In what ways can we improve Bilibili's comment section to foster more meaningful discussions?

Introduction

To improve Bilibili's comment section and foster more meaningful discussions, we need to analyze the current user experience, identify pain points, and develop innovative solutions that align with the platform's unique culture and user base. I'll approach this challenge by examining user segments, analyzing pain points, generating solutions, and proposing metrics to measure success.

Step 1

Clarifying Questions (5 mins)

• Looking at Bilibili's position as a video-sharing platform with a strong focus on ACG (Anime, Comics, and Games) content, I'm curious about the current engagement metrics for the comment section. Could you share some insights on the average number of comments per video, the percentage of users who engage with comments, and any trends you've observed in comment quality or quantity over the past year?

Why it matters: This information will help us understand the baseline engagement and identify areas for improvement. Expected answer: Engagement varies by content type, with popular videos receiving thousands of comments, but overall engagement rate is around 5-10% of viewers. Impact on approach: Low engagement might suggest focusing on increasing participation, while high engagement could mean prioritizing quality and moderation.

• Considering Bilibili's unique "bullet comments" feature, which allows users to overlay comments directly on videos, how does this interact with the traditional comment section? Are users more likely to engage with one over the other, and have you noticed any correlation between the two in terms of fostering discussions?

Why it matters: Understanding the interplay between these two comment systems will help us design solutions that complement each other. Expected answer: Bullet comments are more popular for immediate reactions, while the traditional comment section hosts longer discussions. Impact on approach: We might need to consider integrating features that bridge the gap between these two comment systems or focus on enhancing one based on user preference.

• Given Bilibili's recent expansion beyond its core ACG audience, how has the user base demographics shifted, and have you noticed any changes in commenting behavior or content as a result?

Why it matters: This information will help us tailor our solutions to the evolving user base and ensure we're addressing the needs of both long-time and new users. Expected answer: The user base has diversified, with an increase in users interested in lifestyle, education, and technology content. Impact on approach: We might need to develop more flexible commenting features that cater to different content types and user expectations.

• Can you share any specific goals or KPIs that Bilibili has set for improving the comment section? Are we primarily focused on increasing engagement, improving content quality, or perhaps fostering a sense of community?

Why it matters: Aligning our solutions with Bilibili's strategic goals will ensure we're delivering value to both users and the company. Expected answer: The primary goal is to increase user retention by fostering a stronger sense of community through high-quality discussions. Impact on approach: We would focus on features that encourage thoughtful, in-depth conversations and community-building rather than just increasing comment volume.