How do brand accounts on Bilibili attract fans and traffic? How do UP hosts on Bilibili get paid for promotion?

Advertising is becoming a new engine for Bilibili's rapid revenue growth. As of Q3 2021, Bilibili’s advertising revenue has increased by more than 100% year-on-year for six consecutive quarters.

Brands, especially those represented by industries such as banking, automobiles, home furnishings and digital e-commerce , not only need to convey brand value and capture the attention of the new generation, but also need to complete conversions in a timely manner to bring visible growth.

B station marketing is roughly divided into three parts:

1. Circle culture and seeding marketing mainly based on UP hosts and OGV placement;

2. Integrated event marketing that freely combines public and private domain traffic;

3. And directly build a brand marketing platform for the UP master.

New home appliance brand '*Mi' is a typical combination of circle culture and grass-roots marketing

The UP hosts’ content covers digital technology, cute pets, and food, and include both creative content that boosts brand impressions and videos that directly get to the selling points. After the content is released, it is spread through Bilibili’s commercial takeoff products (content heating tools, i.e. commercial traffic push). Finally, traffic is directed through the purchase reservation link at the bottom of the player, forming a complete marketing chain.

During Double 11, *mi’s on-site search volume increased by 168% year-on-year. The brand index within Bilibili, that is, the brand influence ranking, has risen from 12th to the highest 3rd place. Another skincare brand, *Yu, attracted 500,000 new users to its Tmall store through a 4 million yuan UP host investment, and ultimately achieved a transaction volume of 10 million yuan, with an ROI of 2.5.

Car companies promote brand marketing, cross-circle UP hosts attract 1.446 million fans

In order to build the launch of the new car into an event, Buick Verano PRO deployed UP hosts from across circles, including UP hosts in the food, home dance, handicraft, and cycling areas, to accumulate popularity, and used public domain traffic to create the topic #快乐小Pro站有内味了# to gather discussion. Ultimately, 11 of the videos were listed on the B station's popular list, 7 were on the site's ranking list, with a total playback volume of more than 12.8 million and a pageview volume of over 66.8 million.

Lynk & Co cleverly used oCPC on Bilibili to improve efficiency and maintain costs. In the first phase, it used commercial interests as the directional cornerstone and targeted interest groups such as "vehicles, travel, outdoor, and investment". After entering the second phase, it used the "intelligent volume expansion" product function to carry out more refined intelligent expansion of interest groups, achieved a breakthrough in scale based on the original core group , guided users to make appointments for test drives, enhanced brand communication and test drive conversions, and ultimately achieved costs 50% lower than the target bid .

There are many cases in terms of brand accounts. One of the most successful cases is the emerging car brand Lynk & Co., which co-created an advertising song with the virtual artist "Ling Yuan". It has been on the B station hot list three times and attracted a large number of fans to spontaneously create secondary content such as covers, memes, and support. Inspired by user comments and interactions, Lynk & Co also quickly launched Lingyuan customized car stickers and a three-piece car set consisting of key chains, pillows and eco-friendly bags.

At present, Lynk & Co has gained 1.446 million fans, which is comparable to the top 100 UP hosts in terms of the number of fans alone.

B Station "Brand Bank" promotes the formation of brand value

Bilibili defines itself as a "brand bank" and uses a formula: brand assets = brand content + user relationships.

This year’s new consumer brands are a typical example. The industry's investment and financing fever has been so intense that investment institutions have been scrambling to get a market share in the first half of the year. However, in less than half a year, many brands have seen their dreams come to an end and no one is interested in them anymore. A big reason behind this is that after some new brands stopped buying indiscriminately through major channels, their repurchase rates were extremely low. Investors and entrepreneurs have to enter a new period of review and cooling off.

The COO of Lanshiwendao said that many advertisers pay too much attention to the short-term advertising effects when choosing market promotion, but ignore the construction of brand advertising. A simple advertising model based on sales conversion, that is, how much advertising fee is paid and how many orders are converted after the advertising is completed, as well as excessive promotional activities and low-price product strategies, will, to some extent, bring some hidden dangers to the brand image and long-term value.

The loss of brand value will be directly reflected in product pricing and market population, which is a real market share. More and more companies have discovered that if they try to build a long-term foundation, they must strike a balance between short-term marketing and long-term accumulation of brand value assets on the marketing side.

How to grasp the budget ratio between brand advertising and performance advertising is an important part of testing the business capabilities of the marketing department and the company's top decision-makers.

In the future, the prices of resources from major channels will only gradually increase. Among these, on the one hand, the increase in operating costs, including social and industry operating costs, will lead to an increase in operating costs for all platform companies; on the other hand, the current macroeconomic situation, coupled with the relatively loose monetary policies in various countries and regions after the epidemic, will further push up prices in the entire advertising market.

Advantages of B Station’s performance advertising

Bilibili’s performance advertising is based on a young user base with diverse interests. While maintaining a good user experience, it helps suitable advertisers:

1. Reach high-quality advertising audiences: More than 60% of Bilibili users are young users aged 18-24, a consumer group with high potential.

2. Accurately reach interest circles: Bilibili has a unique community atmosphere and more than 7,000 interest circles. Bilibili's performance advertising helps advertisers easily reach young users' interest circles based on their crowd targeting capabilities.

3. CPM and CPC are precisely targeted to different groups, and prices are independently controlled.

Related articles:

B station's brand marketing strategy

The three logics of B station operation

Brand promotion guide on station b!

B station marketing promotion rules