How to promote short video editing courses!

1. Development trend of short videos

With the accelerated development of mobile Internet in my country, short videos have penetrated into people's daily lives. The “Top Ten Hot Songs of the Year” in 2021 announced by the Tencent Music Entertainment Festival are all dominated by short video BGM, which shows the traffic of short videos. Compared with traditional text and image formats, short videos combined with audio and video have a large amount of rich information carrying capacity, which is in line with the current scattered reading scenarios and people's habits of efficiently obtaining information, especially in line with the dissemination needs of information content and is easy to share and disseminate.

In the new media era, short videos and live broadcasts have developed rapidly in just a few years. From current news and information to daily life, from food and beverage to physical health, from entertainment and audio-visual to technology and digital technology, short videos are flourishing on all major platforms.

In recent years, short videos have developed rapidly and the content ecosystem has become increasingly rich. On the other hand, the platform has also accelerated the exploration of various business discourse models through monetization methods such as video copyright sales, content co-production, and traffic advertising, and supported the production of a large number of high-quality short videos.

2. Insights into the needs for online promotion of short videos

According to the survey, most users pay high attention to information content, and the main ways to obtain information cover various online channels. At the same time, the most popular channels are social platforms such as Weibo and WeChat and information flow content platforms such as Tencent News and Toutiao. When choosing a way to obtain information, users are less sensitive to advertisements and are most concerned about the speed at which the platform updates content. At the same time, users also have high requirements for the quality and richness of information content.

On the one hand, users demand fast content updates so that they can obtain the fastest and latest information. On the other hand, users require that the information provided by short videos is professional, authoritative, and in-depth enough. The demand for content is king has brought about a large number of job demands and is also an excellent direction for vocational training.

3. Online Promotion Media and Links

With the largest traffic pool in China, Tencent Advertising is the preferred platform for all promotions. Currently, the promotion of post-production vocational education in film and television on the Tencent platform generally chooses the official account fan-adding link. After following, through marketing within the official account, users can click to jump to the purchase page to place an order for a trial class, join a learning group or the teacher’s WeChat account for live lectures, community Q&A to renew the full-price course, or directly jump to the purchase page in the advertisement to repeat the above process.

1. Material direction suggestions

1. Image materials

Screenshot of the editing software startup cover/interface, highlighting the post-production details and leaving a high professional impression

Visual comparison chart before and after the effect + description of benefit points

Editing scene pictures, recommended real-life model images

2. Video materials

Famous teacher/IP oral introduction

Combined with film and television post-production editing/special effects display effects, intuitively display the results of the work and attract attention

2. Landing Page Design

Easy to learn: Highlights “Even beginners can learn”/“Start with zero basic knowledge”

Employment rate: In view of the large change in talent gap, the future of the film and television post-production market: large demand, low threshold, high salary

Highlight famous teachers and celebrities, strengthen discount points and create a rush-to-buy atmosphere, display core selling points, add retention pop-ups, and keep the order button suspended

The golden formula for landing pages: famous teachers and celebrities + discount points/snatching atmosphere + core selling points + retention module

Influence: famous teachers > celebrities > parents/students

Benefits: Imitate e-commerce group buying/flash sales to create a rush-buying atmosphere and stimulate users to click to buy

Core selling points: emphasize course content, highlight tutoring results, focus on service experience, showcase famous teachers, and provide gift boxes to promote conversions

Retention module: re-emphasize the core selling point, increase persuasiveness through the number of registered users, and reduce the churn rate on the payment page

Conclusion:

With the rapid rise of the short video market, visual videos have gradually become the mainstream means of publicity, and special effects skills such as video editing and video post-production have gradually become important professional soft skills.

The target group of the film and television post-production course includes users who hope to engage in the field of film and television post-production; it also targets users who are interested in dabbling in the field of short video operations, and focuses on providing them with film and television editing guidance, as well as easy-to-connect short video operation and monetization courses.

The content of the film and television post-production course includes tutorials on three types of editing software: PR, AE, and C4D, gradually transitioning from early editing to post-production special effects.

Different from other interest and skill courses, the download and installation steps of film and television post-production software are relatively cumbersome, which is a major barrier to purchasing courses. By building one's own technical platform or providing compliant trial experience channels, it can help improve the conversion rate of full-price courses.

Author: Silk Road Praise

Source: Silk Road Academy