疫情下的在线教育:抖音、快手、B站,谁是“教育水电煤”建设者

来源:娱乐独角兽      日期:02-14 22:15     浏览数:3277次
疫情下的在线教育:抖音、快手、B站,谁是“教育水电煤”建设者

文 | 翟笑千

受疫情影响,教育部下发“停课不停学”的通知,在线教育成为特殊时期备受关注的对象。往常,学生接受教育主要在线下学校里完成,线下向线上的大规模突然迁移无疑给学校教育带了一定的不适应感,围绕“网课”的段子不断。但在表象后面,我们能清晰地看到教育行业的一个大趋势:无论是主动或者被动,教育行业从线下往线上的迁移在加快速度,并在不可逆的进行中。

当全国各大院校纷纷采取响应措施,推出多元化的教学解决方案时,大量线上平台被开发利用成为网课平台,平台在在线教育中扮演的角色也更加被重视。

那么,从抖音、快手、B站到学习强国……这些不同平台的线上课程,各有什么优势?

B站抖音快手的“教育之战”

在教育成为现阶段的社会性议题时,市场对在线教育的需求陡然而增。当然,这个市场不只是教育公司的战局,诸如哔哩哔哩、抖音、快手等涉足教育领域已久的互联网内容平台,同样获得机遇。

就哔哩哔哩来看,其在疫情期间推出了“B站不停学”板块。该板块内,用户可从周一到周五期间选择观看来自中国教育电视台、清华大学、北京大学光华管理学院、上海市格致中学、学而思网校等诸多高校及教育机构的免费直播及点播课程。通过课表不难发现,“B站不停学”板块内的课程,涵盖了初一至大学等阶段的教育内容。

作为B站的一大特色,弹幕在“B站不停学”板块中的存在是无法忽视的,或划重点、或活跃气氛、或相互打气的弹幕,成为B站吸引年轻群体的一大优势。哔哩哔哩官方数据显示,2019年有138万次的学习类直播在B 站开播,总观看人次达4609万,是当年参加高考人数的4倍。

再看抖音。为了保证停学不停课,抖音、西瓜视频、今日头条等字节跳动旗下产品联合多家教育机构,并邀请名校名师为全国中小学生提供免费上课服务。用户在抖音搜索“在家上课”即可进入专区,免费使用相关服务,教育内容涉及中小学所需相关学科。

快手也没有闲着。疫情期间, 快手侧边栏上线“停课不停学”(现更名为“在家学习”)专栏,以极其重视的姿态接棒此前春晚项目的一级入口位置,并联合新东方、学而思轻课、作业帮、猿辅导、VIPKID等200多家教育企业,免费推出包括学前、K12、职业教育等教育内容,并额外提供50亿流量,助力免费优质教育内容的传播。据接近快手的教育圈人士称,“在家学习”侧边栏内累计课程超过22000门,其中录播17000多门、直播5000多门,课程累计播放量高达2.61亿,直播课程的数量应该是目前各平台最多的。

同时,快手也与开封市教育体育局联合推出针对全市中小学生的网络直播课堂,在站内设立“开封教育体育系统网络直播课堂”专区,通过快手直播间为全市广大中小学生提供在线教育教学服务。于2月4日首次进行的初三与高三直播课程,快手直播间观看总人次29.8万,点赞量111.6万。10日更是使用了“在线直播+直播间聚合”的技术,全市中小学12个年级学生们的线上课程,在快手多链路直播间全面开课,全学段12个直播间总观看人数超过200万。

这三家平台的共有优势是成熟的互联网视频产品经验,再看细节:B站的优势在于活跃的弹幕互动;抖音的优势在于一如既往地用头部流量做强推;快手的优势则在于比较强的直播技术和非常多元的生态,既有开封教体局这样的官方合作,也有诸如新东方、学而思轻课、作业帮等市场化教育企业。

从数据表现看,快手目前的表现也是三家中较为突出的一家。“停课不停学”背后,在各路教育企业和机构纷纷入驻快手之际,不免让人发出疑问:为什么是快手?

做教育行业的基础设施

开封市教体局这样的官方教育机构与快手的合作,主要基于快手强大的技术实力。

2月10日,开封全市中小学12个年级学生们的线上课程都在快手多链路直播间全面开课,全学段12个直播间总观看人数超过200万。无独有偶,快手还与清华大学主办的在线教育平台“学堂在线”达成战略合作,成为学堂在线指定的独家直播技术合作平台,共同支持服务好当下几千万师生的线上教学需求。

对于市场化教育企业选择与快手合作,在强大的直播技术之外,还多了几分商业上的考量。

获客成本与用户信任,是悬在所有教育机构头顶的阿克斯之剑。就当前的教育行业而言,从传统的线下教育到互联网线上教育的开拓,令教育形态发生了较大的改变,但各大平台的中心化流量也使得市场的获客成本不断上升。如此背景下,市场化的教育企业选择快手,其实大有章法可循。

像北塔资本这样专注于教育行业投资的VC,在春节期间敦促所有被投企业都去快手上开号运营内容,其中第一批先行者已经开始收获果实。比如面向K12教育的“麻雀语文”,1月22日在快手账号 @北大派老师教你学语文 里发布了第一篇视频,三周共做了56条短视频,收获1.4万名粉丝。

北塔资本下决心重仓快手的原因,按他们自己的说法就在于:

① 快手的普惠算法政策对新进入者友好;

② 快手商业化底层健全,且与微信流量打通;

③ 快手的短视频+直播+粉丝生态有利于基于信任的教育转化逻辑;

④ 快手的“老铁”中有大量未被在线培训机构服务过的新增流量;

⑤ 快手没有教育业务,没有潜在竞争风险,安全。

不难发现,相较于友商而言,快手做教育的方式是选择做教育行业的基础设施,坚定的不自己下场做教育,而是在满足用户需求的基础上,以内容为核心,用社交化的方式做连接,搭建内容生产与需求双方互相需要、相互汲取的桥梁。

众所周知,普惠的价值观和去中心化的分发机制是快手的两大利器。基于普惠价值观的去中心化的流量分发,意味着获取私域流量的成本并不高,即使是新进入者也可以获得一定的曝光几率。如此一来,在线教育企业便可将所有成本投入到内容中。好的内容自然更能贴近用户,也更容易产生更高的传播度,带来高投资回报。

同时,教育本就是最需要信任感的一个行业。在快手,相对于广告投放而言,足够好的内容更能够得到消费者的信任,老师与学生之间的互动也可以建立起人与人之间的信任,以此来建立自己的私域流量池。这一靠信任和内容口碑累积的私域流量,也顺其自然为企业带来了更为良性的长线发展,这是会改变教育行业增长方式的新思路。

搭建新生态,拓宽教育“边界”

最后,在翻阅快手教育生态的内容时,我们发现“学习”一词在快手上的范畴是宽泛的、极具包容性的,它并不仅仅意味着上网课。

在快手,44岁的农民工跟着初中数学老师学习勾股定理、62岁的老奶奶在学乐器、15岁的孩子和父亲一起学英语、初中文凭的电工成为了一名电工老师……这些正在快手上发生的变化,成为快手教育生态的“冰山一角”。

据《2019快手教育生态报告》数据显示,快手教育类短视频作者超过99万,累计生产视频量高达2亿,作品日均播放总量超过22亿,日均点赞量超过6000万,教育直播日均观看时长相当于734年。以三农领域为起点,快手至今已形成了覆盖三农教育、K12、职业教育、素质教育等多品类、多层次的教育生态。

显然,人们对传统教育以及快手的认知正在被颠覆。无论是擅长三农、声乐、电焊,还是汉语英等学科,诸多教育短视频作者破除了时间、空间与地域的限制,以内容生产者的姿态成为“老师”。 同样值得注意的是,快手有超过160万付费学员,付费转化率高达95%,付费学员月均增长也达到95%。

当在线教育被一场疫情推到所有人面前时,我们发现,这不仅仅是让老师学生 “上网课”这样简单,公立教育资源、市场化教育企业、还有多种多样的能人达人“老师”,都是在线教育生态的一部分。快手教育生态所展现出来的复杂图谱,可能正是这个行业发展方向的线索之一。

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