How does Station B operate?

Traffic is becoming more and more expensive and it is becoming more and more difficult to attract traffic ? It’s enough to know this niche method.

What is it like to be in the top 1% of UP hosts in the entertainment section of Bilibili ?

For a long time, many people have overlooked that publishing video content on Bilibili ( bilibili.com ) is a great means of attracting traffic, with accurate positioning, low cost, good results and high user stickiness.

As for how good the video promotion effect of station B is?

I once tried to recommend a related WeChat public account to passers-by in the comment section of my niche homemade video, and as a result, it attracted 5 or 6 times the usual amount of attention on the same day. At that time, the video only received about 10,000 hits .

Therefore, as long as the video quality is good and attractive enough, Bilibili's traffic diversion is very accurate, and sometimes the effect is better than you can imagine.

It must be admitted that it is becoming increasingly difficult to obtain traffic nowadays, and it is often even more difficult if you are not a big V. Toutiao , Baijiahao and other platforms strictly restrict promotion on other platforms, so "non-mainstream" communities like Bilibili can be used as an alternative option.

Before the formal introduction, let's first disclose a set of data:

This is a screenshot of my Bilibili homepage @韩宗狗 data as of 12:00 on March 18, 2018. It can be seen that the total number of views is close to 1.5 million, the number of fans is nearly 1,000, the cumulative number of barrages is 3,800+, and the number of comments is 3,100+.

All this happened just over 40 days after I posted my first homemade video on Bilibili.

My ranking in the entertainment section has also remained stable in the top 1%.

For UP hosts, the most important operational data are playback volume, barrage, comments, sharing, coins, collections, and charging.

Take the playback in the following picture as an example: You can see that my average daily playback volume is stable at 30,000-40,000, and can reach 80,000 at its highest.

The publishing cycle is about one self-made video every three days, and a good video has a long durability, and can basically maintain a high number of views for about seven days after its release, with about three days being the peak number of views for a video.

In addition to making my own videos, I also pay attention to digging out some interesting content. I don’t pursue timeliness too much, but instead repost some of the higher-quality and more interesting videos in the history of Korean variety shows.

For example, this repost has achieved over 220,000 views, 1,300+ collections, and 64 shares.

How to use the operator's mindset to become a qualified Bilibili UP host?

First is positioning

The positioning of my account is clear from the name: @韩综合狗, which mainly focuses on Korean variety show reviews, variety show cut editing, K-pop video reposts and other content. Although it is a bit niche in the two-dimensional atmosphere of Bilibili, it also has a stable and broad fan base.

Due to Bilibili's regulations, all Korea-related content is only allowed to be posted under the Entertainment-Korea related sub-columns, and the recommended position on Bilibili is also relatively far back, so it is difficult for videos with millions of views to appear. Even a big account like @凤凰天使TSKS韩国剧社官方账号 with 800,000 followers only has about 100,000 video views. It can be said that it is born with a traffic shortcoming.

But the more important reason for choosing Bilibili to publish is that there is a strong barrage culture here. Compared with platforms such as Weibo and Toutiao, the audience is younger and the fan stickiness is amazing.

Although Weibo has millions of views, there is a lot of inflated content and the algorithm is not scientific enough. In comparison, Bilibili's viewing volume is much more simple and reliable.

Take a homemade video with more than 160,000 views as an example: data from multiple dimensions such as coins (similar to virtual gifts given during live broadcasts ), recharges (similar to rewards on the WeChat platform), collections, and sharing can provide a more three-dimensional view of the quality of the video, representing the audience's recognition and love for the work. It is much richer than the number of views and likes alone, and is more valuable for analysis.

The second thing is to understand: who is reading my work and where are they from?

Taking this self-made video as an example, Bilibili’s playback data further displays the user portrait .

Among them, most of them come from mobile clients, accounting for as high as 96%, while PC clients account for less than 4%. What’s more special is that among the 160,000 views, almost 0 of them came from followers. This means that algorithm recommendation can allow more grassroots bloggers to get their works in front of more people, without having to rely on traffic controlled by a few big Vs like on Weibo.

From this perspective, it is similar to Toutiao.

As for the regional distribution of users, they are mainly concentrated in provinces such as Guangdong, Jiangsu and Zhejiang, especially Guangdong users, accounting for as high as 12.25%.

If you look at the audience portrait analysis of my works within 30 days:

Because the account is positioned mainly for Korean variety shows, the female audience far exceeds the male audience. The age distribution is dominated by the new generation of Internet users aged 16-25, which has an overwhelming advantage.

What is different from other platforms is that users aged 0-16 years old rank second, far exceeding other mature audience groups. This is also closely related to the younger user distribution of Bilibili.

The viewing channels also further confirm the dominant position of mobile terminals, almost crushing PC and off-site.

From the above, we can know that the audience of my platform is mainly Bilibili's own visitors, women make up the majority, and audiences under 25 years old are the mainstream. The on-demand volume on mobile terminals is far higher than that on PC terminals.

User tags also focus on Korea-related, South Korea, food, variety shows, celebrities, etc.

The audience data within 30 days highly overlaps with the audience of a single video, with the majority coming from Guangdong, Jiangsu and Zhejiang. In terms of content orientation, Korea-related areas dominate, followed by fans of film and television editing and celebrity areas.

As for viewing habits, the number of views gradually increased starting from 6 o'clock, and began to surge at 11:00. The first peak appeared at 12:00, and then dropped sharply. It was not until 15:00 in the afternoon that the upward trend resumed and was maintained steadily. It reaches its peak at 21:00-22:00.

Basically, the area before lunch and before going to bed is the golden two hours that attract users to watch videos.

Therefore, I basically ensure that my submissions are approved before 10 a.m. or 8 p.m., and set a scheduled release schedule to publish my work during the golden period to avoid missing the opportunity.

Secondly, what impresses me most about Bilibili is its analysis of user retention while watching. Not only is there the regional distribution of barrage popularity and audience retention rate , but you can also see the time and content corresponding to the peak period. Although Toutiao also has a similar function, the barrage hotspot area is a unique feature of Bilibili.

For example, in the picture below, there is another small peak at 1:30. By using such peak analysis, we can understand the user's emotional orientation, instantly capture the user's likes or dislikes, and make timely improvements and optimizations, which is very meaningful.

In addition, a good manuscript also has the opportunity to be rediscovered. For example, the original clip released during the Spring Festival only received a few thousand hits within 7 days of its release.

It wasn’t until 10 days later that the number of comments and barrages suddenly surged, and the number of coins reached 416. I learned from the comments that it was recommended on the homepage. Therefore, even if it is relatively unpopular in the short term, there is no need to be discouraged. As long as the content is high-quality enough, there is still a chance that it will be salvaged and surfaced later.

Learn to summarize and reflect, and learn from others' strengths

In addition to paying attention to your own content, data, and user feedback every day, you also need to pay attention to the popular videos in the section.

Personally, every day I will promptly explore hot topics and collect effective content from multiple internal and external websites such as Weibo, Zhihu, Douban , Korean fans, Korean Wave Community, YouTube, Facebook , Naver, etc., as material for making videos.

For example, the video content of the popular rankings , the mainstream popular topics summarized every week are as follows:

After summarizing more, you will find that some popular topics will remain high as long as they are released. Typical ones include: Running Man related, Chinese people in the eyes of Koreans, etc.

After the theme is determined, the title should also be exciting. Appropriate clickbait titles are acceptable. They should fully stimulate the user's curiosity and use multiple techniques such as questions, comparisons, and exclamations. I have tested that for the same video, a good title and a bad title may result in a difference of tens of thousands of views. So I suggest that every UP host should constantly modify and optimize the title.

Fortunately, Bilibili's manuscript management function allows the homepage to be re-edited at any time. The video title, cover, introduction, etc. can be modified multiple times after publication. As long as it is submitted for review and passed within a short period of time, it will be displayed. In this way, you can update the title at any time according to changes in click-through rate without worrying about not hitting the right spot or not being attractive enough.

The title should be straightforward, not literary. It should let users know what you are talking about at a glance, which is much better than making a confusing poem. You can also add 10 tags when publishing the video, including all related topics, to maximize exposure when users search.

The theme should be good and the content should be good too. My conclusion is: an ordinary homemade video should be at best 2-3 minutes long, and preferably not more than 10 minutes. If the content is too long, it will cause a large number of users to leave in the later stage. It must be attractive and fascinating enough within the first 10 seconds. Learn more and analyze the techniques of popular videos, and constantly improve your editing skills.

The above is my experience of being a UP host with the idea of ​​product operation . You are welcome to try more and embrace more creative ways of attracting traffic.

The author of this article @韩宗狗 is compiled and published by (Qinggua Media). Please indicate the author information and source when reprinting!

Product promotion services: APP promotion services, advertising platform, Longyou Games