How can the education industry do short video live streaming well?

According to iResearch Consulting statistics:

In 2020, the market size of China's online education industry was 257.3 billion yuan, with a CAGR of 34.5% over the past four years and an overall online rate of 23-25%.

In the 2020 Tik Tok Live Data Map, we can see:

In February 2020, the number of Douyin's education live broadcast hosts increased by 110%, the number of people watching education live broadcasts increased by 550%, the number of education live broadcasts increased by 200%, and the average growth rate of the number of viewers per education live broadcast was 1.7 times the average growth rate of overall live broadcasts.

Online education does have unlimited potential. For those of us who are short video operators in the education industry, how should we seize this opportunity and ride on the fast-growing train of online education?

Today we will talk about the gameplay and routines of education + live broadcast.

01. What are the ways to combine education with live streaming?

We have previously shared articles on the skills and methods of making short videos in the education industry. Friends who are interested can click to read at the end of the article. Now, let’s take a look at how to live broadcast with me.

ps. Relevant industry reports are also prepared at the end of the article, remember to get them~

Back to the topic, after following hundreds of short video accounts in the education industry, I roughly summarized three types of education live broadcast accounts:

1. Personal IP live broadcast

In the field of short videos, what kind of accounts are most likely to become popular?

Answer: An account with a distinctive personality.

On the short video platform, it may not be easy to establish an educational brand, but it is not difficult to establish a personal image. So when I am looking for education-related content, I often see account names like Teacher XX, and such accounts have far more fans than brand accounts.

One of the biggest advantages of personal IP live streaming is that it can quickly capture the user's attention and quickly increase the volume in the early stages of account development.

2. Institutional live broadcast account

One of the biggest advantages of live streaming with institutional accounts is that they have a wider coverage. The stronger the brand endorsement, the more fans there are, and the more content that can be broadcast.

3. Local education live broadcast account

This is a live broadcast account in the education industry that I accidentally discovered while browsing Douyin today. This type of account does not have a wide audience or many fans like the above two, but its advantage is that every user who follows it is a precise user, and it is very easy to monetize and convert.

After having a general understanding of the types of educational live broadcast accounts, let’s take a look at the various forms of live broadcasts.

1. Lecture style

Lecture-style live broadcasts can be divided into two categories: one is paid live broadcasts on private domain platforms, which mainly teach specific knowledge and content; the other is live broadcasts that teach a certain knowledge point/pain point. Here we mainly discuss a more common form on short video platforms: live broadcasts that teach a certain knowledge point/pain point.

The main purpose of accounts that adopt this type of live broadcast is to interact with fans and increase the popularity of the account. The second purpose is to promote online courses and recommend books in the courses and answers. There are also a small number of accounts that come just for live broadcast rewards.

2. Direct delivery

The purpose of this type of account is really too obvious. The most direct thing is to tell you that other children have bought it, and if you don’t buy it, your child will lose an opportunity to catch up with others. After hearing this kind of anxiety-mongering remarks, it is difficult for parents not to buy it.

3. Unmanned live streaming

When I talked about unmanned live streaming before, I gave you an example to illustrate it. I will not go into details here. To put it simply, it is a screen recording of course clips + selling products in a small window.

The advantage is low cost, the disadvantage is less interactivity.

After briefly understanding the types of educational short video live broadcast accounts and the forms of live broadcasts, let’s take a look at the profit models of these accounts.

02. What are the profit models for educational short video live streaming?

One point I want to emphasize here is that if the account has not accumulated a certain number of fans and does not have a strong brand endorsement, it is recommended not to rush to monetize through live streaming. This is also the biggest difference between educational live streaming accounts and other accounts that sell goods.

The prerequisite for monetization of educational short video live streaming: accumulating a certain amount of fan trust or a certain amount of brand reputation.

The core monetization logic of educational short video live broadcast accounts is actually basically similar to that of other live broadcast hosts, which can be divided into two types: ToB or ToC.

The former advertises and sells goods, such as test preparation books, online courses, stationery, snacks to replenish energy, coffee, and even pillows, neck pillows, etc., all items that can appear in an educational context.

The latter directly lets fans pay for their own courses, promote their own brands, bring their own peripherals, give rewards for live broadcasts, etc.

If we have to add another one, then monetization by attracting traffic from the community is also a relatively common way of monetization: "Add the teacher's WeChat, join the learning exchange group, and study with excellent people", "Distribute exam preparation materials in the group from time to time", etc.

Currently in the education industry, the best combination of short video live streaming is: live streaming + selling courses.

Below I summarize several methods and key points of operating educational short video live broadcasts. You can understand them based on this. Friends in the education industry are also welcome to share their operating experience in the background~

03. Educational short video live broadcast operation skills

1. Lectures are the main focus, with product promotion as a supplement

What you need to pay attention to when live streaming educational short videos is that you must emphasize the value of the content. The key to users' liking and trust in you is the quality of your content and your abilities. If you leave the stage entirely to selling goods, it is inevitable that you are putting the cart before the horse.

2. Short videos: the charm of low average order value

The best-selling products in the short video live streaming field are low-priced products of 9.9, 19.9, 49, and 99. This logic can also be applied to the education industry.

When setting up courses, you can first set up some trial courses with small customer unit prices to relieve users' purchasing concerns. Let users experience the courses first and then induce users to make further purchases.

Lesson plan tips:

(1) Course theme: relevant to users’ pain points;

(2) Combination of high-priced courses + low-priced courses: The product page should include both high-priced full courses and low-priced trial courses. The ratio of the two course products must be well-balanced and properly arranged to reduce the user's purchasing burden.

(3) Course packaging: Selling points are combined with pain points, and positive reviews are used to strengthen endorsement. The instructor builds his reputation and ensures the quality of the content.

3. Private domain traffic diversion

Education is different from other industries. It is not a one-time transaction where both parties are settled after the payment of goods. The education industry needs long-term maintenance, especially for institutions with relatively high course prices, such as corporate training, overseas study training, etc. It is difficult for pure content to win the favor of users:

In addition to high-quality content, they also value the services behind it and the resources provided.

Therefore, private domain drainage is imperative, which will also help with subsequent conversion and fission.

This is not only true for live broadcasts, but also for short videos. If you don’t believe it, you can search a few educational accounts to see if they have added various guiding information in the introduction, avatar, background image, etc., encouraging you to add contact information.

In addition, if you want to make short videos and live broadcasts on local education, it is recommended that in addition to operating Douyin and Kuaishou, you must try Video Account.

Video accounts rooted in social platforms are extremely friendly to accounts in the same city, and their dissemination and credibility are much higher than other short video platforms.

Author: Short Video Operation Diary

Source: Short Video Operation Diary