In 2020, is Bilibili a new marketing trend?

To be honest, I mainly watch movie commentaries on Bilibili. Every noon, me, food, and the B station movie up-loader are all essential.

However, Alibaba and Tencent have been making so much noise on Bilibili recently that I have to re-examine Bilibili.

01｜Internet giants are fighting on Bilibili

Here's what's going on

The dispute between DingTalk and primary school students. Under the threat of “five-star installment” for primary school students, Dingding released a video [Dingding, the real Ding, begging for mercy online], which became popular on Bilibili!

(No. 1 in the daily ranking of the entire site, 1.6 million likes, 120,000 comments, 570,000 favorites)

This suddenly increased DingTalk’s followers on Bilibili by more than 500,000 (now it has 760,000). After DingTalk became popular among the young people at Bilibili, even the entire Alibaba family started to debut at Bilibili and be sold as a bundle. And the effect is pretty good.

Wouldn’t this make the elementary school students’ big brother, Tencent, unable to sit still? In this "one-star review" incident, Tencent was also one of those who was "warned"!

Therefore, at the end of February, Tencent also released a video on Bilibili titled "Bilibili shareholders perform art to get on the front page" (Tencent is the second largest shareholder of Bilibili).

And Alipay also left a message under this video!

This kind of intimate behavior can only be seen on Bilibili!

02｜Bilibili has a piece of the pie, and some brands have already set their sights on it

Was Alibaba the first to start marketing at Bilibili?

Really not!

As early as 2016, Lei Jun went to Bilibili to record a 25-second Lantern Festival blessing video to create momentum for the launch of Xiaomi 5, and the Xiaomi 5 launch conference was also live-streamed on Bilibili. On February 14 this year, the Xiaomi 10 online launch conference started. During this period, Xiaomi also jointly launched a 72-hour super support live broadcast with Bilibili.

Perfect Diary even regards Bilibili as one of its important communication channels besides Xiaohongshu. Since 2018, Perfect Diary has frequently updated beauty reviews, beauty tutorials and other videos on Bilibili.

Tesla announced last year that it would integrate the Bilibili platform into Tesla's in-car infotainment system, and last month, Tesla created an official account on Bilibili.

Therefore, attacking Bilibili has long been a consensus among many brands. The actions of DingTalk and Tencent have only made Bilibili stand out strongly in the eyes of brands again.

03｜Why Bilibili?

The answer is simple: because they are young!

"Youth-oriented marketing" is a topic that brands cannot avoid when doing marketing.

B station's unique community atmosphere

According to statistics, 78% of users on Bilibili are aged between 18 and 35. The reason why there are so many young people on Bilibili is mainly because of its unique community atmosphere.

According to the users, Station B is like this:

“There is no influence from the B-station culture. If you insist, it is the atmosphere of a so-called big family.”

"It's a video website, but I feel like Bilibili is more like a social software."

"Bilibili is currently the video website in China that is closest to YouTube."

Bilibili was originally created to cater to the interests of a specific group of people, so it has a free atmosphere that is full of youthfulness.

Chen Rui also once said: Bilibili’s current strategy is no longer based on individual content, but on the crowd. Bilibili corresponds to young people, and whatever young people like, is available on Bilibili.

Another thing worth mentioning about Bilibili is its barrage culture. As we all know, Bilibili has another nickname called barrage website. Its barrage culture has transformed it from a simple video website into a social place for people with similar interests. Because barrage not only has the advantage of sharing opinions, but also has the advantage of sharing emotions.

At the same time, barrage content such as "High-energy warning ahead" and "Awei is dead" have become content shared only by people in the circle, giving users a sense of belonging.

The video of "A String of Life" is full of "Thank you for the hospitality"

It is said that ordinary text and funny memes are just the basic operations of barrage on Bilibili. Experts can also use barrage to form patterns and games. Bilibili has even held an advanced barrage competition.

Just look at the barrage when the comet landed at the end of "Your Name", and you will know how magical the barrage culture of Bilibili is!

The above-mentioned atmosphere of relaxation, freedom and belonging of Bilibili has created the basis for its popularity among young people.

And Bilibili has three highs!

High growth, high viscosity, high activity

Judging from the third quarter report of 2019 released by Bilibili, Bilibili continued to see strong user growth in the third quarter of 2019. This quarter, Bilibili's monthly active users reached 128 million, and its monthly active users on mobile terminals reached 114 million, a year-on-year increase of 38% and 43% respectively. On this basis, daily active users reached a new high of 37.6 million, a year-on-year increase of 40%.

The rate of population growth on Bilibili would require family planning in real life (just kidding)

So, isn’t this level of platform quality good for Party A?

The undervalued subculture

And the magical station that unifies all major circles

At first, we knew Bilibili as a community for the second dimension, but today it has more identities:

Personal space for game lovers

Well-known domestic learning website

Cloud tourism, the base camp of non-famous Vlog

The cloud dining table where everyone watches the meal

A brand new audio-visual and music platform

The place where the fan video is produced

…

So now there is a saying: Everything can be on Bilibili! Bilibili has transformed from a two-dimensional platform into an entertainment community for young people.

This also shows that there is more content on Bilibili that is worth exploring and developing by brands and users.

(Bilibili homepage section)

According to media reports, Bilibili has formed 8 million content tags and 7,000+ core cultural circles. Its community has emotional resonance, unified values, and extremely high stickiness.

More than a decade ago, some people could still stand up and question subculture, but everyone underestimated the power of circle culture. Now, which marketer does not say that the brand needs to "break the circle".

For example, after LV and LOL launched the joint skin of Qiyana, the Queen of Elements, they chose to cooperate with Bilibili, a cultural community where domestic e-sports enthusiasts gather, to break the wall between the fashion circle and the e-sports circle.

Rich UGC output on Bilibili

In the early days, Bilibili became popular due to its new anime, but now it mainly relies on original content operations.

Bilibili has 1.8 million game up-loaders, 460,000 VLOG up-loaders, 4.2 million learning videos, and produces more than 1,000 original music songs every month...

Its high friendliness towards original videos and a series of creative incentives for UP hosts have led to the massive output of original content, which in turn has attracted a large number of browsing users, creating an interesting and interactive atmosphere and high user stickiness on Bilibili.

Speaking of this, out of curiosity about Alibaba and Tencent, I also went to check out the original content about Jack Ma and Pony Ma on Bilibili.

The result was that the owner of the circle almost fainted with laughter.

There, Jack Ma is called "Yunyun". He has a video biography that shows he is not interested in money, and he even has the ability to make money.

There, Brother Teng was a great dancer and many people were fascinated by his dancing skills.

And they also have a CP called Marxism.

Come, click on the video to appreciate the power of the "Marcosism" CP.

Video source: Up master @龙大人不喷火

Including the incident between DingTalk and the elementary school students, the UP hosts also had a lot of imagination.

In fact, from this, we can also see that Bilibili’s UGC output is no less than that of “WeChat, Weibo and Douyin”.

Now when you open Bilibili, no matter how common the things are, they can be used to create memes, bringing waves of popularity to the products.

In December last year, someone reposted a video on Bilibili showing Japanese president Hajime playing with Oreos.

Then, netizens on Station B spontaneously started playing the game of Oreo Oreo Oreo Oreo Oreo Oreo Oreo…

Afterwards, Oreo seized the opportunity and entered Bilibili with an "anything goes" attitude, playing a fun activity called "everything can be Oreo" , which caused another big Oreo storm.

This is the kind of high-quality UGC content that many brands want to see!

04｜Will Bilibili be a marketing trend in 2020?

Seeing that Alibaba, Tencent, Xiaomi and others have started to play around with Bilibili, it is naturally a treasure trove of "youth marketing" recently, but the key lies in whether the brands know how to play and whether they can create their own content. Otherwise, they can only be like many brands that year, watching Durex's social marketing flourish while they could only suffer the consequences.

Finally, the circle owner has to complain that many times people have been dissuaded from becoming a member by the 100 questions on Bilibili, so have you all become members?

Author: 4A Advertising Circle

Source: 4A Advertising Circle (newggm)