In front are the old dominant players such as WeChat and Weibo, and in the back are the competing forces such as Douyin, Kuaishou, and Bilibili. With the rise of many social media platforms, the marketing activities of many brands have also begun to shift to these platforms.

However, how to choose a platform and select corresponding marketing strategies based on the platform’s advantages is a thorny issue for many brands today.

1. Social Media Ecology from an Omnichannel Perspective

Generally speaking, we divide media into traditional media platforms and social media platforms .

Traditional media platforms, such as television, radio, newspapers, magazines, etc., are one-way, centralized, and information-asymmetric. They are one-way information platforms.

Social media platforms, whether it is Weibo, WeChat, Douyin, Kuaishou, Xiaohongshu, etc., are two-way interactive and more decentralized communications, so their information is more fragmented, but more complete.

When we talked about brand building in the past, the traditional conversion paths were all product-centric. This is a typical funnel model, from exposure to cognition to preference and liking, and then to purchase and then to loyalty.

Today’s social conversion path is people-centered. Whether it’s brand building or sales conversion, it’s all about people making more introductions, planting seeds, purchasing, etc. Conversion is happening all the time and everywhere, and it’s more like a ripple-like conversion model.

So if we look at it from a media perspective, we need to transform from a single communication perspective to an omni-channel business growth perspective from production to services.

Let’s take a look at Weibo’s data for September this year. This is a trend chart of the platform share of social media delivery.

From this picture we can see that Weibo, Tik Tok and WeChat account for a very high proportion ; Xiaohongshu has a large number of fast-moving consumer goods and lifestyle brands, so the scale of its investment is also very large; followed by Bilibili, and others include Zhihu, Miaopai, Yizhibo, Taobao Live, etc., and finally Kuaishou.

Among them, on various platforms, the investment of mid-level influencers is now the main force of various brands. On Douyin, Kuaishou, and Bilibili, there are relatively more investments from the tail KOLs and UP hosts. It can be seen that mid-level and long-tail accounts are becoming more and more popular among advertisers.

In addition, more and more brand owners will choose a combination of methods for advertising. Among them, 66.4% of brands will choose to combine advertising on 2 to 4 platforms, and 18.6% of advertisers will choose 5 to 7 platforms.

Taking the fast-moving consumer goods industry as an example, maternal and child care, food and beverages, and beauty and daily chemicals all use a combination approach.

For example, the biggest combination for maternal and child care is Douyin + Weibo + WeChat; for food and beverages, it is Douyin + Kuaishou, and because its unit price is relatively low, it needs more platform exposure opportunities; beauty and daily chemicals focus more on conversion platforms, such as Douyin + Bilibili + Weibo, etc.

It can be seen that the trend of social media marketing integration is becoming more and more obvious at present.

But with so many platforms, what are the user characteristics of different platforms? What behavioral preferences do these users have? At the marketing level, what should brands do and what kind of marketing resources are available? What are the opportunities for conversion and monetization? At the case level, what are some interesting cases worth sharing?

Next, I will introduce these platforms one by one.

2. WeChat

First, let’s take a look at WeChat. I think WeChat can be regarded as a microcosm of Tencent, so in this section we can talk about the overall situation of the Tencent system.

We regard Tencent as a tool-type middle platform. It uses WeChat and WeChat for business as its entry point, and has always been talking about the value of "connection". Today, WeChat has 1.2 billion monthly active users, WeChat Work has 60 million users, and covers 2.5 million companies.

Tencent has recently been talking about the concept of "Tencent Trading Field". Whether it is branding or marketing, we can find more and more opportunities to connect people and businesses in the Tencent ecosystem.

So when we look at Tencent's marketing, we can look at it from four dimensions: private domain, public domain, touchpoints, and long-term effects :

1. Private Domain

In the private domain, Tencent put forward a good metaphor, which is that you can understand Tencent's platform as the concept of "self-built property" .

At Tencent, you can open a public account, a video account, create mini-programs, build a community, and connect to corporate WeChat. This kind of connection is like building your own house. It may not be fully decorated, but you can continuously enrich the connection methods here through your own brand tone and marketing needs.

For example, in official accounts and video accounts, we can do content construction, transaction conversion, and have different faces for different people; in communities, we can convert business opportunities, fission sharing, and carry out refined operations.

We can talk about Mini Programs in detail. According to the data from Q1 2020, Mini Programs currently have 400 million daily active users, and the transaction volume of Mini Programs in 2019 exceeded 800 billion. The transaction volume in the first half of this year has already exceeded this figure.

In addition, compared with platform e-commerce, the data we have seen is that the overlap between mini program users and platform e-commerce users is only 18%, which is a very low user overlap. This means that mini programs are a channel for acquiring high growth in new customers.

Moreover, there is no platform deduction for the GMV of mini programs. In terms of sales, it can increase the brand profit margin by 25% to 30%.

Including many traditional stores such as clothing stores, the business hours from opening to closing are limited. According to the data, 7.5%-20% of sales data comes from the store’s closing time, which can create new trading periods for the store.

From this perspective, mini programs are a very good platform that can help people expand their customer base and gain incremental business.

Finally, there is corporate WeChat. In the past, we added shopping guides through their personal WeChat, but now there are many shopping guides and they may recommend corporate WeChat to you.

On the one hand, the customer base is the company's own asset, and using WeChat for Business will not cause customer outflow. The salesperson will not take your customers with him. On the other hand, WeChat for Business is also a promotion platform for aggregated marketing, and there are many aspects of it that can be connected or customized with the official account.

2. Public domain

Tencent has a lot of things regarding the public domain. It has various content circles. Everyone can do IP or in-depth content cooperation to create emotional resonance with users.

Whether it is an APP within the Tencent ecosystem or an APP outside of Tencent, it can help everyone integrate and optimize the content and traffic.

3. Contact

Regarding touchpoints, if divided by online, offline, mini-programs, and enterprise WeChat, Tencent provides everyone with a lot of touchpoints. According to incomplete statistics, there are probably more than 50, as shown in the figure below.

4. Long-term growth model

Finally, let’s take a look at Tencent’s long-term growth model.

Many times, what we focus on during advertising is the immediate conversion brought about after the advertising. But what we should actually pay more attention to is the long-term conversion brought about after the launch.

Long-term conversion refers to continuous conversion with mid- and long-tail effects, such as the GMV that the users we reach can contribute in the next year.

In addition, there is also private domain sedimentation and conversion. That is, after users settle in our brand's private domain traffic, they will continue to convert multiple times. This part is equivalent to just starting it up, and there is no need to carry out the new customer acquisition process.

The conversion during the entire life cycle refers to the conversion brought about by the user's entire life cycle and the fission and new users generated by it. This requires us to take a longer-term view of the entire life cycle of users and the resulting delivery effects.

3. Weibo

Weibo has 486 million monthly active users and 210 million daily active users. Mobile users account for 94% of its users. Users under the age of 30 account for 81% of its core users. Users with higher education account for 78%. Users in third- and fourth-tier cities account for 57%, so Weibo is actually very popular.

Today's Weibo is increasingly becoming a square-type platform. A square-type platform means that it may be a gathering place for big and small things, and there is a possibility that hot topics will happen anytime and anywhere.

However, the square-type platform is more about transmitting messages, and the interaction among people here may be relatively less. The main reason is that there are a large number of celebrities and opinion leaders on Weibo, and it can be said that they have mastered the core discourse power of Weibo.

There are 28,000 top entertainment stars and related accounts here; there are 780,000 top creators; at the same time, there are more than 3,000 MCN organizations operating their own Weibo platforms; and there are 1.5 million companies and organizations promoting their official news on it.

These accounts connect 486 million users, so you can see that it has become a very official information delivery platform.

Another particularly interesting data is that celebrity fans on Weibo account for more than 50% of Weibo’s monthly active users. This means that if a brand has a celebrity endorsement, it can mobilize the power of fans.

In addition to using celebrities’ Weibo accounts, brands also need to leverage the platform’s big world to bring themselves more traffic.

For example, Weibo often has major time node events such as the 5th anniversary of a star, star birthday season, new song releases, stars + festivals, etc. Weibo will have the corresponding resources and launch various support and confession activities. These brands can customize them according to their own tone and needs.

The marketing focus of the entire Weibo platform is very simple, which is to "create hot searches and become popular" as much as possible, gradually stirring up the influence from fans to the circles they are connected to, and then to the general public.

We can divide this into three steps.

Create topics: Use the “topic page” as a platform to aggregate content. Make the topic as informative as possible about your brand.

Expert assistance: You can combine some mid-level experts, high-quality fans, and KOL’s grass-planting links to select the circle matrix.

Celebrity endorsements: This part is mainly about mobilizing fan culture and using fan culture to boost topics.

In addition to Weibo's overall platform, the "Weibo + X" model can be used from exposure and interaction to conversion.

Weibo + news client are the interconnected and complementary contents.

Weibo + e-commerce can realize a closed marketing loop from planting grass to pulling grass.

Weibo + video, whether it is long or short video or live broadcast, Weibo has the corresponding position for conversion.

Weibo + search, the Weibo hot searches here may be a platform for everyone to learn about new things after dinner every day, so in the hot search section, the promotion of hot searches, precise targeting and search easter eggs are all opportunities to be explored.

I would like to focus on the commercialization of Weibo. It is combined with Alibaba's U-micro plan to link the data systems of social platforms and e-commerce platforms, breaking the consumer barriers of brand social "planting grass" and e-commerce "pulling grass", and can help brands achieve omni-channel marketing.

The entire chain is exposure and reach - mental influence - traffic diversion and conversion - mind occupation - preparation for harvest.

In short, it is from advertising reach on Weibo to accumulation of brand assets, and finally secondary reach on the Alibaba platform to achieve brand elimination.

4. Tik Tok

According to the data released by Douyin in August this year, Douyin has now become a big pool with more than 600 million daily active users.

Many people think that Douyin is a particularly trendy and youthful platform, but Douyin has actually completed its layout in multiple cities. The proportion of Douyin users in third-, fourth- and fifth-tier cities has reached 70.5%.

1. Extremely high content consumption time

In terms of user usage time, 38% of users use the app for more than 30 minutes per day on average, and the average monthly usage time is more than 28.5 hours, an increase of 72.7% compared to the same period last year.

We can see that the characteristic of Tik Tok is that it has an extremely high content consumption time. This length of consumption time is largely due to TikTok’s “centralized” algorithm recommendation, which constantly guesses and recommends content that users like and care about.

The sense of unknown brought about by each slide, immersive or extremely rich video content, and some interesting challenging tasks that are easy or difficult to complete can all help brands connect with users well.

2. Technical support and creative interactive gameplay

In addition, the continuous updating of Tik Tok's technical flow and creative interactive gameplay can also bring more freshness to users.

For example, 3D photo albums, material masks, dynamic comics, character mirrors, including some sticker special effects, all can be customized and used by brands.

3. Extremely short conversion path

Tik Tok’s vertical screen mode can also shorten the communication path between brands and users, and achieve rapid conversion from reach to action.

In the traditional horizontal screen advertising interaction process, if users want to see clearer advertising content, they may need to turn their phones to horizontal mode. If they want to jump to other e-commerce platforms, they have to adjust it back to vertical mode. Sometimes they even have to go back to the advertisement to like, comment, and share.

In Douyin, the interactive process of Douyin vertical screen ads is that users can watch directly, like, comment and share. If the content of the ad is interesting, it can also encourage users to participate in secondary creation.

From the perspective of advertising effectiveness, the playback completion rate of vertical screen ads like Douyin will increase by 9 times, the visual attention rate will increase by 2 times, and the subsequent secondary creation by users will be 23 times that of ordinary ads. The user activity rate can be directly increased by 41%.

4. Marketing focus of Douyin

Therefore, the marketing focus of Douyin is to use "high-quality content + fan interaction" to boost dissemination.

So we often see brands investing in similar content on Douyin. This is because its content model has been verified and users will interact. Brands will use the same content model and copy it to different influencers and KOLs.

This content model tests the quality of content through the viewing and completion rates of the first batch of users, as well as interactive data.

Of course, we also need to monitor the impact of these interactive behaviors and follow up continuously so that this data can flow back to the account or brand homepage, as well as our Douyin store, online store, etc.

5. Three-domain integration simulation

If we look at the Tik Tok model in a structural way, it is divided into three parts: private domain traffic, public domain traffic, and commercial domain traffic.

Private domain traffic. If you have an account on the Douyin platform, the components here, private messages, CRM data, the entire account system construction, etc., all belong to the private domain part, which requires us to optimize through continuous data operations.

Public domain traffic mainly refers to recommended traffic, such as Douyin+, etc.; commercial domain traffic refers to information flow, opening screen, fixed position, etc. We must seize these two traffics.

How should the three domains within Douyin be matched? Here we can do a launch simulation, that is, simulate the launch of a new phone to see how mobile phone brands use Douyin as a base to drive online and offline linkages.

The first step is private domain traffic.

On the Blue V platform of mobile phone brands, when new phones are launched, it will create a header image to introduce the new products, and the new products will have corresponding links to the official website.

At the same time, in conjunction with the new products, they will also launch some challenges, make customized videos with celebrity spokespersons, carry out some small activities such as new machine tutorials, etc. All of these will also be matched with corresponding shopping carts and other conversion links.

The second step is business domain traffic.

Commercial traffic includes splash screen ads, information flow ads, press conference live broadcasts, etc.

The third step is public domain traffic.

Public domain traffic is mainly used to continuously add good content, increase potential energy, and divert traffic to one's own private domain traffic pool.

Whether it is a celebrity or a user, the content can be directly added to the shopping cart or store address, including their own corporate account and employee account. They can publish content related to new products and participate in activities such as interactive challenges.

After all the traffic is directed to the online shopping cart, there will be a more detailed introduction to the product selling points; if it is directed offline, the main offline promotions are discounts and special benefits.

In this way, online and offline sales are synchronized to form a closed-loop traffic diversion.

The core system we consider here is the number of clicks on the advertisement itself, the number of participants in the challenge, the number of followers of the account, the interaction rate of the mini program, and the final conversion rate into the store. This is an assessment of the entire process.

6. Case Study

Here we give two examples.

One is Clarins cosmetics, which has launched a hydrating product. It launched a challenge on TikTok, #水被我控制着, and customized a usable water-locking sticker.

It lets experts shoot videos on how to lock in moisture, and then mobilizes user participation. The total number of participants was 340,000, and the number of video views generated reached 480 million, which is very impressive data.

During the entire promotion period, the Douyin and Tmall platforms were also linked, with the sales of the Tmall flagship store increasing by as much as 20%.

Another example is the cross-scenario linkage example. Douyin often organizes city challenges and city activities. If we have offline stores in this city, this is also a very good opportunity for the brand.

For example, "Happy Lemon" participated in some offline city challenge activities of Douyin, with the theme of "Sorry, we are not familiar with each other", which brought 180 million topic readings, and the traffic brought by all the content will be directly directed to the stores.

Happy Lemon’s 210 stores saw a 70% month-on-month sales increase during the entire event period. During the event, they also recommended a single product, the sales volume of which increased by 117% month-on-month.

5. Kuaishou

If Douyin is a platform with very rich content, then Kuaishou is a sharing platform for average people in society. It is a place full of fun and folk masters.

According to Kuaishou's Q1 data, Kuaishou has 443 million monthly active users and more than 300 million daily active users. In 2019, 250 million people posted works on Kuaishou, of which more than 64% were from third- and fourth-tier cities.

The difference between Kuaishou and Douyin is that Douyin is a content-oriented, centralized content distribution platform, while Kuaishou is a very typical circle social platform, behind which is everyone's real life.

The interactions between KOLs and their fans are similar to those among acquaintances in a social circle. The sense of identity of values ​​within the circle is extremely high, and can even extend from the online social circle to real life.

Therefore, compared with Douyin, Kuaishou's "decentralized" model is not easy to create popular content, but it is easier to create stickiness among users.

Therefore, the marketing focus of the Kuaishou platform is "old iron" social relationships + "real" content + smooth conversion.

1. “Old Iron” social relationship

In terms of people, Kuaishou proposed the concept of "human cube". According to the logic of communication, people can be divided into three categories.

The first category is people who promote products , such as celebrities and influencers. They all have strong coverage attributes and are very contagious.

The second category is the fission people , which include many seed users, community owners, brand agents, etc. They are real people, and they will also post information related to the grass-planting content and provide such services, so they are the diffusing force.

The third category is channel people , such as sales clerks, wholesalers, small shop owners, etc. They can make direct connections, channel operations, e-commerce sales and offline traffic, which is sales power.

Xiaomi's direct store owners in many cities have opened their own Kuaishou accounts. They can not only boost the activity of local rice noodles and increase stickiness, but also bring about direct product communication and promote the conversion of transaction volume.

2. “Real” content

When creating content on Kuaishou, brands need to create exclusive content for the Kuaishou ecosystem.

The first type is emotional content, which requires greater susceptibility to the Kuaishou platform, with storytelling, appeal, relevance, etc., such as situational sketches, real-life documentary shorts, street interview videos, small theaters, etc.

The second type is interesting content, which needs to be creative, novel and fun, such as some brainwashing songs, magical dances, and cross-dressing skits.

The third type is useful content, which can tell some product information, promotional offers, etc., such as online celebrities’ store reviews, direct shots from the place of origin, etc.

Take JD’s Kuaishou and Douyin accounts as examples: On Douyin, JD is more restrained in creating content. When it comes to Kuaishou, JD’s account has a lot of fun and is more free and easy, using the Kuaishou style. In addition to content, the two platforms also present different interactions with users.

3. Smooth conversion

The conversion on Kuaishou mainly involves three touchpoints, namely commercial touchpoints, open touchpoints, and private touchpoints. After the content of each touchpoint is completed, the corresponding landing entrance needs to be laid out to achieve better conversion.

Kuaishou also provides corresponding functions, such as forms, phone calls, appointment consultations, application pages, and registration pages for obtaining leads; store addresses, coupons, online official websites, shopping malls, etc. for attracting new traffic; and order placement, product showcases, shopping carts, external link mini-programs, etc. for sales conversion.

4. Case sharing

Pechoin once launched a new product, facial mask, and when promoting it, it used the "human cube" model on Kuaishou.

The people who promote the product are mainly celebrities and big Vs who are good at promoting the product. These people who promote products are not traditional beauty bloggers, but more internet celebrities, and their fans also have beauty needs.

Celebrities and influencers post short videos through their accounts, calling on fans to participate in brand topic activities. Various influential Vs produce creative videos related to brand topics, providing reference templates for fans and inspiring more people to participate in the interaction.

The people for fission were selected by Pechoin from various sales channels across the country. Every online employee is required to post interactive content with original brand topics on their respective Kuaishou accounts and Moments.

At the same time, offline stores will also cooperate with corresponding operational activities, and event participants can go to the store to participate in the experience and one-stop service related to the products.

The final marketing effect was that nearly 9 million people participated in the online event, the number of likes exceeded 200,000, and the number of UGC uploaded works exceeded 2,000; more than 60% of the single-day performance of the offline "Meilunmeihuan" cosmetics store was contributed by Pechoin, while it was only about 30% at other times.

It can be seen that this kind of human-cubic publicity model has a great promoting effect on brands with low unit prices and high consumption frequency.

Let’s take a look at another brand that has very interesting content: Harbin Beer. (hereinafter referred to as "Harbin Beer")

When Harbin Beer cooperated with Kuaishou, it carried out multi-dimensional creation around the "pulling the lid" action. It is integrated with hip-hop street dance, and technical experts switch lenses to show the lid-pulling action in a cool way. It also makes many creative and fancy lid-pulling actions to guide more users to imitate.

Many Kuaishou users also imitate the videos of big Vs in this way when ordering beer in their daily lives, which leads to a lot of user co-creation.

This culture was specifically chosen for regional dissemination in the Northeast region at the time , and user participation and enthusiasm were also higher. The final result was that nearly 9.3 million users participated, and the total exposure reached 33.79 million.

This can actually give us an inspiration. When Harbin Beer chose to create content for its products, it did not follow the traditional advertising approach of talking about the purity of taste, but chose a very magical symbol. This symbol is very easy to spread and copy on the Kuaishou platform.

6. Little Red Book

Compared with the previous platforms, Xiaohongshu is a platform that is more oriented towards female users and is more life-oriented . So this platform has 250 million registered users, 80% of whom are female users , 70% of whom are born after 1990, and 60% of them are users from first- and second-tier cities.

Therefore, many young people will go to Xiaohong to search for delicious, fun and interesting lifestyles and learn about consumption information. Brands can establish connections with users and convey brand stories through a large amount of grass-roots content and interactions.

For example, beauty brands regard Xiaohongshu as a platform that they must invest in . Regardless of whether the conversion occurs on Xiaohongshu or not, or even if the purchase is made on other e-commerce platforms, the step of planting grass on Xiaohongshu is absolutely not to be skipped.

The distinctive features of Xiaohongshu are authenticity, beauty and diversity.

Here, you can see the real users’ word-of-mouth content and interaction data, and listen to the users’ voices. In addition, the quality of pictures taken by both ordinary users and KOLs is very high, and they are very good at telling stories and creating scenes for you.

After reading these things, users will feel that this is the creator of a better life and will want to experience it.

Its diversity is reflected in the fact that whether it is a niche brand or a big brand, they can enter into various scenarios here, find their respective target users, and then amplify them.

Therefore, the logic of marketing on Xiaohongshu is also very simple. The purpose is to allow users to discover content they like here. When users participate in interactions, they mark their lives through pictures, texts or videos, which will then be aggregated into word-of-mouth communication and trigger discussions on related topics. After planting the grass, users can directly purchase the product through the link.

Xiaohongshu also provides data insights, traffic reach, content marketing and transaction closed loop.

Many brands, especially beauty brands, will build their own brand accounts on Xiaohongshu and then open up the transaction links on Xiaohongshu. Of course, there are also many brands that cannot do this because the platform fees of Xiaohongshu are not low. Whether it is the commission on traffic operations or the commission on transaction amounts, they are both quite high.

However, this does not prevent brands from promoting their products on Xiaohongshu, as its conversion rate on other platforms is still very good.

Therefore, the entire commercial logic of Xiaohongshu is to create grass-planting content after the demand is generated. The grass-planting content can be integrated into the brand customization area, and can be used to make information flows on the discovery page and customize the topic page. All of these contents can be directed to the purchase process, allowing users to enter the flagship store.

At the same time, you can also connect with celebrity influencers who cooperate with the brand and directly add product links in their notes, allowing users to click to jump.

Take Friso milk powder as an example. On Xiaohongshu, it has made very precise information flow delivery, mainly targeting mothers and babies.

Then Friso created a hot search topic, and users would see this topic in the hot searches, and those who had needs would click in to check it out.

Clicking on a hot topic will take you to a customized topic page, which aggregates a lot of content. Some of these contents are their own brands, and some are non-branded, but they are all related to this topic, and they will also encourage users to create native UGC and share content.

Tiffany's campaign was even simpler. Its theme was "Show off my Tiffany." Through splash screen ads, traffic was directed directly to the brand's online store. Then, a customized topic page aggregated content. Then, through various celebrities and influencers, everyone was called upon to participate in creating high-quality notes and accumulating content. In the end, more than 1,200 original high-quality notes were collected.

7. Station B

Bilibili now has 172 million monthly active users, 80% of whom are under 30 years old, and there are more than 1.8 million monthly active UP hosts. In the past five years, the average age of new users at Bilibili is 21 years old, so this is a very young user base.

The average daily video playback volume exceeded 710 million throughout 2019. The data in 2020 is even more exaggerated. The average daily usage time of users even reached 120 minutes, which is almost the APP with the longest average daily usage time except for mobile games. WeChat is only 85.8 minutes.

In the field of live streaming, Bilibili is even more terrifying. In 2020, the total time spent on live streaming by Bilibili users was 190 minutes, crushing Douyin's 129 minutes and Kuaishou's 120 minutes.

People will find it difficult to define Bilibili, because today's Bilibili is not just the two-dimensional community that we used to call it, but a more comprehensive content platform. This is also what Bilibili has emphasized in several rounds of cross-circle communication activities this year, such as the New Year's Eve Gala, Satellite Launch, and the "Houlang" screen-sweeping activities.

Therefore, many netizens online say that Bilibili is becoming "Tik Tok + Zhihu" or "the video version of Xiaohongshu" and other various arguments.

The commercialization density of Bilibili is very low, and it only opened up some conservative commercial cooperation in the second quarter of 2019. However, Bilibili 's unique language system: memes + jokes + emoticons + barrage, and its users' strong stickiness and loyalty have formed a closed ecosystem during its rapid growth.

When we engage in commercial cooperation, the space for brand application is actually very limited, because the local culture is too strong. If brands tell stories in traditional ways, they will naturally encounter resistance from users of the Bilibili platform.

Bilibili once conducted a survey on users’ attitudes towards marketing and found that users actually support UP hosts taking advertisements, which we call “making money”, but they oppose you ignoring everything and just “making rubbish”.

They can clearly tell which things are just water content and which things are paid for, so they will require you to have extremely high content quality and ensure the authenticity of the content.

And when UP hosts cooperate with brands, they don’t need to be embarrassed. Just tell everyone openly that this is a cooperation. For users of Bilibili, this frank approach can actually win their favor.

It should be noted that the UP hosts on Bilibili are not cheap, so you still need to choose carefully when placing your content.

For top UP hosts, with a fan base between 2 million and 5 million, the offer is approximately RMB 100,000 to 600,000; for shoulder UP hosts, with a fan base between 500,000 and 2 million, the estimated offer is RMB 50,000 to 300,000; for mid-level UP hosts, with a fan base between 500,000 and 500,000, they may have the highest cost-effectiveness, with an estimated offer ranging from RMB 10,000 to 100,000; for local UP hosts, with a fan base of 10,000 to 50,000, they are emerging small UP hosts, and the estimated offer is approximately RMB 5,000 to 50,000.

When judging these accounts, you can look at the number of fans, playback volume, number of likes, fan portraits, content tone matching, etc. Bilibili has also launched its own content delivery platform, and everyone can make a comprehensive judgment based on these data.

Other experience value bonus items, such as the effectiveness of similar brand placements, UP host cooperation, and UP host video production level, are all options for reference.

If your product is special and has strong content attributes, you might as well try it on Bilibili. There are many brands on Bilibili, such as 3C digital, beauty and fashion, professional services, and entertainment services.

Here we also share three cases from different categories. You can refer to them and see how they do content marketing.

When OPPO was promoting its fast charging, it cooperated with the well-known UP host Paperclip on Bilibili to produce a popular science video "Why does your phone charge so slowly? ”, transforming the functions of mobile phone charging products into knowledge points and using figurative analogies to make this video.

Coca-Cola has launched a Coca-Cola coffee. According to the usual marketing advertisements, it is to review a beverage and talk about the taste, or the feeling of opening the bottle, making a "puff", and drinking the refreshing drink.

But on Bilibili, Coca-Cola invited a UP host to do an informal review. This video is: Putting Coca-Cola coffee in a humidifier can stimulate the liver all night long? Unofficial reviews like this are extremely popular on Bilibili.

Roewe cars are also very interesting. It invited a UP host who is a film and television editor to make a video on how to shoot the scenes in one's mind, to tell a popular science video about storyboards.

When he was explaining the storyboard, he presented every angle of the car frame by frame. From the interest of the content, it far exceeded the car advertisement itself, and also affected the people it was intended to affect.

These three cases are actually typical representatives of Bilibili’s style. They can be used as references whether you are doing content or marketing.

8. Zhihu

Although Zhihu’s DAU is only 45 million, the average daily usage time of Zhihu users is relatively long, exceeding 70 minutes. Zhihu users hope to obtain reliable answers efficiently on this platform.

Zhihu has grown from a question-and-answer community to a content community, and now to a super community that can connect products. All of this is based on trust.

Zhihu has a lot of topics in the fields of life, health, education, technology, etc. These topics are not outdated after being discussed today, but can continue to accumulate and continue to stir up the user circle.

You can go and check out the high-quality questions and answers on Zhihu. Even those from two years ago are still ranked at the top. The good content on Zhihu will never be forgotten by the Internet.

Zhihu is an important channel for finding answers to user behavior. For example, users will pay attention to public opinion about new product launches and seek professional answers to information blind spots.

In addition, among the users, there are many big V users who are professional employees with a certain cross-border influence. This can actually allow different user circles to have a certain connection, rather than the closed circle like Kuaishou.

Another thing is that the distance between users and celebrities will become closer here. If you @ a celebrity on Weibo, the celebrity may rarely reply to you. But on Zhihu, you can ask questions to celebrities, and they may reply by thanking you for the invitation and then answer the question seriously.

In a way, the distance between users and celebrities is closer. If a brand uses celebrities, it can also create this kind of close distance and turn an endorsement into a way of interaction to bring users closer.

Zhihu's commercialization also revolves around content. It used to be a platform for "consuming content", but now Zhihu has begun to guide content towards consumption, using high-quality content to effectively open up new consumption channels.

For example, when it comes to men’s beauty, some experts will recommend one-stop shopping guides, nanny-style shopping suggestions, and recommend some men’s skin care products.

Zhihu has also connected content and consumption, and content and services, using "content" to connect "consumption" and "services" to form a closed transaction loop.

In the consumption section, Zhihu has opened up the consumption chain. From content planting to content consumption, there are Zhihu’s good product recommendations and little blue stars. Recommending good products is the part that accumulates word-of-mouth, which will accelerate consumers' quick decision-making. The Little Blue Star is Zhihu's certification list, and it hopes to create a position that consumers trust.

In the service section, Zhihu connects things like online education, car test drives, and online ticketing. From the perspective of Zhihu's knowledge sharing, watching cars and chatting about cars, traveling to film and television, and then providing corresponding content services. These are all commercial contents that Zhihu is currently open to.

In addition, we can not only do Q&A when doing Zhihu, but also extend to the corresponding industries, but also participate in some Zhihu's annual IPs.

These IPs are very good content, such as Zhihu’s Super Brain Challenge, New Education Youth Conference, and some operational activities done by Zhihu in various cities. Everyone can make relevant matches based on their own nodes.

When making this platform IP, we not only need to look at the data of PV and UV, but also the value of the content of this platform and whether it can bring secondary dissemination on other platforms.

In this way, you may have accumulated good stories and content on Zhihu and then amplified on other platforms, which will increase the potential of the brand.

For example, the cooperation between Natural Hall and Zhihu, they raised a question on Zhihu, that is, what kind of wind and sun exposure should be faced behind the uncommon hobbies?

They invited many different cross-border professionals on Zhihu, including extreme athletes, divers, geologists, film and television directors, and especially film and television directors who go to the no-man's land, who are often outdoor activities.

These people from different professions tell their own stories on Zhihu and tell the story of the wind and sun that they have experienced, and also incorporate the product itself into the middle. Through this UGC+PGC content joint output, the good content and brand story are told very thoroughly.

This content is not only very popular on Zhihu website, but also very popular outside Zhihu website, and the secondary communication of other platforms is also very good.

IX. Conclusion

Finally, let’s summarize the above 7 platforms.

Among them, Tencent-based platforms such as WeChat are more like tool-type middle-end platforms, and everyone needs to explore them like they are built in their own houses. You can review the other 6 platforms by looking at the picture below.

That’s all for today’s content sharing, thank you everyone.

Author: Mantou Business School

Source: Mantou Business School (mantousxy)