How do brands choose UP hosts on Bilibili for promotion?

Bilibili has special platform attributes. From a niche two-dimensional culture to the participation of more and more UP hosts in producing works, it has evolved into today's diversified content community. This trend has made more young people inseparable from Bilibili, and "visiting Bilibili" has become an indispensable part of their Internet surfing.

The continuous growth of users and the high stickiness and activity have allowed brand marketing to stay on Bilibili and communicate closely with young consumers.

According to the Double Eleven insights given by Bilibili this time, compared with 2020, the keyword searches for product categories in 2021 have increased significantly, and Bilibili has become an important content community chosen by the younger generation of consumers.

According to the third quarter financial report released by Bilibili, Bilibili already has 2.7 million UP hosts. As an important content output for Bilibili to achieve user growth and maintain user stickiness and activity, the commercial value of UP hosts is gradually emerging.

The UP host, a content outputter, is the bridge between brands and users. It can be said that when the UP host creates content for a brand, he or she has become a brand's "temporary spokesperson". When a brand selects a good UP host for content delivery, it will have a great benefit effect on the brand itself, product promotion, and product recommendation.

But faced with all kinds of UP hosts, how do brands choose UP hosts to boost marketing promotions?

Vertical penetration, precise grass planting

Brands choose vertical UP hosts, who have strong circle penetration and are effective in promoting products.

Taking the business order video of Nongfu Spring Charcoal Coffee and the food section UP host Black Cat Kitchen as an example, the Charcoal Coffee launched by Nongfu Spring is not a hot product among Nongfu Spring's full range of products, so in order to have a strong grass-planting effect, Nongfu Spring gave priority to the food section UP host Black Cat Kitchen for the launch.

By observing the fan portrait of UP host Black Cat Kitchen in Feigua Data (Bilibili version), it can be seen that the top 1 fan interaction preference is food and beverages. For food brands, the promotion effect of food products will be better.

The three most popular categories in food and beverage videos are food, food circle, and food making. Therefore, the video content for the business order is about making black truffle roast goose. Once this video was released, it received 466.9w views, with a fan-to-fan ratio of over 120%, far exceeding the average level of UP hosts. The amount of interaction reached 538,000.

By observing the video comments and analyzing them, we can see that the word "coffee" is also a keyword that the audience discusses most among the TOP10 hot words in the comments. This shows that the promoted products in the video have been implanted in the minds of the audience. Even if you are a UP host in a vertical category, you still need to create content based on fan preferences, otherwise the dissemination effect will be affected and the marketing promotion effect will be greatly reduced.

Cross-circle placement to create buzz

If a brand wants to expand its voice and consolidate its brand image, cross-circle investment in UP hosts is a good way to do it.

Taking Yousugar and UP host M Mutang M as an example, as a food and beverage brand, they chose the top UP host in the gaming area to open the promotion track of Yousugar in the gaming area.

Taking the business communication information between Yousuanru and UP host M Mutang M as the thread, a simple, funny and weird game production video is gradually carried out. The skillful software operation, the funny commentary dubbing of the UP host, as well as the high number of fans and fan stickiness accumulated by the head UP host in the game area, have made this video create a considerable volume for the brand in the game area and even the entire site. The UP host brings the brand to the vision of more audiences and precipitates the brand image in the hearts of the audience.

This video ranks 90th on the B station rankings, with a fan-to-fan ratio of over 110%. The brand name "You Yogurt" alone has jumped into the top 4 of the hot comments. In addition, "Party A" and "Chafan" show that fans have a high acceptance of such high-quality works.

This shows that cross-circle deployment of UP hosts can help consolidate the brand image and expand the brand's voice.