How can the education and training industry divert traffic from Douyin to "private domain traffic"

The online education industry generally faces the problem of high customer acquisition costs. In order to attract more students, major educational institutions are looking for customer acquisition channels. Coincidentally, this year is the explosion year of short videos, and the market growth rate of short video marketing has reached its peak.

It is reported that the number of daily active users of Douyin has exceeded 600 million, which means that half of the Internet users in my country are using Douyin every day.

Wherever there are users, there is marketing. For a time, short video platforms such as Douyin and Kuaishou naturally became customer acquisition channels for online education institutions. They began to divert traffic from Douyin to their own private traffic pools, allowing them to experience corporate services up close, which helped with brand building.

Currently, the development directions of Douyin's education are mainly family education, vocational education, knowledge payment, course education, etc. So how can educational institutions divert traffic from Douyin to online stores? After research and analysis, the Maker Craftsman editor has distilled the following winning strategies!

There will be a large group of people on Douyin who choose to acquire knowledge on the platform. If merchants want to obtain traffic, they need to first have a private traffic pool to retain users, such as WeChat groups and official accounts as entry points for traffic.

So how does Douyin acquire customers?

1. Update short videos regularly to increase activity . Secondly, you can also guide fans to follow the official account in the comment area and convert Douyin fans into students.

Online education is a special industry, and educational products focus more on content. To make it easier for everyone to understand, Douyin can present knowledge in the form of lightweight short videos. The content can be fragmented, rich and interesting, which can easily arouse the interest of the target audience.

For example, Windy teaches you to learn English by posting some short situational videos on Douyin, combining them with common and familiar people and things around you, such as: how to order food abroad, must-know words for the college entrance examination, etc., to enrich the dimension of knowledge and stimulate fans' interest in learning.

2. Introduce live broadcast at the right time to guide user conversion . Start live broadcast at a fixed time every night (such as 8 o'clock every Tuesday) and guide fans to follow the WeChat official account in the live broadcast room.

If fans are willing to watch the live broadcast, they basically have enough trust in your short video content, account, products or other knowledge content, which makes it easier to achieve course conversion.

In short, live streaming is a better way to retain and convert short videos.

3. Fill in the Douyin profile and fill in the WeChat public account information in detail in the Douyin account profile to make it easier for fans to follow and find the public account.

Douyin profile pictures and descriptions should be professional and eye-catching. Many Douyin accounts will choose photos of real people because real people's photos are more credible and more likely to attract users to click on the homepage. When fans think the content of the homepage is good, they will also search and follow it on the official account. The most typical ones are the accounts of internet celebrities, almost all of which are real-life profile pictures.

4. Take advantage of hot topics . There are often hot challenges on Douyin. Merchants can combine hot topics with their own products to gain exposure and attention. When your short video is popular enough, the recommendation mechanism in the background of Douyin will also provide more traffic support.

5. Recommend product cabinets and put self-developed teaching materials on the shelves. After students purchase, customer service will inform them how to receive the teaching materials and online supporting courses, perfectly guiding fans to enter the online store to study.

In the near future, online education will usher in a golden age of development. Whoever seizes user traffic first will gain the upper hand and occupy a new height of marketing growth.