As one of the most efficient marketing strategy on Bilibili: KOL Campaign, many brands are trying to work with KOLs, however, do you really know how to cooperate with KOL can gain better effects?
Crossover campaign can also happen besides two brands, an image, a cosmetic, even a program! How do those co-branding work? Let's check out in this course!
BILIBILI (B SITE)
Bilibili (哔哩哔哩), also known as B site (B站) is a Chinese video sharing platform based in Shanghai, themed around animation, comic, and game (ACG), where users can submit, view and add commentary subtitles on videos.
This course will help you understand BILIBILI's users and community, and provide actionable instructions to win Gen Z's heart
WHAT IS BILIBILI
As one of a few companies jointly invested by Alibaba and Tencent, Bilibili is a video sharing platform founded in 2009 with mainly animation, comic and games (ACG) content, which is especially popular among Generation Z (post-95s & post-00s). 77% of the users are under age 30, 43.3% are under 24. As of Q1 2020, it has reached more than 172 million monthly active user. Bilibili users averagely spend 87 minutes every day on the platform, which makes it a highly engaged and sticky community.
BILIBILI VS YOUTUBE
In some ways we can see it as Chinese Youtube. But the biggest difference between the two is that on Bilibili the audiences can send text messages that will fly across the screen like bullets, which we call it bullet screen (“弹幕” in Chinese). Every day more than 4.19 million messages are sent by users in total. This is also the most outstanding and attractive function of Bilibili platform. Some users even think the bullet screen is more interesting than the video itself.
Through bullet screen, the audience sees other users’ comments on the brand, which is where brands should pay more attention besides the video itself.
WHY LONG VIDEO WHEN SHORT VIDEO IS TRENDING?
Although short video platforms like Douyin is becoming more and more popular, Bilibili is still attracting a certain group of audiences. For example, on Bilibili platform, you can watch the latest and the most detailed make-up vlogs posted by make-up bloggers, such as PONY (a well-known make-up blogger from South Korea) and 小猪姐姐 (a famous Chinese make-up blogger). As there is no limitation on the video length (Weibo is limited by 15 mins and XiaoHongShu is limited by 60 seconds), the content on Bilibili platform can be much more detailed.
Short videos are mostly for fun. Long videos are more informative and detailed. This is also the reason why the audiences still like to watch long videos, especially when they are looking for specific information about a brand or product.
EXPLORE MORE BENEFITS: COOPERATION WITH TAOBAO
Bilibili announced a cooperation with Taobao at the end of 2018. Product links now can be added to the KOL’s live streaming, allowing the audiences to purchase directly. This cooperation surely benefits both parties - quality content can be monetized.
Official Account Management
Bullet Screen Management