In fact, the combination of education companies and short videos is focused on the outside and inside the end. There are two completely different directions and logics: establish a video matrix account on the outside of the end, such as Douyin, Kuaishou, and video accounts, to strengthen your own Brand and teacher IP, so as to obtain new examples, this action focuses on pulling new ones; the existing educational resources in the terminal are videoized, creating a content space and scenes that can be continuously consumed by users, and gradually forming educational products for exploration. This action focuses on transformation.
At present, the short video customer acquisition that has been placed high hopes by education companies, the actual effect of attracting new customers is not ideal, the overall ROI cannot be responsible for its own profits and losses, the efficiency of large-scale customer acquisition is not as good as the launch, and the expectation of customer acquisition rhythm cannot be maintained. Controllable and stable. When it comes to reducing the cost of customer acquisition through short videos, it is a pity that it is tasteless and discarded, which is probably the common feeling of many education companies that have been involved in short videos.
Under the common pain point that the best way to acquire customers through short videos at low cost has not yet been clear, it is worthwhile for education companies to make good use of the hot magic weapon of "short videos" to improve the efficiency of conversion in their own traffic pools. Another route for a trip, maybe "walking out of a broad and wide avenue to the sky"?
Let's take a look, what are the phased answer sheets of Xueersi, Yuanfudao, and Homework Help on the combination of "short video + education"?
1. Xueersi Online School APP: all in short videos, unswerving
1. The video-based process of the Xueersi online school app
In June 2020, Xueersi Online School released a new version of the app, which embedded large-scale short video content, which marked the beginning of the construction of short video content in TAL's own traffic pool. From June 2020 to now, Xueersi has quickly filled in the video content of the site around the main app of the online school. Thanks to TAL’s 17 years of teaching, teaching and research accumulation, the short video content in the Xueersi online school app ranges from animation to live classes. From the video to the small video of the teacher appearing on the camera, there are everything, it can be said that a hundred flowers are blooming.
At the beginning of the video-based Xueersi online school app, the home page display adopts the display form of the palace module, which is classified according to disciplines and themes. Although the color design of the screen is flamboyant and colorful, the video on the home page is packaged on the cover. The above are all presented with teachers as the main body, and the country email list overall style still maintains a stubborn unity and restraint.
Only found that the page video is presented in the form of feed stream, the cover is directly taken from a certain frame of the video content, and the horizontal screen and vertical screen video are both, which makes the content more prominent.
With a large number of new video content, users' browsing habits will not continue to decline. How to improve the efficiency of video distribution is an inevitable problem. The approach of Xueersi online school app is to directly turn all the homepage into double columns. feed stream. Compared with the previous homepage module, which is more visually neat, the unity and order of the current homepage cover is completely gone, and replaced by a cover style that is full of flowers, so that it looks a little messy.
On the scale of efficient distribution of brand vision and content, Xueersi Online School embraces the latter. The current Xueersi online school app, open the home page, properly like an educational version of the B station.
(Left: Homepage of Xueersi Online School Right: Double-column Homepage of Station B)
Such a bold embrace of short videos, Xueersi Online School may be the first among all education companies, and it is enough to show Xueersi's determination and courage to unswervingly follow short videos. After Xueersi Online School was fully videoized, I always felt that it was like an educational version of Douyin Kuaishou, at least using the logic of short videos to operate its own content and teachers.
2. Mass launch of fragmented and diversified free video content
The first is the content side: quickly expand the video content in the app. If all education companies are all in short videos, the first question that other education companies will face is likely to be: how to obtain high-quality short video content with a wide variety of types and a large number?
Competitors may need to negotiate the introduction of external video content providers one by one. Only Big Brother Xueersi can breathe a sigh of relief here and say proudly: "Oh, hey, there are good resources in my backyard." Yes, rich and high-quality content resources are the unique moat of Xueersi, which is the treasure of the big brother Xueersi accumulated over ten years.
Xueersi all in short video is not only an innovative revision of the app content form, but also a sorting and reuse of company resources. At present, in the app, the content types and forms are relatively rich, and the resources are mainly presented in the form of videos. At the same time, there are live course slices, horizontal/vertical videos, animations, articles and comics of teachers appearing on the line.