Bilibili stands out as a video-sharing platform that transcends traditional boundaries. Its signature feature, the ‘danmuu’ (floating comments), fosters an immersive viewing experience where users can interact with content in real-time. The platform boasts a vast array of content, particularly in the fields of education and technology. It caters to a diverse audience but with a strong focus on young, educated individuals. What’s more, this user base, characterized by high levels of engagement and a thirst for knowledge, makes Bilibili an ideal platform for overseas education brands seeking to establish a foothold in the Chinese market.
Why Bilibili is Ideal for Overseas Education Brands
Firstly, the demographics of Bilibili’s user base align perfectly with the target audience of many overseas education brands. It has a high concentration of young, tech-savvy individuals who value education and seek new learning experiences. As a result, Bilibili offers a direct channel to connect with potential students.
Secondly, the platform’s users are known for their active participation and deep engagement with content. This encourages education brands to create interactive and engaging content. In general, this type sparks discussions and fosters a sense of community around their offerings.
Thirdly, Bilibili encourages creativity and experimentation in content creation. This environment is conducive for overseas education brands to showcase their unique teaching methodologies. In addition, it fosters a more personalized learning experience for students.
Fourthly, from targeted advertising to collaborations with influential UPs (User Partners), Bilibili offers a range of marketing tools that enable education brands to tailor their campaigns to achieve maximum impact.
Promotion Strategies and Budget Planning
Content Strategy:
Customized Content Creation: Develop educational videos tailored to Bilibili’s user preferences, incorporating elements of entertainment and interactivity to keep viewers engaged.
Serialized Content Planning: Build a cohesive curriculum or series of lessons that maintain viewer interest over time, fostering a sense of continuity and anticipation.
KOL/UP Collaborations:
Partner Selection: Identify UPs with a strong following in the education or relevant niche, who align with the brand’s values and can effectively communicate its offerings.
Innovative Partnerships: Explore creative collaboration formats such as joint courses, live streams, or sponsored content that leverage the UP’s influence to amplify brand reach.
Community Engagement:
Official Account Management: Maintain an active official account, regularly posting updates, engaging with user comments, and fostering a sense of brand identity.
Community Management: Monitor and moderate discussions around brand-related content, addressing user concerns and feedback promptly to build trust and loyalty.
Budget Planning:
Allocation Principles: Divide the budget across content creation, KOL/UP collaborations, advertising, and community management, prioritizing investments that align with specific campaign objectives.
ROI Assessment and Adjustment: Set clear KPIs (Key Performance Indicators) to measure campaign success and regularly reassess the budget allocation based on performance data, adjusting strategies as needed.
Case Study: Duolingo’s Marketing Strategy on Bilibili
Brand Background:
Duolingo, headquartered in Pittsburgh, USA, is an online education technology company that offers free language learning courses in multiple languages. It is renowned for its gamified learning approach and engaging learning experience.
Marketing Strategy on Bilibili:
Content Collaboration and Collaboration with UPs (Bilibili’s Influencers):
Duolingo collaborates with renowned UPs (User Partners) in the education and language learning niches on Bilibili to co-create entertaining and practical language learning videos. These videos integrate the UPs’ unique styles and Duolingo’s learning methodologies, attracting a vast audience of young users.
Such collaborations not only elevate Duolingo’s visibility on Bilibili but also rapidly expand its brand influence through the UPs’ fan bases.
Bilibili Official Account Operation:
Duolingo maintains an official account on Bilibili, regularly publishing content such as learning tips, course introductions, and showcases of learning achievements. The official account actively engages with users, answering questions and fostering a sense of belonging among the community.
The account also organizes online events like language challenges and study check-in plans, motivating users to continue learning and sharing their progress.
Creative Marketing and Fun Interactions:
What’s more, Duolingo leverages Bilibili’s unique features like danmu (real-time comments) and comments to interact with users. By posing questions or challenges within videos, it encourages users to participate in the discussion, enhancing the viewing experience’s fun and interactivity.
Additionally, Duolingo introduces creative marketing campaigns like “Duolingo Challenges” and “Study Star Awards,” incentivizing users’ learning enthusiasm and participation.
Effectiveness Evaluation and Optimization:
In conclusion, Duolingo utilizes Bilibili’s data analytics tools to track and analyze metrics like exposure, viewership, and engagement for its marketing activities. Based on the insights gained, it continuously optimizes its marketing strategies and content output to enhance performance and user satisfaction.
What’s more, Duolingo’s marketing strategy on Bilibili effectively taps into the platform’s strengths as a hub for young users. Through content collaboration, official account operation, creative marketing, and engaging interactions, it has successfully garnered significant attention and participation from young audiences. This strategy has not only bolstered Duolingo’s brand recognition and influence on Bilibili but also driven growth in its educational product sales and user base. Other overseas education brands can draw valuable insights and inspiration from Duolingo’s successful endeavors.
Conclusion and Outlook
In conclusion, Bilibili presents a unique and promising opportunity for overseas education brands looking to expand their reach in the Chinese market. With its targeted audience, engaged community, and diverse marketing tools, the platform offers a rich environment for content creation and brand engagement.
By adopting a strategic approach to content creation, KOL/UP collaborations, and community management, education brands can effectively leverage Bilibili’s platform to enhance their brand visibility, generate sales leads, and establish a lasting presence in China’s vibrant online education landscape. As the platform continues to evolve, it is essential for brands to stay agile, innovate continuously, and adapt their strategies to keep pace with the ever-changing digital landscape.
Should you need any support in Bilibilio marketing, please feel free to contact Deep Digital China.