B Station UP host’s delivery direction and strategy!

UP hosts act as a medium connecting brands and users, and are a vital part of brand marketing. As Generation Z are internet natives, KOLs have a significant influence on their consumption decisions. Therefore, when brands plan their marketing strategies, choosing the right KOLs as a medium for close communication with the younger generation of consumers is a step that brands should particularly consider.

At present, Bilibili has more than 2.7 million monthly active UP hosts, and UP hosts are the key role in Bilibili's sustained user growth. Similarly, UP hosts are also the middlemen for brands to enter Bilibili and reach Generation Z.

So, how should brands choose the right UP host?

First of all, we need to be clear about what is the purpose of deploying UP hosts?

Amplify the volume

Taking shopping festivals such as Double Eleven as an example, many brands will need to create buzz for a certain product before the shopping festival, expand product awareness, and consolidate the product's influence on consumers.

Take beauty products as an example. They often use sharing videos, such as red and black lists, annual favorites, good product recommendations, etc., which mainly focus on the most direct product exposure and product introduction, which is a hard advertisement. The characteristic of hard advertising is that it can directly and completely convey product information and brand value, quickly plant grass and have strong penetration. Users are planted with their needs and purposes, and consumers are reached accurately.

Brands that need to expand their voice can choose top UP hosts or hire multiple mid-level UP hosts with high influence in their circles.

The reason for targeting top UP hosts is naturally because of the huge fan base behind them and the platform-level influence. The more top brands are, the more top UP hosts they can choose to target and quickly expand their marketing coverage.

In addition to placing advertisements among top UP hosts, mid-level UP hosts with strong circle penetration are also good choices. You can place advertisements in the vertical circle of the brand and select multiple mid-level UP hosts across multiple circles. The commercial quotation of mid-level UP hosts is lower than that of top UP hosts, which is a good choice for small and medium-sized brands.

For brands that aim to expand their voice, whether they choose top UP hosts or mid-level UP hosts, they can filter from the subdivided categories and choose UP hosts that meet the marketing direction, and then refer to the UP host's fan portrait and account data.

Preserve brand image and build brand assets

Today, the traffic dividend has disappeared, and buying-based growth is no longer sought after by brands. Only by focusing on content can we achieve content compounding and time compounding.

It can be said that all brands need to make decisions to build brand assets. For brands with such marketing purposes, they can choose UP hosts with high creativity, strong account operation capabilities, and high fan stickiness. In terms of creation, content comes first, satisfying the audience's audio-visual enjoyment and reaching the user's mind. This is exactly what Bilibili advocates: "Content is advertising, advertising is content."

Those with high creativity can choose from UP hosts with "Well-known UP Host Certification" and select UP hosts with matching tone from those with officially certified high creative abilities.

FeiGua Data (Bilibili version) has an UP host delivery analysis function. Through this function, brands can view the UP host's delivery quotation, fans' video tag preferences, video type preferences, the most frequently played games recently, recommended products, and brand information associated with submitted videos, providing users with more pre-delivery data references when choosing UP hosts for delivery.

Summarize

Select UP hosts based on brand marketing purposes:

1. Expand the volume: Select top UP hosts and place multiple mid-level UP hosts with high influence in the circle

Content: Taking beauty products as an example, you can put out sharing videos (red and black lists, annual favorites, good product recommendations)

2. Build brand image and build brand assets: UP hosts with high creativity, strong account operation ability, and high fan stickiness

Content: Content comes first, satisfying the audience's audio-visual enjoyment and reaching the user's mind