Tips on advertising materials and copywriting at Station B!

"Suddenly, as if overnight, a spring breeze came, and thousands of pear trees blossomed." The poet woke up one night to see the world covered with white snow, and he felt refreshed both physically and mentally. Just imagine that if your advertisement can achieve the above-mentioned superior effect after being launched, and the customer retention rate will increase significantly, it can be said that "the horse gallops in the spring breeze, and all the flowers in Chang'an can be seen in one day."

So how to vote? Where to invest? What to invest? How can we achieve the excellent advertising results mentioned above? Bilibili, which has recently broken out of its circle, can be said to be a "cultural community and video platform where China's young generation is highly concentrated." It can be said that it is a good choice to capture the hearts of the younger generation by advertising on such a platform.

Its Q2 2020 data are as follows: DAU 51 million, MAU 172 million, mobile MAU 156 million, and 328 million Generation Z mobile Internet users. So on such a Bilibili, you can choose advertising positions based on the different positioning of the product.

So the question is, what kind of material can I make to attract users? After watching 500 materials from Bilibili, I will give you the following tips today!

1. Huiwen copywriting series

1. Micro carp look

Copywriter:

1) The copywriting of "You can make money by swiping your phone", "New users can get up to 18 yuan", and "Can you withdraw 1 yuan? Just scan and log in" hits the user's pain points and effectively promotes conversion;

2) The “Benefits·Change” copy at the bottom of the ad space fits the style of the material and echoes the top and bottom;

Material color: The color combination of red, orange and yellow has a strong visual impact and is very eye-catching;

Landing page: Discount download copy + detailed instructions for receiving the discount will make it easier for users to download the APP.

2. Kunming Unicom Free Flow Card

Copywriter:

1) The targeted delivery of “Children in Shiyan” is more accurate and easier to attract target users;

2) The use of "5G" caters to the current development trend and is more likely to attract users to click;

3) The copywriting of “Card Collection Channel” echoes the content of the landing page.

Landing page:

1) Copywriting:

The metaphorical product copywriting, "flying internet speed" and "sea-like traffic", is vivid and vivid;

Inductive copywriting: "Answer the following questions and you will receive a Tencent 5G King Card delivered to your home free of charge", which hits the user's pain point;

2) Format: Use a questionnaire to clearly understand user preferences in order to understand market dynamics;

3) The two-dimensional style fits the user attributes, guiding users to place orders and achieve good ROI effects.

2. Secondary element material series

When it comes to Bilibili, what else do we think of besides Houlang? It must be the two-dimensional world. Since its establishment in 2009, Bilibili has never left the two-dimensional circle and has continuously expanded the circle and infiltrated into different groups of people. Therefore, the following materials must be the most suitable for the user characteristics of Bilibili.

1.SF light novel

Copywriter:

1) The choice of image materials is suitable for suspense copywriting;

2) Copywriting such as "One book satisfies" highlights the characteristics of the product and its rich resources;

3) “Daily light novel” highlights the product’s characteristics, which means it can be read in daily life and is very practical.

Landing page: The two-dimensional style selected by the copywriting fits the user attributes and guides users to place orders, achieving good ROI results;

material:

1) The ad page should be selected to suit the characteristics of the B site’s audience and have pictures of game pages to guide users to click;

2) More than 50% of the images on the landing page are ACG characters, which is in line with the aesthetic preferences of the B station crowd.

2. QQ Reading

Copywriting: Suspenseful copywriting attracts readers’ interest, and “coffin” and “fragrance of beautiful corpse” attract users to click;

Ad placement selection: Select the small picture position on the homepage information flow, which is more visually prominent;

Book list selection: Give priority to male-oriented books, and the copywriting should be in line with the habits and preferences of male users, thereby promoting effective conversion.

3. Panzi Women's Square

I don't know if you have paid attention to the partition function of Bilibili. Chinese style has become one of the components of Bilibili culture. According to the data of Bilibili disclosed in TechWeb, the number of Chinese style fans on Bilibili reached 83.47 million in 2019, of which 83% were under the age of 24. From January to March this year, the number of Chinese-style video submissions to Bilibili increased by 124% year-on-year, and the number of Chinese-style UP hosts increased by 110% year-on-year.

Therefore, on Bilibili, materials that combine the two-dimensional and traditional Chinese style can also accurately reach users, such as the materials from Panzi Nürenfang below.

Advertisement position: The third picture position on the homepage information flow can better use pictures to show the shooting effect and convey brand value;

Material selection: Targeted at female people who like ancient style, portraits and photography;

Copywriter:

1) Use the description of "how much does it cost to shoot a set" to directly hit the user's pain point, use customer photos as materials, which is real and effective and attracts clicks;

2) "Get a quote on your own" hits the pain point of users wanting to know the price, which echoes the landing page;

Landing page: The form format helps advertisers better understand user behavior preferences.

3. Crowd Orientation Series

As we mentioned at the beginning, the users of Bilibili are mainly Generation Z, and the biggest feature of this group of people is their relatively weak purchasing power. According to the data report "New Knowledge on Generation Z Lifestyle" jointly released by Xinhuanet and Xiaohongshu, loving patriotic products, being thrifty, and visiting exhibitions have become the three new trends of Generation Z. They are willing to be "poop shovelers", but they also have to rely on desserts to "stay alive".

Then such people are more willing to click on the following advertising materials:

1. Gudong APP

Ad placement selection: information flow/small picture ad placement;

Material visuals: The orange and red background of the material visually attracts the audience's attention;

Copywriting: The content selected is "The glory of domestic products, 300-30 for the whole venue", using discounts and offers to attract users to click on the ad;

Delivery strategy: By creating materials based on the activity and a background map that corresponds to the landing page, we were able to reduce traffic costs in the early stages and achieve the delivery goal of high-quality ROI in the later stages.

2. Yishehui

Ad placement: Information flow/small pictures, which are more likely to be clicked;

Picture material: Select popular items to attract more users’ attention;

Copywriting: "【Students】can also afford big brands" directly points out the key point, highlights the price reduction activity, and targets students, office workers and other groups;

Landing page: integrates product functions and uses discount red envelopes to guide users to download and register

3. Dianping

According to the data report "New Knowledge on Generation Z Lifestyle" jointly released by Xinhuanet and Xiaohongshu, Generation Z people love pets very much, and those born after 1995 like cats slightly more than dogs .

In the second half of 2019, the average number of posts, reads and searches for cat-related content increased by 52.3%, 69.4% and 41% respectively; while the average number of posts, reads and searches for dog-related content increased by 40.5%, 37.4% and 34.4% respectively. Then these people will click on the advertising page because they are targeted and receive relevant materials.

Material: It fits the characteristics of Generation Z people who like adventure, excitement and pets;

Copywriting: Phrases such as "Real and super exciting" and "Master, come quickly" fit the consumer psychology;

Picture: Secondary element materials + CS real-person experience pictures, guiding users to download the APP for detailed viewing.

4. Xinlan Jelly Mask

How can a little fairy have blackheads! The advertising material and copy of Xinlan Jelly Mask below have gained a wave of loyal fairy fans.

Pictures: Combining [real people + products], real human materials are better than brand-oriented materials, and the overall click-through rate is higher;

Copywriting: The best results are achieved when the ad description mentions the [keyword] and highlights the discount. Copywriting that capitalizes on hot topics and uses exaggerated tones is also effective.

Dimension: The click-through rate of the beauty and cosmetics dimension is higher than that of the student-friendly affordable dimension.

4. Celebrity-themed series

Bilibili can be said to be the "cultivation center" of fan culture. In such a Bilibili, the same copywriting as celebrities is very attractive to fans who are willing to spend money on their idols, and the same copywriting as idols is indispensable. The following materials are very suitable for the cultural environment of Bilibili.

Copywriting: Combined with relevant preferential copywriting, such as "free of charge", "you will lose money if you don't buy", "on sale", etc., it hits the user's needs;

material:

1) Celebrity materials, the picture is a combination of [celebrity + product], the copy and ad description mention [the same style as Fang Yifan] and highlight the effect of the discount;

2) In terms of picture selection, pictures of food products are brightly colored, directly showing tempting food, while the copy is concise and clear, highlighting the preferential benefits.

Similarly, its landing page is also worth learning and reference:

Landing page pictures: put different types of review copy and pictures such as brand/scenario, with free and diverse forms, which can be changed at will to highlight the advantages and selling points of the product and add icing on the cake;

Color: The purple material matches the ad page, the style matches, and the whole thing is consistent;

Copywriting: A clear and concise guide to choosing how to eat it.

To sum up, if you want to firmly grasp the hearts of the new generation on Bilibili, you must carry out targeted advertising according to the characteristics of the new generation. When users gradually become disgusted with being "cheated", advertisers should improve the reach and conversion rate of advertisements through the selection of materials and optimization of copywriting. As the saying goes, "what reaches the users is the best." The material is the first impression that the advertisement presents to the users. The quality of the material directly determines whether the advertiser can seize the golden fifteen seconds to give the users a good first impression.

4. Summary

To sum up the above materials, the following nodes are worth learning from:

1. The material is closely aligned with the product features, and a strong fit is more conducive to user clicks;

2. Bright and vivid colors are more likely to attract users' attention, and ads that match the colors of the landing page have a higher click-through rate;

3. Clear, concise, or suspenseful copywriting gimmicks are more likely to attract users' curiosity;

4. The same material as the star is a powerful tool for attracting fans;

5. Copywriting and pictures that echo each other from beginning to end are more likely to give people a sense of coherence and the desire to click, and the delivery effect is also better.

If an enterprise wants to break out from homogeneous competition, the key lies in product innovation and brand building. After product innovation, there will be a large number of imitators. In order to differentiate and optimize one's own advantages, truly good materials are needed to turn the blue ocean into a red ocean. Therefore, it is crucial to seize the consumer's cognitive advantage and establish a moat through material optimization. Good material is the first step to attract users.

Author: Wei Si Dun

Source: Weishidun Mobile Marketing

For advertising at Station B , please contact Qinggua Media

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