Break the circle on Bilibili! 5 key strategies for brand rejuvenation

Starting from animation and then blossoming into multiple fields such as games, technology, entertainment, and food, in 2020, the reputation of Bilibili's New Year's Eve Gala exploded and UP hosts frequently became popular, further consolidating its position as a "spiritual home" in the hearts of young people.

Recently, Tencent Video's Produce Camp 2021 has set off a craze across the entire network. The live broadcast of the group formation night was watched by 52.38 million founders worldwide, and received 389 hot searches worldwide. According to the FeiGua data on the B station version, the UP host Qing3Chuang4 video station posted "Li Luxiu is killing it in the finals!" and won the first place in the daily list of B station's popular videos, with 327.4w views and 21.10% of coin-operated fans, far exceeding other popular videos.

Data source: Feigua Data B Station

The reason why Liu Xuxiu, who became popular on the Internet with his declaration "I just want to get off work, I don't want to form a group" is loved by young people is not only because his uniqueness and incompatibility bring strong resonance to the public, but also because he has his own interests and goals, representing that contemporary young people can still bravely and firmly choose the direction to move forward when they are confused about life.

As a cultural community for young people, Bilibili not only provides brands with new opportunities to capture the trends and consumption potential of Generation Z, but also becomes a new battlefield for more and more brands to focus on, compete for young traffic, and carry out marketing.

In order to help brands better understand Generation Z, understand and seize the Bilibili channel, and master Bilibili's marketing strategies, FeiGua Bilibili retrieved marketing data from multiple brands and summarized five strategies for brand rejuvenation.

01Combining Z generation elements and matching the style of Station B

The strong user stickiness and consumption power of Generation Z group at Bilibili can enable brands to integrate into the younger circle more quickly. In order to win the attention and love of young people of Generation Z, brands must first truly integrate Generation Z elements in terms of personality, products, activities, etc.

Personality: Create a personality for the official account and build a brand image that is closer to young people;

Products: Create trendy IP, cross-border collaboration, and promote brand rejuvenation and upgrading;

Activities: Cooperate with well-known main site activities of B station to increase brand exposure;

Play with memes: Combine the original memes of Bilibili to trigger resonance among users;

In the 406th issue of the [Weekly Must-Watch] section of Bilibili, the video titled "【CMB Special】 ❤Challenge the Sweetest Secretary Dance on the Internet❤" released by the official account of China Merchants Bank was listed with extremely high popularity and was praised by the platform as "the official activity is the most deadly". As of today, the video has been played more than 4 million times.

The image of "Little Zhao Niang" created by the official account of China Merchants Bank has always been loved and recognized by fans of Bilibili. This video combines the ED secretary dance of the well-known animation series "Kaguya-sama: Love is War". The cute personal image and dance steps of the little sister have attracted countless fans and refreshed users' perception of the brand's official account.

In addition to China Merchants Bank, the three major operators led by China Unicom, State Grid and other traditional corporate brands have also settled in Bilibili, trying to capture the minds of users with the attitude that is closest to young people, achieve deep planting of grass and break the brand circle.

02 Enter the core circle

If brands want to have in-depth conversations with Generation Z and quickly expand their coverage, it is essential to bind top UP hosts and penetrate the core circle.

During the Spring Festival, Oreo targeted the two core target circles of animation and games on Bilibili. Through topic activities, it jointly released a marketing video with the three top UP hosts Lao Fanqie, China BOY Super Gorilla and LexBurner, which received over 9 million views. It not only upgraded the circle's awareness but also achieved large-scale brand exposure.

03Breaking the Circle Across Dimensions

By selecting cross-vertical UP hosts, we can achieve a dream linkage, reach more potential young audiences and trigger resonance in the circle. Giving UP hosts full creative freedom and allowing them to create content in line with the platform and their own style can help brands gain popularity more quickly.

Screening UP masters: Capture trendy cultural labels, create corresponding popular content for different groups, and enhance the sense of involvement;

In terms of cooperation content: we need to gain in-depth insights into people’s consumption scenarios and create perceptible consumption scenarios for target groups;

In terms of communication direction: we should pay attention to hot topics, output values ​​consistent with the corresponding groups of people, and guide the circle to identify with them.

Santonban Coffee once collaborated with Xiaohongshu animation UP master Jin Xiaozheng to release an animated short film "The Wave". The top three hot words in the comments were "eating", "congratulations" and "wave". Congratulations on getting the fans, which is an affirmation and encouragement of the content by fans. It also reflects the strong fan stickiness of the creator and can help the brand to deeply cultivate users.

04Create a topic atmosphere and increase topic popularity

Brands publishing official topic pages on Bilibili can guide the participation of UP masters from all circles and continuously increase the popularity of brand topics.

Topics and page designs should be close to the style of Bilibili and convenient for user experience, so that everyone will want to participate in expression, and corresponding incentive mechanisms should be provided to stimulate users to participate in discussions.

Grasp the rhythm of topic content, and use high-quality content as the basis to attract more users to generate secondary and co-created content such as barrage, forwarding, and reprocessing, so as to achieve resonance between the brand, UP host, and users on the same page, truly cultivate user minds, improve the brand communication chain, and expand brand voice.

05 UP main content planting, forming brand identity

Good marketing content can have a long-lasting impact on users' minds. By cooperating with UP hosts and communicating with Generation Z, brands can not only promote the process of brand rejuvenation, but can even create trends on Bilibili, detonate the entire site, and complete the upgrade of Generation Z's perception of the brand.

The B station UP host "Hello teacher, my name is He Tongxue" openly mentioned the brand of the video, OnePlus, less than 1/5 of the way through the video. Such a blatant advertisement did not arouse everyone's disgust. Instead, the screen was filled with barrages of "OnePlus plus money".

The seamless fit between the creator’s unique style and the product becomes the key to achieving brand and effect integration. Whether the creator can find a suitable combination of the product selling points and his own style, and make the brand owner's advertising appeal "content-oriented", directly determines whether the fans have a certain understanding and good impression of the brand after watching the UP master's "food content".

Summarize

Whoever wins the young people wins the world. More and more brands are placing "brand rejuvenation" at the forefront of their future brand strategies. By joining Bilibili and using data tools to efficiently understand the content expression and user portrait habits of Bilibili, we can find a strategy that is more in line with the preferences of Bilibili and Generation Z, achieve more benign brand exposure, and truly break the circle.

Author: Feigua Data B Station Version

Source: Feigua Data B Station Version