[Purpose/Significance] With the prevalence of social media, more and more university libraries make use of Bilibili as one of the primary channels for information dissemination. Therefore, it is important to study the influencing factors of video dissemination of university libraries to improve information dissemination efficiency and enhance user experience. [Method/Process] This study took 70 videos of university libraries on Bilibili as samples, employed a qualitative comparative analysis method, and based on the heuristic-systematic model, investigated a series of factors such as content theme, popularity, number of followers, title length, content description, duration, cover design, and others on video dissemination of university library in Bilibili. [Result/Conclusion] The university libraries with advantage of environmental factors have a higher probability of producing videos with better dissemination. Technical factors are essential for all university libraries. Moreover,producing high-quality general academic lecture is a crucial way to enhance video dissemination. Therefore,university libraries should pay attention to expand their original fans’ numbers from multiple angles for higher visibility, continuously improve their technical skills on the dissemination effect of different videos, create more popular and unique content with their own advantages, and adjust targeted operational strategies on the exploration of users’ needs in active interaction.
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