According to the data of Aauto quicks, from March to August of 20 165438, the cumulative study duration increased by more than 1 times, and the cumulative number of paying users of Aauto quicks was 1.6 million+. From June, 20 18 to August, 20 19, the average monthly paying users increased by more than 95%.
In particular, a large number of practical skills are shared, aiming at a large number of sinking market users who lack high-quality educational resources and have no higher education (Aauto Quicker education video consumers, users in third-tier and below cities reach 65%, accounting for 9.2 percentage points higher than the industry average; Due to the limited time, the proportion of young people in small towns watching learning videos is 8 times that of urban youth. ) has a strong attraction, because it involves a lot of subjects and occupations, which is different from brushing videos to kill time. Users usually study with a strong purpose, and sometimes they can directly improve their academic performance or income level, thus actually improving their living conditions.
Faced with rare opportunities, primary and secondary educational institutions and private teachers have flocked to Aauto at a faster speed, offering online courses, or starting from the media, or becoming the forefront of institutional marketing. Up to today, there are not a few online celebrity teachers, including preschool, k 12, quality education, adult vocational education, agriculture, countryside and farmers.
In the field of K 12 alone, such as Achaige's math class, the teacher in the Palace of Mathematical Physics, and Huang's oral English ... These teachers have no special skills and strong endorsements, and they have gradually become head creators with millions of fans from amateurs. It can be seen that there are many chemical reactions between Aauto Quicker's soil and K 12 education.
I've always been curious about a auto quickless+k 12:
Based on the above curiosity, starting from this article, I intend to write a series of "short video+education" continuously, hoping to summarize some factors as much as possible in the staffing, content and implementation of some typical education accounts. At the same time, it would be unexpected if these words can provide some value to teachers and educational institutions who have ideas to enter the field of short video.
Brother Chai's math class is the best seller in Aauto quickless. He started to contact Aauto quickless from 17, and released the first video in February of 18. Today, two years later, he is already a fast-paced online celebrity, but before that, he was just a wedding worker. Out of his love for mathematics, he made short videos in his spare time. Brother A Cai mainly teaches junior and senior high school mathematics in the form of short videos, and explains a math problem in a minute or two, teaching everyone how to use the equal area method and how to prove the cosine theorem.
You think math is boring, but I don't know that the tonality of this account is that math makes you bald and makes you laugh. Now Brother Achai has updated 253 works (excluding deleted or hidden works), with an average video playback volume of about 630,000, and also gained 6.5438+0.97 million fans.
At present, the accumulated income of this account only selling courses exceeds 6.5438+0 million, and there are only two course SKUs:
To sum up, the teacher earned110.7+5.7 =1160000 yuan only for these two middle school math courses at 9 yuan price. It shows that this account is very sticky. How is it done?
1, labels and memory points are clear.
Brother Chai defined his teaching style as bold, cautious and thick-skinned, optimistic and active in learning mathematics. Through his works, you can see that his labels are "Mathematics", "Cantonese", "Junior High School" and "Funny".
Click on any video, and his opening remarks are very distinctive and fixed. He said "brother, brother, brother" in Cantonese, and so on. There is often a mantra like "no one", which is particularly happy and open. In fact, this is to leave a deep memory for all enthusiasts, which is conducive to adding some relaxed elements to the boring mathematics content.
2. The account number is highly recognizable.
The cover has two core elements: a picture and a title.
First of all, it is intuitive to see that the cover of the series of videos is very distinctive: small blackboard+beret+basketball, and there is almost no face. The cover style of each video is also very uniform, with white characters on red background and diagonal lines. These elements constitute the characteristics of this teacher's video, or we can call it brand image. The effect is that fans will know that it is a video of Chai Ge when they see this cover.
The topic is also the focus. As we can see from the above picture, the titles of teachers can be roughly divided into two types:
First, according to the time nodes and hot spots, combine the problems that students encounter, such as: "Are you afraid of grade three?" And "Will you be saved in a few minutes?"
The second is knowledge points, such as "Can you know the golden section" and "Pythagorean theorem application". This kind of grounded and simple topic makes it very convenient for every fan to find the content he is interested in and the knowledge points he needs to learn, which is fast and efficient.
3. High-frequency live broadcast
Live broadcast every day at 2 1 point, and the cumulative number of live broadcasts reaches 36 1 time. Most of the fans are male, aged 6- 17, and the distribution in Guangdong is as high as 17%. The average number of online people in the live broadcast room is 600+. In order to ensure the fun of the live broadcast, other Aauto faster accounts will be invited to Lianmai, and cousins will also be invited to participate in the interaction, which is very user-friendly.
Teacher Gong's full name is Gong Qinglin. He is a junior high school math and physics teacher in an offline educational institution in Binzhou, Shandong. He faces no more than 65,438+000 students every day. The first video was released faster on 20 17 in Aauto. At present, he is a network celebrity of teachers, and his fans are110000. He uploaded seven courses in A Auto Fast, and his main income came from two of them, with a total income of over 50w. Although the income from selling classes is less than that from Achaige's math class, it has crushed his offline income.
"Since this summer vacation, I have put most of my energy into the production of short video courses, which may all be transferred in the future." Gong Qinglin said in an interview with the National Business Daily. The direct cause of the sharp tilt of energy comes from income. One month after the exam, my income on the platform (Aauto Quicker) is estimated to be three times that of offline.
1, manual packaging
In the trust-based content ecology of Aauto Quicker, I don't want to appear in the camera, but I also want to create a person's design, so that the old irons are willing to pay attention and pay the bill? Very difficult. Although this is also a concern of many teachers, I don't want to show my face considering some pressure from school.
In fact, it's not difficult to say it, but the teacher at the Mathematical Palace broke the iron law that "you must appear in the camera". First of all, look at his personal homepage profile, which is very endorsed:
These titles are the foundation of building trust. If people in Achaige's math class set labels naturally through his videos, then the teacher of Mathematics, Physics and Chemistry Palace is the result of his own deliberate packaging and active maintenance, which is actually worth learning. Of course, from the perspective of commercial value, the account that appears in the mirror is more dominant, or from its own reality.
2. Precise positioning and verification iteration
The content and form of Teacher Gong's video have gone through a big iterative process. At first, the content was simple. The lens focuses on the topic and draft paper, and explains it outside the painting, but it has no effect. At that time, the entertainment demand of faster users of Aauto was far greater than other uses, and there was not much knowledge-based content, which was at an obvious consumption disadvantage.
Therefore, Teacher Gong changed the content from solving problems to summarizing more practical knowledge points, and at the same time communicated with fans in a more vivid and grounded language. Formally, the positioning of oneself is to create the most exquisite teaching short video, with popular background music, explained by PPT. I also know how to use the celebrity's popularity to complete the topic selection and cover design and improve the click-through rate.
It is said that just as the first-year students began to learn the unary equation, the video explained by Mr. Gong quickly circled hundreds of thousands, and then maintained a daily growth of 40,000 to 50,000 for a long time.
3. The lecture style is unique
"Teacher Gong, your lecture is so funny." It is the evaluation given by netizens to Teacher Gong. This teacher is not only humorous, loves singing, knows ps, is versatile, and is also very inspirational. Yes, the growth history of Teacher Gong's own Aauto fast account is an inspirational history. In the process of operation, he constantly sets higher goals for himself, such as breaking through xx million fans, striving to create the most exquisite short teaching videos, and often using words such as "dream", "despair" and "refueling" in his copywriting, just like a spiritual example of positive energy.
Although we are talking about junior high school mathematics, we are not only looking at junior high school students and candidates, but also many people in the workplace and migrant workers are studying. These people think that Mr. Gong's teaching math on Aauto is fast and interesting, and they are willing to answer questions interactively, so they follow suit. The educational content on hand emphasizes the application of what you have learned. When you don't define who should teach and who should learn, and all ages and circles are involved, the community will have a strong natural vitality.
Lao Huang, whose real name is Huang Hui, is an English teacher who has been teaching English for 14 years. From 20 17, English learning methods are mainly shared in A Auto Fast, covering the whole learning period of k 12. At present, there are 25.5 million works and 3.04 million fans. The main income actually comes from his small shop in A Auto Fast. At present, Lao Huang has four SKUs in Aauto Quicker's small shop, with estimated sales exceeding 2 million. In addition, I also saw that Lao Huang left his phone number on the home page, and there should be other traffic conversion locations.
1, positioning and strengthening positioning
There are many teachers who speak English quickly. Lao Huang's way to highlight his personal characteristics is to locate the teaching scope and position: phonetic symbols and grammar. Especially phonetic symbols, the teaching of phonetic symbols is often neglected in schools, but Lao Huang thinks that 48 phonetic symbols are a prerequisite for learning English well. With phonetic symbols, natural spelling and memorizing words are not a problem.
In order to strengthen the attributes of these two tags, we have to arrange two live broadcasts a day, namely the phonetic symbol live broadcast at noon 12: 20 and the grammar live broadcast at 9: 20 pm, which is a diligent responsibility of Aauto Quicker Live. Of course, in addition to interactive promotion, live broadcast is mainly used to bring goods. According to the data of Feigua, the average sales volume of Lao Huang's English live broadcast is 20, and the average audience peak is 1586, which is considered to be a relatively high popularity. Not only is it faster in autonomous driving, but it is also true in Tik Tok and a mile.
2, practical and easy to use
The lecture style is simple and easy to understand, claiming that you can understand English grammar with primary school vocabulary. The learning philosophy he often conveys is: In fact, English is not difficult. You can learn English with zero foundation and teach you to be a bully. You can establish a complete grammar system in 20 days. This is the steady user thinking. Putting the Buddha on the Buddha is to talk about shortcuts, and the psychological threshold for learning is instantly lowered.
3. Wide audience
Besides being practical, Lao Huang's English teaching content is more detailed and comprehensive. From the simplest words to the most difficult grammar, it is suitable for people of all ages. Whether you are a primary school student who has just learned English or a college student who is going to take CET-4 or TOEFL or IELTS, anyone who wants to learn English can learn a lot from Lao Huang's videos.
Generally speaking, the educational threshold of Aauto faster is really low. Many teachers are worried about the nonstandard Putonghua, the interference of school parents, and don't want to show their faces, but they all seem to have solved it.
But at the same time, whether it can really be done, from the case of several successful teachers, the sexual characteristics of * * * are actually very obvious, enough to sum up a "self-examination list" for teachers who want to make short videos:
1, people have impressive labels, top universities, ox X experience, high value, love to tell jokes, have a talent for drama, and have the ability to arrange plots ... whether it is native or packaged the day after tomorrow (of course, it is best to be native), users like teachers with distinctive personality and temperament;
The attribute of educational content is useful, which is not difficult to do. The hard part is useful+interesting. If you are bored in school and the students are asleep, you may want to rectify your teaching style first, and then consider making a short video.
2. The content has a solid knowledge accumulation for a certain subject, with at least 100+ knowledge points, which can guarantee the video update of 100;
For subjects, priority should be given to major categories, that is, cultural classes, including Chinese, mathematics, physics, geography, history and so on. As for astronomy, small languages, business and so on. The audience will be narrower and the volume will be slower. If it is quality education, the main categories are life tips, calligraphy, popular dance and so on. However, there are relatively few national musical instruments, western musical instruments and hand-drawn cartoons.
3, live broadcast Aauto to do content faster, not just short videos, live broadcast is also standard; In Aauto Quicker, live broadcast will not only consume traffic, but also enhance the stickiness of fans. At the same time, through the built-in live course and social interaction to catalyze consumption, the traffic conversion path is shortened, thus increasing sales;
4. The operation has a certain operational thinking, pays attention to data, and optimizes iterations with each video as a unit;
5. The typical way to realize knowledge account is to pay for knowledge to sell classes, or sell your own classes, or distribute other people's classes. Obviously, the former earns more. Therefore, it is best to have a set of self-developed high-priced course sku to ensure the realization.
In the final analysis, a short video of more than ten seconds can only be an appetizer. It should be a systematic (fee-paying) course, attract students who are interested in you and your course, and really deliver it to students to make meaningful changes.
Of course, the above are the first screening thresholds, the most difficult and the most difficult, one is the moment of start, and the other is every day.
You don't have to wait until everything is ready to start. The wind is fleeting, and agile iteration is naturally getting better and better. After starting to do it, I have enough time and patience, such as broadcasting on time every day. I can accept that my account can't be started for months or even half a year, and I have been in a dormant period of slow fan growth. Just like Chai Ge's feeling after three years in Aauto:
Finally, I built a knowledge planet "short video growth circle", which will continue to release some short video industry trends/cases/revelations/reports. I also hope to gather more peers to explore short video games and become an excellent traffic trader and liquidity expert ~
As you can see, the focus of my current research is the education industry, and it will also penetrate into other industries in the future.
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