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Today, starting from station B, I will talk about the marketing of young people in the Z era. (“Z era” or “Generation Z” refers to 1995- Born in 2009) . Considering that many friends don’t know about station B, the full text is relatively long. If you know very well about station B, it is recommended to skip the first part.

What is station B? What is the difference between station B and video platforms such as Douyin, Kuaishou and iQiyi?

Second, station B does not rely on technology, but on the change of thinking.

Three, this is an era of “voicing truth”

Fourth, how should companies use station B as a breakthrough?

What is station B?

Different from the “polarization” of live broadcast, everyone’s understanding of station B is strange.

Most people who have n’t played B Station carefully think that “B Station = Secondary”. In their eyes, if you don’t dye your hair pink, you will not be a B station fan. (“Secondary element” is equal to animation, so station B = “Secondary element” = Animation)

On the other side, as more and more hardcore celebrities and celebrities appeared on station B, Feng Timo has settled in, and even the recent “hard-core professor” Zhang Wenhong of Fudan University did a simultaneous live broadcast at station B) Many people think that station B is a live or recording platform, supporting the barrage There may be some nice interactive effects.

Assuming that the success of station B depends on these, then why can’t “the other video sites that have opened the barrage function and purchased a lot of animation copyrights” gather young people in the Z era? So I think both of these ideas are too one-sided.

I think: B station is a platform that gathers user interest with “video technology + original content of hardcore netizens”. The two points together are the “moat” of station B against other video platforms.

A few years ago, Station B was indeed dominated by cartoons and “ghost animal tuning” videos, but in recent years, with the station ’s strong support for content and the investment of copyright funds from real gold and silver, plus reliable fans In operation, Station B has almost achieved a “breaking circle” in the content field. Successfully gathered a large number of popular video producers from all walks of life, which also became the most important cornerstone of the overall video ecosystem.

As we all know, the “creator of content” is the most important resource on the Internet. Sina Weibo In order to let everyone know “Weibo = Sina Weibo”, spend a lot of money to grab stars to open accounts on the platform; knowing that the family relied on a large number of knowledge fanatics, otherwise commercialization is also empty talk today. However, station B has unconsciously overtaken their curves in these years, attracting a large number of domestic excellent video content producers, like a more advanced “video version of Zhihu”.

This statement is even more scary if it is reversed: For young people, when they want to obtain “free video hardcore content”, there is almost no other place except B station.

(Ordinary people are not kidding to go to B station to study law)

For example, if it ’s just for pastime, we can watch 15s tremolo, fast hand (Although they also have longer videos, but I believe your original intention is still for those fun short videos) .

So, in just 15 seconds, short videos usually have too little information. It is difficult to make clear and understand some large and in-depth problems. At this time, we need a video website that can carry a larger amount of information, station BRelying on the precise positioning of the young people in the Z era + mature content has risen rapidly.

And the mainstream video websites represented by Youku, iQiyi, and Tencent Video, they play the role of content producer and copyright owner themselves. The connection they establish with users is often “a little bit more” of.

But station B has created an “individual-to-individual” connection from the beginning. Ordinary people can rely on an account to make a sound. (Hereinafter referred to as “the UP master”) , users can also rely on the video barrage to express their views to other users and the UP master. This will not only feedback the UP master to improve the video quality, but also further increase the fun of the video and build a close relationship between the UP master and the fans.

Someone asked. Isn’t such a B station just posting videos in the “WeChat public account”?

Yes, But the difference is that we have seen that Station B is brewing a stronger “collective user concept” than other platforms. They can easily form camps on their own initiative. Showing unprecedented consistency.

The power of bringing together the same kind of people is terrible. The spread of information and ideas among multiple small groups will become very fast and the effect will be very good, which is more like a Douban community. (This reminds me of the newly-announced anchor “Mr. Luo”, once ridiculed as “selling mobile phones like a mission”, is a typical representative of the group effect) / span>

In this way, B-site, a video website with Zhihu, WeChat, and Douban genes, has successfully created a unique oneself, and has also received a lot of traffic and commercial value recognition. As a result, it was followed by brands.

Is it really easy for station B with “traffic bonus period”?

Second, station B does not rely on technology, but on the change of thinking

First, let ’s throw a point: if the company is making a video on station B, do n’t shoot a set of advertising videos and put it on station B by the way. Because the taste of users at station B is really “strange”, you can hardly imagine what your brand will experience in the hands of children at station B!