Ghost animals, dramas, two-dimensional, the largest learning website, and the gathering place for excellent content...
Now, it is difficult for us to define B station with a simple word. The "small broken station" with a distinct personality in our memory seems to have become a person we don't know.
B site, is living more and more " Douyin "?
In 2009, a video website focused on ACG (animation, comics, games) content emerged and was named "Mikufans", which means "Hatin Mikufans". The name is a purely niche 2D fan base.
However, 13 years have passed, and B Station has developed more and more business lines, and the creative content it covers is becoming more and more widespread. Naturally, the tag words on B Station are becoming more and more blurred.
In recent years, many users of B stations have found that B station is becoming more and more adept at playing in the whole work. , but, this style? How to say it, the more you go, the more you go, is Bilibili, planning to play yourself into a "Tiktok system"?
At the end of 2021, Bilibili launched "Story Mode" - a content partition focusing on displaying "barrage" short videos using vertical screens. In response to this, many old users of B station have typed on the barrage: "???", " Chen Rui , you have no heart!", "B station has deteriorated!", "B station has betrayed everyone!"...
For a moment, they were confused, questioned, and abused, and were rampant.
Everyone is pointing at B station: this "Tiktok" development model is lowering the content style of B station and swallowing up the creative space of high-quality content. B station will sooner or later be because of "Tiktoktok", will personally send itself into the abyss.
It is true that the "Tik Tok" of B station has caused a certain impact on the inherent user ecosystem, community atmosphere, and creative soil of B station. However, is the "Tik Tok" really wrong?
htmlOn September 8, B site released its second quarter financial report.
emmm... This business situation is a bit bleak. Although revenue was 4.91 billion yuan, and increased by % year-on-year, the net loss of reached 2.01 billion yuan, nearly doubled year-on-year. After a year of washing, the hole that Bilibili lost was rotten into a big pit.
Could it be that it is winter, the wind is blowing, and the "small breaking station" is on the verge of bankruptcy?
Hiding in the corner, trembling on B station. Looking at this expanding pit, I fell into deep thought. So with a wave of my hand, B station must learn: If you are poor, you will think of change! Diversified content creation is indispensable, video form iteration is indispensable, and "Story Mode" short videos must be done!
After all, when the pressure of capital loss has been given to B station, it would be too late for the "small break station" to do anything.
Under this scenario, Chen Rui also made a famous scene in which Chen Rui said this: "Faced with the macro challenges in the second quarter, we continue to provide users with high-quality content in multiple scenarios. The new content form represented by Story-Mode vertical videos effectively meets the users' fragmented usage needs and further promotes the improvement of community activity."
In a nutshell, For B station, "Story Mode" vertical short video will not give up, nor can you give up.
Combined with the aforementioned current loss situation of Bilibili, it regards "StoryMode" as a "potential stock", "life-saving straw", and "the key point of turning losses into profits". This feeling is actually understandable.
B's ambition
However, if you are anxious, can you take the "Story Mode" step steadily?
Now B station has about 300 million monthly active users, and on average, there are 3.5 million people online every day, that is, the number of users who go online in one day can go around Beijing, Shanghai, Guangzhou and Shenzhen.
But in the face of such a huge number of users, Bilibili is still not very satisfied. Users and traffic have always been the high ground for all Internet industries. B station, which is "not full", will naturally not let go of a bigger cake. B station's new goal is to reach 400 million monthly user activity by the end of 2023. What is the concept of
. What is the concept of 1.4 billion users?
Now the number of all young people in my country is about 400 million, so Bilibili is planning to make all young people in China complete.
This ambition is not small.
Image is from GF Securities
. The process of achieving a process from 300 million to 400 million will often be more difficult than the process from 0 to 100 million. After all, the platform has been relatively shaped and stable now, and the sponge-type development cannot squeeze out much oil and water. Therefore, B station, which is in a bottleneck period, urgently needs to find a breakthrough - Story Mode.
B Station wanted to build Story Mode into a new engine that attracted 100 million people, but the group of old users with 300 million people were not happy. As for the problems, they come one after another.
First of all, the biggest obstacle for B station to expand its territory and become the top video website is actually the "two-dimensional". What is success and failure meant by two dimensions? It is about Bilibili.
made its fortune in the second dimension and built walls with the second dimension. The niche content and high verticality of the second dimension is the adhesive for B station and the first generation of users.
The second dimension successfully made everyone go for love in both directions under the dual resonance between the platform and users. So, how can a B station that generates power for Ai tolerate the "Story Mode" under excessive commercialization?
However, the ability of the second dimension to make money is getting weaker and weaker. In the second quarter of Bilibili's mobile game business profit was only 1.05 billion yuan, a year-on-year decline of 15%.
Hi, it's too difficult!
It can be said that the wall of the second dimension was built by B station, but now B station is going to transform into a demolition brigade and then demolish the wall by hand, emmmmm...
It can be seen that when it was built, it was really true and real, so it is so difficult to dismantle now.
Let’s talk about the recommendation algorithm mechanism of B station. The way to obtain user stickiness of B station is to continuously improve the content quality of original medium and long videos and win with quality.
As a video website that relies on rich content resources, B station has a slight delay in personalized recommendations.
dark horse tried it. After searching for a " Li Jiaqi live video" on B station, I found that there were still not many related videos in my personal recommendations. This reaction speed is emmm... a little slow.
If you want to use Douyin, after watching a few more related videos, you can successfully fall into the "world of Li Jiaqi".
B site’s recommendations are mainly distinguished by interest tags, curious, funny, inspirational, or in-depth, B site mainly tunes the taste of the whole mouth.
Because everyone’s interest resonance area is basically on one channel, this has also created a strong community atmosphere on B station, so it is a bit insufficient to watch in personalized positioning.
In addition, B Station's strategic goal has always been to against Youtube. As an "old boy" from the UGC model family, B Station also understands that diversity and mainstreaming are the trump card that ends up laughing. Therefore, B station has launched a living area, film and television area, documentary, and live broadcast festival. After learning so much and doing so much, B station has indeed improved a lot.
However, the all-inclusive B station still failed to successfully remove its special labels, so it repeatedly jumped in the status of first-tier and second-tier video platforms.
All the problems have forced B station to make it happen, and has also created a situation where B station is now beginning to learn from "Tiktok".
uses "Story Mode" as the big hammer to hit the "two-dimensional world" and uses "Story Mode" as the vanguard to open up users' personalized habits.
Under many problems, if the "Story Mode" step is unstable, you have to bite the bullet and move on.
But fortunately, "StoryMode" is indeed quite successful. Within less than a year of online launch, the DAU penetration has exceeded 20%, and the proportion of user likes has reached 30%. At the same time, the dark horse saw huge losses in the second quarter financial report of B station and the potential of "StoryMode". The current B station "StoryMode" playback volume has increased by 4 times, which is about 1/4 of the total playback volume of the entire site. B site, why do you have to "Tikto"? In the second quarter, Chen Rui emphasized two words: Community ecology and commercialization. U1S1. Although it complains about the serious commercialization of B station every day, if you pull this mule out, you will find that the commercialization development problem of B station is really a "difficult". In the second dimension field, which is best at, Bilibili also showed a business fatigue, and its ability to make money is getting weaker and weaker. In the second quarter, the profit of mobile game business was only .05 billion , a year-on-year decline of 15%. Hi, it's too difficult!
Although capital is urging B station to speed up on the road to pursuing profit goals, , the community ecology and platform tone of B station have been determined. Major UP hosts and fans have formed the basic platform of B station. If you are not careful, you will lose all the market.
In a dilemma, B station must submit a dispute with the capital market, so it can only find a new group growth point - "Story Mode" vertical screen short video .
But why the new growth point must be the Douyin product that has been criticized by everyone the most - "Story Mode".
The answer is very simple. Under the trend of short videos across the country, how can there be a platform that only makes medium and long videos? Only the integration mode of
"medium- and long video + short video" can be built for B station a "comfortable nest". Whether it is medium- and long videos or short videos, it is absolutely indispensable in a normal commercial defense system.
This knife may not be sharp, but this knife must be in your hands. With this idea, it would be strange if B website does not make "Story Mode".
Don’t talk about B station, WeChat, this social chat software has created a WeChat video account.
According to Quest Mobile "2022 China Mobile Internet Semi-annual Report", in June 2022, the monthly active users of WeChat video account exceeded 800 million, TikTok was 680 million, and Kuaishou was 390 million. WeChat Video Account has already topped the list.
ah this? I can't even imagine whether I'm tying my head. WeChat actually snatched users on the video account and made a lot of money.
WeChat, so smart.
Let’s talk about the Youtube that B station is targeting. When Youtube is making a fortune by advertising revenue, B station is making a promise for the promise made in 2014: genuine new series will never add patch advertisements, and it will break its thigh.
According to statistics, Youtube's parent company Google monopolizes nearly 30% of the global digital advertising market, of which Youtube contributed 13%.
In addition, according to Forbes estimates, YouTube can bring in 3-5 US dollars in every thousand ad views. This means that a million-dollar video can earn over $5,000 with a single patch ad.
The picture comes from Yuanchuan Research Institute
So, look at Youtube, and then look at yourself. B station thought about the small money that was flowing out, and shed tears in Huangpu River , and called out: "Bad 100 million! B station is wrong! "
Whether it is in the direction of accelerating commercialization or the layout of commercial defense, "Douyinization" is "Douyinization". Anyway, B station must install "Story Mode".
In addition, B station's ambition is to become bigger and stronger and create new glory. achieves the small goal of 400 million users, and B station must learn to grab users and stay.
Pictures are from Shijie
"Story Mode" fills the gap in the short video field of B station, and also provides everyone with the opportunity to change to fresh flavors. I am tired of watching long videos, so I can adjust the short videos, which is normal.
The competition for the core of major video platforms is to put it bluntly, User time . B station has successfully won everyone's priority choice for more than 10 minutes, but what about those fragmented time?
"1 minute + 1 minute = N minutes", these fragments are still quite considerable in time.
allows Douyin, Kuaishou, Weibo to be intercepted in vain. That's not possible. Frugality is a fine traditional virtue of the Chinese nation. It is not fertile and does not flow to outsiders. The traffic of medium and long videos on B station B will have to go through another wave of short videos, and the lengths are complementary to make people feel at ease.
The picture comes from Shijie
And, B station's abacus is really loud. B station in
UGC mode relies on high-quality original content resources. With the "Story Mode", creators can upload to Bilibili whether they are making long videos or short videos.
Multiple distribution websites, multiple opportunities to engage in traffic, means that there can be more money in cash. For original creators, why not do it?
So, the high-quality content on B station can usher in a blowout growth, and also give excellent creators on other platforms the opportunity to be successfully recruited. Maybe they have settled on B station and successfully transformed into B station UP host.
I have to say, it’s amazing!
Everyone thinks it is "Tik Tok", In fact, "Story Mode" is really a heavyweight weight for the balance of the community ecology and business model of B station.
"Tik Tokization", but it is not a big deal!
There are many users of B stations, including dark horses. The most worrying thing is that B station was fascinated by Xiaoqian . On the road to "Tiktokization", I will not look back. Oh hey!
But in fact, B is clear-headed. In addition to adding the "Story Mode" section, have the community atmosphere, video quality and platform tone of other parts changed?
htmlThe video of "Second Uncle" that hit B station in July told us that B station is still the same B station and has not deteriorated yet.
Dare to say that if you put "Second Uncle" on other video platforms, it will not have a chance to become popular.
A video that lasts 11 minutes and 28 seconds. On Douyin, it must not be split into pieces of 7 or 8 pieces to be displayed. Will there be any internal flavor? Can we cure our internal mental friction?
Or, no one will finish watching it at all. Accumulating dust in the corner will probably be the ultimate fate of the "Second Uncle" video on platforms such as Douyin and Kuaishou. The young people on
B site care about the passionate second dimension and the years of filling the mountains and seas. They not only follow the trend, but also often contain compassion, and are always welcome to high-quality video content.
Only on the less impetuous B station can we see the background color of life. Fortunately, Bilibili has not messed up this background color yet.
B station's advantages in the field of medium and long videos are still obvious. still maintains quality and quantity in the output of content value , and still has strong response appeal among the group of teenagers of Generation Z.
There is no need to worry too much about the "Tiktokization" phenomenon on Bilibili. It is obvious that "TikTok content" is just a brick of B station's ecological building. It is a step to maintain user growth and user usage time, and has not shaken the foundation of B station.
"Story Mode" is ultimately continuing the story of B station, , so don't panic, let me continue to rush on B station for a while.
Reference:
Yuanchuan Research Institute "The bitter days of the UP master of B station are still coming"
WeChat account "B station video number, cheers! 》
AI Finance and Economics Society "B Station has no exemption"
alphabet list "B Station makes short videos, learn to die from Douyin, learn to be a YouTube student? 》
brand front page "Burn all 2 billion, B station is going to "break""
top view "B station is gradually becoming mediated? Card friends: No matter how B station changes, it will not become Douyin or Weibo》
Entertainment Value Official "B station accelerates the "Tiktokization""
