Since the lockdowns began in 2020, the whole world has gone online. Even now, when the usual forms of communication and interaction are returning to normal, many people prefer the Internet environment to learn something new and get new skills.
When info-business and e-learning appeared on the affiliate marketing landscape, media buying teams were not so enthusiastic about putting their resources and efforts into this niche: payout rates are lower than in gambling or betting. However, now we know that this vertical shows good CR with Facebook and other social networks, contextual advertising, and SEO.
So, let’s dig a little bit deeper and talk about e-learning and info-business. Is this niche really worth your time and efforts?
Why info-business is still in demand
During the last three COVID years, a great number of info-products and educational projects have appeared to replace offline activities Those days are over, but the niche is still stable and competitive. Why? There are some strong reasons for that:
- Some people cannot attend face-to-face meetings due to their health condition;
- Virtual events involve less time and effort to move from place to place;
- Introverted people feel more comfortable with the online format;
- In most cases, e-learning makes it possible to study at any pace and at any time;
- Access to an almost unlimited number of courses in one place for every taste;
- Low entry threshold: there’s no need to prove one’s knowledge of the subject to join a webinar, a course, a marathon, etc.
Thus, the demand for e-learning opportunities is high among consumers.
Variety of info-products
Coaching and Mentorship are rather similar methods of education. The difference is, in the educational process, a coach helps a learner to reach some specific life or career goal, while a mentor, a person of more experience and knowledge than a learner, accompanies a learner in some new beginning or in some sphere, giving them expert advice.
Recently, it has been quite popular among influencers to put elements of mentorship in their cohort courses (which are defined below) with VIP spots, implying individual tasks, evaluation, and other feedback.
Membership, Communities, and Forums. These three types of info products are based on two things. The first one is loyal listeners, who want to participate in the activities of the organization or the person they love/respect/trust and don’t want to miss anything. The second one is well-balanced, useful content available “only” to members of some channel, community, platform, etc. Such products as community and forums can also be free, remaining an important part of a sales funnel.
Webinars were one of the most important info-products in 2020-2021, affecting a sales funnel. For now, their place took short videos, such as Reels, TikToks, and Shorts. However, webinars can still be used as a course/speaker introduction, “trial period” for a course, or a complete independent product.
Digital Downloads. These are info-products with minimal straight interaction. They can be books, checklists, manuals, video-tutorials, etc.
Cohort courses. This type of courses is not much different from traditional offline courses: they have some standard program, learning groups, and homework.
The further we go, the more different formats for any taste are created, while the old ones get improved and mixed with the new ones. All of the products demand specific advertising. Thus, a media buyer has a rich choice, working with info-offers.
What do numbers say
As we are finally back to our normal life (more or less) and lockdowns are gone (almost), there is no need to cultivate e-learning that hard. Thus, we don’t really have actual stats on info-business at the moment.
However, there are still e-learning stats for the pandemic period, and we don’t have serious reasons to think that the data has dramatically changed for the worse. So, what do the stats say?
- More than 80% of online activity involves watching videos most of which are educational. If you have had any other ideas on what people watch online, now you know the real thing.
- IBM has switched to e-learning and, thus, has saved $200 million — providing different formats of online education is definitely easier and cheaper.
- By the end of 2021, the mobile e-learning market has become a $38 billion market. And this is not the limit.
- By 2025, e-learning value is supposed to be worth $325 billion.
These are just some impressive official stats we know. Imagine the numbers hiding from public stats! How many individuals and companies sell info-products, not registering them at all? E-learning is cheaper than traditional offline education: that’s why both parties (businesses and their clients) are ready to spend good money on it. And in addition, the predictions about the e-learning market’s value are super positive.
Target actions and the sales funnel
If you decide to work on info-offers, you should know which targeted actions are commonly paid in the niche:
- app install (for example, with gym training programs or diets, etc.);
- registration for a free webinar (potential client comes to make a decision on product purchase);
- subscribing, buying a course, or accessing a private chat.
So, how does the traffic funnel work for info-business? In outline, it works this way:
- A user sees a creative (a post, a video on TikTok, a pic on Pinterest, etc.) with an offer of some certain product, for example, a course about Instagram blog monetization.
- Then the user clicks the link and goes to the landing page.
- They choose a course package, take a survey or install an app.
- And, finally, make the target action (registration, subscribing, buying a product, etc.).
Q&A with an expert
Natalia, CMO AFFSTAR
Why do you think the vertical gained popularity in 2021-2022?
There were many factors: the popularity of subscription services, the “whiteness” of the offers, the stability of the vertical, and its versatility — it suits different traffic sources, approaches and target audiences (depending on the topic).
What is the difference between the funnel in info-business and other verticals?
In info-business, there is an element that warms up the interest of a user — a quiz, and there are push notifications and mail-outs, which significantly increase the approva ratel.
What are the difficulties in promoting info-business offers?
If we are talking about the courses themselves, in the context of driving traffic, then the difficulties include the need to frequently change the creatives and understand the intricacies of moderation. But it’s the same for any niche.
What sources would you recommend?
TikTok, Google. And in-app networks are good, too.
Conclusion
Info-business is a promising vertical in affiliate marketing. It can become a source of stable income for an experienced media buyer or a good start for gaining experience and income for beginners. Regardless of skills, it is always important to correctly evaluate your resources, find an offer, choose a traffic source, and understand the desires of the target audience. Good luck in your endeavors!
If you want to reach new GEOs and audiences, maybe it is all waiting for you on Telegram? We’ve prepared some material about Telegram audiences. What are the messenger’s users like this year? How old they are, what they do, and what they are interested in!
