B Station Brand Promotion Guide

Are you thinking about where the future incremental market will be? The answer is young people. Brands that fail to capture young consumers have no future. Javier Sanchez Lamelas, former vice president of global marketing at Coca-Cola, believes that the secret to setting up a growth engine for a brand is to ensure that the brand's market share among younger groups is higher than that among older groups. As Generation Z quickly integrates into mainstream society, it has become one of the main groups in the domestic consumer market.

If you want to understand young people through Bilibili, it is recommended that you frequently visit the 2.5 billion barrage comments every month.

To understand how brands can use the Bilibili platform to connect with young people, you definitely need this Bilibili brand marketing guide.

1. The first stop of marketing - understanding users and platforms

1. Generation Z: Digital natives, able to earn and spend, willing to try new things

(1) Digital natives, growing up in an Internet environment

Generation Z is a popular term originating from the United States and Europe, referring to people born between 1995 and 2009. They are digital natives, referring to a generation who have been exposed to technology products such as the Internet, instant messaging, smartphones and tablets since birth and grew up with them.

(2) Strong spending power, able to earn and willing to spend

In China, Generation Z refers to those born after 1995 and 2000. According to KANTER's "Z Generation Consumption Power White Paper", China has the world's largest Generation Z population of 150 million. In addition to their large numbers, Generation Z has another distinct characteristic: they can earn and spend.

The "2019 Z Generation Consumption Power White Paper" shows that the monthly disposable income of Generation Z is 3,501 yuan, and the consumption penetration of major brands of Generation Z has reached the same level as the previous generation. 35% of Generation Z have diverse sources of income, such as B station up hosts, live broadcast celebrities, etc.

The white paper also predicts that by 2020, Generation Z will account for 40% of overall consumption power. So it’s not hard to understand why brands (including you) are targeting those born after 1995 and 2000.

(3) Social interaction and consumption behavior are closely tied together

In addition to high consumption potential, Generation Z is also a heavy user of the Internet. For Generation Z, social behavior will largely affect consumption behavior.

The research report "Tencent Advertising: Z Generation Consumption Power Insight Report" shows that Generation Z spends 56.2 minutes a day on social chatting, 53.39 minutes watching videos, 47.56 minutes reading literary novels, 43.48 minutes listening to music, 42.71 minutes on short videos, 38.47 minutes reading news and information, and 27.12 minutes on shopping websites. Spending three hours online every day is the standard for Generation Z.

The heavy use of the Internet also makes Generation Z more willing to believe in user-generated content, the opinions of internet celebrities they follow, and others. They are more sensitive to online information and can more easily distinguish the authenticity of information. Young consumers are more willing to engage in interactive behaviors related to product consumption, have a stronger desire to interact and share, and are very proactive in giving reviews.

In addition to actively obtaining and publishing information from social networking channels, the young Generation Z has lower brand loyalty than mainstream consumers and prefers to try new things. The positive reviews of products are the most important purchasing factor for Generation Z.

2. Bilibili’s three major bonuses: high growth, high activity, and rich content

(1) Rapid expansion of Bilibili’s user base

Bilibili is in the period of traffic dividend. The traffic dividend benefits from its rapidly growing user base. According to its financial report released in the third quarter of 2019, Bilibili's monthly active users have reached 128 million. Since its launch, the number of users has been steadily increasing.

In Bilibili, where the number of users is growing rapidly, the marketing battlefield has just begun. Although there is no exact data, it can still be judged that the marketing information density of Bilibili is not too high. In order to maintain the community atmosphere, Bilibili was relatively conservative about opening up commercial cooperation. It was not until the second quarter of this year that it launched the official commercial order-taking platform, the Fireworks Platform, and the "Takeoff Plan," a marketing service plan for agencies and MCNs. The ever-increasing number of users and the relatively low density of marketing information together constitute B's traffic dividend window.

So, how long will this bonus window last? At least the next year (2020) will be a period of continued dividends for Bilibili. Judging from the user scale, the monthly active users of the three giant video websites iQiyi, Youku, and Tencent Video all reach 500 million, and the monthly active users of Douyin are also close to 500 million. However, Bilibili’s monthly active users have just exceeded 100 million, and it is far from reaching the growth ceiling.

In terms of advertising revenue, Bilibili’s advertising revenue in the third quarter of 2019 was only 250 million yuan, which cannot be compared with iQiyi, Youku, Tencent Video, Douyin, Kuaishou, etc. It can be seen from this that with the user scale and advertising revenue far from reaching the ceiling, Bilibili will have a fairly long period of bonuses.

(2) Bilibili users are highly active and loyal

In addition to the traffic dividend brought by the huge user base, highly sticky users are also a major dividend of Bilibili.

In many videos of B station up masters, there is often an interesting comment at the beginning - " Everyone in B station has a house." The original intention is that no matter when the up-host updates the content, users who "live" on Bilibili can immediately participate in the interaction with the up-host through barrage, comments, coins, etc. In fact, according to data from Bilibili, the average monthly user interaction volume of Bilibili is as high as 2.5 billion, which is equivalent to about 0.7 interactions per user per day.

Since Bilibili has extremely high entry barriers for users, in order to obtain the right to post barrages, one must first pass a question-answering test of at least half an hour. However, according to data from Bilibili, the retention rate of users who passed the exam and became official members exceeded 79% in the twelfth month. From this we can see that if the density of barrage in a video is very high, it proves that users like the content. For this reason, when judging the content quality or dissemination effect of Bilibili, we should not only look at the playback data, but also the barrage comments and public opinion.

(3) Breaking the circle bonus - from the base of the second dimension to the base of youth culture

Bilibili is becoming the combination of TikTok and Zhihu. Basically, all the content that Generation Z cares about can be found on Bilibili.

If the content industry has its own spectrum, the two ends are the entertainment level and seriousness of the content. Douyin's content is more entertaining, and Zhihu used to be more serious, representing different types of content. Today, Bilibili is one of the few platforms that can cover both entertainment and serious content.

This means that the types of content currently available at Bilibili can meet the marketing needs of various types of brands.

According to third-party data statistics, the top six sections of B station in terms of cumulative viewing volume are games, life, entertainment, film and television, animation, and technology. In fact, among these top 6 sections, except for the animation section, the other sections are basically the main submission areas for original content by up-masters. Brands from all industries can basically be placed in the top 6 partitions.

Especially in the life area, Bilibili has become one of the largest Vlog communities in China. As of the third quarter, nearly one million Vlog UP hosts have uploaded works, with a cumulative playback volume of over 11 billion times. The content in the living area is all-encompassing, with a low threshold for creation, and brands from all industries related to life, such as food, clothing, housing, transportation, etc., are suitable for placement. By abandoning the "2D" label, Bilibili is welcoming greater business opportunities.

3. A communication platform for young people, the video version of Xiaohongshu

China's Generation Z is becoming less proactive in socializing with acquaintances and is shifting to socializing within circles. People tend to find like-minded people based on common interests and common topics.

Young consumers are more willing to engage in interactive behaviors related to product consumption and have a stronger desire to interact and share. Furthermore, they are very proactive about their reviews.

Bilibili is currently likened by industry insiders to the "video version of Xiaohongshu". It is used for video seeding and is suitable for the following industries: beauty, fast-moving consumer goods, travel, games, food, and catering.

During the Double 11 period in 2019, a large number of beauty industry brands launched products on Bilibili. We know the situation of more than 50 companies, and their conversion rate is the highest among all platforms. The effect is so good that the brands that have benefited from it keep investing in it and are reluctant to tell others about it.

2. Brand B Station Content Marketing Strategy

Up to now, there are three main types of mainstream marketing operations on Bilibili: commercial products, circle content and interactive co-creation.

Commercial products are relatively standardized, and there is B station's official mature and complete commercial market advertising product introduction materials for reference (if not, you can also contact sales or marketing lab to obtain them). Content marketing is relatively non-standard and is also the most troublesome problem for brands. This is the focus of this article.

In addition to conventional commercial advertising products, the content marketing aspects mainly include: PUGV content cooperation; self-operation of brand official accounts; official OGV content cooperation. Several methods will be explained one by one below.

1. PUGV content co-creation

Commercial content in collaboration with up-masters is currently the most mainstream model of content marketing at Bilibili. The key to creating good commercial content and optimizing the effectiveness of content marketing is to ensure the value and authenticity of the content.

The contents of commercial cooperation will be jokingly called "food-eating videos" by B station users. This slightly sarcastic term just reflects the complex attitude of B station users towards such content.

On the one hand, they are extremely tolerant. Most users understand that Up-masters also need income to maintain their continuous creation, and most users will approve of commercial cooperation videos launched by Up-masters they follow. Some fans may even be happy for the up-master to receive commercial cooperation, proving that his value has been recognized, and may even act as tap water to post supportive barrages, comments, and even purchase conversions.

On the other hand, they are extremely demanding. If the quality of the up-host's cooperative content is obviously lower than usual, or the products of the cooperating brand have obvious problems, but the up-host avoids talking about it in the content because of the cooperation, users will denounce it as "making money by cheating".

(1) Ensuring the authenticity of content is a prerequisite for communicating with users

①Bilibili users like hard advertising and hate soft advertising. Commercial placements should be evaluated objectively, and communication with up-hosts needs to be sincere.

Haitao No.1 App: How to choose business partners

"Shiyin" is a cross-border up-host with millions of fans in the gaming and fashion fields. When collaborating with the brand Haitao No.1 App, she talked about the industry insider information of how a full-time up-host takes on commercial advertising cooperation, and introduced how she selected Haitao No.1 to become her cooperation partner. After receiving the cooperation intention, she placed an order from the platform as a personal consumer and purchased Haitao No. 1 products. She then evaluated Haitao No. 1 from several dimensions, including delivery speed, shopping experience, customer service experience, and product quality. Only after these dimensions were basically qualified did she confirm the cooperation intention.

In addition, Shiyin also launched a poll in the comment section, asking fans for their opinions on the advertising collaboration. The opinions of the highly praised and popular comments are generally more accepting of the up-master's cooperation through hard advertising, and fans believe that they have the right to know whether there is any commercial implantation in the video they are watching.

② Original content is very important. Respect the content creation of the up-host itself.

NetEase game "A Dream of Jianghu": Daily life at a game company

③ Huawei Mate30 pro: in-depth review, detailed explanation of product functions

[Mr. He] In-depth experience of the stable Huawei Mate 30 Pro

In-depth experience evaluation content for 3C digital products has become the industry standard. The key to review videos is to objectively and comprehensively display all aspects of the product's functions, so that users who experience the product can also intuitively perceive the product's performance. In the collaborative video between Huawei Mate30 Pro and up master He, He simulated the usage of different scenarios and truly reproduced the product functions that can be used when using the mobile phone. Finally, by comparing the user experience of Huawei's previous products, we recognized Huawei's continuous improvement in product performance and user experience. This review video has been played nearly 4 million times, with the highest daily ranking on the entire site reaching second place.

2. Brand official account operation

(1) Current status of brand accounts: In the early stages of development, with a small number of users, it is easier to break through if you enter early

Like most platforms, Bilibili has also set up an institutional account authentication system for enterprises and brands. At present, institutional account authentication is open to four entities: enterprises, media, government agencies, and social organizations. However, according to current observations, there are not many brand accounts on Bilibili, and most of them have a low number of fans. The number of fans of most brand accounts is less than 500,000. In addition, Bilibili has not provided any official operating guidelines or systematic support plans for brand accounts. Obviously, compared with platforms such as Weibo, Douyin, and Zhihu, the development of Bilibili brand accounts is still in a very early and primitive state.

The above is some data about B station brand accounts found by the B station research group of the Camp Lab. Except for Xiaomi's account which has more than 500,000 followers, the data of other accounts are not very ideal. Of course, most brand accounts started operating relatively late, and most of them only officially started operations in 2018. In addition, the content on Bilibili is prone to becoming popular, and good content quality can greatly increase the traffic of the account. The first video released by Tencent’s official account was a retro promotional video for its 21st anniversary, which was viewed over 1 million times and ranked in the top 25 of the entire site that day. An account with 0 followers also gained tens of thousands of followers.

(2) The official website of Bilibili needs to set examples and support excellent cases, which will definitely lead to policy and traffic support.

Although Bilibili has not yet issued official operating guidelines for brand account operations, or commercial product services supporting brand accounts, services for corporate accounts have potential profit opportunities in the future, and official support for corporate accounts will inevitably become more and more complete. In the early stages of brand promotion, supporting and promoting excellent cases is particularly important for the platform.

Douyin fully launched the enterprise blue v certification system in June 2018, and released the official "Douyin Enterprise Blue V White Paper" in the same month to guide the blue v operation strategies of corporate accounts. In the white paper, Alipay and Xiaomi, which entered the market early, are both official demonstration materials of Douyin Blue V. Similarly, when Zhihu launched its institutional account authentication service in 2016, it also specially invited ten institutions to have priority entry. In order to create a demonstration effect, the platform will inevitably provide sufficient policy and traffic support to accounts that have settled in early and show great content potential.

Platforms need a better content ecosystem, and companies need official guidance and support. Entering into operations early is undoubtedly a win-win situation for both the brand and the platform.

(3) Which brands are suitable for entering Bilibili? Brands with content attributes are worth doing business with.

Content attributes refer to the content production capabilities of an enterprise or brand. Xiaomi was the first to join Bilibili. One of the important reasons was that it observed that the content about Lei Jun on Bilibili was very topical and spreadable. Using corporate executives as content IP can extend the production of many different contents. For example, make a vlog of the Xiaomi mobile phone launch conference from Lei Jun’s perspective, and narrate Xiaomi’s brand culture in Lei Jun’s tone. In addition, in an era when mobile phone products are using photography and imaging as their main selling points, mobile phone imaging can also become a good subject for content production. Specifically, the following types of brands are more suitable for entering Bilibili.

①3C digital brands

There is a large amount of digital product content on Bilibili, and popular digital products come with their own traffic. Videos that review, explain functions, and analyze principles are all areas that these brands can explore.

②Beauty and fashion brands

Beauty and fashion content is a major feature of Bilibili, which is why Bilibili is called the "video version of Xiaohongshu". With a large number of young users and content of unlimited length, Bilibili is naturally suitable for producing beauty and fashion videos.

③Professional service brands

A brand that provides online educational counseling, knowledge services, and professional content on law and health.

Bilibili users have the habit of browsing long videos and are keen on learning various types of knowledge on Bilibili. High school teacher Li Yongle and postgraduate entrance examination tutor Zhang Xuefeng are both popular on Bilibili; Dingxiang Doctor, a professional health knowledge exporter, is also very popular on Bilibili, and the health service app Mint Health has also accumulated nearly 10 million views on Bilibili.

④Entertainment service brands

Game, film, television, and music brands are all very suitable to enter Bilibili.

The game section has long been one of the most popular sections on Bilibili. Popular mobile games such as Honor of Kings, League of Legends, Onmyoji, and Identity V have all opened their own Bilibili accounts, with more than 700,000 fans. In addition, Enlight Pictures and Sony Music Entertainment have also opened their own official accounts to output various types of audio-visual entertainment content on Bilibili.

3. Official OGV content cooperation

OGV content refers to the copyrighted film and television content officially purchased by Bilibili, including animation, documentaries, self-made online variety shows, and e-sports events.

These resources are becoming increasingly important marketing resources for Bilibili. At the AD TALK 2019 marketing conference, Bilibili announced that it will open up large-scale content brand cooperation in 2020. The open resources include 14 domestic animations, 15 documentaries, 6 variety shows, more than 30 UP hosts, 11 major events, as well as e-sports, virtual idols, etc. Compared with the three giants Youku, iQiyi and Tencent Video, Bilibili's copyrighted content is often more in line with Bilibili's own community culture and user characteristics. These contents have also become an important resource for brand cooperation.

However, Bilibili still has relatively few top content resources that can compete with the three giants, iQiyi, Youku and Tencent. OGV content commercial cooperation is more suitable for cooperation with powerful and well-known leading brands.

Source: B Station Official AD TALK 2019 Marketing Conference

3. Value Depression: B Station UP Master Distribution Strategy

UP Master Co-creation: Value Hollows Beyond Official Advertising Spaces

There are currently 730,000 active up-hosts on Bilibili. Among them, there are more than 1,000 people with commercial value.

Given that the characteristics of B station's private domain traffic are similar to those of the WeChat platform, bloggers with more than 10,000 fans have a certain influence. In 2019, there were about 1,000 UP hosts on B station with more than 10,000 fans with commercial value. I haven't got the latest data so far, but we estimate that there are about 3,000, and it is still experiencing explosive growth.

1. Complete guide to the delivery process

(1) Early stage: clarify goals, formulate strategies, and select suitable UP hosts

① Clarify the core marketing objectives

Before starting the overall marketing plan, you need to clarify the purpose of this marketing campaign. Generally speaking, Bilibili’s content marketing goals can be divided into brand promotion and brand-effect conversion.

②Develop communication strategy

Bilibili may be one of the media platforms in a single marketing campaign. Among many media platforms, what is the role of Bilibili?

③Select UP host

The same goal, the same budget, different choices made by UP hosts may lead to very different results.

Bilibili currently has about 1,000 up-hosts with commercial value. The selection of up hosts needs to be analyzed based on the industry the brand is in and the specific data of the up hosts.

After the initial screening, further screening can be carried out based on specific data. To further screen the up masters, we have a few small suggestions:

• The number of views/number of fans is greater than 0.3, which means the data is stable for the UP host.
• When recommending a UP host, you need to look at the performance data of the UP host’s previous works recommending such products.
• It doesn’t mean that UP hosts with a low number of fans will necessarily have poor results. Usually, UP hosts with a small number of fans pay more attention to content quality and brand maintenance.

(2) Mid-term: confirm the requirements brief, place an order, communicate the script, and review the finished film

①Confirm the requirementsBrief

Generally speaking, each company has its own delivery demand report. The Hair Requirement Form (brief) for B Station Promotion by Yingchuang Lab x Chuangpin Dream was iteratively improved after thousands of B Station up-host launches. The items are relatively complete and clear and can be used for reference.

In addition to filling out the brief, the form of cooperation with the up-host, as well as the product, brand selling points and specific creative suggestions must also be confirmed before the launch in order to facilitate communication with the up-host.

• Cooperation form (implantation or customization)

Content cooperation forms are generally divided into video implantation and video customization.

There will be multiple products in the implanted videos, and the up-host will introduce and recommend each product, but the duration is relatively short;

In other words, customized videos mean that advertisers can request that only their own products be discussed. For example, other products in the makeup tutorial category may be exposed. Advertisers can request that their products be promoted as the main focus while other products are downplayed. The content implantation methods are relatively flexible and diverse.

• Selling point extraction and creative suggestions

Selling point - Try to use social and daily language, and ingredient party UP can focus on analyzing the ingredients

Creativity-real, natural, close to life, better effect

②Order operation

• Place an order through the Huahuo platform

After confirming your intention to place an order, you need to confirm your order through Bilibili's official Fireworks system. The Fireworks System is similar to TikTok’s Star Map platform and is Bilibili’s commercial order-taking platform, but it is currently only available to agents.

In actual investment, there are many "pitfalls" in the use of the Fireworks platform. In the third part of this guide, we have compiled a "pitfall avoidance guide" after investing 10 million, which will not be repeated here.

• B-site-specific advertising types

Shorten the conversion path: Invitational program advertising

Invitation plan advertising is an effect advertising function with UP host as the core, which can realize jump guidance and effect conversion below the UP host video. The specific styles of invitation ads are shown in the figure. There are three styles: under-frame ads, barrage ads, and floating ads.

Features:

• Close to video player

• Support third-party external links

• Can link to H5 page or e-commerce purchase page

• E-commerce ads can be added directly to the shopping cart, and game ads can jump directly to the download page

• The logo is "UP host recommended advertisement"

• High click-through rate, the average click-through rate reaches 4% +

Notice:

• You can only choose between bullet screen and floating ads

• Floating ads are a trial operation and need to be communicated based on specific circumstances each time

• If you want to hoist the App, you also need to communicate separately

• Increase content traffic: Business takeoff plan-information flow advertising

The Business Takeoff Plan is a commercial traffic product of Bilibili, similar to Weibo's fan headlines and Douyin's "GD information flow function", or it can be understood as a "dou+ function with promotional labels", which can recharge traffic for commercial videos and increase exposure.

Features:

• Three placement locations: small images in the recommended page information flow, large images in the home page information flow, and information flow of the up-host video page.

• Supports crowd-targeted delivery, video partition-targeted delivery, and designated up-host fans-targeted delivery.

③Script communication

• Creative direction provided: The creative direction of the talent is only allowed to be modified once, and the complete requirements must be provided before the script is produced.

• Text version of the script provided: The script is usually modified no more than 2 times, excluding the general direction.

Tips:

• Any requirements for scenes, makeup, clothing, and decorations will be raised and confirmed during the script production stage and will not be changed after the video starts shooting.

• The lines and narrations in the script are only examples of expression. In the actual shooting, the words and expressions may be adjusted without affecting the core expression.

④Film review

The review time for a single order/video is 24 hours, and final confirmation will be made 24 hours before the video is released.

Tips:

• The video demo will only be modified once to adjust the details. No reshoots or supplementary shoots will be accepted.

• Due to changes in the platform review standards, it is possible that some confirmed details/content may be deemed to violate the review standards.

• If rejected due to online review, it must be modified according to the review requirements, which may involve embedded content.

(3) Later stage: verification of communication effect, observation and analysis of public opinion

Post-event review can be divided into communication effect verification and public opinion analysis.

① Communication effect verification

• Observe whether the video's 72-hour playback volume reaches the average of the 20 recent works; (If the promoted work reaches the average of recent works, it means that the promoted video is performing stably)
• Observe the video for 3-15 days to see if there is data fluctuation; (the greater the fluctuation, the stronger the long-tail effect of the influencer)
• Observe whether the number of barrages for the video in 72 hours reaches the average of the recent 20 works; (If the promoted work reaches the average of recent works, it means that fans are more receptive to the promoted video)

② Public opinion observation and analysis

• Observe the proportion of positive content in the bullet comments;
• Observe whether explosive bullet screens appear;
• Observe the relevance of the bullet comment content to the product;
• Observe whether the barrage content generates discussion about the promoted product.

2. How to avoid pitfalls perfectly? Lessons learned from spending 10 million

(1) Allow enough time for the project launch

Understand the entire content delivery process and reserve sufficient execution time to avoid delays in the process that may affect the delivery. A single delivery cycle, from talent screening to launch, generally takes about 30 working days, so sufficient time must be reserved.

(2) Guide to Avoiding Pitfalls when Placing Orders on the Fireworks Platform

① The review script of Fireworks takes a long time. You can skip the review script step directly and find the corresponding sales operation to simplify the process.

② Fireworks video review 4 times, no one reviewed after 11pm

③Upload videos and reserve at least 4 hours

④ When placing an order for Huahuo, if you need an expert to invite you to a plan, you need to confirm in advance whether the expert has an Alimama account.

⑤ You need to communicate with the influencer in advance before placing an advertisement

⑥ The floating ads need to be selected by the up-host in the background

⑦ Data that needs to avoid audit risks

⑧HuaHuo cannot withdraw cash online, and must make an offline payment

⑨The display format of ads under the frame is different

⑩ The influencer has configured the advertisement, but it is not displayed. You need to communicate with B station in time.

(3) Effect expectation management

When advertising on Bilibili, you need to manage your expectations well. Whether it is the content creativity presented or the final data effect, there will inevitably be differences from other platforms.

①Content creativity dimension:

• Respect the Up Master’s personal style

The styles of UP hosts on Bilibili are distinct. Each UP host has his or her own uniqueness and personality traits that are deeply loved by fans. Therefore, in the advertiser list, UP hosts do not accept unrealistic implants, exaggerated publicity, and major adjustments to content style. Therefore, advertisers are advised to manage expectations when choosing UP hosts and let go of their "obsessions."

• Most UP hosts have threshold requirements for advertising cooperation, and the general thresholds include:

A) The product itself must conform to his tone

B) Some facial products will be tested and may refuse to be used by customers

C) Most of the time, the content or placement style must be determined by the UP host.

③Talents are usually not professional actors/writers, so they cannot provide content at the TVC/advertising copywriting level. The Uploader's slightly "rough" content may have a very good effect, but one should not have too high expectations for the level of production quality.

• Dissemination data dimensions:

A) The eCPM of Bilibili’s ads is often very high, so it cannot be measured using the eCPM of Tik Tok (eCPM = cost/thousand impressions)

a. In terms of platform user base, there is a big difference between Douyin and Bilibili

The attributes of the bB station platform determine that it is more inclined to private domain traffic, while the characteristic of the Douyin platform is the recommendation flow mechanism. The traffic distribution attribute is private domain + public domain traffic, and the base of playback volume is higher, so the eCPM is relatively low

B) As mentioned above, for influencers with the same number of fans, the playback of B-site influencers’ works will be much lower than that of Douyin, so customers should never use Douyin’s data dimension to consider B-site influencers.

C) The same goes for interaction, look at the content of the interaction and the density of the barrage. Judge the audience’s recognition of the implanted products/brands from the comments and barrage.