B Station Brand Marketing Guide!

In May 2021, Bilibili released its first quarter 2021 financial report. Among them, the monthly active users reached 223 million, a year-on-year increase of 30%. It can be seen that the young users of Bilibili are growing rapidly and with high quality. As an active gathering place for young people, Bilibili has strong user stickiness and unlimited commercial potential.

Capturing young people has become one of the most important goals of a brand. As a mainstream social platform that is deeply loved by young people, Bilibili has been valued by more and more brands. Bilibili has become the mainstream position for brand youth marketing. So, how should brands make good investments and conduct high-quality marketing on Bilibili?

1. Everything can be used to make a living on Bilibili, with differentiated brand marketing

1. Collaborate across different circles to expand brand influence

When choosing partners, many brands often choose corresponding UP hosts based on brand or product attributes, such as choosing beauty UP hosts for beauty products and food UP hosts for food products. Although it matches it in attributes, its price cost is obviously very high, resulting in a low ROI. Homogeneous promotion, although stable, lacks creativity.

You should know that Bilibili is a community with multiple video sections, more than a thousand cultural circles and over 20 million cultural labels. In addition to the vertical fields corresponding to the brand, brands can also look for UP hosts that meet the goals from different content fields, conduct differentiated brand marketing, and take a different approach, which will achieve better results.

Data source: Feigua Data B Station version

On Bilibili, everything can be used to make a living. Brands can start from the perspective of the product's target user group and the UP host's fan users, and as long as the fan portrait is relatively consistent, they can consider cooperation. For example, "Hardcore Half-Buddha Immortal" cooperated with Pinduoduo, "Sheep Cuisine" cooperated with Tmall, and "Old Tomato" cooperated with Anmuxi. They involved multiple sub-fields of Bilibili, such as knowledge, food, and games.

Recently, with the help of the 618 event festival, the food UP host Mianyang Cuisine and Tmall Ermao debuted together and brought the hand-rubbing dance to B station users. This magical dance is quite interesting, bringing a double visual and auditory impact to users, and also taking advantage of the opportunity to vigorously promote Tmall's 618 exciting activities.

On Bilibili, there are still many UP hosts who have not yet been discovered. They also have unlimited potential to create high-quality commercial content with many brands and help brands spread beyond their circle.

2. Integrating into Generation Z, the “Stalk” culture of Bilibili users

Being able to use "memes" is one of the most attractive cultural features of Bilibili to users, and it is also an important language for communicating more quickly with Generation Z. The purpose of Bilibili’s rich community content is to learn to “create memes” and use “meme culture” to touch the interests of young circles, help brands integrate into Bilibili’s user groups more quickly, and better communicate with Generation Z.

3. New brands are deploying on Bilibili, and high-quality content has become an important factor

Today, Bilibili has become a fertile ground for many emerging brands that want to grow rapidly. Creating high-quality content will generate positive feedback from users, and the videos will also have a long-term and sustained advantage in terms of playback volume. In this case, emerging brands have the opportunity to achieve high exposure and strong promotion, arouse users' interest and thus establish brand awareness. It is also easier to realize opportunities to break the circle.

2. How to choose the right UP host?

On Bilibili, there is a higher stickiness between UP hosts and fans than on other short video platforms. Brands can reach B station users by cooperating with UP hosts. High-quality content can make fans trust and become interested in the brand, thus expanding the brand's influence.

When advertising on Bilibili, the key factor is people. If a brand wants to choose a suitable UP host for promotion, it needs to confirm the UP host’s style, fan quality, content creation ability, own communication power and influence, and whether the UP host’s fans are the target consumer group.

1. The influence of UP masters

1) The UP host and the brand have the same tone

Check whether the UP host’s personality is consistent with the product, make a clear analysis of his/her gender, age, number of fans, personality style, values ​​and attitude towards life, and at the same time understand the UP host’s recognition and acceptance of the advertisement and brand. You can also pay attention to the data and public opinion performance of the UP host on other platforms to avoid risks.

Through FeiGua data, Bilibili can clearly see the basic information of the UP host, such as the number of fans, gender, personal signature, etc., from which you can quickly understand and determine the personality of the UP host and analyze whether the brand and the UP host are consistent in tone.

2) Fan matching

Analyze the UP master's fan base through basic fan portraits and the content of fan comments, understand the stickiness between fans and UP masters, and the fans' willingness to eat. Moreover, young people often have independent consumption desire and good consumption ability. Finally, the earlier an account is operated, the longer fans will interact with it and the higher the level of trust they will have.

2. Has the up-host made the right choice?

1) Evaluation of communication ability

By checking the activity of fans, you can evaluate the influence of the UP host himself. FeiGua B station can check the distribution map of the UP host's recent active fans to understand the recent activity of the UP host's fans.

2) Impact Assessment

Understand the influence of UP hosts on Bilibili and analyze based on the UP host's work data (playback volume, coins, comments, likes, collections, barrage), work type, and work popularity performance. At the same time, the UP host’s popular videos can also prove that they have the potential to create excellent content, which can be used as an additional reference for evaluating the UP host.

3. Is the quality of the content guaranteed?

1) Assessment of high-quality content creation capabilities

UP mainly ensures the stability of content creation and achieves continuous updates, so as to maintain the stability of fan growth. Secondly, the quality of the content also determines the user's willingness to recommend the product. In addition, by looking at the fan-to-broadcast ratio of a work, you can also directly analyze the degree of fans' recognition of the UP master's work.

2) Commercial value

Use FeiGua B Station to check the results of the UP host’s previous brand cooperation, search for event videos and analyze the playback volume and other data performance of the cooperative content works. In addition, you can query the UP host's commercial quotation to understand the quotation information of the cooperation between the two parties, so as to determine the intention of cooperation.

3. Successful food-eating videos are high-quality brand marketing

The key for brands to enter Bilibili lies in the UP hosts who are closely connected with Bilibili users. The UP hosts understand user preferences better than the brands. What brands need to do is to let UP hosts "be themselves" and give them the maximum creative space to produce high-quality content. Let users go through the process of brand awareness, recognition and consumption, rather than just making a living.

Taking the recent popular collaboration video between Zhong Xue Gao and Hua Zha B Zha on Bilibili, "Ten Thousand Popsicle Sticks Made This", as an example, the Zhong Xue Gao brand and the UP host have well interpreted the "eating" content. The video starts with a popsicle stick, and presents the user with a large-scale production of "A Thousand Miles of Rivers and Mountains" on the premise that one has 10,000 popsicle sticks, which draws exclamations from the barrage of comments.

In the entire "Eating" video, the Zhong Xue Gao brand appeared only once. After the UP host finished making it and started to enjoy the Zhong Xue Gao ice cream, he mentioned by the way that this small spoon is the ice cream stick used for making it. Users also understood the message and said "let him eat", "high quality food", and "NB food".

Although this work is a video for making money, the UP host's attitude towards the work itself and Zhong Xuegao's strong support allowed B station users to witness a super high-quality production. In the comments, users also said, "It's a dream linkage between the two. I finally know that Zhong Xue Gao is a brand."

Such high-quality interactive content between Zhong Xuegao and the UP host allows the brand to continue to be exposed on Bilibili and deepens users' awareness of the brand. The 10,000 popsicle sticks provided by Zhong Xue Gao have greatly supported the works of UP masters and also made Generation Z of B Station feel favorable towards the Zhong Xue Gao brand.

Summarize

For brands to enter Bilibili, the key is how to carry out differentiated brand marketing. Appropriate use of "meme culture" to touch the interests of young circles can help brands integrate into Bilibili's user base more quickly.

UP hosts are an important channel for connecting with Bilibili users, and it is very important to choose the right UP host. Brands should give UP hosts the greatest creative space and respect their creative ideas. Only a bold combination of the two can form high-quality content and gain the favor of Bilibili users.

Author: Feigua Data B Station Version

Source: Feigua Data B Station Version