How to shoot video ads for the education industry using Tencent social advertising?

Since the second quarter of 2018, the education industry's consumption of Tencent's social advertising video resources has been steadily increasing. It has attracted attention from the education industry because it can accommodate richer plots and scenes, and has greater advantages in terms of information volume and viewing experience. However, many clients in the education industry suffer from a lack of video advertising creativity and production experience, and can only “yearn for it in their hearts but not be there.” Tencent Social Advertising has specially launched a video creative solution for the education industry, which can improve the education industry's video creative production and delivery capabilities in just four steps.

What to shoot in video ads? Grasp the four basic

Currently, there are three main types of video advertisements in the education industry: live-action sitcoms, product introduction dramas, and cartoon animation videos. Among them, real-life sitcoms have a strong sense of immersion, fully express information, and are relatively easier to be vivid and interesting, thus occupying a mainstream position in advertising.

Based on this, the educational video solution lists the four basic material components that advertisers need to grasp: target population, needs and pain points, interest points, and scenarios.

1. Target audience: The characters in the video content should be consistent with the audience. Taking K12 products as an example, the audience usually consists of two dimensions: users and purchasing decision makers, so children and parents often appear in the video at the same time. In videos containing adult language, the characters are usually college students or young professionals (both decision makers and users).

2. Needs and pain points: Difficulties encountered in learning and challenges encountered in the workplace and life are the most common needs and pain points. Also, consider what factors the audience will mainly consider when choosing an educational institution. Since decision makers and users of K12 products are separated, the needs and pain points must be reflected from the perspectives of different roles.

3. Interest points: There are two dimensions to the delivery of interest points. One is to target the audience’s pain points and tell them how the product can meet their needs. The other is to reflect the interest points that are different from other competitors.

4. Scene: Set a scene for the video story that is suitable for revealing product features. For example, visually demonstrate the usage scenarios of the product, or social scenarios in which solutions are obtained through communication with others. You can also set up scenes to showcase learning outcomes to demonstrate product advantages.

How to shoot creative videos? Three key points to follow

By summarizing the key points in three aspects, namely creative expression, shooting standards, and rapid conversion, the educational video solution provides a set of simple and easy-to-use "routines" for advertisers to get started quickly.

1. The ways of creative expression are divided into rational expression and emotional expression. The characteristic of rational expression is that the interest points are "direct" and the core advantages of the product are intuitively displayed. For example, the effects of using a product and not using a product can be compared on the same page, or the ease of use of App products can be demonstrated; emotional expression focuses on triggering the audience's empathy through plot creativity. For example, family conflicts caused by children’s learning problems, or anxiety caused by bottlenecks in the workplace.

2. Shooting standards include three key points: narrative structure, video rhythm, and shooting angle:

Narrative structure: Choose different narrative structures based on the information you want to convey. Different creative effects are produced by different rankings of the four elements of demand, pain points, solutions, and product benefits;

Video rhythm: the duration ratio of the above elements within a limited video length. Regardless of the narrative structure, the first 5 seconds of the video are crucial;

Shooting Angle: Highlight the front view of the character to give the audience a stronger sense of interactive communication.

3. Rapid conversion is the core goal of video advertising. Tencent Social Advertising suggests that the audience’s sense of urgency should be aroused in the plot, such as by having characters express messages such as “act quickly” or “many people are already using it” to inspire the audience to act.

What if I don’t know how to make it? Tencent Creative Customization (TCC) easily solves production

For the shooting and production of video ads, Tencent Social Advertising launched Tencent Creative Customization (TCC), which aims to help advertisers connect with professional video material shooting companies and quickly output high-quality video advertising materials.

Tencent Creative Customization is inviting many high-quality suppliers to join. These suppliers have rich experience in video creative production and cover many vertical industries such as education to meet the promotion needs of advertisers. During the platform's launch testing period, Tencent Social Advertising launched preferential policies for advertisers, with unified material pricing as low as 2,500 yuan. For Tencent-certified video consumption support recipients, if the material consumption reaches 25,000 yuan within 15 days, 2,500 yuan of production costs will be refunded, allowing advertisers to try video advertising at a very low cost. Tencent Social Advertising has also formed a team of creative experts to combine performance data with video creation experience, provide guidance on material delivery throughout the process, and assist in the dynamic iteration and upgrading of creativity.

The production cycle only takes 10 days from the time an advertiser submits their needs on the platform to the time they obtain the finished product. Once the video is confirmed by both the advertiser and Tencent Social Advertising, it will be synchronized to the delivery management platform within 10 minutes so that it can be delivered at any time. Some customers in the education industry have used Tencent Creative Customization to produce more than 100 video ads since October last year. After the launch, the competitiveness of the materials increased by 41% and the form conversion rate increased by 75%.

How to choose the resources to be invested? Tencent's cross-scenario video resource matrix

Tencent Social Advertising’s cross-platform and cross-scenario video advertising resources provide advertisers with abundant delivery channels. Social platforms such as WeChat Moments, QQ, and QQ Space, and entertainment and information platforms such as QQ Browser, Tencent Video, Tencent News, and Tiantian Kuaibao have video advertising resources in different forms, and support two types of horizontal video and vertical immersive video streams, making it convenient for advertisers to reach out in a panoramic manner.

Based on past delivery data, Tencent Social Advertising provides some high-quality video resource recommendations to advertisers in the education industry: ordinary/large-capacity videos in Moments, QQ information flow videos, Tencent News videos, mobile QQ videos, and Tencent video information flow, which are all high-quality resources suitable for promotion in the education industry.

The above four steps of Tencent’s social advertising education industry video creative solution will help many advertisers in the education industry to quickly master the creative production and delivery of video ads. As the ancients said: "Don't let April down", the spring of video advertising has arrived. With Tencent's mature social advertising solutions, why not seize the time to "get on board" and let video advertising become a new tool to drive growth.