A comprehensive review of online education live broadcast operation skills

" Online education " and "live streaming" are undoubtedly the hot words of the year from 2020 to 2021, and have received widespread attention from all walks of life.

According to iResearch Consulting data, the market size of China's online education industry reached 257.3 billion yuan in 2020, with a CAGR of 34.5% over the past four years and an overall online rate of 23-25%.

The "2020-2021 Annual Research Report on China's Online Live Streaming Industry" released by iMedia Consulting shows that the scale of online live streaming users in China reached 587 million in 2020, and is expected to reach 635 million in 2021.

Driven by the epidemic, educational live streaming has stood out from various segments of online live streaming. Considering user viewing frequency and user recognition, educational live streaming ranks in the top three and performs outstandingly.

It can be said that in 2021, if educational enterprises and training institutions want to maintain their competitiveness and strive for long-term development, doing online education and launching educational live broadcasts are the most powerful and advantageous ways.

For educational training institutions, in addition to expanding brand awareness and providing students with a richer teaching experience, a very important point in transforming online is to be able to attract fans and control private domain traffic. From this point of view, most institutions will give priority to relying on SaaS technology service providers such as Maker Artisans to build their own online education platforms (public accounts, mini-programs, APPs, PC online schools), launch online courses such as live broadcasts, videos, audios, columns, training camps, etc., and then use a series of online operations to attract fans, retain the traffic on their own platforms and further operate and convert it.

So, now that you have your own platform and the ability to launch live classes, how do you operate it?

Let’s take a look at the common forms of live streaming and how to make a profit from it.

1. Pure teaching

Pure teaching-style live broadcasts can be divided into: taking a single course as a node and covering a topic in several classes; taking specific knowledge points/pain points as the theme.

Pure teaching live broadcasts are generally paid live broadcasts. The most important thing is to demonstrate the value of the content, allowing users to trust the platform, and then carry out subsequent course renewals, subject expansions, referrals, etc.

For users of full-priced live classes, we can launch group buying, price-bargaining and other activities for related courses or upgraded courses. For example, for users of beginner oral English courses, we can launch a group buying activity for intermediate oral English courses. A group of three people can get the course originally priced at 1,099 yuan for 599 yuan, which encourages users to actively share and promote group formation.

2. Directly bring goods

It usually exists in live public classes, and it attracts as much traffic as possible by solving pain points, offering discounted course purchases, and other attractions. Then it combines the live streaming function with selling goods to interact with fans and recommend platform memberships, courses, and online physical mall products (books, course peripherals, etc.).

This type of live broadcast needs to pay attention to "teaching as the main focus, and selling products as the supplementary focus". It is necessary to make the users of the live broadcast room recognize the value of the live broadcast content, and then generate goodwill and trust, before it is possible to proceed to the next step of teaching and selling products, instead of focusing on selling products from the beginning.

This type of live broadcast can intersperse activities such as lucky wheels and limited-time discounts during the live broadcast, and then be supplemented by teaching assistants to interact, countdown to discounts and other operations to heat up the live broadcast atmosphere.

For example, when the number of people in the live broadcast room reaches 50, 100, 300... a lucky wheel draw will be held with prizes including free shipping of physical textbooks, 7-day platform VIP, platform no-threshold coupons, column courses, etc., to encourage user participation and further stimulate payment conversion of users who draw coupons.

At the same time, the live broadcast room can also launch a limited-time discount on VIP annual cards, and the teaching assistant will simultaneously count down the remaining discount spots, such as "There are only 8 platform annual card discount spots left. If you place an order now, you can get one-on-one consultation with the main teacher once."

3. Live streaming

The purpose is to drive traffic to the platform. Most of them will adopt models such as public welfare open classes, low-cost live classes, or inviting friends to participate for free. After the live broadcast, they will guide them to join the group, guide them to follow the official account, guide them to add the teaching assistant’s corporate WeChat, etc., to drive traffic to the platform.

This type of live broadcast can also be interspersed with activities such as lucky wheel during the live broadcast. For example, invite friends to participate in the live broadcast. For every 3 people invited, you can get a chance to draw a lottery. Or, start a live lottery when the number of people in the live broadcast room reaches 100, 200, or 300, to encourage users of the live broadcast room to actively attract new users.

At the same time, for this part of new users, we can launch some low-priced products with prices of 9.9, 19.9, and 49 yuan to eliminate users' purchasing concerns. We can first allow some users to be directly converted into trial class users in the live broadcast room, and then further guide users to purchase full-priced courses.

In short, educational live streaming is different from other live streaming. It is not a one-time transaction that is settled at the moment of payment. The key to educational products lies in the subsequent teaching results and teaching services. It is a relationship that requires long-term maintenance, especially for institutions with relatively high course prices, which need to provide better services and resources.

Therefore, whether it is live streaming with goods, live streaming to attract traffic, or live streaming to teach, it is inseparable from private domain traffic. All users should be retained on their own online education platform, and then a series of supervisory services such as subsequent interactive communities, Q&A, homework check-ins, exam assessments, etc. should be used to enhance the user's learning experience and results, thereby guiding continued conversion and fission in the later stage.