Recently, WeChat Friends Circle has seen online education company advertisements every day.

A sales manager at WeChat Advertising said a large number of online education advertisers had found WeChat since September.

In fact, a long time ago K12 online education company in WeChat friends circle has been launched, but the recent launch significantly increased, traffic anxiety from shaking sound to WeChat.

01 Ape tutoring pre-emption, homework help to catch up

The following is the author WeChat Circle of Friends online education advertising records since September 23:

Since September 30th is almost a day on the plane, and on October 5th there is no mobile phone on the Border with China and Russia (the health code will be red), the data for the two days since September 28th are lacking. In addition, due to WeChat advertising push algorithm reasons, there is no guarantee to receive all online education ads for the day, it is reported that the same micro-signal can see up to 4 ads per day. But even so, weChat friends circle online education advertising for half a month can also be seen.

To sum up: eleven before the ape tutoring is WeChat friends circle put the main force, eleven after the homework help bully screen, Tencent happy mouse has been exposed.

Homework help internal source out: because of the current backward ape tutoring (Note: (1) ape tutoring summer in the number of people reading the positive price class 2.2 million, homework help 1.7 million; (2) ape tutoring in WeChat friends circle day consumption of 1 million), need to increase the intensity of investment. And the operation to help the growth of employees before the National Day appeared at WeChat headquarters also confirmed the accuracy of the source. This explains why eleven as a watershed, the homework gang in the National Day began to dominate the screen.

In addition, the update of the ad starts with the job help. I do not know whether weChat advertising upgrade, or at the request of advertisers, from October 4, the ads appear under the words "recently XX people buy", since then, it has become standard for each online education ads.

02 The cost of low-cost courses has been lower than the jitter, the conversion effect is good

Compare the two sets of data, the same is K12 online education, jitter 9 yuan class to get customers the lowest cost can do 300 yuan range, and according to WeChat advertising sales manager feedback, 29 yuan class to get customers cost can also do 300 yuan range (Note: (1) Recently the circle of friends did not have 29 yuan low-cost class SKU, so the data is likely to be before September; (2) according to another source feedback, friends circle 9 yuan class cost in the 300-350 yuan range. So look rationally at the above data).

Industry knows that the threshold of 9 yuan is less than 29 yuan, chestnut quality is not 29 yuan high (quality refers to the probability of low-cost transfer positive price course, high quality represents high conversion rate). WeChat 29 yuan class can and shake the sound 9 yuan class to get the same cost, can make reasonable assumptions: WeChat 9 yuan class to get the customer cost should be lower than the jitter 9 yuan class to get the customer cost.

At the same time, WeChat advertising a sales manager also said that WeChat friends circle after the conversion rate of positive price class than shaking pitch. It's something advertisers are more happy to hear about.

There is a mainstream voice inside WeChat: the low-cost course of jitter is cheaper, but the conversion is difficult, and the final positive price is higher. And WeChat friends circle to get customers relatively high cost, but the conversion effect is good, the final positive price class to get customers at a lower cost.

For this sound, a long-time traffic delivery friend said it is related to WeChat's more accurate targeted push, but also with the user's browsing habits.

Explain. WeChat Ecology is able to precipitate more personal data than shakes, and much more. This determines that WeChat can put more labels on users and be more accurate in pushing ads. In addition, the vast majority of users to see the circle of friends is very "serious, careful", which is closely related to acquaintances social. Ads enter the dynamic area of acquaintances in the form of "fake acquaintances" and naturally receive more attention than other platforms. Both control the conversion of low-cost classes and positive-price classes.

Although WeChat's circle of friends is temporarily better than the shake-up in terms of the cost of the customer, there is one crucial factor that cannot be ignored: the amount of lifting. The significance of the start-up is to verify that the effective traffic of the delivery platform is stable and whether it can support K12 online education players to carry out traffic cutting war in the long term. In addition, in view of the shaker delivery has been highly mature, stable, the user aesthetic fatigue, to explore the next high-quality traffic access channels for the giant is of great significance.

So what's the lift? Assuming that the advertiser budget certain circumstances, in WeChat circle of friends and jiyin for 9 yuan class delivery, WeChat circle of friends to get customers cost 250 yuan / person, shake sound for 300 yuan / person. But WeChat's circle of friends received 1000 visitors, and Jiyin received 15,000 visitors. These 1000 people, 15,000 people is the starting volume, the larger the volume, the happier the advertiser.

But the exact difference is only clear to advertisers themselves.

03 Will WeChat get a guest for education that shakes its voice side by side?

WeChat and jitter ratio, no lack of traffic, no lack of algorithms, no lack of distribution, no shortage of complete shopping closed loop. It's just that there are three different links.

First, the content is presented in different forms. Jiyin to short video way to present advertising, and WeChat circle of friends to "fake friends" circle of friends in the form of advertising space, video guide VS text guide purchase, the two effects who is better? It's really hard to say whether the video is better than the picture, because the ads are all over the place.

Second, jitter live with goods advertising and other play has been quite mature, in contrast, WeChat circle of friends is an acquaintance social scene, coupled with the WeChat team's extreme restraint, "shopping in the circle of friends scene" this matter can be made difficult to say.

Third, WeChat ecological all-encompassing, from chat reading to movie shopping, over-sounding, people over-leaving marks, we left in WeChat the data magnitude of the big non-shake sound can be compared. And this determines that the subsequent use of data is more at a better and more comfortable.

Based on the above objective conditions, weChat can be compared to shake the tone of the guest, have the following views:

(1) WeChat can precipitate more personal data to ensure a higher conversion rate, but this is an act at the expense of breadth and precision.Because more accurate push directly results in a smaller audience that can accept ads, this inevitably affects the volume. There is a view that as long as the flow is accurate, it doesn't matter if there is less. This view does not apply to the current killing of online education, because it is also important to let more people know that there is a brand. For example, there are two competing companies, one company called Fengke The Great Company, one company called Zhang San Criminal Law Story Company. Zhang San criminal law story company in all channels have advertised, while Fengke the Great company did not. Both at the same time in WeChat friends circle to run low-cost class ads, even if not the target user users will go to see their familiar Zhang San Criminal Law Story Company's ads and then contact with the product, and Fengke The Great company can only follow the interests.Once you fall into this competitive circle,Traffic becomes more and more complex, losing the purpose of accurately getting customers,This is not WeChatwant to do.

(2) The ecology based on acquaintance socializing limits the possibility of WeChat's rough advertising.This is related to the tuning of weChat and Jiyin products themselves. As long as within the legal limits, within the reasonable algorithm interval, there is no sense of guilt in advertising. And WeChat is not the same, everyone's WeChat is their own social business premises, in a certain sense is their own private property. Occasionally there is an advertisement can adjust the atmosphere, but every day there are several ads, the user's sense of territory will rise, as if you advertised on my territory, asked me? Did you split it up for me? WeChat advertising encountered the biggest problem is that acquaintances social circle is non-intrusive, to ecology but may destroy the ecology, there is a spear to attack the shield, into also Xiao He defeat also Xiao He..

But neither point leads directly to the conclusion that online education players are less likely to be on WeChat than to shake their voices, after all, there are still many players advertising every day. Can you be shoulder-to-shoulder, be patient and see if the online education giant's daily consumption on WeChat during next year's enrollment window will exceed the daily consumption of shakes.

Therefore, WeChat and Jiyin get customers high and low meaning is not significant. What really needs to be concerned is that everyone from focusing on shaking sound delivery, to now shaking tone and WeChat and other channels multi-delivery, in addition to explaining the difficulties, is not also explaining a problem that everyone is deliberately avoiding:

The market for online education is actually only so big.

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