In 2021, how can small and medium-sized enterprises seize the traffic of Bilibili?

In recent years, from the marketing of WeChat public accounts to the popularity of short videos, countless businesses or individuals have made a fortune in the era of traffic! Some traditional enterprises have achieved a counterattack by keenly grasping the traffic of the Internet.

Large and medium-sized Internet companies have taken advantage of the traffic trend and gained a place in the capital market with the help of WeChat public accounts and short videos.

In the past two or three years, the number of readings of public accounts has continued to decline, and merchants have encountered Waterloo again and again in selling goods through short video live broadcasts; Bilibili came into people's vision at this time, and made netizens, celebrities, merchants, etc. marvel at the huge amount of traffic behind it that has been overlooked.

This article will analyze from multiple dimensions that in the new year of 2021, for individuals, traditional small and medium-sized business users, and operations departments of large enterprises, it is easy to enter Bilibili with zero foundation, break the circle of content, complete product transactions and IP incubation.

Before we start the discussion, let us briefly understand the development history of Bilibili and the current traffic of Bilibili on various platforms.

According to Baidu Encyclopedia: Bilibili was founded in 2009, and it has been ten years since then. On March 28, 2018, Bilibili was listed on the Nasdaq in the United States. In the early days, it was a video website for ACG (animation, comics, games) content creation and sharing.

Currently covering a multicultural community of more than 7,000 interest circles, Bilibili has an average of 197 million monthly active users, and in August it exceeded 200 million for the first time, three times the number four years ago. Most of these users are under 25 years old.

Simply put, Bilibili is a diversified platform beyond article and video dissemination. In the early days, the platform presented content such as the second dimension and animation. In recent years, the platform has successfully broken through the circle with editing content such as food series, second dimension animation, and film and television drama reviews, and has attracted a large number of outstanding content creators.

1. Active groups on the platform

For example: Li Ziqi, as an excellent and well-known food UP host on Bilibili, has 7.6 million fans on the platform and a terrifying 230 million views. With the marketing of public accounts becoming increasingly sluggish and short videos pale in comparison, various outstanding creators and companies continue to settle in Bilibili to grab traffic.

Next, let us analyze how individuals and small and medium-sized business merchants can arrange content on the Bilibili platform and break through the content circle in the new year to achieve profitable transactions.

With zero basic knowledge, by joining a platform, at least you can understand what kind of groups are active on that platform.

For example: When public accounts became popular, the most basic task for public account operators was to write articles to provide knowledge to others; short video creators were able to output various interesting videos on the platform to create their own works.

Here are the following steps:

1. Who are the active groups on the platform?
2. What content is available?
3. What is the value of the content?
4. Does the content spark discussion and go viral?

The above has briefly introduced the attributes of active groups on Bilibili. Let’s start directly from the second step: what content can you provide for the platform?

2. What content do you provide for the platform?

From the above we know that the group on this platform is diverse, so it is particularly important to screen the content in the early stage of entry! The creative capabilities and outputs of each person or company are different.

However, to do a good job of accurate content segmentation, you need to have a good long-term plan, which means that your content must be related to your company's business and products at a certain stage of execution.

Next, let’s take a catering product as an example: If the content creator is a catering brand (similar to Heytea), and the merchant wants to deliver content on the Bilibili platform, from what dimension should they intervene?

• Secondary editing of food drama (no advertisements, no infringement) - dissemination users (user groups who like food)
• Drink video production Amway (without ads) - spreading users (users who like drinks and make them by themselves)
• Hot food tasting production (without advertising) - dissemination users (users who like the current hot food)
• …

In addition to the three methods introduced above, there are many more! For example, food dramas, Chinese traditional food video production (Li Ziqi), offline store visits (I am Jerry Guo), and foreign friends’ food exploration journey in China.

With zero basic operational experience, it is particularly important to know how to select content that suits you from a large number of content. At this time, you must use your advantages in this area so that your content can break the circle!

Here’s something to keep in mind for initial content positioning:

1) User group positioning

Who is your content for - (food lovers, anime, games, etc.).

2) Advantages of content going viral

The advantages of your content are - (good plot, good performance, good production).

3) Content monetization methods

Your content is (accumulate fans first, or advertise while producing).

The above is about what content you provide for the platform? Let’s continue to look at what we are talking about.

3. What is the value of your content on the platform?

Only when the content you produce can provide value to others will your content be recognized and gain more attention. This will enable us to gain more traffic support on the platform and open up gaps for subsequent product promotions.

Before delivering content, you need to know what value your content brings to viewers! For example, if you run an account for exploring food, the value of your content is to help focus on and analyze which stores have delicious products and which ones are just so-so.

Let viewers understand the authenticity of your content and create good user stickiness for your account. With this first wave of loyal fans, they can help you spread the content, so that the penetration of your content on the platform will be a natural process.

When your content attracts fans' attention, you will get traffic support from the platform; thus you can also earn certain income from the platform. The platform also expands the diversity of content based on your good content dissemination. This is a good way of mutual benefit.

Of course, the value of content production can be large or small. Among the diversified platform content, if your content is supported by traffic, there will be many imitators and competitors who will produce similar content.

At this time, it is even more necessary to derive multiple changes from a single model in terms of content form, content direction and content presentation, and improve the quality. In this way, your competitive value will be higher than that of similar content, and you will naturally not be eliminated by the audience and the platform.

The above talks about the irreplaceable nature of content presentation. Let’s move on to the next step: Can your content arouse discussion and spread?

4. Does your content spark discussion and spread?

When content is released, it will gain relative traffic push, fan clicks, collections, comments, etc. In this process, nothing can be changed except the traffic given by the platform.

In content operation, you can modify the content direction and content strategy in time according to the feedback from content delivery, so that your content will reach the maximum value during the dissemination process.

How to arouse discussion among the audience and spread the content? First of all, there can be more variations in the content, theme and form, and more attempts can be made in the duration of the video and the direction of the script.

Secondly, in the early stages of content operation, you should interact with comments in a timely manner and adjust the content script and content update frequency in accordance with audience feedback; the quality of the content will only be known after market certification, and only the audience knows best whether your content is good or not.

During the content delivery stage, the best delivery time can be selected based on the theme of the content, the title and the release time combined with the attributes of the platform. It can also be adjusted based on the browser's work and rest hours.

For example, news app notifications are all sent between 8 and 9 in the morning, when everyone is on their way to work. They seize this fragmented time to deliver messages carefully and accurately.

5. Good content + good operation + good delivery

Good content + good operation + good delivery will develop your content in a good direction. Then you can modify the content according to the content delivery cycle to avoid visual fatigue of the audience. You can also take advantage of hot spots to create some fast-spreading content to increase your fans.

The above is the idea of ​​content delivery based on individuals and corporate merchants on Bilibili. This idea is only for accounts that do not have much cost in the early stage of content delivery. If your corporate operations department is a big name, please ignore it!

Next is the regular case sharing; in 2018, my colleagues and I incubated the fan IP of a food account on Bilibili for three months. The following is the number of users obtained by the account within three months.

• Account attributes: Food product number, purpose; accumulate fans in the early stage to make soft advertisements for products in the later stage.
• Operation period: three months
• Content output: 31 videos and 5 operation plans.
• Project performance: exposure 640,000+, likes 3,000+, fans 2,000+, comments 400+.
• Number of people in the project: Two people
• Promotion cost: 0

Note: This project was not operated for the entire three months. I only took time out occasionally to do some content, and the main content of my work at that time was not on this project.

Project details: At that time, the products of my company needed to get more content exposure opportunities on Bilibili. For this reason, we knew clearly that the account needed to obtain the first batch of fans about food.

Therefore, at the beginning, we edited a large number of food videos and produced content based on some hot topics. In terms of operations, we also made timely adjustments to the content based on fans' feedback and comments.

The clear positioning of content strategy and continuous content output have enabled us to open content delivery for our products on Bilibili. Thanks to the operation of this account, our corporate products receive more objective user consultation leads.

VI. Conclusion

Whether it is a public account, short video or Bilibili, the content will receive relative traffic support in the early stage of the platform's rise. However, after the platform has become relatively mature, the platform's demand for content will also have a certain threshold.

Therefore, as a creator in any unfamiliar field, you must first understand the user base of the platform and match the content to it based on your own strengths and product output.

During this period, you need to understand the platform's various rules and basic delivery guidelines. Once you understand the platform's push mechanism, you can adjust the content according to the platform's attributes.

And continue to produce high-quality content, so that your content will be spread and form a virtuous circle.

The above are some things to note about how individuals and small and medium-sized enterprises should create content on the Bilibili platform. I hope it will be helpful to you.

Author: Nan Sujian

Source: Nansujian