B station's brand marketing routine

Bilibili was once considered a non-mainstream video website for watching two-dimensional anime. Compared with video websites such as iQiyi and Youku, its audience is concentrated and younger. It is famous for its interesting interactive application of barrage.

After the 2020 New Year’s Eve Gala, many middle-aged friends began to affectionately call Bilibili "Xiaopo Station" and became its fans and praised it highly.

And that day, the circle of friends was flooded with news and tweets about the B station New Year's Eve party.

Why does the New Year's Eve Gala of the small broken station crush the galas of major satellite TV stations? What attracted so much attention?

Just recently on May 20th, following the release of the hit video "The Next Wave" on Youth Day on May 4th, Bilibili released another video titled "Into the Sea", which won the hearts of a wave of young people.

Three days after its release, it has been viewed nearly 7 million times, sparking not only heated discussions and sighs among young people, but also many working young and middle-aged people saying they were "shedding tears."

The extended topic on Weibo has received millions of views and clicks, and has been forwarded and commented on by a large number of public accounts. Although it is not as popular as "The Next Wave", it is still a relatively successful brand marketing campaign driven by video.

Within half a year, Bilibili has triggered three consecutive screen-sweeping hot topics. What are you working so hard for?

Some people say that it is a strategy to break the circle and eliminate the previous young consumer groups, and to increase the audience of high-income middle-aged and young people.

From the big-budget "New Year's Eve Party" to two video social marketing campaigns, Bilibili seems to have achieved good results with its "breaking the circle" strategy during the past six months. Indeed, many young and middle-aged people with purchasing power have taken a new look at Bilibili, which was once known for its "two-dimensional" and niche content, and have become its fans. There should be a series of subsequent actions, so we can wait and see.

1. From emotions to feelings, how are these advertisements on Bilibili so heartfelt?

Aristotle said: There are three ways to impress others: one is authority and credibility; the second is emotion; the third is logical reasoning.

Bilibili is a social sharing platform with the theme of the second dimension, which is for entertainment and social interaction. If the first and third methods are too heavy, then you can just go with your emotions.

Emotions must evoke emotions in order to spread among the crowd, and this must be carefully considered during communication. In the three things, we found that the emotional help was different, so the effects were also different.

The strength of the emotions driving the group is: the next wave, the party and graduation.

The "back wave" is the various collisions between the front wave and the back wave, which actually resonates with the values ​​of the front wave; the New Year's Eve party uses surprising ideas to arouse the misunderstanding and unexpected fear of middle-aged people; and the graduation of young people who enter the sea does not have this, but quietly among the young people, they only listen quietly and sing silently, without emotional collision, and the voice is small.

Looking at the three times of communication by Bilibili, there is actually no sophisticated routine or communication method. It just firmly locks in emotional marketing at key time points. But not all brands are capable of emotional marketing. This is closely related to products, services and brand tone.

From the big-budget New Year's Eve party, the "Hou Lang" on Youth Day on May 4, to the "Entering the Sea" on May 20, Bilibili has captured the days that have special significance in the minds of young people.

The New Year's Eve party conveyed unconventional and wonderful live performances, becoming a beautiful rebellion of the younger generation against the serious mainstream. The "Houlang" conveyed expectations and encouragement, while "Ruhai" more closely seized the "graduation season", a hot topic that many brands must catch every year to curry favor with young audiences through marketing.

To be precise, "Into the Sea" is an MV, with every word of the song touching the heart. Mao Buyi plays the roles of graduate, driver, white-collar worker, veterinarian, restaurant waiter, coach, live broadcaster and others, and he interprets the state of mind of everyone who is graduating or has graduated. The video expresses the reluctance to leave and sighs about life after graduation. It contains experiences, scenes and emotions that everyone has, which naturally triggers widespread resonance and spreads.

3. Brand’s strategy to capture people’s hearts and minds: emotional marketing

Emotional marketing is a public relations or marketing method that triggers resonance, generates consistent emotional experiences, and enables people to identify with and remember the brand by identifying with the content of the communication. To sum it up in one word, it is: heartfelt .

This word has represented a hit in the marketing world for a long time. Everyone firmly believes that as long as the copywriting and video are thoughtful, the desired communication effect can be achieved. Is this true?

If we carefully observe advertisements or marketing cases with high dissemination rates, we will find that a large proportion of these cases have captured the emotional needs of the audience, mobilized emotions, and triggered memories and behaviors. Therefore, good emotional marketing is the most effective magic weapon for brand communication.

↑Maslow's hierarchy of needs

Maslow's need theory once said that human needs can be divided into functional needs and spiritual needs, among which a sense of belonging and love are indispensable spiritual needs of human beings, and are also relatively easier to achieve among spiritual needs.

Therefore, brands that are good at marketing and public relations will add "emotional resonance" when considering video as a communication medium, in order to achieve the effect of quickly spreading the brand or concept.

3. How to do emotional marketing well? Is it difficult to win people’s hearts and minds?

After studying many brands, we found that in the field of emotional marketing, there are usually the following common labels, such as: trust, friendship, family love, security, dreams, longing, homesickness, nostalgia, gratitude, etc.

If we distinguish between sensibility and rationality, let’s take the emotional marketing during graduation season as an example:

Sentiment: Youth comes only once, reluctance to part, reminiscing about the past, gratitude for companionship, never seeing each other again, parting after graduation, each striving for their own goals, etc.;

Rationality: embarking on a new and unknown journey, the meaning of growth, the advantages of work, the exercise of professionalism, a promising future, etc.

Emotional direction , generally speaking, is a marketing direction that focuses on touching the audience's emotions. It is more suitable for brand public relations and achieves communication goals through emotional transmission and emotional resonance.

The rational direction describes some of the current problems and actual situations from a more objective perspective, which actually stirs the nerves and emotions of the audience.

In the era of information explosion, many brands are using "psychological warfare strategies", and many audiences have become immune to strong marketing messages. Emotional marketing builds user loyalty on the basis of satisfying certain spiritual needs, combining emotion with reason to gain psychological recognition from users.

In fact, brands want to impress consumers by either gaining insight into consumers’ unmet emotions or changing the way emotions are expressed and communicating them in a form that is more easily accepted and recognized by consumers. Whether it is the interpretation of love between young men and women, female independence, or the love between parents and children, three words are important: human touch.

All emotions must be based on the true feelings shared by everyone, and the brand-related information must be softly implanted in the content. Because once the audience realizes that they are being "marketed" in the end, it is likely to have a certain impact on the brand impression. Therefore, good emotional marketing is mostly naturally touching and has weak marketing traces.

Author: Brand Geometry

Source: brand-vista

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