The competition for K12 education during the winter vacation is fierce! January advertising overview

The competition for K12 education during the winter vacation is fierce! January advertising overview

Based on the mobile advertising intelligence tracked in January 2021 (January 1st - January 28th), the following industry overview and top advertisers in January were sorted out.
In January, games and software applications saw strong investment, and as the winter vacation approached, the education and training industry significantly increased its investment in January, ranking among the top three in terms of advertising investment . Among non-gaming applications , tool and shopping apps have strong advertising investments.
In the overall application promotion ranking in January, Pinduoduo and Xiaohongshu ranked first and second in the promotion list. There were many cultural and entertainment applications on the list, and advertising was strong.
When it comes to specific industries, which top advertisers were aggressively competing for volume in January?
In order to better analyze the top advertisers, we took stock of the top advertisers in the App promotion ranking and brand promotion ranking based on the two landing page promotion purposes of App download (with the purpose of guiding App downloads) and brand promotion (with filling out forms as the main promotion purpose).
1. App Promotion Ranking
Through the App Growing's App promotion ranking function, you can further filter the application (non-application) promotion rankings of 15 major App categories, and support viewing the promotion details of a single application. The following only presents an inventory of the top advertisers in the four major sub-categories of social, shopping, news, and reading .
2. Brand promotion ranking
The following is an inventory of the top brand advertisers in the four popular industries of education, finance, skin care and beauty, and automobiles in January.
In this education brand promotion list, the top 5 are all well-known K12 education brands, and the number of advertisements has increased by nearly 1/3 compared to December. The winter vacation battle for volume has entered a white-hot state.
A review of K12 education ads related to the winter vacation hot spots in the past two months
① Fancy course gift boxes from Xueersi, Gaotu Classroom, Zuoyebang, and Yuanfudao
These brands have customized corresponding courses based on the winter vacation and updated the contents of the gift boxes. The advertising materials generally first state the pain point that it is difficult to improve children’s academic performance during the winter vacation, and then focus on introducing the contents of the gift boxes. This type of material is actually similar to the content of the previous main courses, except that the general courses are replaced by the winter vacation main courses.
Swipe right to view more Image →
② Brainwashing marketing, "Shulaibao" tells the selling points of the course
Nowadays, information digestion has become a "difficult problem" for users. Many advertisers have launched brainwashing marketing, hoping to implant more product selling points into users' minds within a limited time. "Gaotu Classroom" takes the teacher as the protagonist, and clearly expresses the selling points of the course from the teacher's perspective combined with the rhyming "Suolaibao" method.
③ Customize an attractive opening based on children’s pain points
Some K12 education advertisements will shoot a worry-inducing opening based on pain point scenarios such as children not studying during the holidays, loving to play with mobile phones, and being difficult to tutor. It is real and down-to-earth, and also hits the pain point of many parents that their children are difficult to tutor at home during the winter vacation. However, the statement in the second half of the advertisement is similar to that of previous advertisements.
3. Tmall & JD.com
Store promotion ranking
The following only lists the top 10 stores that Tmall and JD flagship stores have invested in on external platforms. According to the data, Tmall's hot stores are mainly beauty and personal care products , while JD's hot stores are mainly digital appliances .
The above are the industry insights for January (January 1st - January 28th).

Author: App Growing

Source: App Growing

<<:  Taobao Operations: How did a trader review the sales volume from 0 to 5,000?

>>:  What are the functions of Lanzhou home furnishing and building materials mini program? How much does it cost to develop a building materials distribution mini program?

Recommend

How much does it cost to develop a Guangzhou furniture mini program? What is the production price of Guangzhou furniture mini program?

How much does it cost to develop a Guangzhou furn...

It’s the end of the year, think about which unchanging marketing rules we should grasp in 2017!

The 5 points in the article are what the author tr...

Love Secrets: Handsome Man "Copyable Chatting Techniques" Baidu Cloud Download

Love Secrets: Stylish Man's "Copyable Ch...

App Store Market Optimization Tips and Strategies!

As the leader of the third-party application mark...

What are the short video marketing strategies and methods for catering brands?

With the development of the Internet, short video...

Price inquiry for the production of Liangshan meat and poultry mini program. How much does it cost to produce Liangshan meat and poultry mini program?

There is no fixed price for the production of the...

When does school start in Shanxi in 2020? When will the school start be postponed? The latest notification is here!

Due to the impact of the epidemic, many schools w...

After reviewing the Douyin data for the past 4 months, these contents are the most effective in increasing followers!

The increase in users brought about explosive gro...

Attached case | By promoting information flow in this way, the conversion rate can be increased by 50% without any pressure!

A few days ago, we conducted a small survey in th...

How does the promotion dog celebrate the Chinese Valentine's Day?

Oh my god, I was really blown away. It turns out ...

Kuaishou’s live broadcasts have gained a lot of popularity. How to increase the popularity of Kuaishou’s live broadcasts?

Professional Douyin and Kuaishou likes-boosting p...

Features of APP promotion, characteristics of App promotion

Low cost The APP promotion model is based on mobi...

Affiliate Marketing Methodology

Not long ago, a friend of mine who works in the c...

How does Pinduoduo achieve user growth? 13 steps to attract new customers and generate new customers!

It is said that the most powerful growth routine ...

Taizhou SEO Training: What should I do if the website being optimized is frequently attacked? Find a caching tool to help

In the process of website optimization, it is oft...