Optimization strategy for B station video native advertising

As a cultural community and video platform where young Chinese people gather, Bilibili’s monthly active users have exceeded 172 million, with users aged 18-35 accounting for as high as 78%, and the average daily usage time of Bilibili is 87 minutes. With the rapid rise of platform traffic, Bilibili has become an important platform for brands to communicate with the new generation of young people.

However, as the competition for user time becomes increasingly fierce, how should Bilibili play its performance marketing? The new video gameplay may be a magic weapon to improve conversion effects.

What is video? Videoization refers to promoting the information delivered by using video on the landing page . This method is an advertising style that conforms to the ecology and user experience of Bilibili. It is more vivid, attractive to viewers, and stimulates conversions than traditional pictures and texts.

How to use video to connect users’ usage scenarios and attract their attention? The following is an explanation with a specific case.

1. Case study of 618 activity on an e-commerce platform

Promote app installation and activate consumption, and strongly promote the theme

Case background:

An e-commerce platform that is good at creating popular products needs strong exposure and brand penetration during the 618 e-commerce war on the one hand; on the other hand, it needs to acquire accurate and high-quality users by quickly creating popular products.

Delivery strategy:

The first is targeted weeding. In terms of targeting, based on the user circles and interests of the Bilibili platform and the big data of UGC content, we accurately select audience packages and conduct targeted weeding.

The second is the dynamic cover. It is more vivid, attractive, and more in line with the content ecology of Bilibili, which increases users' acceptance of advertisements.

The third is the impact of screen dominance. Dominate the screen with short video vertical ads to attract users' attention. In this case, the video lasts a total of 15 seconds from display to click to landing. The content consists of 5 small scenes: "beef slicing - adding seasonings - oil boiling and juice overflowing - adding peppers - noodle making". The process is exquisite, and the shooting, color, and scenes are all very sophisticated, which makes users want it at first sight, and the color, aroma and taste come to them through the screen. The carefully produced short video is very evocative;

Fourth is content relevance. For the e-commerce client in this case, both the copy at the bottom and the content are in line with the client’s core. The title of the advertisement in this case is "Special price for new customers, 29 yuan/6 cups, hurry up and add to the cart." "Special price for new customers" is a discount, "29 yuan/6 cups" is a specific discount, and "hurry up and add to the cart" is a guide. The entire advertisement, from the title to the video copy and then to the video content, was highly consistent with the client;

Fifth, high conversion rate. This case uses video gameplay, realizing an integrated path from APP download to installation during video playback, which is a direct, efficient and fast conversion.

Delivery data :

After adopting the video delivery strategy, the effect is significantly improved:

After videoization, the installation cost was reduced by 38.89% , the activation cost was reduced by 83.33% , and the new user consumption cost was reduced by 50% .

In addition to using videos directly on landing pages, there is another common way to turn B station’s performance ads into videos. Let’s take a look at another case.

2. ZOZO’s various video game examples

The conversion cost is reduced by 60%, and the theme is planted and removed

Case background :

As a vertical clothing shopping platform, ZOZO's attribute labels such as Japanese style, youthful, fashionable, trendy, and individual, coincide with the preferences of Bilibili users. Therefore, in terms of marketing methods, ZOZO has adopted a model of digging deep into vertical users in the hope of gaining greater recognition from circle culture.

Delivery strategy :

In view of the advertiser's background and demands, the five high-quality commercial resources of Bilibili were integrated into the delivery strategy to form an effective linkage and form a marketing closed loop:

Step 1: UP host business order

Given the unique circle culture and interest-based social interactions of Bilibili users, UP host orders can efficiently and accurately reach potential users in vertical fields. Advertisers use Bilibili’s platform content and user big data to find suitable UP hosts, conduct business cooperation, and complete the first step of content promotion.

Step 2: Business Takeoff

Commercial takeoff and UP host business orders are combined with each other, and traffic is tilted in a targeted manner to promote traffic to UP host business order videos, thus achieving a win-win effect.

Step 3: Invitation Advertisement

By placing a product link under the UP main video, you can directly jump to third-party platforms such as Tmall and Taobao Shopping, and link to the e-commerce platform to directly generate purchase conversions.

Step 4: Information flow advertising

Improve exposure and conversion through information flow advertising, currently supporting GIF and video formats.

Step 5: Aggregation of special pages

The topic page aggregates high-quality content from UP hosts, initiates topic discussions, prompts users to generate UGC content, and expands brand promotion.

Optimization ideas:

1) Information flow + commercial takeoff, two-pronged approach to achieve product quality and effect integration

The materials of information flow ads are directly from the content produced by UP hosts (with video authorization and portrait authorization, etc.), and the landing page uses a special page (mainly an event special page). The content aggregates the soft content videos of UP hosts, which is more native and increases users' acceptance of advertisements.

Commercial takeoff ads are mainly based on the characteristics of ZOZO users. They select benchmark UP hosts with similar fan base/video style/UP host style to provide traffic support for commercial videos.

2) UP business order + invitation combination

In addition to information flow and commercial takeoff, of course, UP host business orders and invitation advertising are indispensable.

First, choose a well-known UP host who matches the characteristics of your own products, cooperate on business orders, and use the UP host to build reputation and attract traffic. Then make invitation advertisements, add products or store links, etc., to achieve user conversion (download-install-activation-consumption). UP host business orders + invitation advertising have realized the closed-loop marketing of "planting grass - growing grass - harvesting", which has increased ROI.

Delivery data :

Through a combination of video strategies such as takeoff + business orders + invitations, ZOZO has reduced conversion costs by 60% compared to previous pure information flow advertising, and significantly increased conversion volume. At the same time, special page activities have greatly stimulated user participation, achieving a win-win situation in terms of cost , scale and reputation .

3. Tips

A variety of video advertising combination marketing improves the originality of creativity and is more in line with the usage scenarios and habits of Bilibili users, thereby reaching potential users to the greatest extent possible.

As a UP host, you can target targeted advertising targets and make full use of the circle culture and interest-based social interaction of Bilibili users to enhance brand credibility and favorability.

Through the combination of business orders + special pages + invitations, we create a closed loop of traffic of "planting grass-growing grass-harvesting", especially the final conversion link. We continuously guide and influence through the previous grass-growing, and then quickly improve the conversion through invitations, which is accurate and efficient.

Author: Bilibili Commercial Advertisement

Source: Bilibili Commercial

For advertising at Station B , please contact Qinggua Media

Related reading:

B station advertising costs, advertising advantages and delivery process

Introduction to Bidding Ads and Access Industries at Station B