A guide to the GuangDianTong distribution of vocational education!

Introduction: With the rapid rise of the short video market, image videos have gradually become the mainstream means of publicity; skills such as video editing and video post-production special effects have also gradually become important professional soft power. Today, I will talk to you about the advertising delivery methods of Tencent in the film and television post-production track.

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Course Overview

Crowd portrait (crowd overview, gender, age, region, education, occupation, etc.)

Delivery suggestions (delivery links, material and landing page suggestions, public account marketing, traffic position selection, cost reference, targeting strategy)

1. Course Overview

The target group of film and television post-production courses includes users who hope to engage in professional film and television post-production fields; it also targets users who are interested in dabbling in the field of short video operations, and focuses on providing them with film and television editing guidance and easy-to-connect short video operation and monetization courses.

The content of the film and television post-production course includes tutorials on three types of editing software: PR, AE, and C4D, gradually transitioning from early editing to post-production special effects.

Different from other interest and skill courses, the download and installation steps of film and television post-production software are relatively cumbersome, which is a major barrier to purchasing courses. By building one's own technical platform or providing compliant trial experience channels, it can help improve the conversion rate of full-price courses.

2. Crowd Portrait

1. Crowd Overview:

Compared with other SKUs in the education industry, film and television post-production TAs tend to be young and middle-aged males;

The age range is concentrated between 25 and 45 years old, among which the 30-35 year old group accounts for a relatively high proportion, the 35-39 year old group has a higher tgi, and the majority of people are married.

The regions are mainly distributed in new first-tier cities and second-tier cities, among which the TGI of first-tier cities is higher, and it is recommended to mainly cover this type of region.

2. Gender distribution:

Males account for 60% and have a relatively high TGI, which is the main target group for film and television post-production courses. If you want precise and narrow targeted delivery during the cold start-up period, it is recommended to give priority to male users.

3. Age distribution:

Compared with other interest-based courses, film and television post-production courses cover more age groups and are general courses for all ages. The main user age range is 25 to 50 years old, among which people aged 30 to 45 account for a relatively high proportion. At the same time, it is basically positively correlated with the tgi trend, so it is recommended to give priority to coverage.

4. Geographical distribution:

Users are mainly concentrated in first-tier, new first-tier, second-tier and third-tier cities. Among them, first-tier cities have the highest TGI and the best back-end conversion. The demand potential in fourth- and fifth-tier cities is still large.

5. Educational background distribution:

Judging from the educational level of users, more than half of them have a bachelor's degree. However, among the adult group, the TGI of different stages, from junior college to undergraduate to master's and doctoral degrees, is relatively high, and the potential for investment is relatively high. This verifies the general population characteristics of film and television post-production courses, and users at all levels of learning have a high acceptance of this skill. It is recommended that when launching, based on the intersection age targeting, there should not be too many restrictions on educational level.

6. Occupational attributes

TA covers both white-collar and blue-collar workers and has strong universality.

Among them, finance/personnel/new policy workers, advertising/marketing/media/art workers, and sales personnel account for the largest proportion;

Advertising/marketing/media/art workers and design practitioners have a higher TGI, which is in line with the industry attributes of the course.

3. Advertising Suggestions

1. Delivery link

Direct purchase link: single target bidding - the following order is the optimization target

Follower-adding link: dual-target bidding - shallow target: attention/deep target: order placement

2. Material and landing page suggestions

MP recommends covering both picture materials and video materials; picture materials are mainly original large pictures/multiple pictures

GDT recommends focusing on improving the quality of video materials and covering different traffic positions for horizontal and vertical videos.

Material direction suggestions:

1) Image materials:

Screenshot of the editing software startup cover/interface, highlighting the post-production details and leaving a high professional impression

Visual comparison chart before and after the effect + description of benefit points

Editing scene pictures, recommended real-life model images

2) Video materials:

Famous teacher/IP oral introduction

Combined with film and television post-production editing/special effects display effects, intuitively display the results of the work and attract attention

3) Landing page design:

Easy to learn: Highlights “Even beginners can learn” and “No basic knowledge required”

Employment rate: In view of the large change in talent gap, the future of the film and television post-production market: large demand, low threshold, high salary

Highlight famous teachers and celebrities, strengthen discount points, create a rush-buying atmosphere, display core selling points, add retention pop-ups, and keep the order button suspended

3. Official Account Marketing

Content operation: the public account name, introduction, content operation, navigation bar settings are concise and clear, and the theme is clear

Welcome message after first following: The copywriting highlights user needs, highlights the future employment prospects of the course, and guides users to purchase the course

Follow-up tactics: The menu bar clearly states limited-time discounts and career development skills to attract users to place orders

4. Flow position selection/cost range reference

Low-priced course prices: The main low-priced courses for film and television post-production range from 1 yuan, 3 yuan, to 9 yuan, and the corresponding cost range fluctuates between 130-200 yuan. You can try courses at all price levels, and it is recommended to adjust the bid based on the actual average customer spending.

Flow selection:

MP accounts for 80%, GDT accounts for 20%

MP traffic: Moments account for 50%, Moments > Official Accounts > Subscription Accounts > Mini Programs > Page after Payment

Recommended priority coverage of WeChat Moments, public accounts, and XQXS traffic

5. Targeted strategy

Basic targeting: Prioritize coverage of first-tier, second-tier and third-tier cities, mainly targeting users aged 25-45, and focusing on male users

Crowd targeting: Give priority to using one-party crowd expansion packages; at the same time, 50% of the ads in the account are paired with test Roca word targeting