How can brands operate Bilibili well?

Enterprise accounts are an important platform for brands to communicate and build trust with users from multiple circles on Bilibili.

In 2020, the number of B station corporate accounts has more than doubled, and it has produced a number of surprising popular content, integrating with B station's Generation Z users and narrowing the distance between the brand and young users.

During the epidemic, DingTalk's "DingTalk Ben Ding" set a record for B station's Blue V breaking the circle. Later, Tencent's "Geely vs. Lao Gan Ma" incident also went viral on B station. This has led to a trend of brand companies entering Bilibili, and many corporate accounts have begun to "struggle" on Bilibili, building marketing positions and capturing young consumer groups.

Through FeiGua B station statistics of multiple popular brands related data, among the selected popular brands, the UP hosts of companies with millions of users include Xiaomi, Huawei, Lenovo, DingTalk, etc. Among them, the DingTalk brand account that set the Blue V record is not inferior to UP hosts with other levels of fans in all aspects of data performance, and can be regarded as the top-tier corporate account on Bilibili.

Data source: Feigua Data B Station version

In addition, the outstanding performance of more corporate accounts depends on early in-depth development and the support of subsequent popular works. For example, Xiaomi opened a corporate account on Bilibili in 2016. FeiGua Bilibili data shows that in five years of operation, Xiaomi has released more than 450 works, with an average playback volume of 125,000, and currently has more than 1.6 million fans.

Is there a methodology to become a popular brand UP host?

Based on the successful efforts of predecessors, FeiGua Data Bilibili has summarized some operating methodologies for corporate accounts, trying to provide some suggestions for brands to approach Bilibili users.

1. Establishing personalities, playing with memes, and striving to become B-station-like

Due to the unique content attributes of Bilibili, corporate accounts can choose to shape the personalities of their official accounts to better integrate into Bilibili. For example, Zhong Xuegao’s food UP character, China Unicom’s official customer service’s dance area UP character, and Mixue Bingcheng’s cute animation character, all of these are designed to get closer to young people and establish their own brand image.

Take Mixue Bingcheng as an example. The "Mixues Bingcheng Theme Song MV" released by the official account recently topped the charts with super high popularity. The magical and brainwashing melody of the song made users call it "it's addictive, yyds". As of today, the video has been played more than 10 million times. The cute and adorable images of the three snowmen in the video and their funny dance steps have attracted countless fans and refreshed users' perception of the brand's official account.

In addition to character settings, playing with memes is also a major column that B station users are keen on. Combining platform hot spots and brands to create content is also a very important part.

At the beginning of this year, China Unicom's official account released a live video titled "Rare 4k Images of Indonesia's Magical Advertisement". It started with the introduction of Indonesia's Magical Advertisement, one of the recent hot topics on the platform, and played with its content. With the barrage of comments like "Official live broadcast, the most deadly", this video also received over 5 million views.

Brands that want to get close to young consumers and play with them should actively cooperate in "playing with memes" and use interesting content to attract young people, making them feel involved and connected, thereby increasing the brand's popularity and favorability and achieving brand breakthrough.

2. Visit each other, co-create, and create a "dream linkage"

On Bilibili, whenever a video of a collaboration between the two appears, the four-character idiom " dream linkage " will appear in the barrage, meaning that unrelated individuals or brands suddenly cooperate and interact , just like a dream. Expressed the surprise and excitement of Bilibili users. FeiGua discovered on Bilibili that "Dream Linkage" is also an operational strategy used by many brands, which aims to increase the sense of participation and communication among Generation Z and enhance the relationship with the brand.

The mutual linkage between corporate accounts on Bilibili is one of the most common ways. In the work "♥Your Girlfriend♥" released by Wuling Motors' official account, you can clearly see in the comments that many brand accounts that have settled in Bilibili came to "greet and chat", such as FAW Hongqi, Wahaha, Lynk & Co., Lenovo official, etc. They either joked or made fun of others, attracting all the users of Bilibili to participate.

Now, "visits" between corporate brand accounts have become an interactive "meme" that B station users make fun of, "Are you there? Want a free meal?", "Wow, you're here too!", "I don't know what you do, want a free meal?". They will interact with brands and users during daily posting times. On the one hand, they let users know that this brand account is working together with everyone to join the B station family. On the other hand, they will deepen their impression of the brand account and increase mutual favorability.

Another common form of dream linkage is to co-create with the UP host of Bilibili . Good marketing content can continuously influence the minds of users. By cooperating with the UP host to "make money", the brand can not only promote the process of brand rejuvenation, but also enhance the Z generation's cognitive upgrade of the brand.

Recently, the Zhong Xue Gao brand and UP host @窝头是我暴情感压力 released a cooperative video "I thought it was an omelette rice, but my worldview collapsed! 》 caused a "carnival" in the barrage, and the Zhong Xue Gao brand and the UP host well interpreted the dream linkage. In the video, the UP host and the brand appeared together, and started a surprise collaboration based on a cooking competition to make ice cream, which aroused cheers from the barrage.

Throughout the entire collaborative video, both the brand and the UP host showed users their equally matched cooking skills. The magical CP between the two, with their cute and funny close interactions, was bluntly said by users to be "touched" and "just like love."

The "dream linkage" between the Zhong Xue Gao brand and the UP master is not only conducive to traffic diversion, but also deepens the brand's awareness among B station users. At the same time, it wins the favor of users by relying on the linkage contrast created by the official account.

3. Feedback, active interaction, and building brand familiarity

Compared with the brand's one-way continuous voice, co-creating content with young people, letting them participate in it, and actively interact with the brand can make the brand content more contagious. Be & Cheery’s corporate account launched a campaign to recruit “Bai Cao Bag Spokespersons” on Bilibili, actively interacting with Bilibili fans to build a sense of familiarity between them and the brand.

With the active participation of many young users and fans, by searching the keyword "Caochangdaiyanren", you can see many related works. By co-creating content and achieving high interaction, we can promote the continued fermentation of the event and make the topic hotter, while achieving both brand reputation and popularity.

Through the solicitation activities, the Baicaowei brand has built a closer relationship with users and stimulated their active participation. With the help of the B station fan group, every user can become a brand atmosphere group, speak for the brand, and attract more users to participate. It allows them to play with young people on Bilibili and also accumulate fans for the brand.

Summarize

For brands, operating a Bilibili corporate account is one of the effective ways to establish a sense of familiarity among young people. Take the initiative to participate in young people's culture and play with them. Actively cooperate with "playing with memes" and appropriately create a personal image that suits the interests of Bilibili users to get closer to their lives and deepen brand favorability.

Good marketing content can have a long-lasting impact on users' minds, and the "dream linkage" between brands or UP hosts can bring unexpected surprises to Bilibili users. Through cooperation and mutual communication with Generation Z, we can increase mutual participation and exchange, and enhance the emotional connection between users and brands.

No brand will give up the opportunity to approach young people. It is necessary to actively interact with fans, narrow the distance with them, and establish a sense of familiarity between the brand and fans. Brands need to truly demonstrate their ability to play with Generation Z on Bilibili and also accumulate Generation Z fans for themselves.

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Author: Feigua Data B Station Version

Source: Feigua Data B Station Version