Analysis of B Station’s advertising promotion!

Nowadays, content marketing has become an indispensable promotional method for brands. Whether it is planting seeds in the mind, building a brand image, or even the most direct on-site conversion, it can be achieved through content marketing. However, how can you make your own content stand out in the massive and complex information? It has become a major pain point in content marketing.

As a gathering place for Generation Z, Bilibili's diversified content satisfies Generation Z users' pursuit of high-quality content, which has led to a continuous increase in the number of users of Bilibili. The number of monthly active users has reached 267 million. The high-quality Generation Z users have also made Bilibili a marketing bonus field where brands gather.

So, what is the purpose of "Takeoff" , which was officially launched by Bilibili last year? What kind of marketing demands can it help brands achieve? Let’s take a look together.

What is Bilibili’s “take-off”?

In layman's terms, Bilibili's "Takeoff" is a content promotion tool that can help brands promote native content to more interested users, allowing your content to be seen by more users, expanding the scope of dissemination, and improving content marketing effectiveness .

The takeoff of Bilibili can be divided into two categories: "content takeoff" and "commercial takeoff" . There is not much difference between the two in terms of background operations, targeted dimensions, etc. The main difference lies in the nature of promoting "content".

According to the official regulations of Bilibili, "Content Takeoff" can only promote non-commercial content , such as original videos of individual UP masters. Promotional videos for commercial cooperation cannot use "Content Takeoff" and can only carry out "Commercial Takeoff".

Tips: Whether it is content takeoff or business takeoff, you need to open an account and place it through a qualified agent (such as Weishidun). Individual users are not supported. Interested customers are welcome to chat privately for consultation!

Why take off?

After a brief understanding of what takeoff is, let’s take a look at the role and advantages of takeoff.

As we all know, a successful content marketing campaign is inseparable from the influence of two aspects: "content" and "dissemination", but we often focus too much on "content" and ignore the importance of "dissemination". However, this is an era of information explosion, and “even good wine needs no bush” .

We have mentioned above that the purpose of Bilibili’s take-off is to help content gain greater exposure, so how is this achieved specifically?

First of all, the content forms that can help boost the popularity of Takeoff are very rich, including: videos, UP main dynamics, activities, topics, and live broadcast rooms , which basically cover most of the content of Bilibili and lower the threshold for participation. Therefore, it is not necessary to produce an exquisite long video to be released. Launching topic activities and live broadcast rooms to take off is also a way of playing.

In addition, the display forms of Takeoff are also very diverse, including: small cards in information flow, recommendations on the play page, vertical information flow, large cards in information flow, etc. Basically, any visible area can be used for Takeoff delivery, and each area brings different marketing effects, which is convenient for customers to use as needed.

Finally, the backend functions of Qifei’s delivery are also very powerful, including both managed delivery for novices and advanced multi-combination optimal delivery. Supports combined delivery in different scenarios and different display positions to meet diversified exposure needs.

For example, if our demand is to “increase followers”, then we can choose not to place auto-play ads to save budget, and focus on click-through rate and cost per click in terms of data. If the demand is to "increase the number of video views", then place it in the vertical or horizontal automatic play position, focusing on the video's playback rate and playback cost.

Moreover, the logic of Takeoff’s delivery is “instant delivery”, which means it can be delivered right after the content is released, which is very helpful for videos to quickly become popular and gain more traffic.

At the same time, use the oCPM bidding function in the background, and pay attention to maintaining stable and long-term delivery. The longer the delivery time and the more accumulated data, the more accurate the model's estimated effect will be, ultimately achieving a win-win situation of consumption speed and cost control.

Am I suitable for take-off?

After understanding the functions and advantages of Takeoff, the last question is “what kind of needs are suitable for Takeoff” ?

According to the product characteristics of Qifei, for all needs that require "wide publicity", whether it is grass-planting conversion , or simply increasing the number of followers of an account, or creating momentum for an event, it is recommended to use the Qifei function to assist in promotion.

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