Beginner’s tips on how to use TikTok for educational institutions!

The topic I want to share with you today is: How can educational and tutoring organizations easily play Douyin short videos? How training schools use Douyin short videos to recruit students, hoping that in the training, we can help everyone solve the problems encountered in operation.

You may not have recorded a Douyin short video, but you must have heard Douyin short video hits; you may not have downloaded the Douyin short video APP for free, but you must have watched Douyin short videos posted by your friends on WeChat Moments. "Tik Tok" has spread across my country at a viral rate, and has almost begun to show a universal Tik Tok situation, penetrating all age groups.

How can we use the Tik Tok short video platform to do our own product promotion and traffic generation work? Here we have compiled the key points and methods for educational and tutoring organizations to use Tik Tok short videos. Let’s take a look!

How to identify potential customers on Douyin short videos?

If we decide to use Douyin as a product promotion and traffic generation method, we must first understand what kind of people the users of Douyin are and whether our users are really on Douyin.

age

60% of the users on Douyin were born in the 1990s, 30% were born in the 1980s, and people in their twenties and thirties account for 90% of the users of Douyin. You can analyze it yourself to figure out what proportion the target users of your organization occupy in this group.

Consumption habits

The proportion of Douyin short video users in cultural and educational consumption is relatively high, and the proportion of users' consumption in education and training scenarios is also high.

Consumption power

They are not only worried about having enough food and clothing, but also have good jobs and stable incomes. They are relatively rational in consumption and begin to pay attention to the quality and environment of food, clothing, housing, health, investment, etc.

Customer application peak

There are usually three follow-up calls to the parents before coming.

After 12 o'clock in the afternoon, it is time to take a break after eating; after 6 o'clock in the afternoon, it is usually the fragmented time for commuting to work; before going to bed.

Therefore, when we publish content, we must grasp the viewing habits of users.

Proper use of the recommendation system of Tik Tok short videos

If you don't have fans, your posts won't be seen by many people. But it’s different with Tik Tok short videos, you can have no fans at all. For all users of Tik Tok, every video you shoot, no matter whether it is cost-effective or of good quality, will definitely have a broadcast volume after it is released, ranging from dozens to thousands.

For example, if you post a video, even if you have no fans, Douyin will first recommend it to, for example, 100 people. It will see what the satisfaction of these 100 people is, such as how many followers and comments they leave on the message board. The platform will then judge that this content is still very good and will continue to push the message to more people, for example, 1,000 people. If these 1,000 users are very satisfied, they will strongly recommend it again, and so on. If the user satisfaction is not good, it will not be recommended again.

So what aspects does customer feedback include?

Video completion rate

The completion rate refers to how long the video is watched by others. For example, if the video is 15 seconds long and the user watches it for two or three seconds and then leaves, this short-term broadcast is not considered to be effective information. It must be at least more than seven seconds. Therefore, the first two or three seconds of your video are very important and must attract people.

Followers

The amount of attention is a key indicator for assessing the quality of content.

Evaluation

For short videos on Douyin, comments are very important. Many people like to read the comments all the time after starting a video. Sometimes the comments are more interesting than the video.

You generally read reviews for the following purposes:

First, see what the public opinion is about this video;

Second, look for funny and humorous content, and see if there are any comments like kneeling down and calling someone daddy or keyboard warriors;

Third, if the content of the video is not very obvious, you may get some supplementary information through comments.

Share

When the user clicks on the share button, he will find that it has a lot of functions. Not only can it be shared, but it can also download videos, perform with others, and make dynamic desktops. These functions are all counted as shared.

The TikTok short video platform treats small accounts and new accounts equally, and the content uploaded by small accounts is the same as that of new accounts. They all start with small traffic and look at user feedback.

If user satisfaction is not good, even if you have millions of fans, the number of video views will not increase. Even if you have no fans, but the video content is good, you can still have videos with hundreds of millions of views.

When making short videos on Tik Tok, whether it is individuals or organizations, what they must pay attention to is the content. Because content is the most important thing in the content management period, they must focus on content.

How to operate the Douyin short video account on the official website of the teaching area

Young users on Tik Tok prefer popular, creative and interesting content. People can roughly divide it into (beautiful, fun, useful) talent show type, creative type and tutorial method type. The talent show type includes folk dance, beauty and skin care, music MV, film and television dubbing imitation, trick display, landscape video, etc. The creative type includes some funny jokes with big imagination, pranks, daily life, etc. Similar tricks can also find different jokes, and the unexpected reversal is particularly eye-catching.

Fast pace creates temptation

For educational training institutions to easily play Tik Tok short videos, they must first attract users and make them want to watch the 15s video. It is necessary to attract users at the first second. Although the video is only 15 seconds, if users cannot be attracted at the beginning, they are likely to swipe past it immediately. So how can educational training institutions attract customers through Douyin short videos?

First of all, the tempo must be fast. The finger dance that was very popular in the past is like this. It is so dazzling that you can't keep up and it's over before you know it. There are also many recipes, makeup and other short videos that adopt this method: setting the sound speed fast, or using high-pitched female/children's voices to make it look urgent and emergency.

Educational training institutions can try to record all videos in a fast-paced manner. For example: the achievements of art class students such as painting, dance shows, fashion shows, competition video recordings, etc.; online classes for school students, interesting online interactions, interesting videos between teachers and students' parents, interesting professional skills, etc., so that the product can meet the characteristics of "fast pace", "novelty" and "easy to use", bringing customers a clear sense of reality and friendliness.

Product placement should be appropriate and cautious

Whether an advertising plan is qualified or not depends on whether the creative copy can connect customer goals and product characteristics. Therefore, when you want to do marketing in Douyin short videos, you must first consider combining the characteristics of your video with the characteristics of the product.

The professional knowledge recommendation videos made by educational training institutions should look more professional, and the teachers in the videos should be contagious; when making funny and entertaining videos, they can focus on classic quotes and some funny things in the students' learning process and the teachers' teaching process; the use of handsome men and beautiful women and talent shows by art majors can attract many people.

Therefore, in the process of video planning, it is necessary to properly incorporate embedded advertising into it. If an education and training organization can shoot an interesting short video for its product, it will be very helpful for marketing. For example, the previously popular Haidilao hotpot hidden menu and Starbucks coffee hidden menu are all creative ways to arouse users' curiosity and interest, which not only makes users feel interesting, but also attracts users to participate offline. These users themselves can also serve as promoters, similar to the common distribution strategy in today's business, surpassing the actual effect of viral marketing.

Units usually cooperate with each other to play a role in goods

Representative organizations: Alipay Wallet, Dianping.com, NetEase Cloud Classroom, and Redmi mobile phone.

Alipay Wallet compiled the daily life of the promotion department and the new functions of Alipay Wallet into funny segments and put them on Douyin short videos, taking into account both challenges and publicity effects.

Redmi phones all use the same approach, combining the daily work of the Xiaomi mobile phone promotion department with the role of the Redmi phone to shoot fun and funny short videos on Douyin, and use time-flow advertising words as a means of attracting traffic to the account, with the number of fans exceeding 1.055 million. NetEase games and others all use the same techniques.

Nice music or vocal accompaniment

Tik Tok was initially positioned as a music platform, so songs have always been very popular, provided that the singing is good. You can also add some nice music. Since the popularity of [Immersive] and other videos, audio videos have become more and more popular. Super nice children's voices/female voices can always attract a large number of customers. For example, educational training institutions can invite boys/girls with super nice voices to explain the course content.

According to the analysis above, there are very few organizations stationed on the Tik Tok short video platform, and the foundation is a vast ocean. Educational training institutions can selectively try to develop this free method in accordance with the characteristics of the product itself. It should be noted that they should find the topicality and fun gameplay of the product itself.

During the entire process of Douyin short video operation, there are the following common problems:

It is advisable to push 2-3 posts a week, and then carry out refined management and operation to maintain the popularity of the video and make each one have the possibility to become popular; Disassemble the 15-second video into 3 parts: cover picture, content, and hot topic. The cover picture should catch the user's attention and attract the user, and then start the content, and be sure to leave a topic at the end; In terms of content, personalize it as much as possible. Douyin short videos are actually people-oriented. Whether it is using real people, animated characters, or video voice characters, it is to make users feel realistic and participatory; More gameplay is waiting for you to explore and innovate. It requires everyone's mutual efforts to make the organization become an "Internet celebrity".

Author: Zhang Kangkang

Source: Zhang Kangkang