Guide to starting a campaign at Station B!

The topic I’m going to share with you today is “How new brands can quickly get started through Bilibili”, because there are quite a lot of content platforms that can be started in the entire market, such as Douyin, Kuaishou, Xiaohongshu, etc. This makes it easy for new brands to make a mistake, that is, they have limited budgets but want to promote on various platforms. I strongly disagree with this operating idea, especially for new brands. In fact, everyone’s first priority is to survive. So if you want to promote through many platforms with a limited budget, it is a strategic mistake.

So what I want to share with you today is how to achieve a breakthrough from 0 to 1 in a brand through the promotion of a certain platform.

The course content is mainly divided into three levels. The first is how new brands can seize the opportunity to quickly start up on Bilibili. The second is the core logic of starting up on Bilibili. The third is to help everyone maximize the benefits of Bilibili’s investment through data analysis.

1. How can new brands seize the opportunity to quickly start trading on Bilibili?

Before the lecture, let’s first understand the background of the case. The case I chose today is Guokr Skin Care, a new brand incubated by a 22-year-old beauty brand and officially launched in April 2020.

This brand is mainly sold through Tmall, with an average order value of around 150 yuan. Its main products are some skin care essences. They aim to meet the needs of oily-skinned users of Generation Z aged 18-24, and provide classic skin care effects such as acne removal and whitening.

Before December last year, this emerging brand had not yet found a breakthrough and its monthly sales were only a few hundred yuan. This is a problem that many new brands encounter when they just go online. They cannot find a breakthrough and their sales are basically accumulated gradually by placing additional orders, obtaining free traffic from the platform, etc. They may also invest a little in the through train. This process is very slow and the conversion rate is relatively poor.

The common problem faced by these emerging brands is that they have limited funds and do not have sufficient budget for off-site advertising. It is very unrealistic to want to make a difference on multiple platforms such as Douyin, Xiaohongshu, and Bilibili.

Therefore , in terms of overall strategy, you need to spend your funds where they are needed most. First, focus on breaking through a certain platform and then penetrate the users of this platform. Otherwise, it will be difficult to create a stir.

Generally, when analyzing a problem, people first look at the brand’s traffic structure to determine whether the focus is on the site or outside the site.

In the traffic structure of Guokr, typical sources of off-site traffic include Taobao Affiliate Program, Taobao Mobile Search, etc., while direct traffic and Taobao Mobile live broadcast belong to in-site traffic.

From the data, we can see that Taobao is a very important source of sales in the process of Guokr's start-up, accounting for more than 30% of the total; natural search can reach around 10%, which is also an important source of off-site traffic. However, there is almost no on-site payment and on-site live streaming, accounting for only a small percentage. Therefore, when this brand is launched, the focus should be on off-site investment.

However, Alibaba does not have detailed data on the specific sources of Taobao customers, because it is difficult to trace the source of these traffic from off-site distribution, so we need to combine some off-site data platforms to break it down in detail. For example, we can use Chanmama to look at the off-site distribution of Guokr.

Douyin can be said to be a relatively important off-site traffic acquisition platform at present. However, it was found that Guokr did not do much advertising work on Douyin. Then, we can use Chanmama to check the status of Guokr's advertising on Xiaohongshu, including the advertising rhythm, the overall number of notes, etc. We can confirm that Xiaohongshu is not the starting platform for Guokr. Then, you can use the same method to exclude the Kuaishou platform.

Finally, we can find out through the Huoshaoyun data that the main source of off-site traffic for Guokr Skin Care is Bilibili. Its brand exposure on Bilibili is more than 44 million, and the interactive data is also very good, which has attracted the attention of many Bilibili users.

To sum up this part, the idea I most want to convey to everyone is that new brands should never be greedy to launch multiple lines at the same time.

The first is that new brands may not have the corresponding talents yet; the second is that the funds of new brands are usually limited, so everyone must spend money wisely; the third is that the start of any platform is very energy-consuming, and seeking a single breakthrough with limited energy is more likely to succeed.

2. Three key points to teach you the core logic of B station's launch

In the second part, we will focus on analyzing how Guokr got started on Bilibili.

First of all, we need to understand the core logic of platform delivery. The core logic of Douyin is that goods find people. If a new brand wants to play well on Douyin, the first step is to output a large amount of good content, so that users can be attracted to the product through the content, and at the same time gain more users through performance advertising. This is a relatively reasonable and faster way.

But on Bilibili, these alone are not enough, because in many cases Bilibili users are very picky. They hope that the brand has clear values. Therefore, we must build trust with Bilibili users in terms of brand concept, product design, etc., and win their favor. This is a very important point when starting out on Bilibili.

The second point is about UP hosts. We cannot treat UP hosts as advertising tools, but rather as content creation partners.

We need to start content co-creation, integrate the concepts and features of our products with the characteristics of these content creators, and then convey them to Bilibili's users. In this way, Bilibili's fans will be more receptive to them. If it goes beyond the style of the content creator or your brand concept itself is not good, then this approach will definitely not work, because credit endorsement is also very important.

Only after having the above foundation can it be possible to achieve the purpose of bringing goods. That is, if you let the UP host of Bilibili directly do some relatively hard advertising and marketing, then the entire core logic is actually wrong. However, if we can convey our brand values ​​to Bilibili users through content marketing and let them recognize our brand first, the subsequent work of bringing products to customers will be easier. Therefore, the delivery logic of different platforms is still different.

The third point is that the brand must be able to stick to its own identity when starting out on Bilibili. The first thing is to highlight brand differentiation, the second is to give users a sense of value satisfaction, and the last is to give users emotional satisfaction.

The fourth point is to be able to give up yourself.

Brands are sometimes prone to being self-righteous and thinking that their products are simply good; or they may just talk to themselves and unilaterally think that users will be more receptive to a certain aspect of the product. But in fact, when we do content marketing on Bilibili, we need to give up our own language, because the users gathered on Bilibili are mostly young people of Generation Z, and communicating in the language they like can narrow the distance.

Brands all hope to make money, but it is relatively difficult to get a return in the short term on Bilibili, because in fact, we put our content on Bilibili more to convey the brand's values ​​to users, let users recognize us, make them feel touched, and then search for our products. This is actually a long-term ROI thinking.

Will there be short-term ROI? have.

Some powerful UP hosts can indeed help our brand to obtain short-term returns, but if you place your expectations on short-term ROI from the beginning, that would go against the platform characteristics of Bilibili. This point still needs a little attention.

Author: Zhao Xin

Source: Marketing Lao Zhao