B station traffic acquisition methodology

Bilibili has always been a traffic pool that has been overlooked by everyone.

If the paying group is young people, aged 15-30, as long as your customer acquisition team is a little bigger, I don’t recommend you to give up Bilibili. Do more in education.

The ways to play at Bilibili can be roughly divided into the following types: keyword optimization, matrix account, and large account. Please note that what I am talking about here is free traffic, and how to acquire customers through advertising is not included.

Of course, we will not discuss the gameplay of the above modules for now, and let us first understand the recommendation mechanism of Bilibili. Bilibili is also a content platform that mainly relies on algorithm recommendations.

Generally speaking, Bilibili will recommend your video once every three hours after it is approved. The amount of recommendation this time is relatively small, mainly to run the basic model, with about 500 exposures (so the cover + title is particularly important and determines the initial open rate); then it will push it again in 6-7 hours, and the pool at this time will be about 5,000 exposures. If your data is still better than that of your competitors at this stage, you will then enter the next big pool, which has 100,000 exposures.

The recommendation rules of Bilibili are different from those of Tik Tok. It generally recommends for 7 days, so to see whether a video is popular or not, you have to wait 7 days to get the final data. Of course, I have also encountered a situation where a video became popular in the previous year, and in the second year, it continued to be recommended, and in the second year, it increased by more than 100,000 views.

However, this requires project node topic selection. In other words, if something was popular last year and is popular again this year, it must be because this topic has become popular again on the site this year. So as an excellent article from last year, you are being pulled out and criticized again.

1. Keyword Optimization (SEO)

Any platform can be SEO-enabled. SEO is an ancient skill, but not many people know it. But it doesn’t matter if you don’t know how to do it, you can still attract traffic.

For example.

For example, I want to work in the operation category, but there are too many operation-related videos on Bilibili. Then I can search for "operation" on Bilibili, and then based on the derivative words given by the platform (derivative words generally mean that users who search for "operation" are also interested in this word), you can select a derivative word (generally more vertical, but the competition is not that fierce), and add this derivative word label to every video you post. The best thing I’ve ever done was to create a derivative word for “civil service examination”, and 80% of the content when you clicked on it was my content.

There is another way to play, for example, I just want to do the word "operation", and I want to rank among the top few. Then you can find some SEO studios (it would be better if you can do it yourself), and directly use technical means to increase the number of views, completions, coins, etc. of your video, so that you can rank at the front. The traffic is yours. But one thing you need to pay attention to is that the content of your video for SEO must be good. If the content is not good, users will not come to you after watching it.

The third way is to use Bilibili to generate Baidu’s search traffic. Use Bilibili to get Baidu's search traffic. Because Baidu is extremely short of content, it will capture anything it can. Then you can naturally embed precise long-tail words in the title + article of your column on Bilibili, and when users search, you will be the result.

This is how I discovered this traffic pool: I used to start a business related to civil service exams, and a principal who we had fired was slandering me online every day, and every time users could accurately find the content in which she slandered us. Because once users search and scroll a few more times, they can always find negative information about her. Although what she revealed was not true, users would become suspicious after reading it, which would affect conversion.

2. Matrix Number

The matrix number is to use quantity to fight against the uncertainty of content and the uncertainty of algorithms. In the past year, my team has had hundreds of Bilibili accounts (I haven’t counted the exact number because there are so many), and about 30% of them have generated traffic on a large scale and in an organized manner. That is to say, it can continuously direct traffic to WeChat.

One point needs to be emphasized here. Many companies think that to do private domain traffic diversion, they need to become big. This view is completely wrong. The purpose of creating an account is not to make it so big that people will envy it, but to truly bring traffic to WeChat for conversion.

Most of the accounts in my team are very small, and some even have only dozens of followers. However, with the recommendation of the algorithm, these accounts with dozens of followers can still direct hundreds of traffic to WeChat for me every month. Then why should I pursue a large size?

In fact, for most companies that are not good at creating content, it is too difficult to become a big name. We just need to provide the platform with the content they need, and at the same time bring some traffic to WeChat. As for whether it is a large size, it depends on luck.

So how do you play the Matrix?

First, the content must be extremely standardized. This means that what is given to employees should be simple enough so that they can figure it out right away. For example, it is difficult for most employees to write an article a day. Why not just arrange a few people with good writing skills to write scripts, and then modify the script into dozens of versions and distribute them to everyone.

For example, what if all employees can’t write? Ok, then go find some popular articles in your industry, read how they write the first paragraph, and then write it out in your own words. It will be over, right? The market for this content has already been selected, so you don’t have to worry about it not being popular. Even if it is not popular, you can look for the reason in its form rather than its content.

Second, the format must be extremely standardized, and everything that can be SOPized should be SOPized . For example, my Bilibili team did this in the beginning: turn on the rear camera, set up the tripod, print the manuscript on A4 paper, and read from the manuscript! Many people may ask, is that it? Yeah, that's it! Can it become popular? It’s really popular! To be honest, the users of Bilibili are very kind. They prefer UP hosts who are not pretentious. Even if you are hesitant or even if your surroundings are bad and messy, it doesn't matter. They will accept it and will finish reading it.

Third, it needs to be MCN-ized. In other words, after we have gotten it working internally, we must use all available resources. Take education as an example. Since everything is working internally, why not bring external students into this situation and let them provide us with traffic? There are so many people on Bilibili who make Vlogs to record their study life. It is natural to post a Vlog in the video or in the top comment section, and let these users add WeChat to receive the notes of their senior classmates.

This is how I do the MCN thing.

First of all, we have to think clearly about the purpose of MCN. My purpose is very simple, which is to get traffic. The traffic is on the platform, and the platform's traffic is on MCN, so I will do MCN to get traffic. Therefore, I do MCN for a specific industry, and my own backend team can digest this traffic.

Secondly, the method should be simple and crude, but the sense of ritual must be sufficient. In order to make students feel that my talent opportunities are precious, I first asked them to write a self-recommendation letter; then I called to screen (in fact, everyone was invited); after they came, the concierge process was run smoothly; in terms of content, I first painted a rosy picture for everyone, telling them what I can provide them (money + experience + internship opportunities);

Then tell everyone that in order to actually participate in the event, they have to do it for a few weeks in a row before they are eligible to enter (this is actually to allow everyone to do things in one go). The content is just the same as managing your own team, but students have a natural advantage in that they are learning this themselves, so the Vlogs they shoot on a daily basis are naturally real.

Finally, it must be fully SOP-ized. Because you are targeting people who may have never worked on Bilibili before, they are all newbies, so you must come up with an SOP that they can understand and use as a reference. I asked my team to work on the SOP for two months, and only after they were completed did we hold a conference to talk to everyone about it. For example, you can look at the picture below. We will even teach experts how to set the phone parameters step by step and how to take the best photos.

3. Large size

After working on the matrix for a while, there will definitely be a big one emerging. This big one is not the big one in the traditional sense. Instead, it has more fans than other accounts. For example, it may have several thousand or tens of thousands of fans. It has an IP, a personality, and a certain fan base.

When you reach the large-scale stage, you can assign someone to take care of you. Anyway, it’s only a few times a week, so it’s not difficult and doesn’t waste time. However, large accounts must select topics and plan content specifically, the editing must be exquisite, and the cover must conform to the aesthetics of Bilibili.

As for how to create content, I actually talked about it in my article "Review of the actual battle: After 2 years of low-cost customer acquisition, I summarized 4 traffic acquisition methodologies", and I will share it again here:

Bilibili and Zhihu are two platforms that I have devoted a lot of energy to. I have posted nearly 50 up hosts on Bilibili (note, they are up hosts, so the number of accounts is even greater), and I have posted countless accounts on Zhihu.

In our category, in addition to free courses from famous teachers, the content that is most likely to become popular and bring the most traffic on Bilibili is videos of seniors sharing their experiences. We even had a video that went viral last year and attracted over 1,000 additions to our microblogs (but then it exceeded that number).

Of course, here we have to solve two points: one is how to make a hit; the other is how to attract traffic. I will focus on how we make a hit product. Because the methods of attracting traffic are actually similar, the most important difference lies in whether your video/article goes viral. First of all, we have to be sensitive. To be honest, anyone who deals with traffic needs to be sensitive, including the following aspects:

1. Hot spot sensitivity, including time node hot spots and industry hot spots. When hot spots come, you must go for them without hesitation;

2. Platform sensitivity. Platform rules are constantly changing, and few platforms change as slowly as Zhihu. Therefore, team leaders have to explore and practice on their own.

3. Project sensitivity and project nodes are very important. Once a project node comes, traffic will rush in. You must have a plan in advance to handle it.

Secondly, no matter what the hot topic is, it must be combined with the industry. It must be hot topic + industry. Otherwise, it will be meaningless even if it becomes popular. For example, when fans see Liu Haoran taking the exam, they flatter him for his looks, but when we see Liu Haoran taking the exam, we want to analyze what the benefits of the job are.

Finally, if the above are too difficult, don’t worry, there is still one more trick that you can definitely learn. That is, after a hot spot is born, it infects one platform after another. So you can just go to Zhihu and ask a question from the hot topics on Weibo, then answer it yourself, and then invite other people to answer it. There is a high probability that such a question will also become popular on Zhihu, and at least the first wave of traffic for this question will be consumed by you.

Of course, there is another thing. Every industry has its own industry hotspots. The platform may not know about these hotspots. It just knows that the traffic suddenly increases one day, but as an industry practitioner, you must know it. You can preset questions and answers in advance, and then when industry hot spots come out, you can immediately ask questions with your left hand and answer them with your right hand, and invite everyone on Zhihu the next second.

Author: Kosan

Source: Kosan