As live streaming becomes more and more popular, it is becoming more and more common for education to acquire customers through live streaming.

After considering traditional information flow delivery and the bombardment of local advertisements, live streaming has become a value depression for educational institutions to acquire customers at a low price. As the live streaming format becomes more and more mature, it has become a necessary form of customer acquisition in the future.

How are various educational institutions acquiring customers through live streaming this year? What are the methods and potential forms of acquiring customers through live streaming education? This article mainly breaks down and analyzes the form of acquiring customers through third-party account owners or influencers. Let’s take a look.

1. Education giants are rushing to enter the live broadcast market, and each company has different levels of attention

After experiencing the capital winter and the epidemic, K12 online education oligarchs have gathered. During the research process, Yifan selected Yuanfudao, Zuoyebang, Xueersi, GSX Gaotu Classroom, Toutiao Tsinghua University and Peking University Online School, and New Oriental Online as data research samples, and used the data crawling tools Douchacha and Feigua Data for comparison (the data may have errors, and everyone is welcome to correct and communicate).

From the data, we can see that GSX and Xueersi, which are good at low-cost customer acquisition, have acquired nearly 100,000+ customers on Douyin and Kuaishou. According to people close to the marketing departments of GSX and Xueersi, GSX has made the most intense investment, with GSX investing nearly 100 million yuan in live streaming customer acquisition on Kuaishou channel alone.

In order to better restore the diversity of the survey data, Yifan looked at the differences in investment among companies based on Douyin sales, products on sale, number of promoted anchors, and number of live broadcasts. Overall, in this summer campaign, GSX invested the most heavily in live streaming to acquire customers, and public data showed that there were nearly 300,000 orders.

A Kuaishou anchor told Yifan that Getui gives a reward of nearly 100 yuan to a Kuaishou anchor for completing a low-priced course. If the budget of 100 million yuan is really followed, Getui has acquired more than 1 million customers on Kuaishou.

According to public data on the market, the customer acquisition cost of each company with a 9.9 yuan campaign is generally around 300 yuan. If the cost of acquiring a customer through live streaming is 100 yuan per person, it will directly reduce the overall customer acquisition cost of GSX and TAL by about 30%.

Judging from the results available from public data, the conversion data of live broadcasts is still relatively ideal. Take Douchacha’s display of the conversion data of live broadcasts for example:

The live broadcast conversion rate of GSX and XLSI is around 13%, while Yuanfudao has the lowest rate of 3%. According to the data of 0.5% of information flow and 1% of official account conversion data, the conversion data of live broadcast is still very high. We don’t know what the conversion results will be after obtaining the data.

However, judging from the current trend, it is a form of customer acquisition that all companies are bound to enter forcefully.

2. Kuaishou VS Douyin, what are the essential differences in the product forms of live streaming customer acquisition?

Among the several organizations that we focus on and continue to do live streaming, we found that each product has its own different definition of product design. The Douyin ecosystem is suitable for directly selling courses, while the Kuaishou ecosystem needs to create a product form suitable for old friends.

The specific form is as follows:

1. Physical objects

Who's Teaching uses a set of books titled "Waiting for You in Tsinghua University and Peking University" as the main selling products for anchors on Kuaishou, and will explain the courses given away for 9.9 yuan during the process.

2. Physical objects + courses

The live sales process is mainly based on the Xueba Notes. The packaging content directly displays the course, and the actual product and course are announced in the live broadcast room.

3. Course + supporting gift package

The display page directly displays the gift packages and courses, with the main focus on introducing the courses and the physical objects as a supplement.

Judging from the design of different live streaming customer acquisition products, the conversion rate should be ranked as follows: courses>physical products+courses>physical products.

When I first saw this product, I also had doubts. Why not directly use a high-conversion customer acquisition product? In fact, this is due to the difficulty of cooperation between channels and anchors.

The reason why Kuaishou uses the book "Waiting for You at Tsinghua and Peking University" to acquire customers is that Tsinghua and Peking University are products that are very accepted by users in the sinking channels, and Kuaishou's regulatory boundaries for acquiring customers through courses are not very clear. And just recently, Kuaishou launched the Little Yellow Star external link ordering channel specifically for educational accounts, which seems to be providing a platform tool for education customer acquisition.

Even on Douyin, the course provider has designed two different forms of customer acquisition products, one is physical products + courses, and the other is course gift packages. Judging from the test data from Douyin, the order rates of physical products + courses and course gift packages are basically the same. This tests the brand's ability to polish and thoroughly study the SOP of the live broadcast process to ensure the effect.

3. Live streaming has different methods for acquiring customers. You must know the 6 methods of live streaming to acquire customers

In order to acquire customers during this summer, each company has used every possible means of live streaming.

There are many ways to acquire customers in the live streaming world. After 30 days of observation, we found that the most mainstream forms can be used as a reference for everyone to acquire customers:

1. Private booking

As the name suggests, this account is signed exclusively and will continue to direct traffic to the brand over a long period of time. According to the current monitored data, Bafang Zhuangyuan has continued to bring more than 150,000 orders to GSX. Bafang Zhuangyuan has earned nearly 10 million in commissions from orders alone, plus some fees for booking the entire venue, it is a good form of income.

2. Appearance

​A brand's educational product is interspersed throughout a big V's live broadcast. A typical case is Luo Yonghao promoting GuaGuaLong and Zebra AI courses. This is a typical form of cooperation. This type of cooperation is relatively costly, and a single display lasts about 5-10 minutes.

3. Renting a number

This is an in-depth attempt by GSX to acquire customers on the Kuaishou channel during this year's summer campaign. The approach is to rent account time from potential users, and the brand will arrange for anchors to live broadcast and acquire customers.

According to the current test data, the order rate is around 1%-3%. For an account with 200,000 followers, the monthly rental fee is about 10,000 yuan.

4. PK

This is a form that exists in both the Kuaishou ecosystem and the Douyin ecosystem, that is, through the form of live broadcast, the brand's marketing account can connect with the account owner with fans to introduce the brand's products and guide them to purchase the brand's products.

5. Chart

Go to the live broadcast of the account owner who has resources and fans to give online rewards, guide the account owner's fans to follow the brand's marketing account, and then persuade users to place orders through the live broadcast of the brand's marketing account to enter the back-end user conversion.

6. Buy an account

This is a form of business that is done by brands that have money and resources. Generally, after cooperating with a good brand or a brand with very close fans, they acquire fans through equity investment or acquisition and then operate the business themselves. This form of execution requires large amounts of capital and is difficult to invest.

In order to acquire customers, various companies have tried various methods in the live broadcast ecosystem. However, although live broadcast seems to be very good, there are also many execution pitfalls that need everyone's attention:

• Physical customer acquisition or physical customer acquisition combined with courses requires high backend conversions and will result in certain cost waste.
• The accounts that can be rented or purchased at present have poor stickiness, and there may be a situation where there are fans but no conversion, which wastes costs;
• PK requires continuous business follow-up, has a general number, and has high requirements for accurate customer acquisition;
• Currently, the data of Kuaishou and Douyin cannot be directly connected, and a certain proportion of data overlaps with existing education brands, resulting in data waste;
• Live streaming + physical product acquisition requires relatively stable logistics and delivery support to ensure the normal development of the business;

2020 is bound to be the beginning of customer acquisition for education live streaming, and we need to explore together the forms of education customer acquisition. Everyone is welcome to leave a message to communicate.

Author: Yifan

Source: Yifan