How terrifying is the hot spot on Bilibili? The nurturing UP master gained 8.8 million views and 400,000 fans in 20 days!

Starting from the World Cup, this article objectively analyzes the hot traffic operation of B Station from the perspective of the hot content of videos deployed by B Station and Hisense's layout in sports marketing. It is recommended for those who operate B Station to read.

After four years, the 2022 Qatar World Cup officially started on November 21. Now that the competition is more than halfway through, this world event has attracted much attention from all over the world, and sports information about "football" has been flooding the Internet.

According to FeiGua data (Bilibili version), there have been 47,000 submissions with the "World Cup" tag on the Bilibili platform since November, with a total of 957 million views on the site and 63.308 million interactions.

Source-Guoji Feigua Data (Bilibili version)

In order to concentrate traffic and make it easier for users to watch World Cup related content, Bilibili has set up two special "World Cup" entrances to display all original and secondary creative works about the World Cup.

Source-Bilibili

The official also launched three World Cup-related submission activities in succession. The generous creation rewards encouraged many UP hosts to actively participate. The cumulative number of submissions reached 23,000, and the number of views exceeded 100 million times.

Source-Guoji Feigua Data (Bilibili version)

1. Timely deployment of hot content, harvesting more than 8 million traffic clicks

As the popularity of the World Cup remains high, "Money Return Brother" He Sheng has once again entered the public eye.

Six years ago, he became famous for his roar. Six years later, when the 2022 World Cup started, Brother Money Refund was mentioned again. Now He Sheng, who is already a UP host, released the work "Qatar, I'm Coming" on November 17, announcing that he had gone to the scene to prepare to watch the 2022 World Cup and began to build the "Brother Money Refund World Cup Journey vlog" (hereinafter referred to as: World Cup vlog) series of content.

Standing at the forefront of the trend, harvesting traffic in time . The traffic of the World Cup vlog has remained high since its release. When it came to the third issue, the traffic of the UP master's works reached a new peak.

Up to now, the World Cup vlog titled "This may be the closest I've been to Messi in my life" has been played 8.737 million times . It is worth mentioning that this work received 613,000 new views within an hour on the night it was released, with an interaction rate of over 15%. The work received a total of 1.12 million likes, topping the B station rankings.

Source-Guoji Feigua Data (Bilibili version)

The reason why this work has gained such high popularity is mainly due to two key points: watching the game up close and the related hot topic "Messi's last World Cup" .

Based on the UP host's professionalism in football matches, users have a strong interest in "Brother Tuan Qian's close-up viewing of the World Cup". As viewers, they want to experience the fun of the game intuitively from professionals.

Secondly, the topic of "Messi's last World Cup" was read 8.452 million times , which means that Messi's game this time attracted much attention, and the theme of the UP host's work about watching Messi's game up close further attracted traffic to the work.

Source - Weibo

The UP host attracted more than 400,000 fans to his account with a series of World Cup vlogs. The submissions to the third vlog became the highest peak source of fan growth for the UP host. One work attracted 210,000 new fans to join, and he was promoted from a mid-level expert to a top expert.

Source-Guoji Feigua Data (Bilibili version)

In addition to the first-hand records of the professional refunder, B station’s works related to the World Cup are also very popular.

UP host "Bei Zong" released a funny work about the World Cup. In this work, two people expressed their views on some hotly debated events in the current World Cup from a new perspective in the form of a dialogue, attracting more than 8 million viewers . The playback level far exceeded the previous average level of 197.2%. The angle was unique and the topic was novel. The broadcast-to-fan ratio continued to soar. The high-quality script creation received 744,000 likes, and all data had breakthroughs.

Source-Guoji Feigua Data (Bilibili version)

2. Standing in the hot spot bonus field, Hisense is planning sports marketing

This time, the World Cup UP host He Sheng became the focus of B station users watching the World Cup. His trip to Qatar for the World Cup also prompted some brands to invite him.

The most eye-catching one is the home furnishing brand Hisense . Hisense has become the biggest sponsor of the UP host's World Cup trip. In the third World Cup vlog, the UP host wore Hisense work clothes to provide exposure opportunities for the brand.

Source-B station UP host He Sheng0423

The brand’s official account took the opportunity to comment under the UP main work, and attracted users to pay attention to the official account through the two highlights of the event: gifts and probability draws , accumulating digital voice for the brand.

Source-B station UP host He Sheng0423

In addition, Hisense officially further sponsored UP hosts to experience VIP viewing treatment for the World Cup. Millions of viewers felt the "magnanimity" from Qatar up close through the UP hosts' perspective. In the fourth vlog, the barrage of comments frantically filled the screen with messages such as "Thank Hisense", which increased the brand's favorability.

Source-B station UP host He Sheng0423

UP host He Sheng and Hisense officials have created 5 commercial works in a row. The audience's public opinion feedback did not show any disgust. Instead, they repeatedly thanked the sponsor. In addition to He Sheng, Hisense also successively launched two other top UP hosts: host Yoyo Jiang and Foreigners Research Association, using the private influence of the top UP hosts to increase the exposure of Hisense's product promotion and improve the effect of planting grass .

Source: B station UP host yoyo sauce

In addition, Hisense also invested in some mid-level UP hosts, such as the football UP host "Han Qingshu Ban Huo Qubing". This UP host, who only has 330,000 fans , received 1.57 million views for the commercial work "It's so cold! Witness Argentina's 1-2 reversal by Saudi Arabia, and the fans broke the defense...", which won more than 4 times the digital voice of the brand in the private domain .

Feigua data (Bilibili version) shows that Hisense's public opinion trend on Bilibili has been at a high level since November 20, far exceeding previous levels.

Source-Guoji Feigua Data (Bilibili version)

Since the start of the World Cup, Hisense has invested in 4 UP hosts and created more than 19 commercial works with them, accumulating nearly 20 million brand digital assets . It also targeted the king of football matches, "Money Return Brother" He Sheng, and sponsored him to visit the World Cup. In addition, this World Cup has popular labels such as "the most generous" and "Messi's last World Cup", and the popularity trend has been soaring. Hisense also took the opportunity to get a share of this huge traffic pool.

All of Hisense's advertising and fan welfare activities have a very clear context, serving the core hotspot of the World Cup, and it is easy to form a gathering force in terms of traffic. In the platform atmosphere wrapped in the atmosphere of the World Cup, Hisense only focuses on sports marketing, and all business orders are related to major hot events of the World Cup, consolidating brand favorability and expanding brand circle influence.

Author: Yamakawa