国际中文教育类短视频“引流–转化”营销的应用与效果——以italki平台为例

The Application and Effect Analysis of Short Videos in “Attraction-Conversion” Marketing of International Chinese Education—A Case Study of the italki Platform

摘要: 在“互联网 + 教育”与全球数字经济迅速发展的背景下，社交媒体与短视频的广泛应用，使国际中文教育平台能够以更具互动性和情感化的方式进行品牌曝光与学员引流。本文以italki平台为例，分析其在YouTube、TikTok与Instagram等社交平台的内容布局与营销路径，探讨短视频在国际中文教育“引流–转化”环节中的作用机制。研究发现，italki通过多平台内容矩阵与用户故事叙事实现了较高的品牌传播效果，但在专业方面仍有改进空间。本文进一步从国际中文教育视角提出优化策略，以期为未来国际中文教育的数字化与商业化融合提供实践参考。

Abstract: In the context of the rapid development of the “Internet + Education” initiative and the global digital economy, the widespread use of social media and short videos has enabled international Chinese education platforms to engage in brand promotion and learner acquisition in a more interactive and emotionally appealing manner. This study takes italki as a case example, analyzing its content strategies and marketing pathways across YouTube, TikTok, and Instagram, and exploring the role of short videos in the “attraction-conversion” process within international Chinese education. The findings indicate that italki achieves high brand visibility through its multi-platform content matrix and user storytelling. However, challenges remain in terms of the professionalization of teaching content, the depth of cultural communication, and the establishment of instructor content guidance mechanisms. From the perspective of international Chinese education, this paper further proposes optimization strategies aimed at offering practical insights for the future integration of digitalization and commercialization in the field.