B Station brand marketing strategy!

Is Bilibili still communicating with Generation Z in traditional language?

Why Generation Z is not interested in your marketing content

How to truly enter the circle and reach Bilibili users?

The Z generation who love to play with memes are the main users of Bilibili. How to use memes to make them willing to pay is a question that brands need to consider when marketing on Bilibili . This article analyzes several examples to help brands reach Generation Z faster. It is recommended for those who want to know how to market on Bilibili.

Bilibili has attracted a large number of people from Generation Z (born between 1995 and 2009). As Internet natives, Generation Z pursues trends and individualism. Generation Z is also a pioneer group in the meme culture. They play with and create memes. Bilibili is the primary platform for Generation Z to play with memes. The barrage and comment areas of Bilibili have always been the main ways for Bilibili users to play with memes.

1. To achieve rejuvenation, brands must play with Generation Z

If a brand wants to become younger, it must play with Generation Z. Learning the language of Bilibili users to communicate with Generation Z will help improve brand acceptance and refresh the brand image.

To give a simple example, Audi’s official account on Bilibili uses words such as “Relax,” “Immersive,” and “Good Guys” in the titles, which are the most popular languages ​​on the Internet today. They can allow Bilibili users to immerse themselves in the scene more quickly, understand the theme of the video, and optimize the dissemination effect.

2. Content is an important step in seizing the minds of B station users

Content is an important step in capturing the minds of Bilibili users. The official account of China Merchants Bank created the original meme "CMB Special" and released a traditional Chinese dance video. The "dancer" in the video is "CMB Special" - Xianxian. Her beautiful and fresh looks, smart and elegant dance, scene building and costumes have successfully attracted a large number of B station users to watch. According to Feigua data, the B station version of the video has reached 744,000 views and 5,565 barrages.

At this time, "Xianxian" has become a new meme. From the top 10 hot words in the video comments, we can see that everyone has been discussing "Xianxian" and "CMB".

Other official accounts also came to support by making fun of memes, such as Vipshop's "My heart was deceived by Xianxian", and Wanglaoji's official account even used the familiar advertising slogans of its own products to gain popularity.

3. How should brands make good use of Bilibili’s “meme culture”?

1. Learn to use memes in a timely manner and take advantage of the popularity of the current memes

Brands create memes and integrate memes to attract Bilibili users to play with the memes, while also satisfying brand marketing effects. So how can brands make good use of Bilibili’s “meme culture”?

First of all, you must learn to use memes in a timely manner, take advantage of the popularity of current hot memes, and use the traffic to build momentum for brand promotion. If you cannot keep up with the hot topics in time, do not follow the trend blindly. The trend may have passed while the brand is still being planned, and consumers are no longer interested.

The official account of Mixue Bingcheng used the most popular video on the Internet and created a ghost video. Users of Bilibili were posting memes in the barrage. Mixue Bingcheng's "keeping up with current affairs" also made the "Mixues Bingcheng" brand popular on Bilibili again.

2. Incorporate memes into brand promotion

Choose memes that match the brand tone for secondary creation to achieve the effect of 1+1>2. As an element, the effect of stalks should be the icing on the cake, rather than stealing the show. Xiaomi launched a new gaming laptop equipped with the RTX™ 3060 ray tracing graphics card, and combined it with the Ultraman ray-chasing meme to promote the product.

Finally, use it in moderation. Inappropriate "jokes" will have the opposite effect. Simply put, not all memes can be used. You need to understand the public opinion trends of memes, learn how to use memes, and use memes appropriately by combining scenarios, brand culture, and product information.

Author: Station B Observer

Source: Station B Observer