Video advertising tips for the K12 education industry!

In the past two years, vertical screen short video ads have become one of the preferred advertising formats for advertisers in the K12 education sector. However, faced with advertising ideas of varying quality and a variety of content expressions, what kind of vertical screen video material can keenly hit the pain points of the target group's needs and efficiently win business conversions? What rules and methods can be found in optimizing creative materials?

In order to solve the above problems, our team targeted the TikTok platform, dug through thousands of video cases and reports from top advertisers in the K12 education track, found the vertical screen video type with the best data performance in the market, and summarized the optimization methods of vertical screen materials, hoping to provide some reference for you.

01. What are the mainstream creative material types in the K12 education sector?

By observing Douyin's actual cases and official media data, we have simply sorted out the mainstream creative types in the K12 education track and found that: sitcoms, oral broadcasts, leveraging content IP/celebrity/experts, interviews, exam writing circle key points, real-life teaching effect demonstrations, videos of roughly throwing textbooks, etc. are the more mainstream creative material types on the Douyin platform.

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Overall, sitcoms and oral broadcasts are the favorites of top advertisers in the K12 track, and they also have the best advertising consumption and data performance. For situational dramas and oral broadcasts, we have sorted out some easy-to-copy material optimization techniques that can improve advertising conversion efficiency and share them with you.

02How to control the narrative rhythm of content?

From the video viewing link to the product conversion link, the classic rhythm of video content dissemination is user attention - solving user pain points and needs/conveyance of selling points - building trust - forming final conversion. In the narrative dimension of video content, we need to use progressive content to attract users and guide them step by step to the terminal conversion stage.

Step 1: Lock in the golden three seconds and grab your attention

In the short video fast-spreading environment, locking in the user's attention for the golden three seconds is the key. In the first three seconds of video playback, we can capture the user's attention and interest by creating conflicts, directly targeting the audience, and setting up suspense.

1) Create conflict

Xueersi once used the conflicts between couples in parenting as its entry point. By creating quarrels and conflicts between couples, it stimulated people to pay attention to the development of the plot, and finally launched exclusive high-quality courses to reveal the selling points of its products. Not only that, by creating emotional conflicts between children and parents, you can directly catch the user's attention and attract user attention.

2) Directly identify the target group

Directly identifying the target group is actually using the method of naming/strong reminders to activate the user's cerebral cortex and make people instantly focus on the advertising information.

for example:

Attention parents of children aged 4 to 13 !

Parents of children aged 2 to 6, please pay attention!

Attention Chaoyang moms , other people’s children have already received it, 89 yuan for 20 sessions, free shipping gift package!

3) Create suspense

When we read ghost stories, we often find ourselves unable to stop. This is actually because the author of the ghost story has planted enough suspense in the plot setting. In vertical screen ads, we can also use the method of creating suspense to grab users' attention.

For example, the following video starts with the teacher looking sad, and the voice on the screen asks, "Why do you look so unhappy? What's wrong?" This instantly captures the user's curiosity.

besides:

Your child’s Chinese grades aren’t improving?

—— Grasp the pain points of parents of children with poor Chinese grades.

Why do children only know that 3 + 4 = 7, but not (…) = 3?

—— Grasp the pain points of parents of children with poor math performance.

4) Attracting content IP/celebrity/experts

Relying on the volume and popularity of content IP/celebrity/experts in videos is also an effective way to lower users’ psychological defense barriers and increase their interest. Yuanfudao once deeply embedded its products in programs/dramas and placed them in information flow advertisements, leveraging the popularity of the "Super Brain" IP to strengthen brand trust and attract attention.

Step 2: Keep in mind the pain points of the crowd and offer solutions

In the stage of attracting attention, we usually use methods such as creating conflicts, setting suspense, naming target users, leveraging the popularity of content IP/celebrity/experts, etc. to focus on user needs and pain points, and lock in the golden three seconds of attention. However, if we want to get to the step of sales conversion, we also need to provide them with solutions to their needs and pain points, use methods that can impress them, trigger emotional resonance, and build trust.

Looking at the entire K12 education track, brand reputation, teaching materials, teaching methods, content quality, cost-effectiveness, and teaching staff are the factors that parents are most concerned about. Among them, video materials that emphasize cost-effectiveness, teaching staff, and a high degree of match between courses and children's needs have better conversion rates.

Common ones include: 1V1 online teaching by North American teachers (to solve the problem of children's non-standard accent), 1V1 online teaching (maximum utilization of teaching staff), live teaching by famous teachers from Tsinghua University and Peking University, so that students can study at home during the summer vacation without the need for pick-up and drop-off...

And through product unboxing, the richness of teaching materials is contrasted with the low price, emphasizing the product's extremely high cost-effectiveness.

Step 3: Send out discount information to make the final push for purchase conversion

By counting the top-level advertising consumption cases from 2019 to 2020, we found that almost all K12 education advertisers ultimately rely on product promotions to stimulate terminal conversions. In addition to exposing preferential information in content, everyone also responded well in conversion components.

1) The discount content is "rudely" exposed

The simplest, crudest and most effective way is to directly reveal the product discount information at the end of the content. Use strong price/gift package discounts to attract users and stimulate them to complete the conversion directly. for example:

2) Tools emphasize components

In addition to the spoken guidance and conversion prompts in the video content, we make good use of the conversion components of the short video platform, combining the component copy information with the video content, and re-emphasizing the discount information. This can also quickly stabilize the audience interested in the content and stimulate conversion at the sales terminal.

03. How to write creative copy?

In vertical screen effect advertising videos, the copy usually only consists of a few short and concise words, so it is often ignored, which is actually not right. We need to pay great attention to the matching degree between each text and video information, so that the copy and video can work together. It should be noted that the text display space below the video is limited, so we must find the key information we want to output and only highlight the key information.

In K12 performance marketing, copywriting that strengthens preferential incentives, sets price comparisons, amplifies product value, strengthens scarcity and urgency, and stimulates fear of missing out; copywriting that names the target group and enhances the sense of immersion is a type of copywriting that is frequently used and has a relatively long life cycle.

1. Focus on brand promotion and strengthen preferential incentives

Humans are naturally profit-seeking animals. Creative copywriting that focuses on brand promotion and emphasizes free, low prices or profit incentives is almost always effective. Especially during the special marketing periods of winter and summer vacations, strengthening discount incentives has become a must-have for most K12 education advertisers:

Other people’s children speak English at level 6? Study 1-on-1 with a foreign teacher at home, starting from as low as 40 yuan per lesson - Worry-free English;

5-year-olds can give speeches! It turns out that foreign teachers teach English 1 to 1, free trial - Worry-free English;

Good courses from teachers who graduated from North China University, you can learn at home, and you can take courses for free for a limited time - Xueersi Online School;

Almost Gone! From the first grade to the third year of high school, you can experience the excellent courses in all subjects of Xueersi Online School for free!

2. Set price comparison to amplify product value

It is often emphasized in brand marketing that consumers buy products not because they are really cheap, but because of the feeling of getting a bargain. This theory also works well when applied to performance marketing. We can set price anchoring, compare high prices with low prices, amplify the sense of product value, and stimulate users to accelerate their actions.

If you don't buy it now, you will miss out on lessons. The original price is 499 yuan, but now it's 49 yuan for 13 lessons , which will help your child improve his Chinese by leaps and bounds.

25 minutes a day, help children aged 4-12 master their second mother tongue faster! Now you can get a free trial class for 288 yuan ;

Take advantage of the winter vacation to develop your child's learning thinking and get a winter vacation experience class worth 168 yuan for free - Xueersi Online School.

3. Increase scarcity and urgency, and stimulate fear of missing out

After setting up the discount, using copy to enhance the scarcity of the product and the sense of urgency can also quickly amplify users' perception of the product's value and stimulate fear of missing out, thus providing the finishing touch for conversion results. Among them, copywriting such as "limited to XX copies", "only for parents in XX area", and "the event is about to end" are common and easy-to-use tricks to stimulate users' fear of missing out:

[Last day] Grab a ticket for 49 yuan, limited to 100 people in Changzhou , it is crucial to lay a good foundation for children from an early age!

What changes can winter vacation bring to children? Mathematics improvement only costs 49 yuan, the promotion is about to end—— Xueersi Online School;

[Last day] Deadline is today , summer class is 50 yuan for 15 classes, and there is also a gift package! ——Homework helper.

4. Name the target group and strengthen the sense of involvement

Using copy to directly name the target group and strengthen the sense of involvement is also an important way to improve advertising conversion efficiency through text information communication. After all, people are naturally interested in content related to themselves, and will pay for a strong sense of identity and identification. Just like when the copywriter cues the parents of children aged 5 to 15, these parents will naturally think that the advertisement is meant for them, so I have an "obligation" to pay attention to it.

for example:

Moms, please take note and tell your children’s fathers not to buy expensive foreign teacher lessons for your children! —— Worry-free English

This is a great way to learn English! Children aged 5 to 15 can also learn at home - Worry-free English

A magic tool for parents of 1st to 3rd graders to check their children’s homework: take a photo and scan it to correct the homework! —— Homework Helper

04. What other elements should not be ignored?

In addition to the factors that should be focused on in content narrative and copywriting, we have observed that video subtitles, sound levels, camera language expression during the shooting process, and landing page design also play an important role in the vertical screen performance marketing of K12 education brands.

1. Subtitles: If you want your video to convert well, logo subtitles are essential

The logo should be large and the key information should be eye-catching!

You read it right, this is not an unreasonable request from Party A. By comparing the marketing materials of K12 education clients, we found that many advertising videos actually ignore the logo and key information subtitle standards, resulting in inconsistent information and vague memory. People watch the video enthusiastically but don’t remember who the brand is.

Therefore, we recommend that K12 education clients should first clearly display their own brand logo during the advertising process. Secondly, it is best to display all subtitles and highlight the core information, such as price numbers.

Regarding the position of subtitles, data from the ByteDance report proves that more than 80% of the top videos consumed in oral broadcasts and sitcoms have subtitles, and the optimal position of subtitles is in the lower middle part of the video.

2. Sound: background sound or character sound? Distinguish between primary and secondary

In video sound presentation, background sound and key character voices are usually the two mainstream sounds. In terms of presentation level, the background sound should be weaker than the character sound. However, in observing actual cases, we found that the background sound in many videos even drowned out the character's voice, thereby reducing the user experience and lowering the content dissemination and conversion effects.

Therefore, in the process of editing sound materials, we should distinguish the primary and secondary sounds, weaken the background sounds, strengthen the characters' sounds, and maximize the efficiency of content dissemination. This may also bring us some surprises in terms of increasing user attention and conversion.

3. Picture: Avoid the lazy approach of using only one shot. It may be smarter to try multiple shots.

When it comes to the production of performance-based materials, many brands ignore content quality in order to pursue content production efficiency. In terms of content expression, there is also a very prominent "lazy phenomenon", which is to use the same scene throughout. If the content only uses one angle of view, the emotional tension in the story expression and the user's viewing experience will be greatly reduced.

Therefore, we recommend that advertisers pay attention to the language of the camera and try multiple angles when making videos. Try to enrich the actor scheduling through various scene types and camera switching, ensure the picture balance, and add more highlights to the content expression.

4. Landing page: Split screen to grasp the key points, the key point is to echo the front and back

Landing page design is an often neglected but extremely important element. Advertisers in the K12 education sector are among the first brands to try out performance marketing, and have accumulated rich practical experience in the area of ​​advertising landing pages.

By counting existing cases, we found that the landing page design of advertisers in the K12 education track basically presents the following fixed structure: the first screen responds to the video, the second screen shows the pain points of the crowd/product selling points, and the third screen guides purchases.

On the Douyin platform, first reminding users to collect coupons, then showing the selling points and advantages of the course, and guiding them to purchase is also a relatively mainstream application method. Everyone can pay more attention to it.

When designing a landing page, you can basically avoid making mistakes by doing the following three things:

• 1) The landing page information and video content accurately echo each other to avoid the mismatch between front-end and back-end information;
• 2) The overall design style of the landing page is consistent with the tone of the video;
• 3) The number of landing pages should be controlled within 3 to 6 screens as much as possible, and the core content can be delivered within an effective period. This can minimize the loss of user attention, stimulate interest and guide purchases in a short period of time.

Conclusion:

The above content is only a phased review of vertical screen marketing materials for K12 education customers, and can only provide some temporary optimization suggestions for your advertising. To ensure the effectiveness of creative materials, we need to grasp the pain points of the target population’s needs, follow changes in the marketing environment, and dynamically optimize material creativity and processes.

Having said so much, let me just briefly highlight the key points:

Author: Brand Reality Institute

Source: Brand Jianshisuo (ID: pinpaijianshisuo)