How to play with the two-dimensional traffic? Overview of advertising on the B station platform in July

Bilibili (hereinafter referred to as B station) started from the earliest anime series, and gradually evolved into diversified content including music, dance, technology, fashion, life, ghost animals, etc., and developed into a comprehensive barrage video website with professional users producing content as the main production mode. Now, Bilibili has become a community consisting of more than 7,000 popular cultural circles. It is known as the "all-powerful Bilibili" and has gathered a large number of young people who love personalized and diversified culture.

According to QuestMobile's 2018 statistics, Bilibili is the most popular app among young people under the age of 24. It has a user group with high interactivity, clear labels, a keen on online consumption, and a strong acceptance of new things . It is also beginning to be favored by more advertisers.

As an advertising platform, which industries or products should Bilibili target for better results? What are the characteristics of high-exposure materials on the platform? What were the popular materials and copywriting in July?

Based on the advertising intelligence of Bilibili’s traffic platform in July tracked by App Growing, we provide an overview of advertising placement and analysis of creative ideas for popular advertisements in key industries to provide reference and inspiration for advertisers on Bilibili.

1. Overview of popular ads on Bilibili

1.1 Platform User Profile

According to the first quarter financial report released by Bilibili, the average monthly active users of Bilibili exceeded 100 million for the first time, reaching 101 million, and the daily active users reached 30 million for the first time.

According to its official data, the gender ratio of users is relatively balanced, and the platform content does not have a clear gender bias. Nearly 80% of users are young people under the age of 24 , mainly distributed in first- and second-tier coastal developed areas, with Guangdong having the highest proportion . Generation Z (Chinese born in the 1990s and 2000s) with high consumption potential are the main users of this platform.

1.2 Top 5 industries where B station focuses on advertising

App Growing advertising intelligence shows that among the top five industries with the largest share of advertising spending by Bilibili in July, the gaming and education industries had the largest number of advertisements, accounting for 35.39% and 17.42% respectively. This is consistent with the fact that nearly 80% of Bilibili's users are students. This user group is keen on online consumption, pays attention to appearance, is mostly distributed in first- and second-tier coastal cities, has strong paying purchasing power, and is more inclined to impulse consumption.

The winter and summer vacations are the golden period for students to relax themselves and enrich themselves. The gaming industry and the education and training industry can seize the opportunity to increase advertising efforts. At the same time, holidays are also a critical period to improve one's appearance. Medical and health care, such as orthodontics, and the skin care and beauty industries can also take the opportunity to increase their promotional activities.

2. Introduction to B Station Platform Advertising Resources

Compared with other platforms, Bilibili’s ads currently appear mainly in the recommended native information flow, with two display formats: small pictures and large pictures. Small pictures are native, large pictures are conspicuous, and there are only ads in the form of pictures and texts. The landing page can jump to H5, video, download and other pages.

Unlike other video content apps, Bilibili does not have related video patch ads and pop-up ads, which also reflects Bilibili's restraint in advertising.

3. Creative inventory of advertising materials in various popular industries on Station B

The overall originality of Bilibili’s advertisements is strong and close to Bilibili’s style. The copywriting flexibly uses popular barrage memes and Internet buzzwords. The overall style of the material has a strong sense of design, is fresh and eye-catching, and conforms to the aesthetic taste of young people. The following will analyze advertising copy and advertising materials from five major industries.

3.1 Analysis of creativity in the gaming industry

Among the gaming apps on Bilibili, the second dimension and Japanese and Korean games have relatively more ads, followed by casual games. The top 10 gaming apps with the highest cumulative advertising amount (estimated) on Bilibili platform in July are as follows:

After analyzing the game ads on Station B, we also summarized the following characteristics:

Game type: mainly role-playing (two-dimensional), casual style games

Hot memes in the copywriting: "toxic", "evil", "online", "mutual harm", "fan circle", "hard work", "pay gold", etc.

Popular copywriting:

-This game is so addictive, you can’t stop playing it!

-Human, demon, monster, your boyfriend from another world is coming online soon!

- You can draw cards by chance, you don’t need to spend money, you can play for three years without spending any money

element:

Role-playing games: stunning graphics and beautiful character portraits

Casual games: popular emojis, hot memes from the second dimension

3.2 Creative analysis of the education industry

Advertisement type: Mainly original painting teaching, minority language training (Japanese/Korean), and programming teaching

Hot words in the copywriting: “Take a test…”, “…can give you the answer”, etc.

Popular copywriting:

- Only for those over 18 years old, zero-based painting tutorial!

- Stop playing with your phone, I will teach you how to program in C++ from scratch

-18-28 years old, we will teach you how to quickly become a master painter

-Admission is 18 years old or above, and you can easily learn programming even if you have no basic knowledge~

element:

Painting training: showing finished paintings

Language training: Anime/real girls, Japanese scenes

The relevant advertising creative materials are highly matched with the landing page style, reducing user churn rate.

The landing pages of painting and Japanese language training advertisements mostly reflect Japanese and two-dimensional elements, and the main style is consistent with the creative materials of the advertisements. Painting courses often use free materials to increase users' motivation to fill in information, while Japanese courses often combine some simple Japanese quizzes to increase interactivity. The following picture shows the landing page of a painting and Japanese training advertisement:

3.3 Culture and entertainment

Advertisement types: mainly song albums, concerts, film and television memberships, novels and comics, pet stores, etc.

Hot words in copywriting: "divine song", "super burning", "immortal", "flash explosion" (film and television music category)

Popular copywriting:

-V's divine song? Super exciting cover! New songs released on August 9 (Music)

-What kind of magical mercenary group is this? They are so cool! (music)

- "The Cage of Spirits" is a hit, with breakthrough screen quality (Movie and TV Membership)

-Witch, is it worth it for selfish humans? (comics)

-The brothers are holding a wake for their deceased father, and then... (comic)

-A must-see gathering place for cat lovers (cat cafe)

element:

Film and TV music: Emphasis on the release time, singer and location, and video quality

Novels and comics: attractive lines and scene captures

Pet shop: cat lovers, dog lovers, cat lovers

Film and TV Music

Novels and comics

Pet Shop

3.4 Medical and health care (dental care)

Ad type: Mainly about orthodontics

Hot words in copywriting: "beauty", "a kind of XX experience"

Popular copywriting:

- The earlier you get your teeth fixed, the more beautiful you will be.

- Protruding lips are not good looking, most likely it is due to dental problems

-Are you embarrassed to go out with braces? Understand transparently!

-What is it like after orthodontic treatment?

Element: Young lady’s smile

Selling point: Free cost estimates, special offers, and dental treatments to improve appearance

3.5 Skin Care and Beauty

Ad type: acne treatment, hair care, skin care, lipstick and other products

Hot words in copywriting: "savior", "real mother", "true destiny", "get", "N bottles", "Amway", etc.

Popular copywriting:

-Want to know how to get rid of acne correctly? Take two minutes to watch!

-Frizz savior? Oily-haired mother? Let's test the true destiny shampoo

-GET Xiao Zhan's same small white bottle

-If you have repurchased many bottles of essence, please come and recommend it to me~

element:

Beauty: Products + Celebrities

Acne treatment: cartoon comic material

Shampoo: smooth and fluffy hair

In general, ads that are close to the original content of Bilibili are more popular with users.

1) From the perspective of advertising creativity, Bilibili’s advertising materials are highly matched with user attributes; the attraction points are highlighted (especially obvious in small image ad spaces); it is good at using interactive buttons to increase click-through rates; and the background/elements are sufficiently relevant.

2) From the perspective of advertising copy, B station's advertising copy is often combined with hot words and hot barrage , such as: The counterattack of the dried fish girl/salted fish, self-study examination to a prestigious university in one year; Going abroad, you can only say Are you OK?

It is recommended that advertisers pay more attention to the hot search terms on Bilibili and watch related Up-master videos to find breakthrough points for cooperation with advertisers.

Author: Bella

Source: Aichi SEM