Practical operation of Douyin account in K12 education industry!

As the proportion of short videos in the content field continues to increase, more companies and organizations are using short video operations to promote their brands and achieve goals such as customer acquisition and conversion. The K12 education industry has also seen the benefits of short video operations and has carried out a series of operations on Douyin .

The Chinese proverb "It is easy to go from frugality to extravagance, but difficult to go from extravagance to frugality" is translated into modern Internet language as "Once user needs are created and fully met, it is difficult to go back to the initial state." After a good product is introduced to users, it is a process of creating and meeting their needs. This requires that the product must be continuous and iterative. If this cannot be achieved, it will eventually be backlashed by traffic.

Similarly, once the user experience and satisfaction are raised to a certain level, it will be very difficult to lower it. This is also why mobile phone screens are getting bigger and bigger. After users get used to the immersion and comfort brought by large screens, they will not buy it if you ask them to go back to the era of small screens. The iPhone SE is a good example.

The same is true for the short video industry. Liu Cixin once said: When life realizes the existence of the mysteries of the universe, it is only one step away from finally solving this mystery. From the moment the fire of short videos was ignited, it has announced that we will gradually bid farewell to the era of pictures and texts, and everything around us will slowly be drawn into it. It is only a matter of time before companies and operators adapt to it, and Douyin account operations will eventually become regular operations and be incorporated into the plan.

Today, let’s take a look at the Douyin accounts of two leading K12 industry companies, Xueersi and New Oriental, to see how the K12 education industry can find the most suitable fit with the short video platform Douyin, and how the K12 education industry should use Douyin accounts. (The following fan and like data are as of January 2020)

1. Xueersi, a powerful Douyin account matrix

In the 2019 K12 summer war, Xueersi is recognized as the leader, with its advertising expenses alone reaching 1 billion yuan, and Douyin is an important battlefield for its advertising. But "burning money" is only temporary. Considering the low-cost customer acquisition in the later stage, building your own traffic pool is always the best choice. Therefore, in the summer of 2019, while Xueersi was advertising on Douyin, it also started to build its own traffic pool.

As of January 2020, Xueersi has 84 related Douyin accounts, with a total of 2.7 million fans online. It is mainly divided into the Douyin account of the headquarters and the Douyin accounts of local branches, but the main traffic pool is concentrated in the headquarters, and 96% of the fans on the entire network are concentrated on the Douyin account operated by the headquarters.

There are 27 Douyin accounts with Xueersi headquarters as the main body, of which 6 have more than 100,000 followers, and almost all of them were created in 2019. They are: Xueersi English Speaking Corner (970,000 fans), Xueersi Online School (590,000 fans), Xueersi Online School Lecture Hall (290,000 fans), Xueersi Light Course (200,000 fans), Xueersi Lihua Egg (200,000 fans), and Xueersi Online School Literacy Course (180,000 fans). A situation of "one super and many strong" has been formed in the headquarters' traffic pool.

1. Yichao: Wenquxing IP of Xueersi Online School

Yichao created the official Douyin account "Xueersi Online School" on August 9, 2019. In five months, it gained 590,000 followers and received 3.18 million likes. The reason why he is called "the one super" is not only because of the number of his fans, but also a combination of various aspects such as content quality, number of fans, fan activity and influence. This account created the IP image of "Wenquxing", telling the story of Wenquxing coming down to earth and working at Xueersi, and then encountering a series of stories.

The work uses language and storyline to create a smart, simple, studious and righteous IP. The "fresh meat" character setting itself fits the "youthful, fashionable and beautiful" tone of the Douyin platform. In addition, the appearance of the actors meets the aesthetic needs of today's post-95s and post-00s. Combined with the novel storyline in the content, it naturally forms a traffic aggregation effect and fan stickiness.

If the IP personality becomes popular, it will naturally bring positive effects to the brand. This is why Xueersi set this account as the official account of "Xueersi Online School".

Another reason for the success of this account is that it is operated by Onion University Super Studio, which is building its own system of gods, such as Mengpo Nineteen, Yue Lao Xuan Qi, etc. The existing Douyin accounts themselves have fan base and appeal. The interaction between big accounts can also achieve mutual drainage, avoid the cold start of the Douyin account, and effectively solve the initial traffic problem.

2. Duoqiang: Language education + family education + popular science of little-known facts

Although the IP-building operation method has good front-end marketing effects, not all K12 education institutions can replicate it. Therefore, the other "multi-strong" method has certain reference value and practicality.

Currently, the Douyin accounts with over 100,000 fans operated by Xueersi headquarters are mainly divided into three categories: one is language, two is family education, and three is popular science and obscure knowledge.

For example, the "Xueersi English Speaking Corner" with the largest number of fans has 970,000 fans on the entire network and 2.76 million likes. It belongs to the language category. Its content was mainly edited from movies, TV shows, and animation works + English dubbing, and the data on playback and likes are good.

Recent works have added the format of real teachers appearing on camera and speaking, and there has been a significant decline in the number of likes.

In fact, this adjustment is not difficult to understand. Although the previous film and television editing + English dubbing has a wide audience and self-propagation attributes, it has fewer K12 education attributes and may affect the subsequent conversion rate. With the appearance of real teachers, more education-related information is released, conveying that this is not only about the appreciation of beautiful language articles, but also the information of English oral teaching with educational attributes.

The account related to family education includes "Xueersi Online School Lecture Hall", which mainly uses actors' voice-overs and the content is mostly knowledge points related to family education. The contents of "Xueersi Light Course" and "Xueersi Online School Literacy Course" are mostly popular science knowledge. I won’t go into details here.

In addition, it has been observed that the Xueersi area code is still in a "free-range" state and there is nothing special about it, so it will not be elaborated on here.

2. New Oriental focuses on products and family and language

Compared with Xueersi, New Oriental’s Douyin accounts were generally created in 2018. There are currently 22 related Douyin accounts with 4.8 million fans on the entire network. The division dimensions of New Oriental’s Douyin accounts are mainly based on their product lines, such as "New Oriental Online Japanese", "New Oriental Online IELTS", "New Oriental Online TOEFL", etc. The overall content is divided into two main categories, one is family education, and the other is language education.

1. Family education: Operation first, product as the core

The Douyin account of "New Oriental's Family Education" is based on its own product line - the New Oriental Family Education Summit Forum.

"New Oriental Family Education" was created on September 30, 2018. It currently has over 1.5 million followers and over 10 million likes. Its content mainly edits the opinions of guests at the New Oriental Family Education Summit Forum, forming fragmented content for users to watch.

In fact, this type of video content is not used much in the operational work on Douyin. The actual operational work is put in front, and the focus is on the preparation of the early product line. The content quality of the forum directly affects the operational quality of the Douyin account.

We cannot copy the New Oriental Family Education Summit Forum, but we can copy his ideas. If you want to create a Douyin account related to family education, you can also negotiate cooperation with some well-known forums and lectures, do relevant compilation and editing, and then output your opinions, which is also a good operation method.

Of course, if the company itself has such regular forums and lectures and can guarantee the quality of the content, then move them online as soon as possible. The core of innovation is the re-matching of resources.

The entire forum usually spans a long period of time, and users are not very interested in replaying it. However, if the essence of the forum is edited into clips to help users quickly obtain useful information, users are still very happy to accept it.

2. Language: Language education covers a wide range, and a reasonable proportion of content is the key

"New Oriental Online Japanese" was created on April 2, 2019. It has now accumulated more than 1 million fans and received 14 million likes. In addition, the number of its works is 155, which means that each video work can get 100,000 likes.

The video content mainly includes learning to sing Japanese songs + Japanese anime clips; Japanese drama and movie recommendations; Japanese learning drama short plays, etc. Language education has a very broad scope, and it is easier to screen out high-quality content that can match both the platform and users. However, at the same time, such content also has weak educational attributes, and it is possible to have high fans and low conversions. How to coordinate the proportion of educational attributes is a key point.

Another point worth noting is "New Oriental Teacher Fu". This account has 630,000 followers and 380,000 likes, but all the works have been deleted. I wonder if it is possible that a Douyin account with the same audience was purchased to operate it to avoid the possibility of a cold start? This is also an idea, but the actual situation is still unknown.

3. Summary of K12 Education Douyin Account Operation

After reading the Douyin accounts of Xueersi and New Oriental, let’s make a simple summary:

Leading K12 institutions have begun to deploy on Douyin, with Xueersi having over 2.7 million fans and New Oriental having over 4.8 million fans across the entire network. In terms of content, the Douyin account is still related to the company's own positioning and product system. For example, Xueersi focuses more on lower grade students and parents; New Oriental's Douyin account is directly linked to the product line. In terms of form, the mainstream forms of Douyin accounts are currently animation editing, MG animation, real-person voice broadcast, etc. Currently, only "Xueersi Online School" is making IP situational dramas. Agency operation can be used as an option to solve the problem of insufficient basic traffic during cold start, but the subsequent conversion needs to be studied. Is it possible to buy an account and operate it? The data chain is basically: publish content - attract fans - low-cost traffic-generating courses/free registration forms/contact numbers - leave information - contact customers.

IV. Practical suggestions for operating K12 education Douyin accounts

Based on the above analysis and summary, we can give the following suggestions on the content operation of Douyin accounts for K12 educational institutions.

1. Language education: the second-ranked knowledge category in 2019

The "2019 Douyin Data Report" stated: The top five most popular knowledge categories on Douyin in 2019 are food preparation, language education, subject education, vocational education, and knowledge popularization. The second place is language education.

The second-ranked language education has a clear fit with K12 education, which is English education. As you can see, whether it is Xueersi or New Oriental, language education-related Douyin accounts tend to increase followers more easily, such as "Xueersi English Speaking Corner" and "New Oriental Online Japanese".

This is because this type of account has a wide audience, and the content is mostly film and television clips or classic lines, etc., which can bring sensory enjoyment to users. At the same time, it also contains knowledge points such as English pronunciation and grammar, which satisfies users' dual expectations of entertainment and relaxation + knowledge growth.

More importantly, the production cost of the video is low. For the English-related "Xueersi English Speaking Corner", it uses Japanese anime editing, English-Chinese comparative subtitles and dubbing of spoken English. The specific work mainly includes video editing + subtitles + dubbing. It does not require actors, filming, scripts, etc. It is the best choice for K12 educational institutions to quickly increase their fans. At the same time, as mentioned in the previous article, this type of account is also prone to the problem of low subsequent conversion rate, which requires a reasonable allocation of the content of the work.

2. Family education: the only choice for parents

There must be a parent account in the Douyin account matrix! The most suitable content for this type of account is the output of opinions on family education. The fan groups of this type of Douyin account are relatively more vertical, but have a higher demand for practical content.

New Oriental’s “New Oriental Family Education” and “Xueersi Online School Lecture Hall” are both parent accounts. New Oriental uses editing of guests’ opinions at the forum, while Xueersi uses single-person broadcasts or short scripts to output opinions.

Because parents of lower-grade children often have a clear demand for knowledge related to family education, creating a parent user traffic pool is actually laying the foundation for the next decade of K12 education.

3. Disciplines: Operational directions with great potential

Although subject education ranked third among the most popular knowledge categories on Douyin in 2019, the real big names are often not K12 education institutions, but teachers. For example, there is "Teacher Xiang Bo" who teaches chemistry, with 6.2 million followers and 34 million likes.

I have thought about the reasons, and I attribute one of them to the fact that users tend to form "focus under scene misalignment".

What does it mean?

That is, when users are taking offline classes, they prefer to see the online format; when users are in online scenarios, they prefer to see the offline format. That is, when students are in the classroom, they will feel it is fresh and concentrate when they see the teacher using a projector or PPT to teach; and when they are watching Douyin on their mobile phones, they will feel cordial when they see the interaction between the teacher and students in the classroom through the screen, which will bring another focus.

The sense of immersion brought about by this scene dislocation often makes it easier to focus the user's attention. However, K12 institutions themselves lack scenarios for multiple people to take classes offline, so they only focus on the knowledge itself. Finding a single teacher to record a short video explaining a knowledge point in a studio is far less attractive than a real recording of a teacher giving a lecture in a classroom.

But at the same time, if this type of Douyin account is created, its value will be huge, because it has a more vertical fan group and the conversion rate is higher than the first two categories.

Another point worth noting is that given that education giants such as TAL Education, GSX, Zuoyebang, and Yuanfudao have all entered Kuaishou, the video content used for Douyin account planning can also be moved to Kuaishou. And because the Kuaishou market is more down-to-earth, we can focus on repackaging the "family education" and "famous teacher subject" video content (re-drafting the cover and title) for Kuaishou account operations. Among them, famous teachers/subjects can be used as priority operation content, and high-quality accounts can even simplify all intermediate links and directly enable users to make online purchases. above.

That’s all for today’s sharing, I hope it can be of some help to you. I also hope that everyone in the K12 education industry can create more high-quality content that can both adapt to this era and transform this era.

Author: Author: Hu Xiaohan

Source: Spread Frog