The new benchmark for B station promotion in 2022! (Bilibili case)

How advertisements, works and audiences can "coexist peacefully" is a question that brand owners and creators have always been thinking about. In recent years, the knowledge zone has emerged as a new force. How should brands view the marketing trend of the knowledge zone? How can UP hosts realize content monetization here?

01 UP host frequently eats rice, and fans actually flood the screen to thank the brand

From April 20 to 22, UP host "Little John Khan" released two commercial promotion works in succession. As of now, the new playback volume has reached nearly 7 million , and the account has gained 160,000 followers. Most importantly, even when facing advertisements, even high-frequency promotions, the audience's attitude is to "thank the sponsor" , and the relevant barrage accounts for nearly 30%.

The UP host was making money, and fans flooded the screen with messages thanking the brand. Why can little John Khan be so "decent"?

▲Data source-Guoji·Feigua data (Bilibili version)

Let's first analyze the field in which the UP master is located. Little John Khan is a well-known creator in the knowledge area . The knowledge area was born under the influence of the epidemic in 2020. "Home learning" has become the norm in people's lives. This has also officially become the beginning of a hundred schools of thought in general knowledge content. Therefore, in June of the same year, Bilibili added the knowledge area as a first-level classification area.

Chen Rui, chairman of Bilibili, once said that there are 113 million users on Bilibili who consume general knowledge content, a number that is three times the number of college students in China.

The "2021 B Station Creator Ecosystem Report" officially released by B Station shows that general knowledge content accounts for 45% of the total video playback volume of B Station , which has also promoted the vigorous growth of creators in related fields.

▲Image source-Bilibili "2021 Bilibili Creator Ecosystem Report"

In such an intellectual atmosphere, Bilibili has gradually acquired the label of "Bilibili University", which means that more Generation Z people have a strong desire for knowledge and curiosity for general knowledge content.

The knowledge area is also booming with the help of the platform. Little John Khan took advantage of this traffic opportunity to enter Bilibili. A work that revealed the century-old dispute behind the nuclear bomb received nearly 3.7 million views in a short period of time, becoming the "place where dreams begin" for many users in the knowledge area.

The content features of Little John Khan are: a large number of literature references and the UP host's own solid knowledge reserves.

After watching his works, we can conclude that the two key points of his works are the dubbing commentary of the UP host himself and the use of extremely realistic video material splicing . The moment you open it, you can quickly walk into history and want to find out.

▲Image source: B station UP host Little John Khan

02 The success of content is the key to achieving “monetization freedom”

Little John Khan entered Bilibili at the height of the rise of general knowledge content, but without the support of high-quality content, even monetization would be "unsustainable" . It is precisely because of the reading of a large amount of literature and the rich knowledge reserves that intellectual works have a reliable basis and convincing power.

Take the recent business order video as an example. The video promotes the Mibo floor scrubber. The theme is the story of Walter Hunt inventing the safety pin, which achieved revolutionary progress. The revolutionary progress in history is reflected in the promoted product , highlighting the unique functions of the product, which is also a "revolutionary" progress among similar products. This is the interaction point between promotion and content .

▲Data source-Guoji·Feigua Data (Bilibili version)

This work had an increase of 280,000 daily views on the day of its release, and still had an increase of about 10,000 views 15 days later. The commercial work even ranked second in the site-wide rankings, bringing great time and content compounding to the brand.

Are ads annoying? For the audience, yes, but once advertising becomes part of the content , it can be accepted and even praised. This is the current status of content marketing and the consensus that needs to be reached between brands and creators.

03 Is there still opportunity in the knowledge area?

The development of the knowledge area has a promising future. In the days when people have to stay at home, learning knowledge on the Internet is "forced by the situation". However, after this situation begins, general knowledge content has ushered in a booming development , attracting tens of millions of users to actively read it. Therefore, the knowledge area is still the preferred gold-digging position for brands and creators today.

Just like Little John Khan, there is also UP host "Wang Xiao Albert" who has been honing and developing content in the field of knowledge to realize content monetization.

Wang Xiao is well known to the public because he once worked at Observer.com. After leaving Observer.com at the end of 2020, he returned to the public eye with his personal Bilibili account "Wang Xiao Albert".

▲Image source-B station UP host Wang Xiao Albert

On April 21, Wang Xiao released his first commercial video after his return. The playback data of the work far exceeded the average level of UP hosts by 123.75% , more than doubled compared with his previous works. This is also the result of the complementary relationship between content and promotion .

▲Data source-Guoji·Feigua Data (Bilibili version)

The product Wang Xiao promoted was Feike razor, so his content was closely related to "appearance and manners" , citing two British figures who were equally top-notch but had vastly different manners as a comparison.

The similarity between Wang Xiao and Little John Khan is that he also uses a lot of material editing to give the audience an immersive experience, but unlike Little John Khan's dubbing narration, Wang Xiao appears in person in a form that is more like a discussion.

Therefore, he chose to gradually peel off from the explanation of humanities and history, connect his own real life scenes with the previous text, and from the celebrity history to the real scene, the content and the product have an intersection . This is the "eating" operation that the audience likes to see.

▲Image source-B station UP host Wang Xiao Albert

04 Conclusion

As Chen Rui said, with the advancement of technology and the popularization of video, more and more content and services will be carried by video in the future.

This is exactly the case with the knowledge area. The videoization of knowledge is already underway, and in the future more and more general knowledge will be transformed into videos and watched by more users.

Following this line of thought, the monetization opportunities for creators and the marketing value for brand owners in the knowledge zone are about to emerge. From these two perspectives, the knowledge zone is undoubtedly a content blue ocean that cannot be missed .

Related reading:

Analysis of B station advertising promotion!

Tips for increasing followers for UP hosts on Station B!

B Station Brand Promotion Guide

B station advertising account opening, B station video stream promotion introduction

Author:TK

Source: TK