Analysis of Bilibili’s growth cases

The reason for dissecting this activity is that I didn’t expect that Bilibili would also start using this most commonly used method of attracting new users in online education, so I wanted to see what it was trying to do.

First of all, I would like to state that the following case analysis is my subjective analysis based on facts. You are welcome to discuss with me to discover more possibilities.

1. Path

Entrance:

The entrance to invite friends is in the [My] section. Ah Xin didn’t notice it at first, but then a small red dot (+1) appeared above the icon, so she clicked on it out of curiosity. After clicking in, the interface in the second picture appeared - although I haven't invited any friends yet, I have already received a starting capital of 0.1 yuan (although in my opinion it is basically nothing).

1. New user interface

excitation

Bilibili’s incentive system for attracting new users is money, and both the inviter and the invitee can receive rewards. And it makes a tiered distinction in the number of invitees. If you only look at the three columns above, the difference in the reward amount is mainly due to the change in the number of friends invited, and the amount earned by friends for watching the video remains unchanged.

But after reading the rules at the bottom, I found that this reward actually has a lot of mysteries. For example, if your friend watches for more than 10 minutes on the same day, you will get a 5 yuan red envelope and he will get 1 yuan. For example, the 20 yuan is for 60 days starting from the eighth day of use, for every 6 minutes your friend watches, you get 0.08 and he gets 0.04, and your friend has five chances a day (I don’t actually understand what the opportunity means here).

Therefore, the above amounts are only the maximum possibilities. Generally, to maximize profits, you just need to download. If it exceeds 7 days, the profits will be very low.

2. Layout

The overall layout of the design page is relatively simple and clear. In terms of guiding competition, one is the real-time scrolling barrage of "xx gets a red envelope of xx yuan" among three parties. The second is the ranking list under the "My Rewards" column. There is also a scrolling "Friends List" on the right side where you can see the progress of your friends' invitations (of course, since Ah Xin only watches videos on B Station, I can't see the details of this column)

share

At the bottom of the page, following the gesture, is the sharing bar. You can see that most of the choices are well-known social apps. Other platforms may just invite users with pictures (or they may be worried about external links getting blocked, causing disputes). Another special feature is the face-to-face invitation, which is a bit like adding friends by scanning each other on WeChat.

This is the interface that appears after Ah Xin shared it on WeChat. Enter your mobile phone number and download the app. After registering and filling in your mobile phone number, you can receive the reward.

2. Analysis

The reason why an activity is done this way is ultimately because of business requirements.

First of all, one thing everyone knows is that Bilibili needs to break out of its circle and attract more people to Bilibili. So last year, Bilibili’s “The Next Wave” trilogy built up momentum in order to let more people know about Bilibili and know that Bilibili is not just a two-dimensional world. Just as its slogan says, “Everything you are interested in is on Bilibili.”

The night before I wrote this article, I was browsing the site and clicked on a completely vertical video. You can imagine it in the same way as Tik Tok and swipe down to see the next one. Moreover, Bilibili has distinguished this mode from the previous horizontal screen mode, and there will be an icon below, as shown in the figure below.

If you look carefully at the screenshot of the entrance area above, you will see a [Reward for Posting Your First Video] button. When you click on it, you will be prompted to download Bijian (the website’s own editing software). Not only will you get benefits after posting, but there will also be a beginner’s tutorial for Bijian below.

Based on the above phenomena, I made the following inferences:

1. Although Bilibili launched a big marketing campaign last year, it was more about creating an image, and the actual user growth was not enough.
2. It is known that video software are all competitors. The opening of the vertical screen streaming mode means that Bilibili has begun to penetrate into the fields of Douyin and Kuaishou (but I am actually a little uncomfortable using it, and I always think I have entered the wrong area. It is still unknown whether the development of this vertical screen streaming will become a trend in the future)
3. Although Bilibili has various creators and the content is indeed rich, it can be seen from the fact that this section of rewarded releases is larger than the area of ​​attracting new users that Bilibili actually wants to do a good job of UGC.

However, the threshold for videos has always been there. Unlike pictures and texts, which require a large number of people to learn editing, B station launched Jianying with the intention of lowering the threshold. However, vertical screen streaming videos are indeed simpler to create than horizontal screen videos, so as a video content APP, Bilibili wants to truly integrate PGC, PUGC and UGC.

Of course, Douyin and Kuaishou also want to do this, but compared to Douyin's tendency towards the top, Kuaishou has both traffic and old friends. The good thing about Bilibili's algorithm for UGC is that it has always supported up-masters below the waist level - for example, my homepage recommendations often feature videos of old ladies who have few fans.

And I looked at the publishing rewards. Compared with giving money directly for attracting new users, publishing rewards are given privileges such as VIP membership and avatar ornaments. First of all, this reward has a prerequisite that you must at least be a loyal user of Bilibili. It has something that attracts you, and then you will be motivated by this reward. For those who want to post videos anyway, this is just the icing on the cake; for those who just want to make a quick buck, there is nothing much here.

Although I have not created the video myself, Bilibili should give certain exposure to the first video released with good quality, and provide discounts and support for subsequent creations to ensure its stability and continuity.

3. Attract new customers

Back to this case of attracting new customers, I would like to say two more points.

One is its invitation scenario or user relationship.

Personally, I feel that to a certain extent, the invited persons know about Bilibili and are interested in it. There may also be strong relationship social invitations. Because the invited person only has to enter a mobile phone number when clicking on the shared link, there is no other introduction, and not even any interest points for him in this activity. It completely assumes that the person who invited me has communicated with me in advance, and then I download it. But if it is not about trust and attracting new users as mentioned above, then I can only say that the sharing interface needs to be continuously optimized. At least the basic interface display and video cases should be there. Otherwise, I have no interest in sharing.

Since no new members were recruited, I don’t know about the subsequent recommendations, so I won’t go into details here.

The second is the distribution of rewards.

The estimated number of new users and new users' WAU are the assessment indicators of his department, because the revenue during these two periods was still more than 1 yuan, but it was only 0.04 yuan after seven days. Maybe Bilibili thinks that if there are users who are interested in using the app within seven days, the reward is just to help boost their interest; if there is still no interest after seven days, it can only be said that it is not a good match for Bilibili and there is no need to spend any more money.

Because there is no official data, we don't know how effective it is. Although there are rankings and real-time reports, everyone knows that this can be done, so I can't comment on whether it is good or bad. I can only say that it is a test of the small site. After all, I don't see how much traffic it brings.

But I personally think that in terms of reward distribution for attracting new users, a part of the download reward can be moved to the seven-day DAU. After all, the download reward amount is the highest. Although users get instant satisfaction, the subsequent continuous experience cannot be guaranteed. For video websites, even if they are not social websites and are new apps, users are more likely to stay with friends they know. It takes a certain amount of time to experience the website and deepen their love and addiction. It should be split to allow your users to experience each area and channel as much as possible, rather than rewarding for the sake of rewarding.

Summarize

As a semi-old user of Bilibili, I have seen that Bilibili has indeed caused many problems in the process of breaking out of the circle, but as a freeloader, Bilibili does have a lot of resources to learn from. In addition, as a big sugar-eater, this is indeed a holy place for me to relax. There are a thousand Hamlets for a thousand people. Especially as brands have turned their attention to Bilibili, the future remains unknown.

Author: Attack of Ah Xin

Source: Attack of Ah-Xin