The way B station’s information flow ads go viral

The "Most Beautiful Night of 2019" New Year's Eve Gala made Bilibili successfully break out of the circle. Hot events such as the release of the 2020 financial report and DingTalk online ghost animals also made major media talk about it, and many brands have turned their attention to this "little broken station".

In 2019, Generation Z (people born between 1990 and 2009) accounted for 82% of Bilibili's users, and their excellent user stickiness is well known. As the platform with the most concentrated Generation Z users, Bilibili has irreplaceable value for brands and advertisers.

Compared with other platforms, Bilibili’s current advertisements mainly appear in the recommended native information flow, with two display formats: small pictures and large pictures. The landing page can jump to H5, video, download and other pages. Although Bilibili's advertising business is still in its early stages of commercialization and is relatively restrained, its growth rate cannot be underestimated.

In response to Bilibili’s recent advertising creativity, we have selected the following six industries with the largest number of advertisements, and analyzed the differences between the creative materials of Bilibili and other key platforms (Tencent Advertising, Bytedance, and Baidu Information Flow), hoping to provide a reference for relevant advertisers. At the end of the article, Bilibili’s six must-have industry advertising creative material packages are attached

Note: Since all the information flow ads on Bilibili are in the form of pictures, the following will focus on comparing the creative differences in picture-based ads.

Since Bilibili's gaming revenue mainly comes from the agency of two-dimensional games, and its own platform is limited by the user attributes, most of the games launched on Bilibili are animations, or mobile games with novel and unique styles.

According to data tracked by App Growing, "Sword and Expedition" and "Food Contract" had strong launches during Q1 2020. The following focuses on analyzing the differences in advertising creativity between these two games on Bilibili and other platforms.

The main features of the creative advertising materials of "Sword and Expedition" on Bilibili include prominent subtitles, photos of beautiful anchors, or the flexible combination of the hot topic "What kind of experience is XX" and "liver" to create a sense of contradiction and attract users to download and learn more. When choosing game characters, we tend to choose cute and soft characters for display.

The creative advertising materials on other platforms focus on characters and skills, emphasize explosion rates, and prefer to display cool, domineering, and queen-like characters.

The materials of "Food Contract" on Bilibili and other platforms are also different. Bilibili displays more soft and cute female game characters, and the pictures focus on creating a happy, warm and dreamy atmosphere. Most of the users of Bilibili have been "influenced" by many food-related animations and anthropomorphic works of two-dimensional community masters, and are easily moved by anthropomorphic animation images, food, masters and other elements. The game also emphasizes keywords such as two-dimensional, food anthropomorphism, and big painters in the subtitles and advertising copy of the advertising pictures.

On other platforms, "Food Contract" focuses on showcasing multiple noble and cool game characters and voice actor lineups, or highlighting corresponding game card drawing activities.

Social love and marriage (no face showing, fresh and simple)

The overall characteristics of B station's social marriage industry advertisements are that they do not show faces, are young and fresh. The following focuses on analyzing the differences in advertising creativity between "Tantan" and "PicoPico" on different platforms.

The advertising creativity of "Tantan" and "PicoPico" on Bilibili mainly shows the upper body of cute and petite girls. The models are mainly soft and cute girls wearing sports skirts and lolita skirts. The overall picture presents a distinct girlish tone. In addition, JK uniform is also a hot topic, which is inseparable from the relatively young age of its users, the prevalence of home dance culture, and the preferences of male users.

The creative materials of "Tantan" on other platforms are more down-to-earth and mature, and the pictures are not overly modified, catering to the aesthetic tastes of older men. The overall style of the materials of "PicoPico" on other platforms is also relatively fresh, but the style of the models is obviously not in the same dimension as that of Bilibili. They dress in a casual daily style and are relatively more mature in appearance and temperament.

Education and training (actual exercises, emoticons)

Bilibili's educational advertising style is very distinctive. Whether it is "Speaking English Fluently" or "Youdao Premium Courses", the creative materials are all exercises/notes background + conspicuous copy, decorated with emoticons or hot memes (such as "Oli Gei"), which can easily hit the pain points of students and resonate with them. On other platforms, the style is general and standard, with no special adjustments made for students.

The Java course advertisement combines magical emoticons and the hot topic "Before XX, after XX" to highlight the transformation before and after learning Java. The advertisement for the nutritionist certification exam is also fresh and its style is very close to the food circle of Bilibili, which suits the preferences of the target audience. However, these two platforms focus more on emphasizing the value of skills/certificates and how they can help their work and life.

Skin care and beauty (popular science, strategies)

Fat-loss ads on the Bilibili platform are mainly meal replacement products, with an emphasis on the benefits of sugar-free meals for fat loss and skin care, using a popular science style with animated images. Advertisements on other platforms are mainly weight-loss drugs, emphasizing oil removal and belly reduction, using real-life images for a strong visual impact.

Most of the acne removal ads on Bilibili are packaged as skin care guides, and they prefer to cue students in the copy to attract users to click. On other platforms, they tend to show methods of removing acne, focusing on attracting traffic and increasing followers.

Clothing, shoes and bags (cool and high-end)

Most of the clothing, shoes and bags advertisements on Bilibili are cool men's products. The pictures have a strong sense of design and reveal a sense of high-end brand. They seize the pain points of young male users in pursuing trendy products for promotion.

Advertisements on other platforms only highlight the “trendy” selling point in the copy, but do not spend much time displaying it in pictures. Instead, they focus on preferential prices, durability, etc.

Lifestyle services (Vlog cover style, eye-catching)

The differentiation of advertisements in the life service industry is also very obvious. The following focuses on analyzing the creative differences between "A Good Home in a Foreign Land" and "China Mobile" on different platforms.

"A Good Home in a Foreign Country" packages its advertisement into a video cover in which the up-host shares his own experience of renting a house while studying abroad. The copy emphasizes keywords such as "super love", "must see", and "need" to attract students studying abroad to click and learn more. The material pictures on other platforms simply and directly show real photos of the room, and the advertising copy emphasizes "crazy rush" and "few left" to create a sense of urgency.

China Mobile's image materials directly photoshop selling points onto animation screenshots, which is in line with the attributes of Bilibili and is eye-catching and low-cost.

Author: App Growing

Source: App Growing