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抖音可以直接“卖课”了!教育培训行业如何通过短视频快速引流变现?

  2020年的开端看起来似乎不太美好。

  一场突如其来的新冠肺炎让全国人民不仅陷入了恐慌之中,因为疫情影响,各行各业也都遭受到了不同程度的损失。

  不过,有一个行业却“因祸得福”,意外收获了一波免费的流量,收益颇丰。

  这个行业就是——教育培训行业

  最近这段时间,为了丰富被迫宅家一族的精神生活,不少互联网平台都推出了线上教育、线上学习的新功能和活动。最典型的就是在线直播课和各种远程云上课、云学习。

  来自武汉的中小学奥数教育培训机构『艾麦思数学』创始人,同时也是抖商研习社玩赚短视频实操营的优秀学员刘昕就是典型的例子。

  刘昕老师2019年初开始做抖音,主账号『艾麦思数学』定位于奥数题目讲解,到目前为止已经累计粉丝74万+ ,目前已开通了抖音蓝V认证和抖音小店。

  抖音企业账号最大的好处就是可以直接挂“官网链接”和“联系方式”。目前『艾麦思数学』账号的官网链接直接跳转至其淘宝店铺『艾麦思数学』,联系方式则直接跳转电话号码,可以一键呼叫。

  这都为其销售培训网课和学习资料提供了大量的免费流量入口。虽然因为疫情影响,不能正常更新抖音视频,但是也不影响该账号正常的收益。

  从『艾麦思数学』绑定的抖音小店销售数据来看,目前抖音小店累计销量已达5W+,其中两门售价299元的线上培训课程累计销量1.1W+,预估收益330W+。

  ▼『艾麦思数学』抖音商品橱窗

  据了解,刘昕老师目前已经成立了文化传媒公司,专门孵化中小学理科尤其是数学类的抖音账号。

  ”计划孵化和打造30个抖音号组成一个抖音生态里专门做K12理科的MCN,孵化了不久的初中数学『微课堂』抖音号,截止2020年3月已累计16W+,目前全网大概有 300万粉丝 。”

  在『艾麦思数学』抖音账号上,我们也发现,刘昕老师的短视频团队正在探索直播讲课、直播卖课的带货路子。会隔三差五的发布短视频,通知直播时间和直播主题,为晚上19:00开始的直播做预热引流。

  1、知识付费凭借短视频巨大流量异军突起

  早在2019年的DOU知创作者大会上,抖音就宣布已经成为中国最大的知识普惠平台。

  据抖音公布数据显示,截至2019年12月2日,抖音上粉丝过万的知识内容创作者数量已超过7.4万名,累计创作了1985万条优质知识短视频,累计播放量超过了1.9万亿。

  同时,我们也在部分教育行业抖音账号的商品橱窗了解到,就在最近几个月,抖音上某定位于英语教学的教育培训行业账号《标准美语速成课》 卖到了近5000份 ;育儿账号抖音小店的《育儿早教启蒙课》已售9990份 ;《视频讲解精讲碳循环》已 5600+份

  ▼抖音上的知识付费课程

  还有各种五花八门的培训课程,比如瑜伽健身、美容护肤、女子防身术、特效视频制作、写作训练课、互联网赚钱思维、学会好好说话等等教育培训网课。

  ▼抖音上五花八门的教育培训课程

  无独有偶,快手上的教育培训行业同样发展的红红火火。

  据快手《2019教育生态报告》显示,从2018年6月到2019年8月,快手教育平均每月的付费用户环比增速超过95%,累计付费用户已超160万,已有52万的教育短视频创作者获得收入。

  其中拥有94.7W粉丝的主播『数学物理宫老师』,卖出教学课程共计三万六千多份,售价9元的课程,销售额高达三十多万。就连《唢呐零基础速学》这样的偏门课程都卖到了近5000份。

  或许你觉得这些销量与专业知识付费平台的网课销量榜无法相提并论。但要知道,这些教育培训课程的创作者都是毫无知名度的普通人、素人,并非传统意义上的大V。

  不管你是否承认,知识付费的主阵地正在从以得到、知乎、千聊、荔枝微课等为代表的专业知识付费平台,向流量井喷的短视频平台比如快手、抖音、西瓜视频等大众流量平台转移。

  目前,千聊、樊登读书、秋叶PPT、新东方英语等不少教育培训领域的大佬都已经入局短视频,利用短视频巨大的流量变现。

  ▼抖音上的教育培训矩阵账号

  2、教育培训行业入局短视频的4大优势

  以抖音为例,如果你是做教育培训、知识付费行业的玩家,那么现在入局短视频,利用抖音做营销至少有以下4大优势:

  优势1:流量大

  做营销的应该都懂,解决流量就解决了一半的事情。 有了粉丝就有了源源不断的现金流。

  而以抖音(日活4亿)和快手(日活3亿)为代表的短视频平台,正在成为5G时代里面最重要的流量入口。

  另一方面,随着5G网络和终端设备的不断完善,接下来的3~5年,将是中国互联网视频化,从图文时代向视频时代转变的重要阶段!

  短视频和直播,也会占领更多网民关注时间和更多的商业流量!将大大改变消费者的上网习惯和消费习惯。

  所以,不管是什么领域,只要你有流量的需求,就必须开始布局短视频或直播,短视频也是目前涨粉引流最快的方式。

  优势2:运营简单

  爆款视频的核心其实就是内容。而作为知识付费的玩家,天然就有做内容的优势。

  甚至你都不需要像娱乐剧情账号一样,制作一个视频需要策划脚本、准备场景、道具,还要像拍电影似的拍摄短视频、制作短视频。

  教育培训类的账号大多都可以直接省掉内容制作环节,直接进入剪辑跟运营变现环节。

  要知道,在全网拥有过亿粉丝的知识付费领域头部机构『樊登读书』,其快速涨粉的诀窍,不过就是线下课程的现场剪辑而已。这也是最简单、最基础的视频剪辑,小白都能轻松搞定。

  ▼抖音矩阵『樊登读书』视频内容

  当然,这种轻运营也能快速涨粉的方式,也再次验证了爆款视频的核心——内容。对用户有用,能引起用户共鸣,让用户有得到感的内容就是短视频涨粉的底层逻辑。

  而生产优质、让用户有获得感的内容,不正是教育培训行业最在行、最拿手的事情吗?

  所以说,教育培训行业入局短视频做视频内容,可谓是再简答不过的事情了。

  优势3:平台扶持

  不管是抖音还是快手,一直以来都对知识付费领域的内容给予重点流量扶持。

  还是以抖音为例,在产品功能上,抖音针对知识创作者,开放合集功能首批使用权限;在运营激励上,优先把知识创作者纳入“创作者成长计划”;在内容创作工具方面,推出《抖音知识创作者手册》,公布了官方梳理的知识短视频创作方法论。

  2020年2月3日,抖音还专门上线了内容付费专栏 。平台对于内容付费专栏的解释是这样的:

  付费专栏是字节跳动为创作者提供的官方内容变现工具;课程上传到付费专栏后,可分发到今日头条、抖音、西瓜视频等平台,实现多端同时变现。

  用户只需要开通商品橱窗、抖音小店(如果不具备抖音小店申请资质,可以通过邮件向官方申请。),即可在抖音上上传自己的付费课程(网课),通过抖音视频购物车、直播购物车来售卖你的线上课程。

  也就是说,抖音官方也是鼓励相关的知识类账号开通小店,售卖虚拟课程。

  目前已经有不少知识领域的账号开通这一“付费专栏”的功能,在商品橱窗添加自己的线上网课课程连接。

  抖音总裁张楠也曾表示,抖音在2020年将继续深耕知识普惠,从产品功能、运营激励等方面,进一步为知识创作者提供力度更大、更细化的服务。

  因为对于平台来说,能力越大,意味着影响力越大。

  平台也不希望他的平台全都是搞笑娱乐、小哥哥小姐姐这种“精神肤浅”的内容,所以也需要像干货、科普、教育类的知识型内容,来向外界传达娱乐消遣之外的“有用”形象。

  优势4:变现快

  不管是抖音还是快手,针对知识付费领域的账号,都针对性的推出了不同的扶持政策。

  以抖音企业蓝V为例,认证了抖音企业号的账号,不仅可以彰显官方权威性(蓝V标识),而且还可以私信自定义回复粉丝,拥有企业号数据分析、POI地址认领等13项营销特权。

  更重要的是,在变现引流这件事上,比一般的账号来得更加简单直接。

  因为企业账号是可以直接添加外部链接和联系方式。外部链接可以是你的在线售卖课程连接,比如官方网站、淘宝店铺等;联系方式则可以一键直达,不需要二次跳转,直接用来成交目标用户,大大的提高了成交转化率。

  再加上平台的政策扶持和知识付费内容(在线售卖网课)等功能的开放,这些对于做教育培训行业的盆友来说,都是利好的营销利器。3教育培训行业如何快速通过短视频变现?

  不管是哪个行业,想要快速入局短视频,通过短视频涨粉变现,至少也要经过以下三部曲:

  第一步:摸清楚平台规则和功能

  平台规则方面包括平台推荐机制、平台运营雷区;

  功能方面则包括一些基础的操作,比如如何开通商品橱窗(或抖音小店)、如何制作视频、如何开启直播带货等。

  第二步:账号运营

  账号运营的内容则包括账号定位、内容规划、爆款内容制作、人设打造、粉丝运营、数据分析、视频发布 等数十个大方向上的运营。

  第三步:精细化的运营每一个细节点

  比如知识付费型的干货内容选取标准是什么?

  怎么给视频取标题?

  如何通过后期加工(加背景、转化引导、字幕等)提升视频互动率;

  发布视频的节奏,涨粉引流技巧设计等等。

  每一步都暗藏玄机,每一个细节点都是决定最终涨粉引流和变现效果的“多米诺骨牌”。

  如果你想要自己摸索、用踩坑的方式去做,浪费人力、物力、财力不说,很可能几个月甚至半年,都无法摸索出一条“康庄大道”。

  最后的结果就是,时间浪费了,钱也花了,收益为零。

  任何一件事情,想要快速上手,最有效最快速的方式就是学习,借鉴前人已经总结出来的经验,少走弯路、不踩坑。推荐大家一个学习平台黑马创业课

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