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Bilibili is a platform that marketers cannot ignore in 2020. Under Bilibili's own growth and breaking circle strategy, the platform's marketing dividends are gradually emerging. We have collected relevant reports and information about Bilibili and compiled the data and overview of Bilibili for you, hoping to help brands seize the marketing opportunities of Bilibili. About the overall operation of Station B: 1. According to Bilibili's Q1 2020 financial report, Bilibili's MAU increased by 70% year-on-year to 172 million , mobile MAU increased by 77% year-on-year to 156 million , user interaction reached a new high, and DAU increased by 69% year-on-year to 51 million . 2. While the number of users is growing rapidly, the stickiness and payment rate of the Bilibili community are also further improving. The average daily usage time of users in Q1 2020 is 87 minutes, 10 minutes higher than in Q4 2019, which is a historical high; the number of monthly paying users increased by 134% year-on-year to 13.4 million , and the payment rate increased to 7.8%, doubling compared to two years ago. 3. In the first quarter of 2020, a total of 1.8 million content creators submitted 4.9 million video contents, an increase of 146% and 138% year-on-year respectively. In addition to the traditional AGC sectors, content sectors such as life, entertainment, technology, and knowledge have all ushered in an explosion. 4. In the past, Bilibili's revenue mainly came from the gaming business, but in Q4 2019, non-gaming business revenue surpassed gaming business for the first time . In the Q1 2020 financial report, revenue was 2.32 billion yuan, of which gaming business revenue was 1.15 billion yuan; About the user portrait of Station B: 5. After Bilibili "broke the circle", the new user profile in Q1 this year did not change much. The average age of new users was around 20 years old, and more than 50% of them were from third-tier and lower cities ; 6. The average daily broadcast volume of Bilibili exceeds 730 million , the average monthly user interaction volume is 2.5 billion, and the one-year retention rate of formal members exceeds 80% ; 7. The male-female ratio of Bilibili users is 57:43, 78% of users are aged 18-35, and the proportion of those with a bachelor's degree or above is 10 percentage points higher than the entire network; 8. Among Bilibili users, the largest number of users are from East China (34%), followed by users from South China (21%), users from North China (17%), users from Central China (15%), and users from Southwest China (13%). 9. Bilibili App is the most preferred app by Generation Z users (with the highest TGI value), followed by Douyin, Youdao Dictionary, Kuaishou, and Mango TV; (data source: QM); 10. In the long video and long audio tracks, compared with Youku, Tencent Video, Himalaya, NetEase Cloud Music, and QQ Music, Bilibili ranks first in terms of average monthly users and average monthly usage time; About the community culture of Station B: 11. The annual barrage of B station in 2019 is " AWSL ", which was sent 3,296,443 times last year. In addition, "tears", "famous scene", "wonderful", "catch shrimps", "I can", "welcome home", "inject soul", "main film begins", and "standard ending" were also selected as the top ten barrage hot words; 12. In the early days of Bilibili, the section with the highest number of video submissions was the "Music Section". In 2010, the number of submissions was overtaken by the "Animation Section", and in 2012 it was overtaken by the "Game Section". In 2016, the "Other Section" surpassed the "Animation Section", "Music Section" and "Life Section" to become the second largest section. (Source @Unscientific UP Group, data as of 2018); 13. In the early days of Bilibili, the section with the highest number of video views was the "Ghost Animal Section". Since 2010, the "Ghost Animal Section" has been surpassed by the "Fan Drama Section", "Animation Section", "Music Section", "Life Section" and "Game Section" in turn. The "Fan Drama Section" has been leading in terms of views for a long time. In 2014, the "Game Section" surpassed the "Fan Drama Section". Subsequently, the "Game Section" and "Fan Drama Section" overtook each other many times. In 2016, the "Game Section" and "Life Section" became the top two sections in terms of views. (Source @Unscientific UP Group, data as of 2018); 14. In the changes in the composition of the top 100 UP hosts from 2018 to 2019, the top 100 UP hosts in the life area and technology/digital area increased significantly , while the top 100 UP hosts in the music area, animation area, and ghost animal area declined rapidly; 15. "Life" and "Daily Life" are the most frequently added tags in the videos submitted by the top 100 UP hosts in 2019. In addition, there are also entertainment, stand-alone, foodie, food broadcast, food tasting, etc. 16. The Ghost Animal Zone of Bilibili has long been the birthplace of Internet memes . In the early days of the Ghost Animal Zone, there were four iconic UP hosts who were called the "Four Kings of Sorrow", namely: A Passerby, Itchy Director, Elizabeth Mouse, and Vegetarian Lion; 17. The number of submissions to the game zone has increased by 200% year-on-year in the past year. E-sports users account for 48% of the live broadcast users on Bilibili , and the average daily broadcast time of users in the game zone exceeds 30 minutes. 18. The popularity of "Wizard Finance" in 2019 has led to an explosion in the content of the financial area of Bilibili. Knowledge-based UP hosts such as Luo Xiang and Banfoxianren have successively received attention . In 2020, knowledge-based content will become a major focus of Blibili's content operations; About B Station user content preferences: 19. The top 10 foods that users like to watch on Bilibili are: home cooking, desserts, seafood, snacks, barbecue, hot pot, garlic, Japanese cuisine, fried chicken, and instant noodles; 20. The top three learning videos most frequently watched by users on Bilibili in 2019 were: open courses, English, and postgraduate entrance examinations; but in Q1 2020, the top three learning videos changed to: popular science, humanities, and technology ; 21. In the learning videos on Bilibili, the top three comments most frequently used by users are: "Hahahaha", "???", and "Thank you for your hard work"; 22. Among the B-station series of learning courses, the top three courses with the highest percentage of total comments are: "[B-station's most complete vocabulary collection]", "Python full video tutorial", and "Practicing spoken English alone"; 23. Among the animation works on Bilibili in 2019, the number of Chinese animations (104) has caught up with the number of Japanese animations (110). The total playback time of Chinese animation users has exceeded 300 million hours, an increase of 125% year-on-year. In 2019, an average of 10.8% of new users liked to watch Chinese animation content every day. It can be found that Chinese animation is being loved by Bilibili users . 24. Among the domestic animations on Bilibili, 65% have Chinese historical and cultural connotations, 64% have Chinese style characteristics, and 60% of viewers believe that domestic animation is improving and have a greater tolerance for domestic animation; 25. Documentary has become a feature of Bilibili, especially after the emergence of hits such as "I Repair Cultural Relics in the Forbidden City" and "A String of Life". Currently, Bilibili has more than 3,000 documentaries in reserve, with a total playback volume of more than 2.5 billion. About B Station’s brand marketing: 26. The official classification of UP hosts by Bilibili is as follows: those with more than 500,000 fans are top UP hosts , which are suitable for brands to use to cover more audiences; those with 200,000-500,000 fans are shoulder UP hosts ; those with 100,000-200,000 fans are mid-level UP hosts ; and those with less than 100,000 fans are long-tail UP hosts . Shoulder and mid-level UP hosts are suitable for brands to use to penetrate niche circles, while long-tail UP hosts are suitable for peripheral dissemination through the matrix; 27. UP hosts in the Life Zone of Bilibili are more suitable for categories such as skin care, food, health care, and automobiles. UP hosts in the Technology Zone are more suitable for categories such as 3C and automobiles. UP hosts in the Game Zone are more suitable for categories such as games, food, and 3C. UP hosts in the Fashion Zone are more suitable for categories such as online celebrity makeup and celebrity skin care. 28. Bilibili’s official content focuses on the following six categories: TV series, documentaries, big TV series, big events, virtual idols, and e-sports. Brands’ content cooperation with Bilibili usually needs to be combined with the above six forms for promotion; 29. Bilibili has 2 million cultural labels for community content, covering more than 7,000 core circles, so Bilibili calls itself "everything can be Bilibili"; 30. DingTalk’s “DingTalk is Ding” and Tencent’s “I am the Silly Penguin Who Ate Fake Chili Sauce” are both phenomenal cases of communication on Bilibili. They are also response videos for crisis public relations and have been widely disseminated. 31. Xiaomi entered Bilibili in 2016 with 895,000 fans; Huawei entered Bilibili in 2017 with 770,000 fans; OPPO entered Bilibili in 2018 with 366,000 fans; vivo entered Bilibili in 2018 with 136,000 fans; Alibaba entered Bilibili in 2018 with 707,000 fans; Tencent entered Bilibili in 2019 with 465,000 fans. Author: Interesting Source: Shiqu Research Institute Related reading: Analysis of B Station's product and user growth B station's brand marketing routine |
