《2018微博教育行业报告》

In recent years, with the increasing demand for education, the education profession develops rapidly and the market scale continues to expand. In 2017, the overall planning of the education market in China exceeded 9 trillion yuan, and the planning of educational users climbed steadily. According to the data, there were 144 million online education users in China, 180 million K12 (kindergarten to high school) and 388 million vocational education users. With the advancement of science and technology and the continuous improvement of policies, internet education is accelerating. In 2017, China's Internet education market was planned to reach RMB 250 billion 200 million yuan, an increase of 56.3% over the same period, but the proportion of Internet Education in the comparison line is still low, and there is still a huge space to carry out.

 

In July 27th, the 2018 micro-blog SME education career summit was held in Shanghai. At the meeting, micro-blog Education issued the "2018 micro-blog education career statement", deeply analyzed the status of Internet education profession, and discussed how micro-blog promotes the marketing value of education brand and leads the wave of communication media.

The subject of the tide of education.

 

Education profession to develop agile micro-blog to enhance influence

 

Now micro-blog mobile users now reach 411 million, and live users reach 184 million. As a monthly reading

One of the more than 10 billion straight-forward hobbies, the education profession has reached 148 million hobbies, prompting more and more educational brands to microblog.

It is the primary way to promote and promote. With the continuous expansion of the education market planning and the improvement of micro-blog's influence, micro-blog education blue V

The number of fans and fans continues to increase. May 2016 -2018 May, education blue V account growth rate of over 21%, the number has been close to 3.7

000, its average number of fans increased by 16 times compared with the same period last year. As the primary way for users to obtain educational information, educational career blue V needs absorption.

To attract more users, enhance the stickiness of brand officials and fans, and transform the fans into loyal users.

 

In the first half of 2018, 36,800 Educational Professional Blue V posted blog posts on Weibo, with the average number of forwards per blog posting being normal.

10.1 times, the number of talk is 7.8 times that of the general blog. From the point of view of the way, the uniform reading volume of topics and videos is pure text.

4.4 times and 4 times the volume of Bowen. The average interaction volume with pictures is 6.3 times that of plain text. This shows the role of advertising blog

Significantly better than the general blog posts, and multi-media blog posts can arouse fans'enthusiasm for interaction, to achieve better communication and communication.

 

User profile analysis helps brand targeted targeting users

 

Among the users of micro-blog education, male users account for 51.02%, slightly higher than female users. From the age level, 85 later

The users of these age groups after 90 and 95 have more potential for educational consumption. In terms of urban distribution, four and below cities occupy.

38.7% of the larger share, and two or three tier cities accounted for more than 20%.

 

All types of educational hobbies are mostly concentrated after 85 -95. Among the early education users, 85 accounted for 1/2 after 90, and accounted for 85.

1/4, brand design marketing strategy can focus on young parents and parents; 95 after the higher education and hobby education show a great interest, the brand will be locked in the group of students to help the best marketing role.

 

Different types of educational users have different preferences, such as music, funny, Internet, and filming.

Higher education and hobby education users pay more attention to media, pets and games, while K12 and overseas training users like to study

Closer, pay attention to fashion, beauty, finance, science and technology; early childhood hobby users attach the most importance to parenting content, together with medical, shopping

Clothing shows great interest; vocational training users pay more attention to health, car, tourism, finance and beauty.

 

Today, 64.3% of users access information about education and training via social networks, with early childhood education and K12 hobbies using social media.

The volume of information obtained by the body is the most sticky. Micro-blog based social media has become the most important way for users to get information about education and training.

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According to statistics, 41.3% of the micro-blog education and training hobby users spend more than 500 yuan per month on learning, and most of them are happy to do so.

For education consumption. However, with the rapid development of online education, 2/3 of the users are still more inclined to be practical.

The education mode which is the main body and the online is supplemented.

 

Enquiries show that creative video, live interaction, fake holiday rush three kinds of advertising can best arouse users' attention. brand

Strength, after-sale guarantee and customization are the contents of micro-blog advertising that best guide users to pay.

 

Six micro-blog operation scenarios meet the needs of brand implementation

 

According to the different needs of different users of the brand, micro-blog launched six major operating scenarios: interactive communication matrix, forge momentum two-pronged

Under, soft communication publicity content; brand false snap IP, agile to enhance visibility and exposure; continue to export quality content, create original

Topic area, cultivate brand clusters; grasp the pain points of different hobby users, tailor-made marketing strategy; for art training for the situation

Scenic marketing, through the sense of the screen triggered a consensus among users; in the brand into a mature period, the role of marketing and brand image to a new level of integration

Section.

 

Take an enrollment micro-blog from Shandong University as an example, through interactive communication matrix, trigger user interaction.