B station up masters collectively stopped updating, creators' operations should meet these three points

Introduction: Starting from the aspect of power, money, emotions and responsibilities, this article explains the importance of the three "systems" and gives its own suggestions for the severe situation currently faced by the operators and creators of Bilibili.

"Power, money, love and responsibility."

When I was doing internship, an old colleague gave me some advice that if I wanted to do user operations, I should go to Bilibili, Kuaishou, etc. It is true that the demand for operations for such content-based products is much greater than that for tool-based products.

I have been using Bilibili for a relatively long time, watching some silly videos or some knowledge courses from various platforms. It’s just that I don’t have the habit of coin-operated, so I have always stayed at Lv5.

Recently, some up-hosts at Bilibili stopped updating their content at almost the same time, expressing their dissatisfaction with the platform. Of course, the root cause is all money.

When the price per reading on Toutiao was lowered, a large number of authors still turned to Baijiahao or Dayuhao. Even more authors published multiple articles on the same platform, making money from multiple platforms at the same time.

The collective suspension of updates by up-hosts is due to the fact that the content influencers independently supported by Bilibili are unable to rely on the platform to continuously realize diversified monetization, and the decline in single traffic revenue has become the main impact.

When the ROI is not balanced, it is normal to stop updating. This has little to do with the platform. The user life cycle is like this, and it is normal for some to come and some to go. The focus at this stage should be to increase support for new ups , replace old ups, and serve a large number of users on the platform. So, what conditions should a good user operation meet?

1. A sophisticated growth system

The first thing to bear the brunt is a sufficiently complete growth system, which Bilibili has done very well for its users. For creators, they should also be divided into levels based on their contribution to the platform.

The basic division method is to divide the index according to key data such as activity, playback and likes, comments and interactions, and finally cut different weights to get a comprehensive score.

This type of rating is suitable for most fields and also helps to standardize the posting habits of new users.

A step further is to filter user reviews, perform word cloud analysis on keywords in bullet screens and comment areas, and get intuitive user feedback. You can't just give users a button at the end of the video to confirm whether they are willing to support, or simply filter based on charging and rewarding behaviors. Try to convert qualitative content into quantitative content, but keep the first principle: whether personalization meets user needs.

2. Clear Task System

The second focus is a clear task system. All tasks should be valuable to creators.

From starting to edit your first video, to making a cover, to adding a voiceover.

Lower the threshold for video creation as much as possible, and at the same time make the process of making a video standardized, transparent and accurate.

Many people have strong creativity, but lack certain professional guidance.

While everyone is rushing to use AI creation tools, the basic principles of video production should be taught to users.

Alternatively, content creation can be split up to conduct multi-dimensional collaboration between upstream and downstream to reduce the production cost of each individual.

3. Instant Incentive System

When a creator makes his first profit, there is no essential difference between making 1,000 yuan a day and 1 yuan a day.

This kind of profit must not be rewarded from participating in a specific activity, but should be included in the advertising revenue.

Let him intuitively feel the joy and financial rewards brought by content publishing, which will cultivate his creative habits in this direction.

It is relatively reasonable to expand the base of creators and thus increase the conversion rate of high-quality creators.

Of course, a lot of to b work also needs to be done to penetrate local business formats, and the platform itself needs to have sufficiently diverse monetization paths in order to maintain a sustainable creator ecosystem.

Author: Kong Chaofei

Source: WeChat public account "Operation Pioneer"