Bilibili video product analysis

Bilibili is a product that is very popular among young people and has a very high level of activity. Its core positioning is a pan-entertainment video community for the general young population.

1. Product Overview and Experience Environment

1. Product Background

2. Experience the environment

2. Product Experience Analysis

1. Strategic level

1) Product positioning

Bilibili's core positioning is a pan-entertainment video community for a general young group. The core positioning of the product is to build a youthful and highly inclusive entertainment community based on interest-based social interaction and diverse content. User orientation, content as the city, and community as the wall are the three core positionings for the future development of the product.

In terms of users, Bilibili is actively seeking to break out of its circle, with its target users being the young group. At the beginning of 2019, Bilibili held the "Most Beautiful Night of 2019", replacing the previous New Year's Festival dominated by "two-dimensional", embracing many hot spots such as national trends, nostalgia, domestic films, etc. that young people love, and ushered in its first out-of-circle event.

Bilibili has also gradually introduced mainstream media, celebrities, and even scholars to join, further promoting Bilibili to break out of the circle. In the first half of 2020, Bilibili successively released three brand proposition advertisements, "The Next Wave", "Into the Sea" and "Happy Encounter", which respectively reflected the breaking circle proposition from the next wave to the mainstream, from campus to society, from the niche to the masses, and from the earliest ACG enthusiasts to the young group with a young mentality.

In terms of content, Bilibili focuses on the slogan "Everything you are interested in is on Bilibili", and is mainly positioned in PUGC content with medium video length, focusing on users' interest-based viewing behavior in their spare time. After more than 10 years of development, Bilibili has formed a diversified vertical content ecosystem and established 28 content partitions. In addition to building a PUGC content system around food, life, technology, knowledge, dance, etc., Bilibili has also gradually actively deployed in multiple fields such as live broadcast, long video, pictures, text, comics, etc. in recent years and made good progress.

In terms of user viewing behavior, direct competitors of Bilibili's PUGC content include Xigua Video, AcFun, Haokan Video, etc., which also focus on PUGC; indirect competitors include short video apps such as Douyin and Kuaishou, which also focus on leisure, social interaction, and non-targeted viewing behaviors.

In terms of community, Bilibili focuses on friendly and inclusive interest communities. Bilibili emerged from niche culture, so early users are usually more inclusive. After incorporating diversified content such as games and life, Bilibili continued to maintain the friendly atmosphere of the community through functions such as registration for answering questions and the small black room.

The positive feedback brought by inclusiveness increases the stickiness of PUGC creators and encourages them to create higher-quality content. While enjoying the PUGC content of interest, content users appreciate the "secondary creation" of "bullet screen geniuses" and participate in friendly interactions within the "interest community", thereby increasing the user stickiness of viewers. This is an intangible asset that is difficult to replicate on other platforms. Bilibili also enriches the community attributes of the APP through many functions such as barrage, interactive video, charging, dynamics, and watching together.

Combined with product positioning, Bilibili's future development strategy is expected to revolve around three points: breaking the user circle, diversifying content, and maintaining community atmosphere.

2) Industry Analysis

Based on Bilibili's core positioning, we will classify it into the pan-entertainment video industry of "video + social" according to the strength of its substitutability. The main forms include PUGC short and medium videos and live broadcasts. In terms of total volume, the pan-entertainment video industry has been highly penetrated. According to iResearch's "Special Analysis on China's New Pan-Entertainment Video Industry in 2020", the scale of China's new pan-entertainment users reached 920 million in 2019, approaching the boundary of the total scale of mobile Internet users. The growth has gradually slowed down, and the growth of platform users has gradually entered the stock era. The usage time has also exceeded other mobile online entertainment methods such as online videos and mobile games.

According to iResearch Consulting's "2020 China Social Entertainment Video Research Report", the social entertainment video industry (estimated with similar caliber) reached a revenue scale of 214.58 billion yuan in 2019. The year-on-year growth rate dropped to around 45.5% as the user scale decreased. The high growth brought by traffic expansion is gone forever, and subsequent growth needs to rely on the diversification of business models and existing competition. From a structural perspective, short videos are gradually replacing live broadcasts and becoming the main force in the social entertainment video sector.

In 2019, UGC and PUGC represented by short and medium videos and live broadcasts became the mainstream of the video market. Among them, short videos surpassed live broadcasts to become the king of video traffic, and PUGC content has accumulated strength and is gradually catching up.

3) User portrait

Bilibili's current user groups are as follows:

1. Younger
2. Males are slightly higher than females
3. Mainly distributed in economically active areas

Among them, 1 and 3 are common features of online video and aggregated video apps, but Bilibili's youthful feature is particularly prominent; 2 is a common feature of aggregated video and short video apps, which is reflected in direct competitors such as Xigua Video and AcFun, as well as indirect competitors such as Douyin and Kuaishou.

First of all, Bilibili has a prominent youthful feature, with its main users being under 35 years old. The proportion of Generation Z users on Bilibili is much higher than that on other general video apps. Questmobile's "2020 Generation Z Insight Report" shows that the TGI of Bilibili's Generation Z users is as high as 322, overwhelmingly ranking first among major pan-video apps (except the game live streaming platform Douyu), far higher than the second-ranked Mango TV (219).

Baidu Index also shows that young users (<30) account for 76.72% of Bilibili, of which Generation Z born between 1990 and 2009 account for as high as 58.3%; in Questmobile's statistics in April 2019, the proportion of Generation Z users was as high as 70%.

Secondly, the proportion of male users and the proportion of users in economically active regions of Bilibili are slightly higher than those of other general video apps. In terms of gender characteristics, the proportion of male users on Bilibili is relatively high, and the proportion of male users on Bilibili is slightly higher than the proportion of the entire network, reaching about 57% (data source: Bilibili official website). On the one hand, this is related to the development background of the platform itself.

Bilibili's early content was mainly male-oriented, such as ACG, games, and technology, which is similar to AcFun, which started with ACG, and Xigua Video, which started with information. On the other hand, this is also because the length of PUGC content is usually not long. Compared with women, men have more offline entertainment, which lasts longer and usually takes more time. Therefore, online entertainment prefers games, cartoons, short videos and other entertainment methods that take less time or have less continuity.

In addition, among online entertainment methods, men also prefer games as a form of entertainment. In terms of geographical distribution, the coverage rate of long video platforms dominated by PGV, OGV, etc. is more obviously linked to the level of economic development, while the coverage rate of short video platforms dominated by UGV is closely related to the "Internet celebrity" attributes of the region. The PUGV-based ones are more similar to the long video platforms in terms of features, and are higher than other comparable PUGV video apps.

According to Questmobile's statistics in April 2019, about 30% of Bilibili's users live in first-tier cities, which is higher than PUGV apps such as Xigua Video and Haokan Video (both around 20%).

In addition, Bilibili users have the following characteristics:

1. Mainly students and white-collar workers in enterprises and institutions. According to data from Mob Research Institute, among Bilibili users, students account for 52.2% and white-collar workers in enterprises and institutions account for 33.9%.
2. On the Android side, Huawei and Xiaomi users are the majority, and are higher than the entire network.
3. The average education level is high. According to the company's official website, the proportion of Bilibili employees with a bachelor's degree or above is 10% higher than the entire Internet.

4) User needs

Due to space limitations, this article mainly studies Bilibili’s users’ video-related needs and does not analyze its e-commerce and gaming businesses. According to the KANO model, the essential needs, desired needs and attractive attributes of user needs are analyzed.

2. Scope layer

1) Core Functions

As for the video module, Bilibili's core functions are video playback and video publishing.

Bilibili's video playback function is relatively complete, taking into account most of the user's needs. Related functions include common basic functions such as playback speed, playback mode, clarity, screen size, etc., and also provide functions such as mirroring, small window, screen projection, timing, and background playback.

Bilibili’s video publishing functions are also relatively rich. Bilibili's video publishing function includes live broadcast, shooting, uploading and other publishing methods; in addition, creators can also publish pictures, videos, vote, and make appointments for various dynamics.

2) Special features

As far as the video module is concerned, Bilibili’s most important feature is the social interaction function. The main forms of social interaction functions include barrage, comments, charging, dynamics, topics, etc., among which the most core are the barrage and comment functions.

The barrage and comment functions feature Bilibili's good interactive atmosphere. Although other video platforms have also launched barrage and comment functions, the reason why Bilibili's barrage and comment functions have become distinctive is mainly due to the good barrage culture, including the large number, high quality and greater friendliness of barrage and comments, mainly relying on its healthy user base and carefully maintained friendly atmosphere.

Interactive functions such as updates, topics, and private messages are newly launched social functions. Bilibili has independently set up a "Dynamics" tab bar, through which users can access the UP host's dynamic page, topics, and the dynamics of the UP hosts they follow. In addition, Bilibili has set up a private message entrance in the homepage navigation bar. These social functions meet users' more diverse needs, but their contributions in terms of usage frequency and incremental value are limited. Further optimization is needed to increase the marginal contribution of new social functions to the video community.

3. Structural layer

According to the functional structure diagram, we can divide Bilibili into three major functional modules, namely content browsing section, content creation section and e-commerce section. This analysis only introduces the content browsing section and the content creation section.

1) Content browsing section

The content browsing section is the core section of Bilibili, which can be divided into:

1. Watch Guide
2. Video playback
3. Video Interaction
4. Other functions (such as game downloads, private messaging, etc.)

The viewing guide function settings are relatively complete. Users with viewing goals can search for videos through various channels such as search boxes, partition controls, partition pages, dynamic pages, etc.

Users who do not have a viewing target can browse videos of interest through various channels such as hot searches and search discoveries, recommendations, popular or partition controls, partition pages, dynamic pages, etc. on the search page. In general, the video browsing function settings are diverse, and the usage paths of commonly used functions such as search, recommendation, popular, and dynamic are relatively short.

The video community function is also Bilibili's advantageous function.

• Content created by UGC and PUGC users is presented in the form of information streams;
• Users can enjoy a variety of interactive functions on the video playback page, including bullet screen, comments, likes, dislikes, coins, favorites, forwarding, number of viewers, etc.
• There is also a "watch together" function for long video content such as movies and TV shows, which allows users to match or create their own screening rooms for relatively private interactions;
• Users can also like barrages and comments, use sharing and leaving messages in comments, and many other functions.

It is worth noting that the "Watch Together" function brings interaction into a more private area and can be further expanded to other video areas.

The video playback function has been mentioned in the scope layer analysis above. Overall, the function is quite comprehensive and will not be elaborated on here.

2) Content creation section

The functions of the content creation section have also been mentioned in the analysis of the scope layer in the previous article, so I will not repeat them here. In order to assist users in creating videos or broadcasting live, Bilibili also provides two auxiliary creation tools, "Bilibili Live Ji" and "Bijian", to facilitate UGC creators to publish content.

From the perspective of usage, publishing videos on Bilibili is also relatively convenient. The speed of video release mainly depends on the speed of review and adjustment.

4. Framework layer

Combining the analysis of the structural layer and user usage habits, this article focuses on the experience of Bilibili's video guide page (recommendation page) and video playback page, and makes a simple comparison with competing products.

1) Video tour page

The navigation pages commonly used by users include paging controls, search pages, and partition pages. The recommended column control page and search page are frequently used; as the number of video categories increases, the partition page should also become an important navigation entrance. Therefore, this article will analyze the three in detail.

The content displayed on Bilibili's video recommendation page is relatively rich, concise and mainly static, which gives the right of choice to users, reduces the difficulty of recommendation, and also makes Bilibili pay insufficient attention to the recommendation function. Bilibili's recommendation page uses a "two-column static display page + a single-column focus picture" by default, with two columns as the main feature and a single page at most. (Can be set to a single column) Display content includes cover, playback volume, barrage, duration, title, and UP host name.

Users can also click "More" to mark the video for later viewing, "not interested", and other feedback. Competitors such as Xigua Video and Douyin display less content and directly use dynamic video display, relying heavily on intelligent recommendation algorithms. Bilibili surpasses its competitors in terms of the number of videos displayed and the video information content, and can give users more choices, but its recommendation function is relatively weak.

From my own experience, I found that Bilibili mainly relies on personal browsing history and creators' custom tags for recommendations, and the probability of "wrong guesses" is relatively high. It is recommended to segment and cluster users' interest characteristics, and make recommendations based on group decisions with similar characteristics in the same partition. Among the APP reviews, feedback about inaccurate recommendations accounts for a large proportion. This shows that in addition to displaying more content, Bilibili also needs to optimize the recommendation function.

Bilibili’s video search page continues to be simple and rich, making it convenient for users to make their own choices. In terms of video display, the Bilibili search page uses a single-column static display window, and the number of displays is far higher than that of direct competitors such as Xigua Video and indirect competitors such as Douyin.

The Xigua Video and Douyin search pages play the first video by default, which reduces the operation path but ignores the user's right to choose independently. It is more suitable for low-end users, but may cause discomfort to other users by infringing on the selection boundaries. In terms of navigation space, Bilibili provides three navigation function areas: index box, category control, and filter sort bar, while competitors emphasize the keyword navigation bar and weaken the filter function area, once again demonstrating the recommendation tendency of competitors.

Overall, the two sides have different focuses. Bilibili emphasizes selection guidance, while competitors strengthen playback guidance. However, judging from Bilibili's user tone and user feedback, the original search mode that emphasizes selection guidance is more in line with the needs of Bilibili users, but in the future, it can be considered to improve the content matching rate through keyword screening or user usage habits.

The section page is also an important navigation entry. With the expansion of vertical content, the partitioned page function can provide richer navigation needs. Good partition management can also further identify users, improve recommendation functions, maintain the tone of vertical communities, etc. Short video platforms have a single content classification and no partitions. The competing products compared here are Xigua Video and AcFun. From the perspective of partitions, Bilibili and Xigua Video have far more partitions than AcFun, and the partition content is related to the overall tone of the aggregated video APP.

Among them, Xigua Video and AcFun both provide the function of editing partitions, and the deleted partitions will be sunk to all channels and recommended channels respectively. In addition, the AcFun section page also has recommended channels and event information. Bilibili's partition page is the simplest, and the current partition layout is messy. When the number of partitions increases, it is difficult to quickly locate the partition.

In addition, Bilibili can also refer to competitors and list user-selected partitions/system-recognized user-common partitions separately to improve user experience.

2) Video playback page

The playback page of the video platform mainly includes:

1. Horizontal full screen
2. Vertical screen window
3. Vertical full screen
4. Display window
5. Floating small window, etc.

Bilibili and AcFun commonly use 1 and 2, Xigua Video uses 124, and 3 is the commonly used playback page for short video platforms such as Douyin; 5 is less used. The features of the four playback pages 1-4 are summarized as follows:

In comparison, the display small window and vertical full screen are more in line with the short video fast-food interactive mode, while the horizontal full screen and vertical small window are more in line with Bilibili's community-style social mode. The following article analyzes the two most commonly used pages: horizontal full screen and vertical small window.

In terms of horizontal and full-screen, Bilibili has relatively complete functions and highlights social interaction functions. Bilibili’s non-essential playback functions are mainly concentrated in “More”, while interactive functions are concentrated on basic pages. Compared with Xigua Video, Bilibili provides richer and deeper forms of interaction, such as coin insertion, charging, and dislike. It is worth noting that Xigua Video has introduced a drawer function area for displaying comments on the basic page, adding a form of interaction during playback.

Compared with AcFun, the two have similar functional distributions, but Bilibili has more complete functions. In addition, Bilibili cannot provide caching and search functions on full-screen pages. The former is a basic function and can be considered for addition later. The probability of directly switching to video on a full-screen page is low, so you can consider adding it to the page before the full-screen page.

On the vertical screen small window playback page, Bilibili’s functional layout is basically the same as that of its competitors, and it maintains the characteristics of “focusing on interaction and not on video”.

From the perspective of functional layout, Bilibili provides more interactive functions, including barrage, likes, dislikes, comments, sharing, notes, number of viewers, I don’t want to watch, etc., but basic functions such as caching, collection, and search are ignored. In addition, in the vertical screen window, all three types of products are unable to adjust the video clarity. It is recommended to add the function of adjusting the clarity in the "More" pull-up page.

5. Presentation Layer

Bilibili's overall appearance is simple, unified, youthful and bright, but there is a certain discontinuity in style.

In terms of interface design, Bilibili's design style is generally flat, the video display size is appropriate, and the focus is on highlighting the video content. For example, on the homepage, the video is displayed as a white block floating on a light gray background, emphasizing information such as the cover page, title, and popularity information. The focus is clear and presents a simple style.

However, the videos/ICONs on the popular, animation, film and television, and partition pages are slightly confused with the background, and some icons are quite different in style from the main icon, and still need to be further unified.

In terms of color matching, Bilibili's main colors are pink, blue, and yellow with high brightness, and the secondary colors are orange, gray, purple, black, and orange with the same high brightness. The background color defaults to white and light gray. Overall, it presents a youthful and bright character, which is consistent with the style of young users.

In terms of motion effects, Bilibili's use of motion effects is still insufficient. Bilibili currently has three interesting virtual images: a small TV and mascots 22 Niang and 33 Niang, but their utilization is still not high, and they mainly appear on the login page, opening page, search page, etc.

AcFun, which also originated from ACG culture, has a wider range of applications. AcFun animation effects are used in the loading processes such as pull-down refresh, search, and page switching, which increases the fun and can also ease user emotions when the loading is too slow or an error occurs. From the user reviews below, we can see that system problems such as loading errors account for a relatively high proportion of Bilibili’s negative reviews. We can consider adding appropriate animations to ease user emotions.

3. User Reviews

In terms of user reviews, Bilibili continues to perform poorly. According to data from Chandler and Qimai, compared with competitors and other terminals, Bilibili performed poorly in the application markets of its main user terminals, Huawei and Xiaomi, with low scores, and the low scores were mainly concentrated around 1 point, which easily leads to the risk of user loss.

However, considering that the number of people who reviewed Huawei and Xiaomi terminals is far lower than their terminal share and lower than the number of reviews of competing products, the representativeness of the people participating in the reviews still deserves further consideration. To avoid the risk of losing old users, Bilibili can subsequently conduct in-depth sampling surveys of end users to confirm whether current users have common unmet needs.

In order to analyze user demands, this analysis downloaded user reviews of recent versions from the Chandler platform, screened out reviews with a rating below 3 points (mostly 1 point) and simply categorized the issues. It was found that system problems, community environment, recommendation functions and monetization issues were the main causes of negative reviews.

System issues include inability to connect to the Internet (including WiFi and data), inability to open, video loading failure, freezes, etc. The community environment issues mainly reflect users’ dissatisfaction with the expansion of community comments and barrages, and a small number of users also express concerns about the purity of vertical communities.

The recommendation function mainly expresses dissatisfaction with Bilibili's reverse push behavior. Many users said that the pushed videos are completely inconsistent with their viewing interests, and even some videos that they are not interested in will be pushed again.

Dissatisfaction with monetization issues is mainly directed at advertising and e-commerce businesses. Advertising issues are concentrated on the increase in advertising push, while e-commerce business is mainly concentrated on the Magic Rewards business, which has been criticized the most. During my experience, I also discovered problems with the decline in community environment and insufficient recommendation functions.

In addition, many users have reported problems with declining video quality and deletion of comments and bans. In terms of video quality, as it is inevitable in the process of expanding the user circle, Bilibili should improve its push mechanism and introduce a more diversified push system. For example, it should combine the user's browsing habits, interest range, years of use, follow list, likes and coins video features to comprehensively judge user preferences and reduce video promotion and tag recommendations.

In terms of deleting comments and banning comments, maintaining friendly interactions is the only way for Bilibili to develop healthily. If it is indeed a bad comment, a reminder can be given when the user is found using sensitive barrage/comments. After the user's bad barrage or comments are reported, a reminder can be given through common channels such as messages to reduce user misunderstanding. At the same time, Bilibili can also add appeal channels for users whose comments are deleted or banned, such as providing them with a quick button to initiate public appeal in the message reminder of comment deletion or ban.

4. Summary and Suggestions

Based on the experience of Bilibili version 6.48.0, this article analyzes the video module of the product from the strategic level, scope level, structure level, framework level and presentation level based on various text materials, competitive product comparisons, user reviews, etc., and discovers the current advantages and potential shortcomings of the product.

1. Strategy and scope

From a strategic perspective, this article believes that Bilibili has unique advantages in the field of aggregated video APPs due to its multiple successful breakthroughs and its relatively high-quality community environment. Compared with AcFun, Bilibili has a more diverse user base and video content due to its multiple breakthroughs.

Compared with Xigua Video, although PUGC creators have a high degree of overlap, Bilibili's emphasis on deep social product culture and friendly community environment gives it higher creator stickiness and lower creation incentive costs. But at the same time, a good community environment also brings difficulties for Bilibili to break out of the circle and expand its vertical territory.

From the perspective of scope, Bilibili's basic functions and special functions are content and social. The former is the cornerstone for Bilibili to continue to expand its territory, and the latter is an indispensable adhesive. Subsequent video sections should focus on the two functions of content and social.

Based on the analysis at the strategic and scope levels, this article proposes two broad suggestions to Bilibili:

1) Create a highly inclusive and engaged community

The highly inclusive and highly engaged community is Bilibili’s “moat” that distinguishes it from competitors such as Xigua Video.

The key to high inclusiveness is to maintain and guide the community environment, among which social functions such as bullet screen, comments, and dynamics are key. Specific measures include:

Adhere to the registration and answering questions and experience level diversion mechanism: the opening of deep interactive functions such as barrage and comments needs to retain the thresholds for answering questions and levels. Bilibili can also provide richer and more diverse barrage and comment blocking functions. In addition to blocking specific videos based on keywords, users can also choose to filter comments and comments locally or globally based on years of use and experience level.

Add a pre- and post-reminder and complaint mechanism for interactive content: the system detects whether barrages and comments contain provocative words, and provides pre-reminders and guidance; it also provides timely reminders and guidance after comments are deleted or banned.

The focus of high participation is on the expansion of the community arbitration mechanism. Specific measures include:

Introducing a co-construction mechanism: For emerging partitions, deep vertical users can be invited to participate in co-construction;

Deepen community crowd-arbitration: Existing barrage and comment crowd-arbitration mechanisms can be introduced into video review, label reclassification, and other processes.

Taking barrage as an example, in order to maintain the community environment, a convenient appeal channel is provided to prevent comments from being deleted or banned, thus avoiding the swallowing of healthy interactions.

2) Build a highly aggregated and deeply differentiated vertical content matrix with PUGC as the main content

PUGC content is the core of Bilibili's development. The markets for PGC, OGC long videos and UGC short videos are close to saturation, and the former requires long-term copyright accumulation, while the latter's fast social model does not match Bilibili's high-stickiness community attributes. PUGC is Bilibili's core background and advantage. The key to breaking out of the circle in the future lies in reshaping the current content matrix with insufficient coverage and confusing classification.

The core of high aggregation is not how much long video or short video content is introduced, but the introduction of modules that the target users are interested in. From the above analysis, we can see that Bilibili's target users are the young group, who are usually highly receptive and interested in new things and usually have a higher tendency to consume online.

Judging from the characteristics of existing users, Bilibili's potential users include: middle-aged and young people in the workplace, female users, and young people in small towns. For the middle-aged user group aged 30+, we introduce vertical content for young people such as classroom (professional titles, etc.), travel, health, information, and vertical content for middle-aged people such as information, military, finance, health, and sports. For female users, we have added high-quality content in categories such as fashion, entertainment, Vlog, and film and television. For young people in small towns, we can support high-quality creators in areas such as VLOG, food, life, music, and entertainment.

The core of deep differentiation lies in personalized zoning construction. Since user characteristics of different vertical content communities vary greatly, for example, the content community preferred by middle-aged and young people does not require high interactivity. Another example is the beauty area preferred by women, which can set up functions such as red and black lists and class representatives to enhance the personality of the community (this can be combined with the community co-construction concept mentioned above).

In addition, Bilibili also needs to pay attention to the diversion role of the recommendation function, push high-quality personalized videos based on personal behavior and group feedback, and increase the weight of medium- and long-term personal behavior and group feedback in the algorithm, so as to more accurately recommend vertical community content preferred by users and perform appropriate promotion or advertising tasks. (Accurate but not precise. Being too precise will dilute the user's right to choose and easily cause discomfort caused by crossing the line).

2. Structural layer and framework layer

At the structural level, Bilibili's overall functional boundaries are relatively clear, presenting the functional architecture characteristics of "content navigation> e-commerce services> content creation", which is more in line with the PUGC content-oriented strategy. The main problems are that the entrances to business models such as games and classrooms are relatively single, and the entrance to membership purchases in the personal center is not obvious.

Regarding question one, considering that the dynamic page carries fewer functions and there are duplications in the "Video" and "Comprehensive" sections, we added entrances to games and classrooms on this page. For question two, we have set up separate areas for services such as the member shopping center and classroom center to make them easier to find.

At the framework layer, Bilibili's homepage and full-screen playback page have relatively complete functions. However, based on the adjustment suggestions for the structure layer and framework layer, the full-screen playback and small-screen playback pages, partition pages, personal homepages, and dynamic pages need to be adjusted. The specific adjustment suggestions and diagrams are as follows (the following diagrams are for demonstration only, not UI design suggestions):

Recommended page: The "Publish" button can be expanded with other functions such as "Start Class" in the future. Considering that many people have reported that the page cannot be loaded or is loaded too slowly, it is recommended to add 22niang, 33niang or small TV effects when pulling down to appropriately ease user emotions. Other section pages such as popular ones can also be used as a reference.

Partition page: Organize the partitions by major categories to facilitate user search, and recommend adding offline (local services, etc.), travel, health, business, military, humanities, information and other sections, and regularly adjust the arrangement order according to the popularity of the partitions.

Playback page: On the small window playback page, add a "Search" option in the playback window function area to reduce the number of users switching video paths; adjust the arrangement order of the hidden function area called out by "More", and postpone the buttons such as "Watch Later" that have a certain degree of overlap with the collection function (this is based on my personal experience, the actual adjustment shall be based on the background data), and add a button to adjust the video clarity.

On the full-screen playback page, a "Cache" option is added to the playback settings area brought up by "More", making it easier for users to cache videos in full-screen mode.

Dynamic page: The dynamic page has a large adjustment. According to the suggestions of the structural layer, the dynamic page is adjusted to column controls. Delete the "Video" control and add a filtering function area under the "Follow" page instead. Add game, topic, and classroom functional areas (the specific order will be adjusted according to strategy and background data).

On the topic page, a page-turning "Follow Topics" area is added, and the latest/hottest discussions are displayed in the window below. Click "View More" in the "Follow Topics" area to browse the discussion of all the topics you are following; click "View More" in the "Recommended Topics" area to enter the "Topic Plaza".

The game page can be used to set up live broadcasts of game events, game videos, game download rankings/ratings rankings, and game public beta/launch information. In addition to the recommended and new course sections that have been displayed on the classroom page, you can also add a filtering partition function and set up many partitions such as humanities, technology, examinations, professional titles, etc. to attract more platforms to settle in.

3. Conclusion

As long and short videos reach their traffic boundaries and technology drives self-media to shift to the video field, aggregated video platforms represented by Bilibili and Xigua Video have become new growth players in the video field by virtue of their advantages in vertical videos and PUGC content aggregation. It has also become an arena where giants compete. Only by actively seeking to break the circle can Bilibili stand out in the fierce competition. Moving from a niche to the mainstream is the only way for Bilibili.

However, breaking the circle seems to be contrary to Bilibili's competitive feature of highly friendly community. As a level 5 user of Bilibili, I deeply feel the arduous journey of the small station to break out of the circle, but I can't help but feel deeply worried about the changes in the community environment of Bilibili after breaking out of the circle.

Although breaking the circle has brought a richer content ecology, it has also allowed the hostility and impetuous atmosphere of other video platforms to spread to Bilibili. Some people are worried that Bilibili is becoming like Weibo, while others are worried that the entry of short video platforms will make Bilibili become impetuous.

In my opinion, Bilibili’s current core value lies more in its highly engaged and inclusive community than its rich content. In today's world of content overload, what we lack more than the vertical content matrix is ​​a high-engagement, high-inclusive, high-quality video community. By observing the playback data of the same creator and the same content on Bilibili and Xigua Video, we can find that with the same number of fans, Bilibili has more barrages, likes, collections, and coins than Bilibili.

The involvement of high-quality communities can not only encourage content creation, but also screen high-quality content, conduct secondary creation, increase user engagement, etc., greatly enhancing the stickiness between high-quality creators and content consumers. The importance of community cannot be overstated. Perhaps realizing the importance of the community, Bilibili focuses on launching community features such as dynamics and topics, and actively experiments in video interaction. But community function is not equal to the community. A good community requires the joint construction of people, tools and rules.

In short, Bilibili's continued path to breaking out of the circle is a foregone conclusion, but Bilibili should not rush its path to breaking out of the circle. Instead, it should make choices and proceed step by step. At the same time, it should adopt a fair and reasonable way to divert traffic and reduce the damage caused by breaking out of the circle to the existing community ecology. These are just my humble opinions and cannot be written into an article. I just hope that in a few years when I open Bilibili, I can still see the screen full of "protection", "my youth is back" and "thank you for your hospitality".

Author: Ah Qiqi

Source: Aqiqi