Research on Operational Strategies of Video Platform Content Creators: —— A Case Study of Lifestyle Content Creators on Bilibili

The rapid development of the internet has spurred the rise of new media. Within the ecosystem of new media, a substantial number of content creators, referred to as “UP zhu” or video uploaders on the Bilibili platform, have emerged, engaging in various media-related activities across different platforms and domains. These activities are inevitably accompanied by operational strategies, which constitute a pivotal aspect of business endeavors for companies and relevant practitioners, a concept that applies equally to Bilibili. This study takes lifestyle-oriented content creators on Bilibili as a case study, examining Vlogs’ development, characteristics, and operational strategies on Bilibili. It analyzes the operational strategies of lifestyle-oriented Vloggers on Bilibili and concludes by summarizing existing issues among video platform content creators and proposing optimization strategies.