How can Bilibili balance content creator freedom with advertiser-friendly policies?

Introduction

Balancing content creator freedom with advertiser-friendly policies is a critical challenge for Bilibili's platform sustainability. This trade-off involves managing the delicate ecosystem of creators, viewers, advertisers, and the platform itself. I'll analyze this complex issue by examining stakeholder needs, potential impacts, and data-driven strategies to find an optimal balance.

Step 1

Clarifying Questions (3 minutes)

• Context: I'm thinking about Bilibili's current market position. Could you share any recent changes in user demographics or content trends that might be influencing this trade-off?

Why it matters: Helps tailor the solution to current user needs and market dynamics Expected answer: Shift towards younger users and short-form content Impact: Would prioritize policies that support emerging content formats

• Business Context: Based on Bilibili's revenue model, I assume advertising is a significant income source. How does ad revenue compare to other streams like subscriptions or virtual gifts?

Why it matters: Determines the weight we should give to advertiser concerns Expected answer: Ad revenue is growing but not yet dominant Impact: Would suggest a balanced approach rather than heavily favoring advertisers

• User Impact: I'm curious about user retention rates. Have we seen any correlation between content restrictions and user churn?

Why it matters: Helps quantify the risk of over-restricting content Expected answer: Some increase in churn when policies tightened Impact: Would emphasize the need for careful, gradual policy changes

• Technical: Considering content moderation at scale, what AI capabilities does Bilibili currently have for detecting advertiser-unfriendly content?

Why it matters: Influences the feasibility of automated policy enforcement Expected answer: Basic AI in place, but still reliant on human moderation Impact: Would suggest investing in AI capabilities alongside policy changes

• Timeline: Is there any urgency driving this trade-off decision, such as upcoming advertiser negotiations or regulatory pressures?

Why it matters: Helps prioritize short-term vs. long-term solutions Expected answer: Moderate pressure from advertisers for more brand safety Impact: Would focus on quick wins while developing a longer-term strategy