Bilibili is going public in the United States. Let’s talk about the “three-step” strategy for advertising on Bilibili!

Most marketers who are eager for a young user base will have this confusion:

• What kind of place is Bilibili ?
• Why do young people born after 1995 love to go to Bilibili? What do they do there?
• Why do the ads I put on Bilibili always fall on deaf ears?
• How can we win the attention of these young people on Bilibili?

If you decide to place advertisements on Bilibili because you are attracted by the concentration and stickiness of young users there, you need to solve the above problems first. Otherwise, they would probably produce an advertisement similar to Toutiao’s style, such as “Exclusive iPhone wallpaper, a perfectly fitting masterpiece, come and have a look~”.

What's the problem with this kind of advertising? I will explain from two perspectives.

From the perspective of Bilibili users, first of all, no one likes to be disturbed by advertisements. Secondly, when users are busy scrolling through their screens, they may not even notice your advertisements. From a marketer 's perspective, I believe that this kind of crude and direct advertising promotion will only cause users to be unhappy and cause harm to them.

Therefore, when I see such advertisements, I just want to ask one question: Maybe you yourself won’t even watch them, so why would Bilibili users click on them?

Similarly, similar problems also occurred in NetEase Yanxuan ’s home shoes advertisement. Surrounded by cute girls, SpongeBob SquarePants, and Parisian street singers, why would Bilibili users be interested in a pair of home shoes?

Under normal circumstances, such advertisements give users a feeling of being disturbed and having to endure them. The reason for this situation, from a marketing perspective, is that the advertisements are too self-indulgent and lack user perspective.

Although everyone may know what the user perspective is, I still want to reiterate it again to be on the safe side.

The user perspective means assuming that users don’t pay attention, don’t care, and don’t want to take action. Specifically, if you want users to act according to your ideas, you must find out what they really care about from their minds. First let users pay attention to their needs and provide them with motivation to act, so that they may take the next step.

The mistake made by the above advertisement is that it thinks it has given users enough reasons and motivations, without considering whether users really need it. The essence of the advertisement is that it does not truly understand Bilibili users.

So, how can advertisements win the attention of Bilibili users?

We simplify the problem and start from the following three issues:

Find the right people—identify user attributes and characteristics

Find the right scenario - understand the user's usage scenario

Find the right way to communicate - communicate in the way users like

1. Find the right people - clarify user attributes and characteristics

In order to achieve good advertising results, you must first understand who your users are and what characteristics they have. Understanding user characteristics can be carried out from three aspects: population portrait, psychological characteristics, and behavioral preferences.

User Profile of Station B

Crowd portrait is the basis for understanding user characteristics.

Chen Rui, chairman of Bilibili, publicly stated at the 5th Internet Audiovisual Conference: Bilibili's user base is the youngest group among China's Internet users, with 90% of them under the age of 25, mainly those born in the 1990s and 2000s. It is estimated that more than 50% of young urban netizens and more than 80% of middle school and college students in first-tier cities are Bilibili users.

Psychological characteristics of B station users

Based on the data of population portraits, we basically know that they are a group of people who are young, energetic, and vibrant. They live in an era of material abundance and are a generation that has risen with the development of the Internet.

So, what are the psychological characteristics of this user group?

Chen Rui said: Most of them are young people with their own interests and hobbies. They know what they like and they won't follow the crowd.

This means that although Bilibili’s users are young, they all have independent personalities, thoughts and aesthetics. In addition, the Internet has greatly broadened their horizons and cognition. Therefore, they have higher requirements for content and cannot just fool around with it.

Behavioral preferences of B station users

Li Ni, COO of Bilibili, once said, "Bilibili users like to watch high-quality, creative, authentic and unpretentious content ads."

From this we can see that the psychological characteristics of Bilibili users are reflected in their behavior in that they will strictly reject content that is inconsistent with their own aesthetics and principles.

2. Find the right scenario - understand the user's usage scenario

1. Understand what users do on Bilibili

2. Discover user content preferences

3. Usage scenarios of associated users

The first step to understanding user scenarios is to understand what users are doing on Bilibili, what they want to get, and what their activity trajectories are.

The typical activities of a Bilibili user may be like this: no matter it is morning, noon or evening, as long as he is not busy, the first thing he thinks of when picking up his mobile phone is to check out Bilibili.

Maybe, I should finish watching the latest episode of a new show first, and then catch up on the old shows I was following. Or check out the newly uploaded videos by the up masters. Or maybe just browse the homepage to find some interesting and fun content.

Why do they come to Bilibili? Because Bilibili has content they like, fresh information and news, and all kinds of new things. More importantly, they like the atmosphere of Bilibili and have even regarded Bilibili as a habitat in their lives.

Secondly, understand users’ content preferences, what kind of content they like and what kind of content they hate.

As we all know, the core content of Bilibili is ACG, which extends from the two-dimensional world to pan-two-dimensional content such as film and television, variety shows, food, comedy, and ghost animals. This is the content preference of Bilibili users.

In fact, the best way to understand user content preferences is to integrate into this group. Check out Bilibili more often to see what users are watching and what they like. Learn more about popular UP hosts and see what kind of content they often produce.

Finally, the key point of associating user usage scenarios is to attract user attention.

First, understand the user’s behavior - swiping. Pointing your finger on the screen and swiping it downwards is a standard action for browsing the homepage of Bilibili. At this time, the user's attention is unfocused, their behavior is more random, and they are less patient.

Secondly, users browse the homepage hoping to find content of interest among a large amount of information. If a very abrupt advertisement pops up before the user has finished swiping the screen twice, you can imagine how the user feels.

The way to associate user usage scenarios is to enter the user's circle of attention, let the user notice you in the information flow , and become interested in your advertising.

You can use the second step to discover user content preferences and select information that is both interesting to users and matches your products and then associate them.

For example, if your product is a novel reading app, you can try to associate the ad title with a two-dimensional scene, such as "A reader that understands two-dimensional novels"; or a film and television drama scene, such as "A time-travel novel worth recommending."

Take this advertisement as an example, "get√99 yuan to buy a Japanese drama boyfriend."

Maybe you will say that this advertisement is also very ordinary and nothing special. If we start from the user's usage scenario: a girl just finished watching the latest Japanese drama on Bilibili, and was struck by the handsomeness of the male lead. She felt crazy and wondered why her boyfriend couldn't be so handsome.

At this time, if a boy wearing the same sweater as the male protagonist in the drama appears on the homepage, it is very likely to arouse her interest and make her think about buying one for her boyfriend.

ps, currently there are two places for advertising at Bilibili, one is the video advertising area, and the other is the information flow advertising on the homepage. The Bilibili ads mentioned in this article refer to the homepage information flow ads.

3. Find the right way to communicate - communicate in the way users like

Now you know who your advertisement is for and understand the usage scenarios of target users . The next step is to find the communication methods that users like, arouse their interest and stimulate them to take action.

Bilibili users are young, individualistic and independent. They like the feeling of chatting and conversing like friends, buddies or besties, rather than preachy guidance and commands.

Use this as a communication principle to create a dialogue between advertisements and users. Mainly through two mediums: headlines and pictures .

title

Take the title "Exclusive iPhone wallpaper, a perfect fit and ingenious work, come and have a look~" as an example. "Perfect fit" and "ingenious work" completely lose the atmosphere of conversation and sound more like the pedantic tone of an old scholar, while "come and have a look" sounds a bit like an urging command.

If the title is changed to "Found a set of super cute Hatsune Miku iPhone wallpapers, great! ”, using anime characters and common terms in the two-dimensional world, not only relates to the user’s usage scenarios, but also brings the user closer.

Even if users find out it is an advertisement, they will still be willing to pay attention to it because they want to know what kind of wallpaper it is.

picture

On Bilibili, pictures, like titles, play a very important role; pictures are even more important than titles. When users browse Bilibili, they first look at the pictures and then the titles.

Which of the two ads below can attract more users’ attention? I think everyone will find the above ad more attractive. So what’s the weakness of the following ad?

First of all, the cover image is not focused enough. With so much information cluttered on a small image, it’s hard to tell where to focus. Secondly, there is nothing that the user is interested in. The three most eye-catching words in the picture are "home shoes". Users are busy browsing Bilibili, so even if they want to buy something, they may not choose this time.

In addition, the image and title lack a close fit, giving people a sense of disharmony. This inconsistency is like when your friend is chatting with you and she is holding a travel photo in her hand, and you think she is going to tell you some interesting stories about her trip. Instead, she was talking about how beautiful her freshly done manicures looked.

Back to the question at the beginning, before placing an advertisement , ask yourself: If I were a Bilibili user, would I like this advertisement? What attracts me to it?

Finally, a small test

A: Among the following 6 types of Bilibili advertisements, which one is closer to the user usage scenario?

B: Which of the following 4 pre-order advertisements for 2D figures can attract more users' attention?

The author of this article is @Marketing Flight and it is compiled and published by (Qinggua Media). Please indicate the author information and source when reprinting!

Product promotion services: APP promotion services, advertising platform, Longyou Games