Tips for B Station UP Masters to Sell Products

Nowadays, traffic costs are gradually rising and traffic dividends are gradually disappearing. Brands are more urgently in need of cooperating with more cost-effective KOLs. On Bilibili, which has a large number of creators, the creative and sales abilities of low-follower UP hosts are gradually sprouting, and they are becoming the main force in promoting and selling goods.

Behind the millions of views is the sales power of low-fan UP masters

On March 5, a promotional piece about nasal rinsers became popular.

This work was released by the UP host "Yizhizhong Zhiliao". As of now, it has received more than 12.72w views on Bilibili, and quickly occupied the highest 27th place in the entire site ranking.

But you should know in advance that the UP host has only 210,000 followers.

▲ Image source: B station UP host Yizhizhongzhiliao

FeiGua data (Bilibili version) shows that the broadcast-to-fan ratio of this work is nearly 8000%, and the broadcast volume level is 1076% higher than the average level of previous works.

It can be seen that although the UP host has a small fan base, the promotional work he released is not only loved by fans, but also highly recognized on the B station. The number of likes in the interactive data is as high as 40w, and the number of one-click three-click data exceeds 10,000.

▲ Data source - Guoji Feigua Data (Bilibili version)

Why can the UP host achieve such excellent results on the site with only 210,000 fans?

There are two reasons: focus on the core and sense of immersion.

We can feel the point of "focusing on the core" from the cover title of this work. Almost every word in the title is the key point. The core content that the work wants to express is clear at a glance, and it directly hits the pain points of the product's target consumers.

The cover emphasizes [rhinitis savior] and the product experience is [super cool], conveying two product information at the first time: good experience and good effect.

▲ Data source - Guoji Feigua Data (Bilibili version)

However, the title cover is just a fuse, and continuing to ignite this fuse in the work is the key to achieving high dissemination of the work.

In the work, the UP host cites several scenes that rhinitis patients often face as an introduction, and uses himself as a rhinitis patient as an example. This is the "sense of substitution" mentioned above, and it is also the core point to retain the audience to continue watching.

▲ Image source: B station UP host Yizhizhongzhiliao

This is also supported by the comments. In the hot word list of comments, discussions about nasal diseases account for the vast majority, which shows that the strong sense of immersion in the UP master's works resonates with users with the same troubles, actively discussing and giving feedback, further boosting the dissemination effect.

▲ Data source - Guoji Feigua Data (Bilibili version)

Although he is a low-following UP host, Yizhi Zhong Zhiliao has demonstrated promotion capabilities that are no less than those of top UP hosts. Feigua data (Bilibili version) shows that the UP host's placement offer is only 9,800. Compared with the high offers and high returns of top UP hosts, the investment value of mid-level UP hosts is obviously more "cost-effective".

▲ Data source - Guoji Feigua Data (Bilibili version)

Low price and high return have become the “first demand” for advertising

On December 12, Bilibili released the "2021 Bilibili Creator Ecosystem Report" for the first time. The report showed that the order acceptance rate of mid-level UP hosts increased by 200%.

According to FeiGua data (Bilibili version), the 2021 Double Eleven report data shows that among the brand-related UP hosts during the Double Eleven period, mid-level UP hosts accounted for more than 60%.

Compared with the top UP hosts, the mid- and low-level UP hosts in the growth stage have a small number of fans, but their fan audiences are more accurate and stickier in terms of content, and they have strong circle penetration. The mid- and low-level UP hosts are gradually showing the advantages of low bids and high returns, becoming the "preferred choice" for brand promotion.

▲ Image source-Bilibili "2021Bilibili Creator Ecosystem Report"

The UP host "Tianliang Handicraft" has only 342,000 followers. The video "Captain Jack: Your Cool Mat is My Black Pearl" he released is a promotional video for Anycubic 3D printer.

The broadcast-to-fan ratio of this work is as high as 2079%, and the playback volume exceeds 700w, which is 383.05% higher than the previous average level. The performance of more than 400,000 likes in the interactive data further demonstrates users' high recognition of the UP master's works.

Like Yizhi Zhong Zhiliao, he achieved a high dissemination rate despite a low number of fans, and the video quotation of the UP host is only 48,000 yuan. For the brand, he is also a dark horse UP host with low quotation and high return.

▲ Data source - Guoji Feigua Data (Bilibili version)

In the work, the UP host used wood to make the Pearl Ship in the movie "Pirates of the Caribbean". The hand-made production that was precise to the millimeter and the blessing of the card-point editing made the work more dynamic compared to ordinary hand-made productions. The work of only 6 minutes contains extremely delicate and hardcore craftsmanship skills.

▲ Image source - B station UP host Tianliang Handicraft

This work not only brought high exposure to the promoted products and provided high returns to the brand, but also reversed the trend of increasing followers for the UP host itself. The day the work was released became a turning point for the UP host to increase followers, and as of now, the number of followers has increased by more than 90,000.

▲ Data source - Guoji Feigua Data (Bilibili version)

As mentioned above, the advantage of mid-level UP hosts is that they have precise audiences and strong penetration into the circle. For UP host "Tianliang Handicraft", as a handicraft UP host, promoting manufacturing products such as 3D printers is a good fit for him, and it is also vertical and precise for his fan base.

This is the audience advantage of mid-level UP hosts. Compared with top UP hosts, who have a wide range of fans and a certain degree of dilution in the concentration of audiences interested in a single field, mid-level UP hosts are more compatible with brands than top UP hosts, can quickly penetrate the circle, and can also have influence comparable to that of the top UP hosts, creating a high conversion rate.

The traffic dividend has peaked, and the marketing cost for brands of mid- and low-following UP hosts is relatively low. There are many high-quality creators among them. Brands choosing to invest in mid- and low-following UP hosts may become a new opportunity for brand marketing and promotion growth to break through.

Disclaimer: All images used in the article are annotated.