Two Key Points for B Station's Hot Videos

This article analyzes how the UP host "bobo is the most fashionable" found a new way to create content in the beauty field, opening up a niche track that suits himself, fits his account, and has a wide audience coverage , providing some thoughts and references for creators.

1. One million exposures upon entry, a niche approach in the mass market

The first work released by UP host "bobo most fashionable" after entering Bilibili received 1.669w exposures, and his followers increased by 430,000 in one and a half months, quickly becoming the "new dark horse" in the beauty area of ​​Bilibili.

▲Data source-Guoji·Feigua Data (Bilibili version)

The beauty area is a major section of Bilibili. Compared with other sections, the beauty field has formed a complete content model earlier, focusing on teaching, evaluation, sharing and other content that are well-known to the public.

The "2021 B Station Creator Ecosystem Report" officially released by B Station shows that the top 1 annual cooperation volume on the Fireworks platform is in the beauty field .

▲Image source-Bilibili "2021 Bilibili Creator Ecosystem Report"

We can conclude that the beauty and makeup area, as a large-scale area, actually has high commercial value. Creators flock to it, leading to a constant internal competition. This has also led to a high content model duplication rate among the numerous creators in the beauty and makeup area, and relatively serious homogeneity of content forms . It is difficult to dig out a niche track in the mass field.

So how did the UP host "bobo is the most fashionable" find his own way in such an environment?

We first analyze the UP master's early content. Bobo's most fashionable beauty path started from the short video platform. At the beginning, the content model was the same as many creators in the beauty area, which was to highlight how to "beautify yourself" , mainly based on beauty tutorials. However, even with solid beauty skills, it seemed mediocre and lacked competitiveness in the serious situation of internal competition in the beauty field.

▲Picture source-Douyin expert Bobo is the most fashionable

After trying homogenized content, the UP host changed his mindset. Beauty, after all, is about adjusting the face, and the most common thing in the beauty section is the aforementioned "beautify yourself". "How to make yourself beautiful" is the most common and most general content form in the beauty section, but what made the UP host quickly stand out was the extension of "beautify yourself" to "change others" .

Although both show the steps of makeup, Bobo’s most fashionable approach focuses on “change”. The purpose of makeup is changed but the techniques can still be retained and displayed . On the one hand, the content ideas are changed, creating content differences to bring new highlights to the works. On the other hand, makeup techniques can also be taught in the process of “changing faces”.

But what is “changing”? In order to make the work quickly create a splash in the traffic pool, UP hosts choose to become celebrities . The public opinion traffic brought by celebrities will bring more natural exposure to UP hosts.

▲Picture source-B station UP host bobo is the most fashionable

An unchanging face can become a different person through the addition of cosmetics. This is the most fashionable "difference" created by UP host bobo through "face changing".

From the public opinion analysis of the UP host, it can be seen that the word "disguise" has become the biggest highlight of his personality. As soon as he entered Bilibili, he became a powerful UP host with an average of one million views.

▲Data source-Guoji·Feigua Data (Bilibili version)

2. Breaking the limitations of the field and expanding audience coverage

As mentioned earlier, the most fashionable thing about UP host Bobo is that he uses hardcore makeup techniques to make his face look like famous celebrities, but he is not limited by his own gender and age. The characters he imitates can be of any gender, age, or whether they are from home or abroad.

The UP host does not set limits on her own content , which also allows her audience to break the limitations of her field .

FeiGua data (Bilibili version) shows that more than 40% of the gender distribution of UP host bobo's most fashionable fans are male . Although the proportion of men entering the beauty field is gradually increasing, it is still a small group, and the UP host can have more than 40% of male audiences.

▲Data source-Guoji·Feigua Data (Bilibili version)

While there are female audiences, there is also a large proportion of male users. What is the reason?

Three reasons are summarized: breaking limitations, new content, and big contrast .

Breaking limitations means that the UP host does not set limits on the object of his imitation as mentioned above, and can make it so that "the person being imitated will be stunned when seeing it" regardless of whether it is ancient or modern, Chinese or foreign, male or female, young or old. Moreover, different stars attract different audiences. Unrestricted imitation objects can bring natural traffic to the work from the imitated ones, which means that it can attract the attention of a wider audience .

▲Picture source-B station UP host bobo is the most fashionable

The key to new content is "new". In the beauty section, imitation makeup is usually stated in advance by the creators that "the imitation makeup is not imitation of the person", but the most fashionable thing for UP host bobo is "the imitation makeup is imitation of the person" . This form of content is no longer simply aimed at people who need to learn makeup skills, but has been extended to become a display of hardcore technology. This also coincides with the content preferences of Bilibili users, which has transformed from a single circle group to attracting users from the entire platform .

The big contrast is the difference before and after the UP host imitates the makeup, which brings a momentary visual impact to the audience. The "two different people" effect is the best proof of the UP host's hardcore technology. It is also the biggest attraction besides the beauty makeup tutorials in the large field of downward content. With rich attractions , the audience is naturally expanded.

Conclusion

Faced with a content situation characterized by severe homogeneity, the public has a stronger reaction to "innovative" content. Creating clearly differentiated content is not only a "top priority" for creators, but also a "must-have" for creators to achieve long-term operations and stand out in the big field.

UP host "bobo is the most fashionable" seeks common ground while reserving differences. After identifying the vertical field, he extends new ideas from the existing beauty content and uses the niche content of "face changing" to create a difference in the track. This also applies to other fields. Creators should avoid being confined by the general environment and go with the flow because "everyone else is doing it". Such operations will not be long-lasting, but will gradually be buried.

Similarly, each field will form a major audience group. After entering a field, creators must first respect the main audience in the field . On the basis of attracting circle users with vertical content, they can then expand the content highlights and attract a wider group.

Statement: All pictures used in the article are annotated, and the article cover is taken from the work of B station UP host [bobo is the most fashionable].