Video content + barrage + community jointly created the unique culture and competitive barriers of Bilibili. Among them, the content ecology is the core of Bilibili. It attracts fans through content, and the interactive behavior of fans re-incentivizes content creators to create content. A triangular driving relationship is formed.
According to the video production mode, the video of station B can be classified into two types: PUGV and OGV. The former contributes up to 91% of the playback volume. The PUGV mode can not only save station B from huge copyright expenses, but also through differentiated competition The core engine in this ecological chain is the UP master.
For station B, the UP master is the creator of the unique content of station B and the opinion leader of the young circle. In order to retain high-quality UP masters and continue to cultivate novice UP masters, so as to ensure a good cycle of the triangle-driven relationship, Bilibili has established a set of user-level operation strategies and traffic monetization strategies. This article will briefly take stock of Bilibili's help in UP. The main traffic monetization channel and the direction that can continue to be optimized.
01 Charging plan - UP main commercialization starting point
The charging plan is an online reward function launched by Station B in January 2016 to maintain a healthy UP master ecosystem. It supports fans to spontaneously "charge" for UP masters to encourage encouragement. Any user who has contributed to the behavior can do so. The spontaneous opening of the charging plan is a way of eating with the lowest participation threshold. The specific income calculation and the currency conversion relationship involved are as follows:
Comparing the entrance of the charging plan on the web and APP, the charging user path of the latter is long and relatively hidden. Users can only see the charging button under the personal profile by entering the UP main homepage through a search. In addition, the video on the APP side The playback interface does not expose the entrance of the charging plan; the web terminal provides a "charging" entry on the UP main personal homepage and the introduction of the content author in each video playback interface.
*Web terminal charging entrance
*App charging entrance
Compared with the tip of the WeChat public account article, the charging plan of station B focuses more on the UP master rather than the video itself. This is also the only existing way for station B to obtain benefits without direct content. But this kind of meal method is based on the fact that the UP master has created a strong personality through each video, and it is possible to inspire fans to spontaneously "charge for love".
In addition, we can also roughly calculate the income that UP masters can obtain in the charging plan. The average number of UP masters who charge the TOP10 fans is about 32,945. Assuming that the charging amount is 6 yuan/person, then the head at station B is UP. The master can withdraw up to 2,882 yuan per month (without tax, assuming that the charging plan is activated for 4 years). The benefits of the top 100 UP owners are still the same, but for the waist UP owners who have only single-digit monthly rewards, fan rewards bring more spiritual incentives than income.
02 Nova Project - The long road to cultivation of the bottom UP master
The Nova Program, launched in 2018, is a creative incentive operation method established by Station B for new UP owners. On the one hand, it supports the main flow of new UP owners and creates a smooth upward growth channel. On the other hand, it can also help new UP owners to realize their own business as soon as possible. value. Therefore, the participation threshold of the Rising Star Program only limits the number of fans of UP owners - UP owners country email list with less than 5w fans can sign up to participate.
In the Rising Star Program, it can be further divided into two types: regular vertical competitions and irregular quarterly competitions. In the vertical competition, UP masters must submit articles under the officially stipulated categories. As long as the video playback volume reaches the threshold, they can participate in the division of the cash pool; for excellent works that can obtain cash rewards and traffic incentives at the same time, station B must From the three dimensions of content quality, data performance and audience love (likes, collections, etc.), combined with the opinions of the judges, the manuscripts are comprehensively evaluated.
In the quarterly competition, in addition to cash, the prizes include physical prizes sponsored by the brand, priority signing opportunities and exclusive certification. The threshold for winning has shifted from the number of broadcasts to interactive indicators such as the ability of UP main fans to attract fans and likes during the event.
03 Commercial promotion video - "Content is advertising, advertising is content"
From the "Oasis Plan" launched in 2017 to maintain a healthy content ecology, to the full opening of business orders in 2018, the commercialization of video content at Station B has been conservative and cautious, and the attitude towards advertising has also changed from a severe crackdown to an inclusive and open. For a long time, station B has strictly managed video content with a clear commercial promotion nature, limiting the flow of small ones, deleting or banning accounts in large ones.