For a long time, the e-commerce industry has been one of the top five advertisers disclosed by Station B. During the 618 E-commerce Festival this year, Station B released data saying that the e-commerce advertising revenue of Station B ushered in an explosion, with a year-on-year increase of over 400% . Among them, the number of videos with goods in the station increased by nearly 8 times year-on-year, and the number of live broadcasts with goods increased by nearly 7.5 times year-on-year .
Station B, as a content platform with medium and long videos first, has high user stickiness, interaction rate and UP main video planting power. Therefore, the e-commerce platform follows Station B and hopes to get the marketing effect of "planting grass and harvesting" from here .
Even Feigua data (B station version) [Brand Ranking] shows that in the past 3 weeks, Pinduoduo has been occupying the second position on the list, with an average number of related videos as high as 300+ .
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JD.com’s 10 billion subsidy, Shangdewu buys ××, and Pinduoduo buys cheaper...
Every now and then, users of station B can see "overwhelming" e-commerce platform advertisements on the site. It is amazing that the same e-commerce platform will be issued by different UP hosts in the same period, so there are often users in the bullet screen, Comments ridicule the sea investment behavior of a single e-commerce platform:
Source - Feigua Data (B station version)
According to the Q1 financial report analyst meeting of Station B, the advertising of Pinduoduo, JD.com, and Taobao on Station B increased by 110% year-on-year .
Although the placement of e-commerce platforms is overseas, it is not a random investment. For example, the e-commerce platform Pinduoduo has some stable targets, and has long "occupied" the advertising positions of many UP owners.
As early as before at station B, someone said: "Half of the UP masters in the knowledge area are trying to make money with the young master." Just release a cooperation video with Pinduoduo once.
Or it is a well-known UP owner in the food area of Bilibili @小结力的虫虫, with as many as 4.379 million fans. His works are highly vertical to food exploration and food evaluation content. Feigua data (B station version) shows that within half a year Of the 13 business listing submissions, 6 of them came from e-commerce platforms, accounting for nearly 50% of the submissions , of which Pinduoduo accounted for 4 of them.
Source - Feigua Data (B station version)
There are two main types of brand placements for UP owners on the site. One is video placement , which is aimed at all station users and is supported by the platform according to video quality, traffic and other data dimensions to expand the publicity.
The other is posting pictures and texts . Because the exposed area is in the personal dynamics of the UP main account, it is directly aimed at the fan group of the UP main account. Therefore, the head UP main with a large number of fans is the "heavy weight" of posting pictures and texts on the e-commerce platform. disaster area".
Source-The UP master of station B is a little nervous Chongchong
This behavior of repeated launch has instead extended a new cooperation term "Brand Renewal Style Qifan" . With brand launch behind the push, the update of UP masters will be more active and stable, which on the contrary dilutes this There is a kind of "harassment" of advertising in a large area, and fans will even thank the sponsor in advance.
The main purpose of these top UP owners with a large number of fans is obviously to expand the coverage of the information network first , because the top UP main fans have a large number of fans and a richer and more diverse circle, and they can see obvious delivery in a short time The effect is to maintain exposure for a long time.
In addition, the delivery target of the e-commerce platform is also slowly radiating to the waist and tail UP masters . Compared with the head UP masters, these UP masters have more precise audiences, higher stickiness, and stronger circle penetration . Its launch cost is relatively low, and many of the UP owners at the waist and tail have some strong creative abilities, and they are more likely to bring high cost-effective returns to brand launch .
Feigua data (B station version) statistics show that in the past 90 days, the three major e-commerce platforms (Dewu, Pinduoduo, and JD.com) accounted for the proportion of video partitions associated with station B, living area, digital area, game area, and food area etc. are the main distribution areas, and these are also the most active areas of Station B: According to the financial report for the first quarter of this year, life, games, entertainment, animation and knowledge are the top five most popular content categories on Station B.
Source - Feigua Data (B station version)
This marketing model, in which UP owners of different divisions and levels such as the head and waist are launched at the same time, on the one hand, enriches the interest circle layer of the launch , can continuously expand the dimension of information coverage, and tap more interested users; on the other hand, through the head The private domain traffic stability information is updated on a rolling basis .
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The video cooperation mode between brands and UP owners is mainly divided into two types: customized advertisements and product placement advertisements . Simply put, they can be called soft broadcasts and hard broadcasts. Customized advertisements are based on the unique information of the brand and promoted products, combined with UP The main creative styles are integrated with each other, the advertisement has low presence, the content is highly ornamental, and the planting power is strong, but the relative creation cost and delivery cost will be relatively high.
On the contrary, hard-broadcasting is the opposite. Oral broadcast implantation information is concentrated, the time is short, and the cost is relatively low. Users can quickly extract core information, but the sense of presence is strong, which affects the user's experience of watching videos.
At present, the delivery mode of the e-commerce platform at Station B is still mainly based on implantable advertisements . If it is necessary to reach new and old users on a large scale, customized advertisements need to be created and polished for a long time.
Taking Pinduoduo and Dewu as examples, the brand will give discount codes and lottery benefits to the UP hosts. The UP hosts only need to intersperse oral broadcast advertisements in the video, and put the blue link jump link at the top of the comment area. Viewers only need to click to use it. It can form an exclusive conversion for UP masters .
For example, the over-the-top UP owner @小涛先生 recently released the work "hhhhhhhhhh" with tens of millions of fans. The UP owner pinned the fan-exclusive welfare coupon in the comment area, and clicked to jump directly to the event page and guide the APP.
Source-Dean Xiaochao, UP Master of Station B
As a super head UP master, he already has a large number of fans. The video still has a significant data increase when the video traffic is guaranteed. Compared with the daily average data, the playback volume of a single video has increased by nearly 35%, and the total is as high as 1417.6 10,000, and the follower ratio is 131.73% , which also greatly increases the exposure of interstitial advertisements and the top blue link in the comment area for Pinduoduo.
Source - Feigua Data (B station version)
The combination strategy of the e-commerce platform’s large-scale launch + exclusive discounts for UP owners on station B can directly feed back the delivery data of the e-commerce platform, and implement a re-investment strategy for UP owners with good conversion effects .