Core Viewpoint - Bilibili (B站) reported a total revenue of 76.9 billion RMB for Q3 2025, marking a 5% year-on-year increase, with adjusted net profit soaring by 233% to 7.9 billion RMB, driven by improved revenue structure and operational efficiency [1][2] Revenue Structure - Advertising revenue reached 25.7 billion RMB, accounting for 33% of total revenue, with a year-on-year growth of 23% [2][4] - Game revenue was 15.1 billion RMB, representing 20% of total revenue, but saw a decline of 17% year-on-year due to high comparison base from the previous year [2][4] - Value-added services generated 30.2 billion RMB, making up 39% of total revenue [2] - IP derivatives and other businesses contributed 5.8 billion RMB, accounting for 8% of total revenue [2] User Engagement and Growth - Daily active users reached 117 million, up 9% year-on-year, while monthly active users hit 376 million, increasing by 8% [4][5] - Average daily usage time per user was 112 minutes, an increase of 6 minutes year-on-year [4] - The number of paying users reached 35 million, growing by 17% year-on-year, indicating a strong willingness to pay for quality content [5] Content Diversity and User Behavior - The viewing time for long videos (over 5 minutes) grew by nearly 20%, highlighting user engagement with in-depth content [5][6] - Original domestic animation content saw a significant increase in viewing time, up nearly 104% year-on-year, alongside growth in categories like parenting education and AI content [6] Challenges Ahead - Bilibili faces challenges in balancing diverse user preferences and effectively converting user traffic into commercial value [9]

Core Insights - The concept of "repetition" in brand marketing is crucial for building brand influence and is applicable to self-media as well [1][2] - Operating a self-media account is akin to managing a personal brand, requiring consistent messaging and content delivery across multiple platforms to reach a wider audience [1][2] Group 1: Platform Characteristics - Platforms can be categorized into national-level platforms (e.g., Douyin, WeChat Video, WeChat Official Accounts) and relatively vertical platforms (e.g., Bilibili, Xiaohongshu) [5][13] - National-level platforms have large user bases, allowing for diverse content types, but competition is intense, necessitating high-quality content to stand out [6][10] - Douyin is a key national platform with trends in content diversification, including short videos, images, and live streaming, and is focusing on life services and knowledge-based content [7][9] - WeChat Video is growing rapidly, integrating deeply with the WeChat ecosystem and focusing on knowledge-based content and local services [11][12] - Relatively vertical platforms like Bilibili cater to specific demographics, with a strong emphasis on knowledge content and community engagement [13][14] - Xiaohongshu is recognized as a "grass-planting platform," with a user base primarily consisting of young women, and is evolving towards commercializing its offerings [16][19] Group 2: Content Types and Strategies - Different content types require tailored strategies for each platform, such as long articles for WeChat Official Accounts, short articles for Xiaohongshu, and mid-length videos for Bilibili [21][22] - Long articles on WeChat should focus on engaging titles, logical structure, and emotional resonance to maximize sharing potential [22][23] - Short articles on Xiaohongshu thrive on visually appealing covers and concise, emotionally charged content that encourages sharing [24][25] - Mid-length videos on Bilibili need to be rich in content and well-produced to attract the predominantly young audience [26][27] - Short videos on platforms like Douyin and WeChat Video should be fast-paced and engaging, with a focus on entertainment [27][28] Group 3: Operational Strategies - Companies should utilize tools like NewRank and Jushuo to analyze platform trends and user behaviors for informed content strategies [30][31] - Identifying target user demographics and aligning content with platform characteristics is essential for effective engagement [34][35] - A multi-platform approach is recommended, where core content is adapted to fit the unique characteristics of each platform while maintaining a consistent brand message [36][40]