To master the promotion of Bilibili, just read this article!

Bilibili , the main battlefield to capture young people!

1. Bilibili symbolizes the lifestyle of young people

Bilibili is a well-known video barrage website in China. On Valentine's Day, February 14 last year, Alibaba officially announced that Taobao China had acquired nearly 24 million shares in Bilibili. It is speculated that Taobao's move is due to its focus on the "ability to sell goods" of UP hosts on Bilibili. Bilibili has become the "darling" of the two giant shareholders, Alibaba and Tencent. It has once again become the focus of discussion and has attracted enough attention from brand owners in various industries.

Bilibili ranks first among the top ten apps preferred by young users aged 24 and below, and young users under the age of 28 account for more than 80%. It is a large cultural community in China where young people gather. Young people are the mainstream target user group that brand marketing will easily capture in the future. For the vast majority of brand owners, doing a good job of marketing on Bilibili is equivalent to establishing new brand awareness among young user groups. First, it cultivates new users, and second, it lays a stable foundation for locking in more solid users in the future. It can be said to kill two birds with one stone.

From the data released to the public, we can see that the number of monthly active users of Bilibili has reached 92.8 million , close to 100 million, with extremely high activity. The average daily usage time of users has reached 85 minutes , and user stickiness is high. The dual traffic factors determine Bilibili's marketing influence that cannot be underestimated.

Of course, the key content creators and producers of Bilibili, whom we call UP masters, are the real contributors to Bilibili, because 89% of the video content on Bilibili comes from UP masters. With high-quality video content, UP hosts at Bilibili contribute an average of 45,000 daily views and 1.1 billion monthly interactions. They have also created more than 2 million cultural labels and have strong vitality in content production. In this way, the quality of Bilibili's content marketing can be guaranteed.

2. How can brands leverage the high-quality content of UP hosts to gain popularity on Bilibili?

Based on this, the marketing form equipped with original content from UP masters has become a marketing killer for many brand owners to capture Generation Z. Many brands including KFC, Nike, Xiaomi, Huawei, etc. have chosen to focus on the original content marketing of UP masters on Bilibili.

So how should brand owners conduct precision marketing on Bilibili and win the hearts of Bilibili's young users? In Weibo's view, there are three main marketing methods, including experience planting, talent implantation and secondary creation.

1. Experience and promotion: Real experience, in-depth promotion by UP host, brand reputation and sales volume are triple harvest

When overall brand product attention is low, how can we attract users through soft implantation? How to use multi-dimensional guidance to drive product sales conversion? How to build a good product reputation?

To experience the product, the UP host demonstrates the product through a real trial experience and recommends the brand product to fans, effectively stimulating fans' desire to buy. This gameplay is suitable for industries such as beauty and daily chemicals, food and fast-moving consumer goods, clothing matching, and digital 3C.

Typical case: 618 mid-year promotion, 6 beauty UP hosts personally experienced it

During the mid-year promotion in 2018, the brand wanted to take advantage of Tmall’s 618 marketing event to expose the brand and attract traffic to Tmall. It invited Weibo to select 6 UP hosts for it, accurately lock in beauty and skin care resources, evaluate a variety of brand products, and promote the brand to fans. During the period of the project's dissemination, the WeChat Index increased by 31.84% day-on-day, and the Weibo Index increased by 466.91%, covering a population of over 5 million, successfully supporting the brand's 618 e-commerce war.

2. Talent placement: Excellent skills + soft placement make users fall in love with the advertisement

When a brand’s new product is about to enter the market, how can it quickly gain user recognition? How can a brand’s various products achieve wider exposure?

Talent placement is a way of inserting brand elements into videos where UP hosts showcase their talents such as dancing, singing, and playing musical instruments. This method of gameplay has low advertising suspicion, high user acceptance, and strong watchability. It is a method of gameplay that can be tried by brands across all industries, including digital 3C, food and beverage, beauty and daily chemicals, games and animation, etc.

Typical case: UP host Le Xiaoman’s hot dance is embedded in mobile phone products

In mid-2018, the brand wanted to promote its mobile phone product Honor V10, and invited B station dance expert Yue Xiaoman to create and distribute original short videos, and participate in the B station otaku culture column topic #舞见#. Weibo has intelligently selected 19 influencers to participate in the distribution and guide users to participate. In the end, during the dissemination period, the videos released by 19 influencers were played more than 4.354 million times and had a dissemination coverage of more than 24.52 million people.

3. Secondary creation: Regeneration of promotional video content to fully ignite brand enthusiasm

When a brand already has promotional materials but their reach is limited, how can it further expand its influence?

Secondary creation is a way for UP hosts to re-adapt and re-create the brand's existing promotional videos (TVC press conference video promotional films, etc.). Through secondary creation, the brand influence can be continuously spread and the brand promotion efforts can be effectively enhanced. This is a method of play that brands in all industries, including digital 3C, food and beverage, beauty and daily chemicals, games and animation, can try.

Typical case: UP host re-created Xiaomi press conference video, which set off a network explosion

Lei Jun's line "Are you OK" from his speech at the Xiaomi 4i launch conference in India was re-edited into a MAD divine song (original song by Angelina-Lou Bega) by Mr.Lemon, a netizen from Bilibili. Its magical melody attracted other netizens to spread it wildly on the Internet, effectively spreading the popularity of the brand event. This round of dissemination received 15.8 million video views, 205,000 video likes, and 136,000 barrage interactions.

3. Analysis and suggestions on brand native advertising on Bilibili

By summarizing the overall marketing positioning and marketing case studies of B-Zhan, and combining it with the transaction data analysis of the Weibo platform in 2018, we have come up with some marketing rules for advertisers in terms of delivery platforms, delivery resources, etc.

1. Trends in native advertising on Bilibili in 2018

In 2018, on the Weibo platform, by looking at the trend chart of the number of B station's transaction customers and transaction amount, it can be seen that the participants and investment intensity of B station's marketing as a whole showed a cyclical upward trend.

The following rules emerge from the breakdown:

The trend chart of transacted customers shows that except for a significant decline in the number of transacted customers in July, the number of transacted customers in other months either rose steadily or climbed significantly. The number of customers began to increase steadily in August, and Bilibili's marketing continued to increase in the second half of the year. By the year-end marketing node in December, the number of transacted customers reached the peak of the whole year.

The transaction amount trend chart shows that the e-commerce marketing nodes of 618 and Double Eleven are peak seasons for brand marketing, and the transaction amount of Bilibili has also surged.

2. Mainstream customer groups for native advertising on Bilibili in 2018

Whether it is the number of customers who have completed transactions, the transaction amount or the number of orders completed, overall, the main industry brands that preferred to place ads on Bilibili in 2018 were beauty and daily chemicals, 3C digital products, IT Internet, etc.

Among them, beauty and daily chemicals and IT Internet prefer to invest in Bilibili, and their number of transaction customers accounts for 63% of the total; beauty and daily chemicals and 3C digital products invest most in Bilibili, and their transaction amount accounts for 86% of the total; 3C digital products and beauty and daily chemicals invest most in Bilibili, and their number of transaction orders accounts for 88% of the total.

3. Mainstream methods of native advertising on Bilibili in 2018

Through the marketing cases that Weibo has implemented for advertisers in various industries in 2018, it was found that the proportion of grass-roots product promotion methods reached 47%, which is a marketing method that advertisers commonly use with a high frequency . In addition, talent implantation and secondary creation are also methods frequently used by advertisers.

4. Popular resource types for native advertising on Bilibili in 2018

External data shows that UGC content on Bilibili accounts for more than 85% of the total content. At the same time, it shows that the number of orders from mid- and long-tail UP hosts accounts for 90%. The marketing value of mid- and long-tail resources is highlighted and is deeply favored by advertisers.

In 2018, accounts with good eloquence, positive energy, beauty and cosmetics, games and animation , etc. are popular resources for advertisers.

Based on our full-year transaction data for 2018, we have summarized the TOP20 account resources with the highest number of orders created and completed by advertisers. They are popular resources with relatively strong cost-effectiveness, communication power, and content creation capabilities.

Everyone knows that B station will carry out comprehensive commercial promotion in 2020, and the user stickiness of B station is also very high. Although B station started in the field of two-dimensional, the expansion of B station users and the diversification of content have gradually popularized the content.

So how many commercial promotion methods does B station have?

1. Video promotion method

This is easy to understand. It means finding a group of bloggers to cooperate with. For this kind of cooperation, the bloggers can be chosen by the brand itself (bloggers usually leave their contact information on their homepage), or they can cooperate with advertising companies and MCN agencies. Both are possible, but one thing to note is that when cooperating with bloggers, remember not to over-market. The post-00s nowadays are very disgusted with bloggers posting hard-advertising videos. Now many users of Bilibili are not averse to the videos of bloggers they follow who make money by making money, but they are averse to bloggers over-marketing and promoting products. Simply put, as long as the blogger's promotional video is interesting and has good content, viewers will pay for it. Otherwise, there will be a situation where the playback volume of other videos is very high, but the playback volume of this promotional video is low.

2. Live broadcast promotion

Now B station has also started live broadcasting, but I personally think that it is not appropriate to promote on B station through live broadcasting, because it does not match the tone of B station's users. If you want to live broadcast, it is more appropriate to choose Taobao first.

3. Graphics and text promotion

In fact, it is not very suitable for Bilibili to promote products with pictures and texts. Not to mention that Bilibili users are not used to reading too many articles on Bilibili, even Bilibili itself does not have any columns designed for beauty and skin care. Moreover, compared with just talking about products, Bilibili users prefer articles that talk about the second dimension. Moreover, compared with Bilibili, Xiaohongshu is more suitable for its own users.

Although there are three promotion methods for B station, in fact, the video promotion method is more suitable for B station users among these three methods. In addition, to promote on B station, the brand itself needs to have a greater tolerance for content. When cooperating with bloggers, the brand needs to promote in the style of the blogger, rather than the previous advertising promotion method.