Deep Sound Original · The author | Mu Da
In 2021, the days of Internet advertising are not good. In the third quarter, BAT's advertising growth rate has dropped from double digits to single digits, and the advertising revenue of many Internet companies such as Sohu and Douyu has fallen into negative growth.
In a state of mourning, the advertising sector of Pinduoduo, JD.com, Xiaomi, Station B and other companies showed growth. In particular, Station B has achieved a rare triple-digit growth rate among mainstream Internet companies.
And this is not accidental, according to the data revealed by the AD TALK marketing conference of the B station the day before yesterday, it has increased by more than 100% year-on-year for 6 consecutive quarters. What is more worth looking forward to is that the advertising sector of Station B will only be fully opened for commercialization in 2019, and the commercial value is still under development, and the advertising revenue of Q3 1.172 billion yuan is considered to be the initial stage compared with its volume and sound volume.
As a master of attracting attention, Station B radiates a full range of people, including Generation Z, in this new value depression that is subtly different from other platforms, what new ways can advertising be different?
Produce branded content at scale
Li Yi, vice chairman and COO of Station B, tried to give an answer, she condensed the advertising value of Station B into a formula: brand equity = brand content + user relationship. This may be the first time in the five years since the launch of the advertising business that Station B has summed up its own marketing characteristics and values.
Station B Vice Chairman and COO Li Yi
The reference to brand equity was born in the United States in the 1990s and was proposed by David Ike, professor emeritus of the Haas School of Business at the University of California, Berkeley.
Briefly, Ike invented an evaluation model to assess the value of a brand, and the evaluation criteria in this model are mostly consumer-centric. Therefore, the classic brand equity theory holds that without consumers, there is no brand.
This is the same as the idea of Station B: users first, do the content that users like, and establish highly sticky user relationships.
This kind of thinking falls into the category of "advertising and marketing", which can be said to be a big killer that is difficult for others to have - traffic can be bought and sold, ROI can rely on Martech optimization and re-optimization, but the most source of "creative content" is becoming more and more scarce.
This is exactly what B station UP owners are good at, with high-quality content to resonate with the audience; standing on the marketing basis, in fact, is to help brands more naturally and more cordially approach consumers.
For example, UP master "Director Xiao Ce", he mixes Hong Kong-style crime films and gangster films with the absurdity of rural life in Shandong, and is known for his black humor.
A video from August this year, "Guns in Hand, Go with the Geese!" This is a tradelist for the game Crossfire. From the small perspective of the rural elderly watching their children do homework, they finally gained up to 12 million views.
Even if it is a video of direct planting grass, the video length of Station B has room to make it more like creative advertising.
L'Oréal's business list "Tacit Challenge!! 》
One case is L'Oréal's cooperation with the top old tomato in the game area of Station B and the Chinese BOY super gorilla. The content of the video is probably two people using the expression of double reeds to make a video that imitates the beauty blogger's grass cosmetics. Strong contrasts, one "baggage" after another, inadvertently displayed products, this video finally gained more than 10 million views.
In fact, L'Oréal Group's men's skincare brand L'Oréal Men has more UP main circle layers, including game areas, living areas, fashion areas, animation areas and other cultural circles; in addition to the MAIN UP content, it also carries out IP cooperation with the well-known apocalyptic theme guochuang "Spirit Cage", inviting Li Yuanjun and Ama Zong to conduct live broadcast activities; establishing the topic of "Ouqi Awards" to gather discussion and content in the station.
In the end, the number of L'Oréal Men's Enterprise fans increased by 3.95 times, and the traffic return was 640 million. In addition to the B station, it also drove the search increase of 293% in the Leqi Tmall station. What's more, the average consumer age of L'Oréal's men's e-commerce flagship store has been reduced by 3 years.
It is not difficult to find that L'Oréal's cooperation with Station B is a complete integrated marketing program, which integrates public domain private domain traffic, including circle culture content and grass content, a variety of content scenarios, and a high conversion rate.
It's like saving money in the bank, and the tension of creative content is profitable in the "bank" of Station B, bringing unexpected word-of-mouth and conversion.
Therefore, on the basis of more mature business service capabilities, Station B launched a "brand bank" business system, which includes marketing tools such as the fireworks platform and the Z index. At the same time, Station B upgraded the commercial cooperation platform Hanabi launched in July last year, and Hanabi integrated the take-off of content heating products, making Hanabi not only a docking tool, but also upgraded to the direction of the service platform; and the Z index is a decision-making auxiliary tool for monitoring the performance, content and various data of brands in Station B.
In this way, brands can more efficiently use various resources in the complex community of Station B to carry out large-scale output of high-quality content.
Let users add value to your brand
Brand content is the foundation of station B advertising. But just like when it comes to live e-commerce, it will think of sales data, what does the brand content of Station B mean to advertisers?
On the one hand, the high-quality branded content of Station B has traffic and conversion. In addition to L'Oréal, the high conversion data of the pursuit and guyu also verified the "quality effect" of station B.
On the other hand, brand content is easier to broadcast word of mouth, and can even undertake the public relations task of the enterprise. Last year's DingTalk online begging for forgiveness, Tencent's old mother lawsuit in the sale of cuteness, and even the ancient Xiaomi Lei Jun's "Are you ok" ghost animal video, all confirmed this.
But the most fundamental value of Station B for advertisers lies in the "user relationship" - more bluntly, it is to leverage users to add value to the brand.
This secret is hidden in three sets of data:
First, all the commercial orders released in the past year accounted for 45% of the playback volume after 7 days. This is very different from many "stop investment and stop effect" platforms.
Second, searches for brands that placed the top 100 in 2021 increased by 2.75 times. Active search actually represents the true mind, because it indicates that some people are willing to actively understand a brand.
Third, the 2.15-fold increase in the number of manuscripts from these brands shows that there are people in the community who spontaneously do brand-related content. That is, the investment of the brand increases the tap water.
Duration, user behavior and UP main/KOL tap water, these three phenomena are the special features of the community, the brand can become a member of the community, the brand's information, can also become a popular content product in the community.
In the past year, more than 4,000 commercial orders have been on the popular ranking list of B stations, that is, more than 11 commercial orders have reached the top in a day, and, according to the characteristics of B station algorithms, these commercial orders are spontaneously pursued by users by relying on the real interactive form of "one key and three links".
The popularity of Unicom, mobile and telecom in the station like the "well-known dance area UP master" is no less than that of a real UP owner, and the brand account of the car brand Lynk & Co has 1.446 million fans, which is no less than a hundred UP masters.
Launching on station B is indeed more like an investment to some extent than an investment. When we buy a fund or stock, we hope that we can have an additional income every month, which is a short-term benefit. At the same time, it is also a bet that this wealth management product may increase exponentially one day, which is a long-term interest. In brand terms, this is the unity of product and effect.
In this sense, station B and UP owner are the asset management partners of the brand (investors), which is a relationship of service and custody.
The reason why Station B is attractive is that it is not only an advertising platform, but also a treasure house for mainstream people in the future society, and it is a must for brands. Just like the offline era, a mainstream brand must strive for the core business district of first- and second-tier cities, rather than painting walls in small towns.
Because the mainstream population will increase the pricing of products, behind the pricing power is the premium and profit.
Station B is a "first-tier city" in the digital world, and the residents here are the opinion leaders of the digital world. They are picky, not only about brand content, but also about the relationship between brands and them.
Therefore, advertising on the B station is destined not to be as easy as the logic of traditional buying.
It's not that hard to make a poster that's not very ugly, to make a TVC that only advertisers like, and to do a live broadcast that sells products at a low price. But it is a very professional thing to understand the culture and rules of the community, so that they can accept an advertisement, a sales, and a product.
And this is the confidence and responsibility of Station B - let advertisers find a new position to communicate with users, and make this communication simpler, more harmonious and efficient.