Editor's Introduction: Many brands have begun to think about a problem: how to seize the psychology of young users and boost brands out of the circle quickly on major platforms? Among them, Station B, as one of the gathering places for young users, is also a platform for brands to focus on. So how can brands mainly do a good job in marketing promotion at Station B? It is better to take a look at the case breakdown in this article.
In addition to KOL delivery, more and more brands in station B have begun to pay attention to self-expression, close to the younger generation with native works, and how to use circle language to influence the minds of generation Z is an important issue for the long-term growth of brand digital assets.
Feigua Data (B station version) provides some references and references for brand owners by analyzing the explosive works released by the brand number of B station.
First, the original god: a new interpretation of the national style culture
On January 6, The Original God Games released the work "<原神>Drama PV - "Goddess Split View", which accumulated 2119.4w of views.
The characters in the works are mainly based on the character IP of the original god game, using the elements of the national style to create the plot scene, mainly the famous national style art paper-cut painting, and the corresponding scene in the lyrics jumps on the paper.
Image source - B station brand number original god
Although the opera culture rarely has an audience of the younger generation, in the original work, the god uses the character elements and scene elements of the game to create a meticulous effect with Chinese opera and national style craftsmanship.
Some users commented that although it is a opera work, it still has the integration of modern elements, and it takes care of the group that is unfamiliar with the opera culture, and it is easy to understand the words and sentences, which better substitutes the audience into the atmosphere of the work and achieves a high-quality work that refreshes the national style cognition of the younger generation.
Image source - B station brand number original god
As can be seen in the popular comments of the works, the brand words [original god] and [game] occupy the top position, driven by the high number of plays, the interaction rate of the works is as high as 22.90%, and it is included in the 146 weekly must-sees of the B station.
Data Source - Feigua Data (B Station Version)
The game PV created by the original god is not only a deep binding between the game and the national style culture, but also a work that leads the younger generation into the national style culture, which not only stimulates the cultural self-confidence of the Z generation, but also deepens the brand image and strengthens the brand memory in the user's mind.
The original works of the original god have triggered the challenge of "Goddess Splitting View" launched by many UP main high-energy erchuang in the name of the national team, and many opera celebrities have launched the challenge of "Goddess Splitting View" in the name of the national team, and a variety of versions of the Goddess Splitting View have emerged one by one, and the number of contributions participated by the second creation has exceeded 10,000, and the total playback volume has reached 200 million, effectively realizing the in-depth dissemination of brand digital assets.
Second, can be said: the new sharp into the game to build emotional resonance
Keshu is an APP that expresses the "desire to express" that most people have nowhere to release.
The core idea of Keshu is: "Social interaction is a natural result, and free expression is the goal." It is based on such an emotional tree hole APP, but the content positioning of the brand number is also based on different levels of psychological emotions.
Data Source - Feigua Data (B Station Version)
So even if it is an advertisement, it can also be able to properly hit the user's heart.
However, the official brand number released the work "This is an advertisement, but I hope you can see it", at the beginning of the "confession" this is an advertisement, but also a "help", in the opening to seize the curiosity of the audience.
Image source - B station brand number can be said
The work is just a simple text conversion, but as an APP that provides users with emotional catharsis, Keshu has chosen a gentle and magnetic voice to expound the product concept of Keshu.
In the work, it can be said that the brand itself is a fledgling cutting-edge brand, and the product is also free, no ads, and small memory.
The most important thing is the matching mechanism that allows users to find people who have the same idea at this moment, and this function can be highlighted by using the social phenomenon of "today's mass social pressure".
Image source - B station brand number can be said
Grasping the psychological pain point that users have nowhere to vent in real life and it is difficult to find close friends, it sets off the big advantage that the product can [express emotions at will], so as to "ask" the audience to download and use this product.
From the review analysis, we can see that the word "download" is at the top of the list, and some users said that "the first time I watched an advertisement, I wanted to download it." ”
Data Source - Feigua Data (B Station Version)
However, in the use of the psychological problems faced by the young generation in reality, it has grasped the psychological needs of the target group that wants to vent, yearn for warmth, and yearn for talk, which is the core user pain point that can be grasped.
This work received 2221.7w of playback on the B station, quickly pushed a cutting-edge APP into the boom, and smoothly occupied a place in the eyes of the younger generation.
Chevrolet: The close combination of products and plot
Chevrolet is an advertisement that is chased by users [sequels] and even "repeatedly watched" by users.
Data Source - Feigua Data (B Station Version)
On January 8, Chevrolet's official account released the work "Jiang Long Zhang Chi's latest comedy works in my hands, it is really out of the original spectrum!" ", has been highly recognized by the users of Station B.
Inspired by the Western myth of Aladdin's Lamp, the protagonist accidentally gets a lamp on a lonely birthday.
Image source - B station brand number Chevrolet official account
The characters are dominated by the divine lamp and the frustrated male protagonist, and Chevrolet Car is not only the carrier carrying the two actors, but also the use of a powerful intelligent system to participate in the plot, not only to answer simple questions, but also to "live" a rap.
Image source - B station brand number Chevrolet official account
Feigua data (B station version) shows that the fan ratio of this advertising work is as high as 1530.76%, and the playback volume is much higher than the average level of Chevrolet's official number.
Data Source - Feigua Data (B Station Version)
In the plot, the two protagonists are ten seconds a stalk, with dense laughter to catch the audience's attention, using the Young Generation familiar with the Western mythology adaptation, "cyberpunk" style scene construction, under the continuous blessing of the plot, to achieve the visual effect of advertising and content.
Chevrolet's powerful intelligent system has become an important part of driving the plot, and the transformation of each link is entered by the emergence of "Xiaoxue", and the product and the plot are highly integrated.
4. Summary
In order to continue to market on station B, more and more brands have created good works with the same communication power as the original content of the community. Brands entering station B should pay attention to the mining of the content track, divide the brand number into UP masters, and high-quality content creation is the most direct and important way to attract users of station B.
What the original god grasps is the national self-confidence of the Z generation to respect the national style culture, leading young users into the national style culture, refreshing the cognition of the national style culture, gradually strengthening the brand image, and deeply precipitating the brand memory.
Even if the APP is a cutting-edge brand, its content advantage lies in tapping the pain points faced by the target audience in the real scene, and grasping the psychological needs of the target group that wants to vent, yearn for warmth, and yearn for talk, so as to highlight the product function.
Chevrolet combines the selling points of the advantages of the car with the plot, is well versed in "advertising is content", based on the user characteristics of the B station circle layer users who love the whole life and love the ghost animals, not only to meet the user's desire to watch, but also to implant product information in the audience's mind.
Disclaimer: The pictures used in the text are annotated.
This article is originally published by @TK everyone is a product manager, and reproduction without permission is prohibited.
The title image is from Unsplash and is based on the CC0 protocol.