the reply to fans, and enjoy 13 marketing privileges such as data analysis of Tiktok Enterprise number and POI address claim.
More importantly, in the realization of the drainage of this matter, more simple and direct than the general account.
Because the enterprise account can directly add external links and contact information. External links can be links to your online selling courses, such as official websites, Amazon stores, etc. Contact information can be a key direct, do not need a second jump, directly used to deal with the target users, greatly improve the turnover rate.
In addition to the platform’s policy support and knowledge paid content (online sales of online courses) and other functions of the open, these for the education and training industry friends, are good marketing tools.
3
How can the education and training industry monetize quickly through short videos?
No matter what industry, if you want to quickly enter the short video and cash out through the short video, at least you have to go through the following trilogy:
Step 1: Understand the platform rules and features
Platform rules include platform recommendation mechanism, platform operation minefield;
Functions include some basic operations, such as how to open a commodity window (or TikTok store), how to make videos, how to open live delivery and so on.
The second step: account operation
The contents of account operation include
Account positioning, content planning, popular content production, people design, fan operation, data analysis, video release
Such as dozens of general direction of operation.
Step 3: Refine every detail of the operation
For example, what are the criteria for selecting the valuable content of the knowledge payment type?
How do you title a video?
How to improve video interaction rate through post-processing (including background, transformation guidance, subtitles, etc.);
Release video rhythm, rise powder drainage skills design and so on.
Every step is hidden mystery, every detail point is to determine the final rise powder drainage and realization effect of the “domino”.
If you want to explore by yourself, with the way to step on the pit to do it, waste manpower, material resources, financial resources, it is likely to be a few months or even half a year, can not find a “good road”.
The end result is time wasted, money spent and zero return.
