B Station Brand Marketing Guide!

Keywords of this article: Bilibili , brand marketing, marketing promotion , blue V account, user growth, content creation

In order to continue marketing on Bilibili, more and more brands have created official brand accounts, published original works and integrated into Bilibili UP hosts, attracted Bilibili users to shape the brand image, and increased brand dissemination and brand voice.

Bilibili has more than 20,000 brand accounts. This article uses the Blue V account case to analyze how Blue V accounts can achieve user growth on Bilibili and narrow the distance between Generation Z and the rest of the world.

Leverage brand popularity

The advantage of a Blue V account over an ordinary UP host is that the brand itself has a certain voice, and using the brand's own popularity to publish works can increase the exposure of the works.

Checking KFC's official account, all the works published are produced around brand activities, combined with B station's two-dimensional culture self-made works, using the popularity of brand activities on the entire network to attract interested users to watch videos, further increasing the brand's popularity on B station.

According to the data analysis of FeiGua Data on Bilibili, the official account of KFC has gained 1.167 million new followers in the past 30 days. High-profile brands can help their accounts attract fans and gain a foothold in the marketing track of Bilibili.

Creative works appeal to Generation Z

Blue V accounts are also UP hosts. Since they are UP hosts, content creation becomes an extremely important part and is the most direct way to attract B station users. By using the language and elements of the B station circle, the brand can get rid of its serious and rigid image and narrow the distance between the brand and users.

Taking the official Blue V China Unicom customer service as an example, its early videos were mainly situational dramas about the customer service staff’s work, but the effect was average and there was no popularity until later when Unicom officially released the work "Unicom Sisters, Macho New Treasure Island" in the dance area, opening the way for Blue V to "live" on Bilibili.

Afterwards, China Unicom’s customer service officially released 68 works in the dance area, with an average playback volume of about 62w. The most popular one was "【Three Major Operators】Dream Linkage! New Treasure Island 5G restored version! ”, with a playback volume of 431.7w , which is 2072.45% higher than the average level.

The video links the three major operators (China Unicom, China Telecom, and China Mobile) to introduce the service advantages of the operators through a dance battle. The dance is simple and funny, and the clips of the "dance battle" of the three major operators also make the audience with preferences "cheer" in the barrage. While the video has received a response, it has also created momentum for brand promotion. The high interaction rate and spread have also made China Unicom's Blue V number a "Magic Blue V number" on Bilibili.

From this, we can see that what cannot be ignored for Blue V accounts to achieve sustainable development on Bilibili is content creation, creativity, active use of circle language, exploring the preferences of Bilibili users, breaking through the brand's inherent image and thinking, and establishing a new brand image in the hearts of Generation Z.

Summarize

Bilibili is a comprehensive UGC and PGC platform with a distinct two-dimensional style and a gathering place for Generation Z. Brands have flocked to Bilibili to create Blue V accounts. To achieve long-term growth, they need to master these two points:

1. Leverage the brand’s own popularity to build momentum for the account and establish a foothold in the marketing track of Station B.

2. Use the language and elements of the B station circle to get rid of the brand’s serious and rigid image and bring the brand closer to users.