B station semi-private traffic pool marketing

In the eyes of the public, Bilibili is a video platform that gathers Generation Z users, a video platform and social media platform with ACG culture as its core. However, the author found that Bilibili’s dynamics is also a marketing blue ocean worth trying. In this article, the author shared with us his thoughts on Bilibili’s semi- private traffic pool.

1. Introduction

For a long time, in the eyes of the public, Bilibili has been a video platform that gathers Generation Z users, a video platform with ACG culture at its core, and a social media platform that leads the new era of video dissemination together with Kuaishou and Douyin.

Whether it is users' attention to the platform or official financial report information, they are all focused on the growth of video content.

Recently, the FeiGua data team found that Bilibili’s dynamics are also a marketing blue ocean worth trying.

Compared with video marketing where brands and UP hosts co-create content, dynamic marketing is often easily overlooked when most people's attention is focused on video content.

A small number of brands and UP hosts have already begun to consider marketing methods in the dynamic area.

Currently, Bilibili’s dynamic advertising mainly consists of direct text and picture delivery and forwarding of marketing dynamics, which is closer to the marketing model of Weibo influencers.

Usually, the selling points are introduced through copywriting, accompanied by exposure of the actual product and UP host pictures, and product purchase instructions are embedded in the comment area to guide users to place orders.

In order to evaluate the effectiveness of advertising dynamics, we conducted a brief analysis of the recent advertising campaign for the brand "Mengyajia".

Through searching, we aggregated relevant results from the past 5 months including the brand keyword "萌芽家".

From March to July, Mengyajia published a total of 557 updates on Bilibili, covering 448 influencers, with a total of 55.397 million views, 377,000 interactions, and 59,000 comments.

According to the monthly advertising data chart of "Mengyajia", it can be seen that in order to prepare for the 618 promotion, the advertising efforts have been increased and the overall trend is upward.

Among them, there were as many as 222 in June. According to Feigua data statistics, a total of 128 posts were released from June 16 to June 19, accounting for 57% of the month. On June 18 alone, 48 posts were released, which was the highest peak during the period.

2. Most of the UP hosts are mid-level

Among the 448 UP hosts, Mengya prefers mid-level UP hosts with fans between 100,000 and 500,000. Among them, 189 UP hosts have fans between 100,000 and 250,000, accounting for 33.2%, which is the most concentrated fan base.

The second largest group is 250,000-500,000, with 104 posts and a share of 18.3%. The two together account for about 51.5%, exceeding the rest of the up-hosts.

Different from the traditional pyramid distribution model, Mengyajia focuses on mid-level UP hosts, followed by tail-level UP hosts.

3. 214 times of game zone UP host

Among the UP host partitions launched by Mengyajia, the UP hosts in the game zone were launched as many as 214 times, accounting for 38%. The next most visited areas are animation and life, both with 75 visits, accounting for 13%.

If the UP hosts in the domestic creation and animation drama areas are also regarded as animation UP hosts, the number of animation-related UP hosts’ posts is as high as 92 times, accounting for 16%.

Feigua Data observed the video content of UP hosts released by Mengyajia and believed that there were two main reasons why Mengyajia chose this type of UP hosts:

First, as an emerging oral cleaning brand, Yajia’s products are relatively youthful and highly compatible with Bilibili users.

At the same time, oral hygiene, as a daily need of human beings, does not particularly value gender attributes, so there is more room for UP hosts to choose.

Second, the number of fans of UP hosts in the game area, animation area, film and television area, etc. is large. Although it is difficult to realize commercialization due to their own factors, it can bring greater exposure to the brand and influence the user's mind.

When brands negotiate with such UP hosts, they have greater room for bargaining and can obtain more favorable prices.

In addition, dynamic marketing gives UP hosts in the gaming area more forms and space to express themselves, which helps enhance user stickiness and can bring more practical conversions for subsequent brand promotions.

4. 20% reinvestment rate

A low bid does not mean a good deal. After all, the main goal of an ad campaign is conversion, not delivery. Only the final effect can verify whether this delivery strategy is effective.

Feigua data counted the 448 UP hosts covered by this campaign. Among them, 357 UP hosts only launched once, 91 UP hosts launched more than twice, and the reinvestment rate was about 20.3%. It can be seen that there are still UP hosts worth exploring in depth.

According to the number of fans and the official quotation of UP hosts on the Huohua platform, Feigua Data sampled and calculated that the CPM price of UP hosts' dynamic advertisements is between 19 and 20 yuan. Compared with other social platforms, this price is still relatively expensive.

But if you calculate CPE (cost per interaction), the price is about 3-4 yuan, which is much more cost-effective than CPM.

Considering the stickiness of Bilibili users to UP hosts, and the fact that the updates are mainly shown to fans without any platform traffic support, such a price can still be seen as a cost-effective form of promotion.

5. Marketing Effect

Comparing with the video advertisements placed by Mengyajia on Bilibili during the same period, the number of marketing posts in the dynamic area was 557, far higher than the 183 video contents in the same period.

If we look at the average data, the average value of dynamic content is 106,000, and the video playback volume is 74,000. The communication effect of dynamic marketing is even better than that of video content.

This kind of marketing method is actually Mengyajia copying the strategy it used in its early years on Weibo to Bilibili.

As early as 2019, Mengyajia swept Weibo in the same way. It can be seen in all major fields and industries, including medicine, film and television, pet bloggers, columnists, commentators, professors...

Whether you like it or not, you are deeply involved in this overwhelming marketing.

According to Mengyajia CEO Chen Maohui, Mengyajia's current return on investment (ROI) is between 1:5 and 1:4. In March 2019, it even reached a turnover of 13 million, breaking the dilemma of Mengyajia in the early trial and error period.

This also indirectly illustrates the high returns brought by Mengya’s fierce marketing offensive.

6. Advantages of dynamic marketing

Compared with video delivery, dynamic marketing has the following advantages:

1. More affordable quotes

Compared with a video ad that costs tens of thousands or even hundreds of thousands, the quote for dynamic ads is much lower than that for video ads. Take the UP host with 2.33 million followers in the picture below as an example. His quote for customized video ads on the Huohua platform is 150,000 yuan per ad, while direct dynamic ads only cost 40,000 yuan per ad, which is about 1/4 of the price.

The author observed the quotes of other UP hosts on the Huohua platform and found that the dynamic advertising quotes of most UP hosts were between 15% and 30% of customized videos.

2. Easier to control the delivery rhythm

Brands need to combine their own marketing activities to book the UP host’s schedule.

The production cycle of video content is long, and there are many uncertain factors from the script to the actual video, which will affect the rhythm and final effect of brand placement.

In comparison, Bilibili's dynamics are based on pictures and texts, so both the creation process and the finished effect of the content are much more controllable.

3. More precise user groups

The video playback volume of Bilibili is composed of views by UP’s fans + platform algorithm recommendations. Algorithm recommendations will affect the dissemination of content to a certain extent.

The number of dynamic readings is almost entirely contributed by the UP master's fans. On the recommendation page and popular list page of Bilibili, there is almost no dynamic content. The only entry for users to read dynamics is from the dynamic function in the bottom navigation bar.

In the dynamic function, users can see the videos, pictures, and photo albums posted by all the UP hosts they follow. It can be said that the dynamic area is the UP host’s circle of friends and Weibo.

Posting dynamics means that the brand’s content can directly reach the UP host’s fans.

VII. Conclusion

The dynamic function has been online since the end of 2017, and it has been almost 4 years.

From being called the B station version of Weibo when it was first launched, to being gradually ignored by the mass media, it seems to be just an entry point for UP host video distribution.

In fact, with the continuous optimization and improvement of Bilibili's dynamic functions, it has become a semi-private traffic pool for UP masters.

Because only users who follow the UP host will read the updates and interact with the UP host.

Nowadays, whether it is to increase the number of views by forwarding your own videos, or to launch lucky draw activities to increase the activity and stickiness of fans,

Or you may simply post some recent updates to let your fans know more about you.

Especially after the video reservation function was launched, more and more UP hosts are seeking higher playback volumes for new videos by posting video reservations in their dynamics.

The dynamic function of Bilibili is now increasingly valued by UP hosts and has gradually become an indispensable part of Bilibili account operations.

For brands, Bilibili’s dynamic marketing may be the next Weibo battlefield.

Author: Feigua B Station

Source: Feigua B Station