Analysis of Bilibili’s Social Media Marketing Strategy

Abstract

Nowadays, social media has become one of the main ways of entertainment for people after dinner, which is accompanied by the huge industrial structure and commercial chain behind it. How to attract more customers and reap the maximum benefits in the fierce platform competition has become the basic goal of every platform. In essence, there is a three-way connection between the platform, the company and the user and the communication between them to get the content and traffic they want. Therefore, the cooperation between companies, the innovative use of popular IP, and the accurate grasp of user preferences have become the key to the control of traffic flow of social media. By studying the collected literature on social media and Bilibili’s marketing strategies, this paper explores the marketing strategies of social media platforms in the current era and draws out the development prospects of the social media platform Bilibili in the post-epidemic era. Bilibili innovates marketing strategies in such an industry background, fights for a better marketing environment and timely adjusts marketing methods, so as to quickly seize a certain position in the increasingly fierce competitive market and improve its competitive advantage. This article takes Bilibili as an example to analyze the social media operation strategy and the reasons why it can get a head start in the post-pandemic era.