How Chinese EdTech Companies are Winning with Social Media Marketing

The Chinese education technology (EdTech) market is booming. Fuelled by rapid technological adoption and an increasing demand for flexible learning, this sector continues to expand at an unprecedented rate. Amidst this growth, social media marketing has emerged as a key driver for Chinese EdTech companies looking to scale and reach new audiences.

But how are these companies leveraging platforms like Douyin, Kuaishou, and Bilibili? And what are the key takeaways for brands looking to replicate their success?

The Rise of EdTech in China: A Snapshot

The EdTech industry in China has experienced remarkable growth in recent years. According to market reports, the Chinese online education market is projected to reach $70.8 billion by 2025, marking a significant increase from the $49.2 billion recorded in 2020. This surge is largely due to growing demand for e-learning platforms, especially after the COVID-19 pandemic forced traditional educational institutions to go digital.

Among the most popular segments of Chinese EdTech are K12 (kindergarten to 12th grade) tutoring platforms such as Yuanfudao, Zuoyebang, TAL, and Youdao. These companies have adopted a wide range of digital marketing strategies to consolidate their positions in the market, including one that has taken the sector by storm: social media marketing.

How Chinese EdTech Companies Leverage Social Media Marketing

China is home to over 1.05 billion social media users, offering EdTech companies immense opportunities to connect with their target audiences. From interactive live-streams to engaging short-form videos, these companies are tapping into various social media platforms to promote their offerings. Here’s how they are doing it:

1. K12-Focused Apps: Targeting Parents Through Social Media

K12 EdTech apps, such as Yuanfudao and Zuoyebang, cater primarily to students from kindergarten to 12th grade. However, the primary audience for their marketing efforts is not the students themselves, but their parents. These companies have recognised that parents are the decision-makers when it comes to their children’s education, and they tailor their messaging accordingly.

Social Media Strategy for K12 EdTech Apps:

• Parent KOL Collaborations: K12-focused EdTech companies are increasingly partnering with parent KOLs (Key Opinion Leaders) on platforms like Douyin and WeChat. These influencers, who are trusted by their followers, share relatable content about their children’s education, discuss academic stress, and offer tips for keeping children competitive in their studies. By leveraging these trusted voices, EdTech companies build credibility and connect with parents more effectively.

• Pain-Point Messaging: A key tactic used by K12 EdTech companies is addressing the pain points of parents. Social media content often focuses on how the platforms can reduce parents’ stress by offering tutoring support, helping children with difficult subjects, and improving their academic performance. This approach not only appeals to parents’ desire to ease the burden of schooling but also plays into their aspirations for their children’s success.

2. Language Learning Apps: Connecting with a Broader Audience

Language-learning apps like Youdao serve a diverse audience that includes both K12 students and adult professionals. With the demand for foreign language skills rising among professionals and overseas students, these apps have adapted their social media strategies to engage both younger learners and adults seeking personal or professional growth.

Social Media Strategy for Language-Learning Apps:

• Virtual Language Coaches: In Youdao’s case, the platform leverages advanced AI to offer virtual oral English coaches. This feature allows users, particularly those preparing for study or work abroad, to practice their language skills in a simulated environment. The virtual coach is integrated into Youdao's social media content, where short videos demonstrate how the tool helps users practice pronunciation, engage in conversational English, and understand cultural nuances.

• Cultural Nuance Content: Youdao and other language-learning platforms focus their social media content on cultural learning in addition to language skills. Videos, blog posts, and live streams often explore cultural contexts, common language mistakes, and regional dialects, providing learners with valuable insights beyond grammar and vocabulary. This strategy is particularly effective for professionals and overseas students who need to navigate the subtleties of foreign languages in real-world situations.

Source: Youdao

3. Live-Streaming: A Key Driver for EdTech Marketing

One of the most effective social media strategies employed by Chinese EdTech companies is the use of live-streaming. This interactive format allows companies to engage with their audiences in real-time, providing a more immersive experience than traditional advertisements.

Leading K12 EdTech platforms such as Yuanfudao and Zuoyebang have embraced live-streaming as a way to offer free trial courses, introduce new features, and host Q&A sessions with teachers. Similarly, Youdao uses live-streams to showcase its language-learning tools, such as its virtual coach, allowing potential users to see the app in action before committing to a subscription.

Benefits of Live-Streaming for EdTech Companies:

• Real-Time Interaction: Live-streaming enables instant engagement with viewers, allowing EdTech companies to answer questions, address concerns, and build rapport with potential users.

• Free Trials: Many EdTech companies use live-streams to offer free lessons, giving users a taste of what the platform has to offer. These free trials act as a gateway to converting users into paying customers.

• Trust Building: By hosting live Q&A sessions with real educators, platforms can build trust and credibility, a crucial factor for parents and students making decisions about their education.

As the Chinese EdTech industry continues to grow, social media marketing remains an essential tool for engaging with parents, students, and professionals. Whether through live-streaming, influencer collaborations, or short-form videos, Chinese EdTech companies are innovating to reach and retain their audiences.

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