How do educational and training institutions attract traffic through video accounts?

In June 2020, WeChat officially announced that the daily active users of its video account had exceeded 200 million. By September, according to calculations by Founder Securities, the peak daily active users had reached 350 million, and the estimated baseline level was 300 million.

As a latecomer, Video Account has only been around for one year.

In just this short period of one year, Video Account has been accelerating its catch-up with Douyin and Kuaishou.

With the arrival of WeChat 8.0, Tencent has once again deepened its support for video accounts and launched an impact on the short video content industry.

The video account, which has 200 million traffic, is gradually being discovered by various industries and sub-sectors. With the help of WeChat's huge traffic, sufficient traffic supply is guaranteed for a series of operations on the video account.

Taking the education industry as an example, let’s talk about how educational institutions and educational companies use video accounts to convert traffic to their own online education platforms.

Video accounts are built on private domain traffic , which can enable merchants and users to build a more stable relationship. The construction of social relationships among acquaintances can also provide both parties with higher trust and transaction quality.

Video Account is a platform with built-in social attributes. It supports linking to official accounts and sharing to Moments and WeChat groups, helping businesses effectively solve traffic problems.

Video accounts based on the WeChat ecosystem are supported by WeChat's huge traffic, ensuring sufficient traffic supply for educational institutions and educational companies to accumulate and sediment users through video accounts. Coupled with close connections with mini-programs and official accounts, a complete closed loop of customer acquisition, sedimentation, fission, conversion, and monetization can be achieved, with WeChat Pay's guarantee for the entire payment process.

What can be done specifically?

Share in two forms.

01

Use video accounts to direct users to your own private traffic pool, that is, your own knowledge store and online platform.

Practical Case

A yoga education and training institution built its own online knowledge store based on the WeChat official account through an education SaaS technology service provider, and put a rich variety of yoga courses on the shelves in the knowledge store.

However, the store has few fans and suffers from a lack of traffic. So in order to attract traffic through the video account, the merchant recorded a yoga class suitable for white-collar workers to practice after get off work.

At the same time, he also posted a tweet on his official account that detailed the column course and included a course jump link.

The link to this public account tweet was added to the top of the comment section and the extended link of the video account, and finally posted on the video account.

This video was shared, forwarded, and liked many times and was seen by more people in need. They clicked on the link to enter the official account tweet, and after reading it, they were very interested in the complete course, so they jumped to the course link and purchased the course to study.

Educational and training institutions use video accounts to direct users to their own knowledge stores, providing users with diverse, high-quality courses, supplemented by a series of marketing tools to activate users and create fission and conversion.

02

With the help of video accounts, users can be directed to corporate WeChat for further management and operation, managed based on user preferences, and enhanced user stickiness.

Practical Case

A calligraphy training institution uploaded calligraphy practice courses through a video account, attracting users who are interested in practicing different fonts.

Therefore, we created several group live codes with different themes through WeChat for Business: such as running script, regular script, official script, etc. We invited users who were interested in different fonts to join the WeChat for Business group. We also designed multiple group activity codes, made them into beautiful posters, and published them on the official account.

When users watch a video, they click on the link to enter the official account tweets and join one or more communities according to their preferences.

Merchants push corresponding course links based on user preferences, allowing users to enter the online knowledge store built with the help of maker craftsmen to purchase and learn, thereby retaining users in their own stores and making multiple conversions.

Video accounts have 200 million traffic. Educational institutions and educational companies use video accounts to direct users to their own knowledge stores and corporate WeChat, and then better accumulate, fission and convert users to realize commercial monetization of content.

Educational and training institutions use video accounts to convert traffic to their own knowledge stores (private traffic pools), providing strong support for subsequent services, conversions and further development of educational and training institutions and educational enterprises.