Advertising strategies of Xiaohongshu and Bilibili

Without further ado, let’s get straight to the point.

01. Xiaohongshu

About the delivery of Xiaohongshu (the data are all pulled from Qiangua data. Keyword settings or deletion of content by experts will cause some deviations in the data. But overall it is still quite consistent)

HBN

I chose the top three HBN products for my research, from highest to lowest sales volume, they are HBN Glowing Water, HBN Essence Lotion, and HBN Mask.

According to the table, you can see the number of posts about these three products on Xiaohongshu in March and April respectively. The amount of HBN water is relatively large and stable; the amount of HBN essence is also relatively stable and shows a certain upward trend; the amount of HBN mask is obviously increased. Therefore, it can be found that when the distribution volume of a single product remains stable, the distribution volume of other products will begin to increase.

As shown in the figure, I have broken down the influencers used in HBN according to the mainstream fan ranges of 0-1k; 1k-5k; 5k-1w; 1w-5w; 5w-10w; 10w-50w.

Overall, the proportion of influencers of different levels targeting single products each month is relatively stable.

In the key delivery phase:

There are about 10-15 experts with a salary of 100,000-500,000.

There are about 5-10 people with 50,000-100,000 yuan.

There are relatively more and more concentrated 10,000-50,000 talents, about 70;

There are about 20-30 experts with 5K-10K income;

1K-5K influencer placements are the second largest in total, with around 50 placements;

There are also around 50 influencers with a pay-per-view ratio of 0-1K, but this does not rule out the possibility that the content of the top and mid-level influencers will drive the automatic production of content by some amateurs at the bottom.

The distribution ratio of influencers for single product launches is very stable. There should be a clear ratio requirement before the launch, and then the cooperative agency or your own launch team can find and cooperate with influencers.

In addition, when I was checking, I found some experts with relatively high reinvestment numbers , which I would like to share with you here.

Of course, some of them are the result of the same influencer collaborating on several products, which are recorded in the data capture. But the data of these influencers on HBN’s products are indeed very good.

Some friends from brands can be contacted in a targeted manner, but before contacting them it is best to pull the previous data of these influencers to prevent occasional hot posts. When placing an ad, you must look at the stability of the influencer's data and don't spend money to try to increase the chances of a hot post.

PMPM

Using the same method, I captured the advertising data of several of PMPM’s more distinctive products on Xiaohongshu. It's probably as follows:

You can see that the number of PMPM green hats and PMPM glowing dough released in March was similar, but in April, the number of PMPM green hats released dropped sharply, while the amount of PMPM salicylic acid cotton pads suddenly increased.

This should be because PMPM itself has a product ladder when it is launched, such as which products are launched in the first stage and which ones are launched in the second stage. Once you find that there are products on the first step that cannot be promoted, immediately look for suitable products on the second step to top them, until there are products that can be pushed up continuously.

Therefore, no matter which platform the brand is promoting on, it must be aware of this: Before promoting, determine which categories to promote and which ones to promote in the first stage, and give yourself an expectation. Once the data feedback is not good, it is necessary to iterate immediately and never push hard or spend money.

Next, we will focus on salicylic acid cotton pads and glowing dough and take a look at the ratio of their promotion experts.

It can be seen that PMPM focuses on promoting about 110 products every month, mainly mid-range and tail-end products. Usually it is:

1-5 experts with 50,000-100,000 yuan;

50-80 experts with 10,000-50,000 yuan income;

There are about 15 experts with 5k-10k salary;

1k-5k is around 15-20;

There are very few 0-1k, and there is almost no investment. In April, after the investment volume increased, ordinary people spontaneously published reviews of the glowing dough.

From the perspective of the overall delivery logic, PMPM basically does not deploy amateurs, but focuses more on "effective delivery". At the same time, based on the promotion data feedback, we will increase the investment in the head (10w-50w, 5w-10w).

Dr. Air

Dr. Aire is the most accurately marketed brand among all the domestic brands I have analyzed so far. He doesn’t do a lot of advertising, but the influencers’ advertising is very accurate (high reinvestment rate + very good data).

In March and April, we started to promote Xiaohongshu, first promoting the best-selling lotion, and then the masks and essences ranked second and third in small amounts and accurately. (Many of them were promoted by the same influencer for different products)

It should be because the sales data in March was good, and the quantity started to increase in April, with the well-produced lotions and more stylish essences being sold in large quantities. The selection of influencers, the overall logic and the restraint of the advertising are very clear and precise. I have listed the talents they have invested in here so that you can share it with everyone.

You can look for some experts to cooperate with based on the positioning of your own products, and if you meet good experts, you can cooperate with them multiple times. Of course, there is a big premise, that is, your product is indeed very good in terms of endorsement and quality, and has high user acceptance.

Having said so much above, let me summarize the overall logic of Xiaohongshu’s advertising. For the specific amount and rhythm of delivery, you can refer to the situations of the above companies and make a trade-off based on the budget and the current needs of your own brand. The most important thing is to iterate based on the recycling data until you find a method that suits you.

Xiaohongshu's advertising logic

First of all, Xiaohongshu is a consumer decision-making platform. You should be aware and mentally prepared when placing ads, and don’t rush to make conversions.

When you are advertising, if you don’t have any content on Xiaohongshu at the beginning, don’t rush to advertise. Instead, increase the amount gradually. You can start by cooperating with mid-level influencers and amateurs with less than 5k followers. When the amount starts to increase, start cooperating with top influencers, increase the number of mid-level influencers, and reduce the advertising with amateurs. Later, if you have a budget, start looking for celebrities to cooperate with, and continue to increase the amount with top and mid-level influencers. (If you can’t invest in celebrities, you can work with more top talents to increase your influence)

What are the benefits of this? Celebrities (top influencers) can drive a huge product attention effect. At this time, when users start searching for products, they find that there is already a lot of content, especially some top and mid-level influencers are promoting them, which can generate more trust in the products.

When the product starts to generate a certain amount of searches on Taobao and Taobao has accumulated a certain amount of sales data, invest in Douyin, Kuaishou, and do live broadcasting to quickly achieve conversions;

The next step is to monitor the ranking of your product keywords in the category and increase or decrease the placement of your products on Xiaohongshu. At this time, the main task is to maintain stability and keep the product popular on Xiaohongshu.

02. Station B

As Bilibili is frequently seen on WeChat Moments, many brands are paying more and more attention to Bilibili's traffic and investment.

As mentioned in the previous article, there are two brands that have made great achievements in their advertising on Bilibili, namely HBN and Dr. Air.

Here I will also analyze their delivery paths on Bilibili from a more detailed dimension, as well as some influencers with a relatively high number of re-investments.

HBN

As shown in the figure, the number of influencers HBN has placed on Bilibili in different time periods, and the overall number is increasing. Of course, I made further subdivisions on this basis.

When HBN is advertising, it mainly targets influencers with less than 50,000 fans. It looks like a pyramid-shaped advertising from the top to the bottom, from few to many.

I have also made a list of their re-investment experts. Some of these influencers specialize in domestic products, and their fans are very receptive to domestic products. I will explain the details below.

Dr. Air

Dr. Air started advertising on Bilibili in 2019, and the overall amount of data is quite large. Of course, in order to improve efficiency, in this table I have pulled out the information of the influencers with more than 50,000 fans who were deployed by the other party in different time periods.

Including influencers with less than 50,000 followers, the overall number of placements is shown in the figure.

Similarly, I listed the talents who were re-invested. It is mainly about influencers with more than 50,000 followers, and the ones marked in yellow are those that overlap with HBN’s advertising.

Because both HBN and Dr. Air set the label of "domestic products" when they were put on the market, I took a look at the situation of other domestic products being put on the B station.

For example, March Li; to the root; to harmonize the skin; to give oneself a new look; purid.

The overall amount is not large. (When I was pulling the data, I didn’t pull up a lot of data with poor quality, but it didn’t affect the overall result)

When doing the analysis, I want to know what points and labels the influencers generally use when these domestic products are released, or to infer the type or direction of the influencers' videos. Take March Lihe Zhiben as an example.

Generally, it starts from "Domestic Skin Care Review", "Skin Care Collection", "Empty Bottle Notes", "Student Party", "Planting Grass", "Affordable Price" and efficacy categories, such as acne skin, oily skin, barrier repair, etc. This means that when looking for influencers for advertising, it is best to focus on those who are good at evaluation and product recommendation, as this will help to achieve a much more accurate overall effect.

Regarding the above-mentioned domestic products, the experts who were re-invested are as follows.

If it is a domestic brand, you can focus on establishing cooperation with these influencers. Of course, the prerequisite is to conduct a data analysis on the influencers to see the stability of their data.

Here is a brief introduction to the selection method of talents :

1. Look at the influencers and corresponding data of competitors on the platform;

2. Prioritize cooperation with vertical influencers (evaluation, product recommendation, unboxing, etc.), so that you can quickly see the acceptance of your products;

3. Based on good influencers, look at their historical data + content (to determine the stability of exposure); the ranking of previous notes in keywords (selection and evaluation effect);

4. If you cooperate with an agency, you can select influencers from the list provided by the agency. A quick way to do this is to make a list of influencers’ data (exposure, price), calculate it, and remove those with particularly high CPM (this is the bottom line of not wasting money).

5. Things to note before and after posting on Xiaohongshu:

a. Determine the product keywords (see if the keywords are still competitive in Xiaohongshu);

b. Determine the form of cooperation content: horizontal evaluation; vertical evaluation; posed photo collection; 9-grid collection, etc.;

c. Publish effect statistics (number of interactions; number of valid comments related to your product) and monitor keyword rankings;

6. Evaluation of UP hosts on Bilibili before and after investment:

Don’t rush to launch a B-station campaign right away, but do it gradually. If you launch too many campaigns, users will think the marketing is too heavy and question the product.

b. When placing an ad, check whether the 72-hour playback volume/barrage number of the UP host’s video reaches the average of the 20 recent works; whether there is data fluctuation in 3-15 days. The greater the fluctuation, the stronger the long-tail effect;

c. Whether there are explosive bullet comments; the relevance of the bullet comment content to the product; the proportion of positive content in the bullet comment;

7. After the delivery volume starts to increase, you need to pay more attention to the number of active searches after the promotion; the number of adds to shopping carts; and the changes in the number of orders after the promotion.

03. Bilibili’s private domain operations

When I was analyzing domestic products on Bilibili, a brand that was promoted by influencers and left a deep impression on me appeared: Shipeni.

Why is it so impressive?

1. Generally, when promoting a brand, influencers will usually start with the efficacy and the experience of using the product. However, in the promotion of Shi Pei Ni, in addition to the above points, there are also keywords such as "making products with heart, doing footwork and packaging", and straight men's makeup. Originally it was because of the ugly packaging, but because of the low price and the quality of the product, it was gradually ridiculed by everyone. Instead, it became more familiar and had a new personality, and users would spontaneously help spread the word. The fans call themselves "little junior sisters".

2. When influencers are promoting, Shi Pei Ni’s official account will actively interact with everyone below, which not only brings the brand and users closer, but also successfully directs fans to its official account.

Following this thread, I went to check out Shi Pei Ni’s official account on Bilibili and was completely attracted by her. At the same time, I was very surprised to find that this is a very good case of private domain traffic.

Why do you say that?

They launched their first video on Bilibili in November 2019 for the Double Eleven event. Currently, they have 31 videos, 74,000 fans, and 4 QQ groups with more than 5,500 members (at least). They can directly reach fans, conduct high-frequency interactions, collect user feedback, and convert them.

To be honest, this is something that many B station influencers find difficult to do. Out of habit, I grabbed their official data and told you the information I saw.

Official content operation

There are currently 4 content directions:

1. Event introduction: Double 11; Double 12; Women's Day; 618; New product launch;

2. Product trial/description: evaluation; workshop and laboratory demonstration;

3. Sand sculpture interaction: criticize the boss, criticize the aesthetics of their own products; answer fans' questions;

4. Makeup tutorials: popularize beauty knowledge and explain how to use your own products.

The overall video shooting is very simple. It is basically internal employees recording the video with their mobile phones. The scene is simple and the content is pure. Everyone in every department in the company (including the boss) basically appears in the video. It will be said what everyone is responsible for. Boys appear frequently and naturally win the favor of girls. They call themselves the "Shipeini Boy Group."

After the above operations, users feel like they are watching the brand grow and can participate in it without a sense of distance. (Brand Development)

This is why when I see influencers on Bilibili promoting Shipeini, I see a lot of comments like this: "I like Shipeini very much. It is the only brand that has a lot of up reviews and recommendations that I don't dislike. I even hope more people will recommend it, get to know it, and like it. This is a brand that makes products with heart (and packaging with its feet)."

Redefining private domain

As traffic costs become increasingly higher, many brands have begun to focus on private domain operations, and everyone is racking their brains to think about what WeChat should do. But after looking at Shi Penny's operation on Bilibili and her fan conversion, I gained new insights and ideas.

1. Let fans know you as much as possible

In the past, we understood private domain as more about retaining users on WeChat, interacting and converting with fans through Moments, WeChat groups, and personal point-to-point communication. For specific practices, please refer to my previous article on Perfect Diary’s private domain operations, “A micro-analysis of Perfect Diary’s private domain data, you can put it into practice after reading it!”.

But compared to this method, Bilibili can better explain products and activities through long videos. At the same time, through the appearance of real people, fans can see not a single brand, but the people behind the brand, who may be silly, cute, or versatile. All of a sudden, the sense of distance to the brand was pulled very close.

Whether you have questions and explain them in the comment section or ask for product suggestions, they will all be accepted by Shi Penny.

2. Official conversion expert fans

Generally, when influencers promote Shipeini products, Shipeini's official website account will interact in the comment section. People will then feel that the brand has come and what they say is very interesting, so they will click on the official video to watch it. They will often be attracted by the simple and silly video content and start following the official account.

In other words, when you are advertising with influencers, you can slowly direct the influencer’s fans to yourself. This is quite cost-effective and is also difficult to do in many WeChat private domains.

3. Deeply accumulate users and go among fans

In order to interact with fans and better understand what fans want, they have organized fans into QQ groups. Currently, there are 4 groups with more than 5,500 people in total. You can look at the crowd structure. More than 80% are girls, and nearly 50% of them are born after 2000.

What they communicated more about was college life and daily situations. For those born after 2000, it is an age when they long for friends and attention, and Shi Pei Ni provides such a feeling. What’s next? It is high loyalty.

Many times we are talking about paying attention to Generation Z and acquiring users born after 2000. But our understanding is limited to various reports. We rarely actually walk into such groups and rarely truly understand what they want. It is more about forcing one's own imaginations on this group of people in a self-perceived way. The result is predictable: no one needs it or cares about it at all.

Of course, this way of private domain operation is what I have seen and understood, and I would like to share it with you. We do not encourage everyone to do something on impulse.

This requires considering the tone of your own product (whether it is suitable for young people), the team genes (whether they can reach an agreement with fans), and dedicated operations personnel (there are too many private domain players who start off well but end up poorly and do not do a good job of operation and conversion).

Author: Sally

Source: nnvoice

For advertising on Xiaohongshu and Bilibili , please contact Qinggua Media

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