50 Tips for Marketing and Promotion at Station B

A while ago, an Airdesk video by the B station UP host "Mr. He" not only caused a sensation in the technology circle, but also leveraged its partner "Lejia Holdings" to surge by 13.51%, and its market value soared by 546 million yuan, which caused an uproar in the entire industry for a while.

Naturally, this huge marketing revenue from Bilibili has also tickled the hearts of brands. All parties have begun to speculate on the market price and ROI of this launch, and are ready to take action.

But on the other hand, there are also many brands that have been "badly beaten" in B station marketing in recent years. Especially for those brands that are used to making money from traffic dividends, Bilibili is like an "adolescent child". People are often helpless against it and are constantly taught by this "child" with a weird temper: "If you don't understand me, don't come to me." This also made many brand marketers cry out, "I have never seen such an arrogant platform."

How to do marketing on Bilibili? Recently, Wang Yu, CEO of Wutang Network, shared with DigipontClub the 50 insights he gained on brand marketing on Bilibili after investing over 10 million yuan in the campaign.

He mentioned that most brands do not have the "content output capability" and the key lies in how to spend the money right to build a good brand. For example, a celebrity who often appears on Douyin once talked about an interesting strategy: an emerging brand should first publish 20,000 posts on Xiaohongshu, then 5,000 to 8,000 posts on Douyin, then about 1,000 posts on Bilibili, and then about 800 posts on Zhihu. Then, choose 2 from the top 4 anchors such as Wei Ya, Li Jiaqi, Simba, and Lao Luo. Finally, if it is a project targeting the male group, add a Douyin app.

Wang Yu told the Knife Skills Research Institute: "Teacher Shen Chen makes money by serving brands, and it is absolutely correct to describe customers in this way."

But in fact, the biggest flaw in this strategy is that it is completely brand-centric in logic, while ignoring the fact that emerging brands with no money and no brand influence are actually the weakest link in the entire business ecosystem. In fact, to the platform, they are even less valuable than a content producer with thousands of followers. Therefore, when new brands face different platforms, they must have a "platform mindset" , that is, they must know what the platform is and what they really want, rather than simply and crudely going to the platform to take advantage of it.

Taking Bilibili as an example, he told us that when facing this platform with the largest number of Generation Z in China, the most important thing is not to think that Bilibili has many young people; it is just a young platform . Founded in 2009, Bilibili has been operating for more than 12 years, spanning the PC portal and mobile eras. Many of our current perceptions of this platform may be "stereotypes."

Rather than saying that these are 50 rules for brands to launch and operate on Bilibili, it is more like a parenting manual, which helps to establish the brand's awareness of the Bilibili platform and help you understand Bilibili better. In the fourth part, there is a detailed analysis of B Station’s three successful brand cases. For an Internet "old guy" who is as paranoid and twisted as his users, knowing yourself and your enemy is the better strategy.

01. What kind of platform is Bilibili?

The most popular APP among Generation Z in China

1. In October 2021, the market value of Bilibili has reached 26.9 billion US dollars (about 171.7 billion RMB). What is the concept? During the same period, iQiyi's market value was US$6.804 billion (approximately RMB 43.4 billion), Mango Super Media's market value was RMB 71.873 billion, and Bilibili's market value was more than the sum of the two.

2. As of the first quarter of 2021, Bilibili has several important data: 223 million monthly active users, 209 million monthly active users on mobile terminals, 60 million daily active users, 20.5 million paying users, and an average usage time of 82 minutes per person. It is the most popular APP among China's Generation Z (under 24 years old), and Douyin ranks second.

A people-oriented secondary community culture

3. The biggest label of Bilibili is "2D", which has also been called subculture and niche culture. But what is niche? To still use niche culture to summarize a group of over 100 million people with explosive spending power is nothing but the arrogance of the general adult population. Just like I have always believed that "breaking the circle" is a wishful thinking of outsiders, just like a child who has grown up and cannot be suppressed. He is almost 2 meters tall. Among a group of dwarfs, it is harder not to see him than to see him .

4. On Bilibili, what is more difficult than breaking the circle is to stick to the original intention . Don’t think that Bilibili really wants to tear off the 2D label. “Genshin Impact”, which Bilibili is deeply bound to, is a 2D mobile game. In the first three months of cooperation between Bilibili and it, the turnover exceeded 10 billion , and it continued to dominate the Twitter hot searches. Now, do you still think "xianchong" is a better label?

5. In the absence of explosive traffic acquisition capabilities like Tencent and ByteDance, the culture of a community is more important than the number of users itself . This is the most important point that a platform that grows from a community should stick to, and it is also the best entry point to understand a community. For example, on platforms like Bilibili, Hupu, and Xiaohongshu, no matter what field the content is in, choosing to integrate is more meaningful than simply producing. However, Oasis, Guangguang, etc. have not yet formed a community culture, and their operations follow a completely different logic.

6. In the Internet world, "incremental" is the most beautiful word, because increment means "traffic dividend". With the explosive growth in the number of platform users, gold diggers in this ecosystem have the opportunity to acquire traffic at a relatively "low" cost. The incremental growth is like "taking the elevator" for individuals. Your efforts will multiply as the platform's influence increases. The increase in B Station's influence, like its market value, has repeatedly set new highs.

7. We often have a misunderstanding when understanding Bilibili. Because it seems to be a platform with many young people, we think that the platform itself is very young . In fact, Bilibili was founded in 2009, which is more than 12 years ago, earlier than Xiaohongshu (founded in 2013) and Douyin (launched in 2016).

8. Different from Xiaohongshu and Douyin, which focus more on the design logic of mobile terminals, the overall design logic of Bilibili is between PC portals and mobile Internet . This basic understanding is very important because on the mobile side, the connection between each node relies more on "algorithms"; while on the PC portal side, the connection between each node focuses more on "people". Friends who have come into contact with Bilibili should have a more obvious feeling that "knowing people helps you get things done better."

Basic knowledge of the platform that you must know

9. Unlike short video platforms such as Douyin and Kuaishou that currently focus on mobile devices, Bilibili has not given up on the web . Although its web interface is more like a portal website from the last century, it has around 20 million monthly active users, which is still a considerable source of traffic.

B station web page

10. Currently, the main traffic of Bilibili comes from mobile devices, with over 100 million monthly active users . However, its mobile interface is somewhat similar to the web version and is just as complicated as ever.

B Station Mobile

11. We often say that Bilibili has high user stickiness, which is partly due to the similar layout style between its mobile and web versions. The complex interface of Bilibili's mobile terminal is like the translation of the portal in the PC era . Compared with the "feeding-style push", Bilibili's users not only accept recommended content in the entire application, but also still retain a lot of subjective behavior of "independent selection and discovery" . In a nutshell, "with the same user base, the proportion of users who use their brains to watch content is higher than that of Tik Tok."

12. Compared with Xiaohongshu’s double-column waterfall recommendation and Douyin’s downward push notifications, Bilibili’s interface is more like an old-fashioned iPhone . Like the HOME button of the iPhone, Bilibili placed the main site button in the middle of the bottom, and various partitions and functions were stacked in every corner of the main site. For users, it still takes some time to fully understand Bilibili.

From left to right: Xiaohongshu, Douyin, and Bilibili

13. From the homepage of the main site, we can preliminarily judge that the general display logic of B station's traffic will be: advertising (information flow and BANNER position) , content recommendation (pushed according to user tags and attention), and search . However, contrary to the "feeding-style" push of current mainstream platforms, Bilibili still reserves the right for users to choose to enter special areas based on their own interests, which is what we often call the relationship between the "main site" and the "partitions".

Many sections of B station

14. Behind the logic of partitioning is the circle culture of Bilibili itself which seems somewhat "against the times". With algorithms so powerful today, in addition to labeling users and "feeding" the algorithms with content that they think users will like, Bilibili also carefully divides users into circles. This move not only allows sensitive and delicate adolescent users to feel the warmth of the platform, but also makes it easier for them to find people in the world who have the same interests as them.

Subcategories under the major categories

15. If vertical field authors want to integrate their content into the "characteristics" of Bilibili, they need to first start by understanding Bilibili's basic foundation. The basic foundation of Bilibili is games, life and the second dimension . Before entering this platform, this understanding must be deeply rooted. Although the content is seemingly "clearly" managed by each district, "hot spots" often emerge in larger areas.

16. The number of articles and playback rates in the game and life areas are far higher than those in other areas. The size of the zone track means the difficulty of acquiring traffic, and also means the intensity of competition among content creators in the track.

17. As a new area opened at the end of 2019, the Knowledge Area has rapidly surpassed the Entertainment and Film Area in terms of the overall number of submissions and the share of views in two years, becoming the third most important area in the entire site and also the content track with the fastest growth. For example, Luo Xiang, Half Buddha, Wizard Finance, He Tongxue... There are countless top streamers on Bilibili who come from the Knowledge Area. In the early years, people joked that Bilibili was a "learning website", but now it really lives up to its name.

The number of UP hosts with millions of fans in the Knowledge Zone of B Station is second only to the Game Life Zone, ranking third

In the user portrait of Bilibili, users aged 18-35 account for 78% , and the male-to-female ratio is 53:47 , with slightly more male users. But in the actual operational experience, since most of the users of games and animations are male, and male users are more willing to speak out and discuss opinions, therefore, from experience, the number of men we can perceive will be more than what the data shows.

18. Bilibili has a unique form of content interaction. Due to the existence of a personal user level system (coins can provide UP hosts with additional experience, and high-level users can send more styles of barrages), if you want to consider whether the content is high-quality, you can look at the number of reposts, comments and likes on other platforms, but on Bilibili, "coins" and "number of barrages" are more important indicators.

19. The “three-in-one” that everyone often hears refers to like + coin + collection. You can complete these three actions at one time by long pressing the like button. "Three clicks in one click" is the highest praise for UP hosts, and it is also the personal practice of B station users "voting with their feet".

20. The user levels of Bilibili are divided into 7 levels from 0 to 6. Most upgrades require obtaining "coins". Different levels have different authority bonuses, such as the form of sending barrages, the convenience of inviting users, and the registration threshold for invited users. This gamification-like design not only reasonably distinguishes old users from new users, but also effectively encourages users to interact more with UP hosts.

B station's levels and B station's different level privileges

21. The algorithm weight of Bilibili is very important for content creators, but don’t be superstitious about the algorithm. There is a lot of content online about the interaction weight ratio in the algorithm (collection weight, coin weight, etc.). Generally speaking, most of this content is correct nonsense. Understanding the algorithm does not mean having a good account. Most people do not have the ability to "continuously output valuable content." To become a KOL, talent is the starting point of everything. This is the cruelest truth on the content platform.

02. How to do content marketing on Bilibili?

22. If a brand possesses both the “capability to output high-quality content” and the “capability to deliver refined content”, it can definitely stand at the top of a platform’s food chain. Unfortunately, most brands cannot do the former (high-quality content requires both talent and time to polish, and cannot be achieved in a short period of time simply by spending money), but the latter can be improved in a short period of time through basic learning.

23. As a video platform, a standard Bilibili account can publish relatively rich content formats, among which the most common formats are videos, updates, and columns . Of course, due to different weights within the site, the traffic recommendation mechanisms for different forms of content will also be different.

24. Horizontal medium-length videos are the most mainstream content format on Bilibili, and are the first content format that most brands entering Bilibili come into contact with. Although Bilibili is currently adapting vertical videos, the response has been average.

UP main mobile homepage

25. Dynamics is the first-level icon of Bilibili, replacing the "channel" in the tab bar on the homepage. It is regarded as a bold adjustment of Bilibili's traffic.

26. Most brands will have questions about dynamics, which is a collection of all posting behaviors of the account being followed.

27. Updates can be divided into video updates and text updates. There are two biggest differences between the two: after a video is released, it will be included in the B station’s homepage recommendation and the UP main fans’ “Update column” at the same time, which means that there will be an algorithm bonus, allowing non-UP main fans to browse it on the recommended page; text and picture updates will only appear in the UP main fans’ “Update column” and will not be recommended by the algorithm. Therefore, text updates are mainly spread among the UP host’s fans, and the way to expand their dissemination volume does not rely on algorithms, but the most basic “reposting”.

Dynamic video, dynamic synthesis, display video and text

28. The dynamic form of pictures and texts has its unique sedimentation, preservation and intuitiveness. Graphics and text can express brand information quickly and more directly than videos. In addition, due to the existence of the official lottery component (which will not be restricted by the platform, while any other form of lottery will be blocked and restricted by the platform), it can help the account quickly accumulate fans.

Graphic advertising dynamics, dynamic lottery

29. There are many forms of advertising on Bilibili, but the general logic is not complicated and can be generally divided into three categories:

• KOL Commercial Placement
• Platform-owned advertising products (hard advertising, performance advertising, commercial takeoff, content takeoff, information flow, etc.)
• Enterprise self-made content self-built blue V

30. B Station UP host investment: In order to prevent UP hosts from privately trading with brands, B Station has also built its own KOL trading platform "Huahuo" which is similar to Douyin Star Map and Xiaohongshu Dandelion.

31. Compared with other short video platforms, a single piece of content usually embeds a single brand product. The content of Bilibili is mostly medium and long videos. Therefore, KOL advertising is divided into "implantation", "customization" and "dynamic promotion", each with different quotations.

32. Similarly, since the overall ecology of each section of Bilibili is very different, the quotes of UPs in different sections vary greatly. But they generally follow the pricing system of knowledge, finance, and technology ≥ fashion ≥ male game fans ≥ male sex fans.

Fashion zone waist UP main implant and customized poster

Gaming area waist UP main implant and customized poster

33. Huohua is not a complete and mature platform at present. There are still a large number of UP hosts with excellent data who have not joined Huohua, and brands still frequently trade directly with UP hosts in private. Even though the official announcement states that any commercial promotional content that has not been reported to Huohua and the backend will be restricted, in reality, a considerable proportion of soft-implanted content (i.e. without links) and UP main dynamic releases still do not pass through the Huohua platform. Usually, there is a price difference of about 20% between private transactions and fireworks transactions. It is cheaper to connect directly with KOLs instead of going through the platform.

34. Whether B station’s attitude towards advertising will be fireworks depends on the brand itself. The fundamental logic of investment, similar to gambling, is a matter of probability.

• With a small budget, you are trying to make a small investment for a big return, just like playing roulette. The chips in your hand are just the content and the product itself. Try to embed it in a soft way without any links. It doesn’t matter whether you use fireworks or not at this time. (Low probability)
• With a large budget and a large-scale approach, it is like betting on the size of a prize. With enough chips in hand, what you are betting on is long-term stable positive cash flow. You go through platforms, build models, and expand the scale of business traffic. You don't miss any material that helps build the delivery model. (High probability)

B station dynamic promotion, no restrictions on QR code traffic

35. Bilibili is relatively tolerant of off-site traffic , such as links in the comment section and traffic from WeChat, and is not as strict as Douyin and Hongshu. (Although there may be cases where comments are swallowed, the probability of success is still very high)

From left to right: Short Taobao password in the comment area, personal WeChat in the comment area,

Comment area password, bounty program comment area link

36. On the entire B station platform, the UP host's broadcast-to-fan ratio (that is, the ratio of playback volume to new fans) is declining . This is a trend that will not change. In Q2 2021, the number of UP hosts on Bilibili continued to increase. How to screen high-quality accounts among the increasingly popular UP hosts? You can focus on these 6 dimensions:

• The content capabilities of the UP host
• The frequency and number of advertisements posted by the UP host
• The account's recent playback volume, playback to fan ratio, interaction data, barrage volume, and coin-operated data
• Portrait of UP's fans
• The account’s recent increase in followers . The growth of fans on Bilibili is slower than other platforms, and the growth rate of fans in different areas is also different. Although in the recommended traffic platform, the fans of UP do not essentially belong to the UP master himself, but because the advertising and pricing of the UP master are firmly tied to the number of fans, the number of increased fans can be regarded as a reward from the platform to the high-quality UP masters for producing content, and therefore can also be used as a symbol to indirectly reflect the content capabilities of the UP master.
• Account implantation, customization, and dynamic pricing

Daily increase in fans in the fashion zone

37. Brands are naturally sensitive to traffic, especially the many big brands that have already occupied the top of the industry pyramid, which have already taken the lead in entering Bilibili.

38. Compared with Douyin and Hongshu, Bilibili Blue V has very unique advantages. First of all, under the influence of the entire community culture, brand accounts are naturally "personalized" on Bilibili. Ordinary Bilibili users regard brand accounts as "ordinary users" who are somewhat different from them, but not that different. Don’t underestimate this point. On other platforms, brand accounts are cold and lifeless, but on Bilibili, brands are warm and personalized, which is very helpful for brands to narrow the distance between themselves and their fans .

Users and Blue V communicate like “people” to “people”

Secondly, compared with several other platforms, the traffic treatment of B station blue V accounts on the site is basically the same as that of ordinary accounts. Brands like China Unicom that know how to produce content have gained a lot of exposure through Blue V accounts and established user stickiness.

In addition, if certain conditions are met, Blue V accounts can obtain official lottery privileges in their dynamics. The official lottery will not be restricted by Bilibili, which is one of the ways for Blue V accounts to quickly increase their followers.

39. Advertising is the first monetization model common to the entire Internet. In 2020, Alibaba’s advertising revenue was 250 billion, ByteDance’s was 220 billion, Tencent Advertising’s was 80 billion, Baidu’s was 78 billion, JD.com’s was 42 billion, Pinduoduo’s was 26 billion, Kuaishou’s was 21 billion, and Weibo’s was 9 billion. As a company with a market value of tens of billions of US dollars, although B station's advertising revenue in Q2 2021 increased by 201% year-on-year, it was still only 1.05 billion, and there is still huge room for development. Among advertising products, I am most optimistic about Bilibili's product, which is "commercial takeoff".

40. "Commercial Takeoff" is similar to Douyin's "dou+" and Zhihu's "zhi+" , and is one of Bilibili's most important advertising products in 2021. If you have experienced the "dou+" craze of Douyin in the past two years, then you can understand "commercial take-off" as the most profitable part of the B station platform's open commercial domain traffic.

41. The difference between "Commercial Takeoff" and "Information Flow Advertisement" lies in the different displays on the user side. The label in the lower left corner of the information flow ad shows "Advertisement", while "Commercial Takeoff" shows "Creation and Promotion". The label difference greatly affects the user's opening rate. In the entire B station's commercial takeoff manual, there are some data worth referring to (see the figure below: Commercial Takeoff Market Data).

Commercial takeoff, information flow advertising At present, the playback cost is basically half of that of the Douyin platform.

42. Commercial takeoff is a product that is more content-oriented. The traffic source of information flow advertising relies entirely on purchase and is pure advertising traffic. Excellent content manuscripts during commercial takeoff have a higher probability of entering the platform content recommendation pool after purchase, thereby leveraging more natural traffic.

03. Why do you need to have a “player’s mindset” when advertising on Bilibili?

43. Betting is like "playing cards". The biggest difference between a card player and a gambler is that an excellent card player, no matter at which table, seeks to accumulate advantages and eventually leave the table as a winner, while a gambler will do anything to win big, even if it means overturning the table and getting blood-thirsty. Before talking about strategies and cases, please first know who you are and ask yourself whether you want to be a "card player" or a "gambler".

44. I agree with General Liang’s point that the content production capacity will determine the growth efficiency of the enterprise. Because under the premise of consolidating the core value proposition of the brand, the ability to mass-produce content that conforms to the platform algorithms and interests will determine the company's growth efficiency.

45. The content produced by advertising companies tends to be more "artistic", while the content produced by influencers focuses more on "realism". This is one of the misunderstandings that agencies that have been engaged in brand advertising for a long time are prone to fall into.

46. ​​To succeed on a platform, the first thing you need to do is to "respect" and "understand" the platform. It sounds simple, but I have still met countless bosses who have no respect for the platform and insist on doing their own thing. Please take a look at the market value of Bilibili, which is over 200 billion Hong Kong dollars and 27.1 billion US dollars. If you want to play at this table, you must abide by the rules of the place, otherwise you will not even have a chance to get on the table.

47. The grass-planting pyramid model appears in large numbers in the planning plans of various agencies for platforms such as Douyin and Xiaohongshu. Therefore, brands often use this strategy to enter Bilibili. At first glance, the fashion and lifestyle section of Bilibili looks like a video version of Xiaohongshu, so we followed the system of Xiaohongshu to promote products, but ended up with a bad result. We came to the conclusion that Bilibili does not sell products, the UP hosts of Bilibili are twisted and uncooperative, and Bilibili's commercialization capabilities are worrying. Of course, this is not the case!

48. Brands must be clear about the essential logic of B station’s advertising. The so-called precise audience is a false proposition. This concept is more of a rhetoric created to cater to the needs of brand customers. Advertising is playing a probability game of calculating costs. Excessive pursuit of the so-called precise fans of UP hosts is far less cost-effective than producing excellent content to obtain recommended exposure. The launch of B Station is a long-term mental battle, which requires players to have more patience and determination.

04. Three cases to show how brands use Bilibili?

Different brands have different demands on the platform. "Big brands" that have established a certain scale, "small brands" that are just starting out, and "products" that want to make quick money can all find corresponding ways to play on Bilibili.

In the last part, I will analyze in detail three successful cases I have seen on Bilibili, as well as their key points.

1. Mengyajia: Connecting minds through multiple circles

The electric toothbrush market has been one of the most competitive sectors in the past two years. In the front, the old giants Oral-B and Philips of Procter & Gamble are leading the battle, while in the back, emerging brands Xiaomi and usmile are chasing and blocking.

Mengyajia was established in 2015 and is a domestic brand that has long insisted on online promotion. As a non-leading brand in the industry, they have focused their online promotion on Bilibili and Weibo in the past two years while many brands have flocked to Douyin and Xiaohongshu, and have carved out a path for themselves.

After analyzing the data, I found that in the past six months, the UP hosts of Mengyajia on Bilibili were mainly middle and lower level, but there were also top level ones with more than one million fans, covering almost all sections of Bilibili. Behind the seemingly chaotic divisions is the logic of entering the circle and capturing people's minds.

Mengyajia’s core idea when launching its campaign is: the first step is to launch it in a circle-based manner and define a cultural circle rather than a product circle.

Agencies often use "white-collar workers" and "housewives" as labels when creating user portraits, hoping to reach their target customers more accurately. However, the value of a circle is not based on accuracy, but on its activity and aggregation.

As the platform with the deepest imprint of circle culture, small niche cultural circles such as "script-killing enthusiasts", "subtitle group", and "dubbing enthusiasts" naturally exist here. This type of circle is highly active and has a concentrated population. Once it reaches the right ignition point, it is very easy to spread, and it is an excellent lever for brands to penetrate into the minds of users.

Source: General Liang

The second step is to look for low-cost traffic around circles rather than so-called precise crowd labels.

When introducing the Huohua platform before, I mentioned that for UP hosts with the same number of fans, the prices vary greatly in different content sections based on the composition of their fan tags. The placement and customization of UP hosts in the fashion zone with the same fan base is much higher than that in other zones with more male fans such as games and animations.

However, Mengyajia rarely launches high-priced fashion areas because they know the core logic of the content platform. For example, for the two UPs at the bottom with similar number of fans, the price of a customized video for the UP in the fashion zone is 10,000, which is nearly double the price of the UP in the technology zone.

But if we look at the playback and interaction data of recent content, the overall data of UP in the technology area is dozens of times higher than that of UP in the fashion area.

Fashion Zone UP Recently Played

Technology Knowledge Zone UP Recently Played

Then simply calculate the cost of the ad’s impact on the mind and the probability of success (assuming that no matter who places the ad, the impact on conversions will be minimal), and it’s easy to make a choice. Of course, the Mengya family chose "Lao Danan" without hesitation.

Mengya's boss Nan Customized

The third step is for the company to gradually develop the ability to judge and identify excellent content producers.

The threshold for producing excellent content is very high, and it is often not a capability that can be acquired in the short term by just spending money. However, the ability to judge and identify excellent content producers is something that the brand placement department can gradually learn and master.

Here we must correct a misunderstanding about brands placing ads on Bilibili. The biggest difference between "implanted" and "customized" ads is not that implanted is "soft" and customization is "hard". The extra fees you charge the UP host are to pay for the extra "creative costs" and "individual recommendations."

Don't be stupid! This is why the customizations you guys do for fashion zone UP masters often have no effect and are extremely expensive. Because a large number of fashion zone UP hosts do not have real creative production capabilities, customized advertising is more like advertisers paying a salesperson to read out the product features.

Repeat with me, "You are not simply buying an ad space! The money you pay includes their creativity and expertise!" Excellent customized ads are the result of joint production between the UP host's personality, content and brand.

Therefore, do not turn influencer purchasing into a one-time transaction, but combine it with platform performance advertising. This is a process of accumulation within the platform, which is constantly and dynamically adjusted based on the results.

2. NVR electric toothbrush: UP main acted as a tool person, burning 2 million for one piece of content

So is it possible to play on Bilibili without the systematic thinking of Mengyajia?

The biggest threshold for the so-called dividends lies in the information gap . Capital, education, and team are not the most important factors at this stage.

Take NVR, another brand in the electric toothbrush category, for example. It produced a hard-implanted video on Bilibili that was played more than 5 million times, which is very rare. In the cost of publishing such a video, the price of the UP host’s own content fireworks is less than 1/40 of the overall publishing cost. This is a typical example of “tool UP” + “commercial take-off”.

Business takeoff + UP host case

The overall delivery cost of this content is about 2 million, and the input-output ratio is close to 1:2, and this does not take into account the growth of natural searches on Taobao. NVR is a relatively unknown brand in the electric toothbrush market, but its ability to seize the dividends is decisive enough.

Cooperation UP Master Fireworks Quote

3. Tanzhou Education: A hidden leader with a monthly investment of 50 million and a monthly sales of 20 million for a single product

As we all know, Station B is a learning website. Here we have to mention Tanzhou Education, a major purchaser of B station's performance-based information flow advertising.

On Bilibili, the one who cares most about your studies is not your mother, but it - there are more than 2,900 courses covering various niche categories. There is nothing that Tanzhou cannot make, only what you don't know.

Guided by course products, using extreme information flow delivery cost calculation and supporting private domain sales conversion, the Tanzhou model has reaped the benefits in the entire B station ecosystem.

From left to right: Tanzhou courses, Tanzhou Education bjd baby clothes, Tanzhou Education private domain teachers

Here I would also like to advise agency and MCN colleagues not to sell “miracles” to brands. When they find out that they are not the lucky guy in the casino after going all-in, they will be extremely disappointed.

The purpose of analyzing the case of Bilibili is not to tell brands that they can become the next XXX, but to understand the playing ideas of other "players" and form a strategy that suits their own brand.

Compared with Xiaohongshu's grass-planting attribute (lack of authority) and Douyin's conversion (impulsive consumption), brands can still find UP hosts who are both professional and authoritative on Bilibili (this is due to the large number of Zhihu authors migrating to Bilibili, bringing professional video content) to accumulate their own brand's potential and authority.

Multiple UP main fans report in Taobao Q&A

Finally, based on these three cases, I would like to share two more valuable experiences :

When you spend money to buy traffic, there will always be a time when you can’t afford it. Among many platforms, Bilibili has the lowest cost to penetrate consumers’ minds. Buying minds is much more worthwhile than buying traffic!

Bilibili is a platform that changes less "fast" in this era, and this has its own unique historical reasons. It was its "stubborn and non-conforming" niche culture that supported this community back then. Of course, as a platform that is several orders of magnitude smaller than TikTok, I will not exaggerate its role for brands, but in this exciting and fanatical era of mass consumption, the current dividends of this platform are definitely the most underestimated.

The craze for new consumer brands has caused brand owners, investors, and various great teachers to rush into major platforms like crazy, just like a group of players rushing into a casino. Once they enter, they have no time to talk too much and just focus on making money.

Some of them are well-trained troops, who have locked on their targets early on. Some of them make money from the table, some make money from gamblers, and they are having a great time. However, some newbies, seeing the big guys leaving the table with stacks of cash, can't help but want to go to the table to play, but they get ripped off and lose everything they have.

At this point in time, the founder should calm down the team and patiently understand the rules and gameplay of a platform. Remember, we are in a huge casino, and leaving as a winner is our ultimate goal. This is a game for the brave. Although the outcome of success is unknown, what those born winners really need to do is to increase the probability of each "win" with limited resources, and eventually achieve victory like a snowball.

It is still the same old saying, it is easy to get thousands of soldiers, but it is difficult to get a good general. No matter how big the differences between platforms are, the consumers we want to pursue will not change, and human nature will not change. What remains is to work towards the goal and make the most practical execution.

We also welcome more friends to discuss and exchange ideas, and look forward to making progress together!

Author: Knife Research Institute

Source: Knife Skills Research Institute