Analysis of advertising video materials!

In recent years, with the increasing demand of the new generation of young people for self-improvement, my country's vocational skills education market is in a period of growth. In the future, the vocational education market has great development potential and is expected to continue to rise sharply in 2022.

Data source: iiMedia Research | 2020-2021 China's vocational development education status and market segmentation analysis report

In the creative planning work of the past two years, we have also personally experienced the changes in the vocational education industry. The number of customers we contact, the types of segments, and the advertising budgets have all shown a clear upward trend. With the rise of the short video era, creative demands have gradually shifted from picture demands to short video demands.

Next, we will focus on the vocational education track, with Office/Excel courses and video editing courses as sub-tracks, and conduct targeted analysis of creative short video materials.

Category 1: Common office software such as Excel data analysis

Target group: White-collar workers (finance, human resources administration, sales, operations), both male and female

Pain points: Lack of necessary skills in the workplace, poor performance in spreadsheet and data analysis, which affects work efficiency and leads to overtime, and even hinders promotion and salary increase.

Course highlights:

1. Improve work efficiency, avoid overtime, and gain praise from leaders - what are the benefits of taking this course?

2.8 yuan for 5 days of lessons – low trial and error costs

3.0 Basics - Low learning threshold

4. Teaching assistants follow up and answer questions - group benefits

5. Free Excel materials worth ￥399 + matching exercises - added value

Script structure

• Growth comparison: the Excel I made before, the Excel made by my colleagues, and the Excel made after I learned it, through different degrees of table evolution, attract users to role-play and arouse curiosity.
• Implanted course: 5-day data analysis camp
• Course advantages: short learning time, no need to read books, practical courses, learning and practicing at the same time
• Registration guide: Low price guide

Materials & Editing & Music

The first 6 seconds use original materials + happy and funny music, and the line "The Excel I made" is not good-looking, which is a self-deprecating statement. From the 7th second, music with denser drum beats is switched, and the music reaches a climax when high-end materials appear in the 10th second. Next, the character's office network materials + course practical pictures are used to increase the authenticity of the course, and finally registration is quickly guided.

Creative Direction

In addition to the contrasting directions in the material, the following creative directions can also be used for this type of course:

1. Real-life videos - situational dialogues, office scenes, actual problems encountered at work, and then embedded in courses. This type of video scene is real and is more likely to attract the attention of people in the workplace.

2. Real-life video - a single person speaking in an office scene, throwing out the Excel pain points of people in the workplace to attract viewers, and then embedding it into the course. The spoken video can make the selling points of the course clearer.

3. Pure material editing. The materials are composed of practical screen recordings, online characters, online Excel and other materials. A large amount of course material display makes it more authentic.

Category 2: Mobile phone editing courses

Target group: mothers, housewives, retirees, unemployed people, etc. aged between 30 and 50, mainly women.

Characteristics of the crowd: They have free time to improve their skills and start a side business to make some money, but they don’t need to spend too much time and money.

Course highlights:

1. The course is free for 6 days at 0 yuan - low risk awareness

2. Improve editing skills, no basic knowledge required - low learning threshold

3. Free editing gift package worth 1,000 yuan + eight categories of scripts - welfare inducement

Script structure

This video can be divided into two parts: material mix and real person oral broadcast

• Course material mixed cut flash + student effect feedback
• Start oral broadcasting to stimulate the target audience: How to improve yourself after get off work
• Give a solution: Learn mobile editing
• Core points of the course: Can be learned on mobile phone, easy to operate, and taught by instructors
• Lower the learning threshold: you can learn easily even if you have no foundation or experience
• Additional benefits: Free eight categories of scripts and a 1,000-yuan editing package
• Quota guidance: Create a scarcity effect and urge quick registration (Reminder: If you want to reflect that the number of places is limited, directly using "limited places" may result in a risk of rejection. It is recommended to use "there are not many places left")
• The actors are friendly, their age and temperament match the target audience, and they are expressive

Materials & Editing & Music

Practical material flash: the first screen material allows the target audience to understand the course in the first second, and the acceleration effect gives people a sense of professionalism and strength of the course; at the same time, the first screen copy highlights the course content + interest point keywords - 6 days of mobile phone editing, 0 yuan, free for a limited time.

321 countdown: The visual effect is cool, giving people a sense of anticipation and reducing the video bounce rate

Feedback from students: This type of material is relatively original and authentic, and it also incorporates the benefit of "earning extra money through editing" into the material in a soft way.

The material mix in the first 10 seconds of the video mainly uses a large number of materials to switch quickly and use the background music, so it is more ornamental and can catch the user's attention.

Creative Direction

The materials for mobile phone editing courses are all in the form of oral broadcast by a single person. This conclusion is drawn based on the amount of materials available on the platform. Regarding creative direction, we can base it on different groups of people

1. Moms and housewives: The family has great financial pressure. They can start from the perspective of women’s growth, hoping to have some extra income and improve their status in the family.

2. Retirees: They have a lot of free time but lack editing skills. They want to improve their skills and make some money at the same time.

3. Office workers/unemployed people: They want to start a side job in film and television editing and self-media, but they don’t know where to start.

Summarize

The above creative analysis and direction are only a limited part of the course. The materials in advertising creativity are ever-changing. Only by continuously deepening the research of an industry and accumulating and summarizing the rules can we grasp the trick of generating large amounts of materials.