No creativity in video promotion? This article teaches you!

Since the second quarter of 2018, the education industry's consumption of Tencent's 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.” Today we are launching a special video creative solution for the education industry to enhance the creative video production and delivery capabilities of the education industry.

01. What to shoot for video advertising - grasp the four basics

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 group

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. Demands and pain points

The difficulties encountered in learning and the challenges encountered in the workplace and life are the most common 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. Benefits

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 up a scene for your video story that’s suitable for showing off your product’s 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.

02

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 angles.

● Narrative structure:

Choose different deductive structures based on the information you want to convey at the moment. 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 should be optimized within the limited video length. Regardless of the narrative structure, the first 5 seconds of the video are crucial;

● Shooting angle:

Highlight the front side of the character's vision to give the audience a stronger sense of interactive communication.

3. Rapid conversion is the core goal of video advertising

It is suggested 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.

The above is the content of this sharing. We hope to help many advertisers in the education industry quickly master the creative production and delivery of video ads, making video ads a new tool to drive growth.

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Source: Tencent Advertising