As one of China’s most influential video-sharing platforms, Bilibili has become a key digital space for brands aiming to engage young consumers and drive sales. With over 82% of users aged between 14 and 29, the platform is dominated by Generation Z—an audience that is highly interactive, trend-driven, and willing to pay for quality content and products.
Unlike traditional social media, Bilibili thrives on deep audience engagement, offering unique features such as bullet comments (real-time on-screen interactions), community discussions, and influencer-driven content. For international brands & companies looking to expand in China, Bilibili marketing presents a unique opportunity to build a loyal following, boost brand credibility, and generate significant revenue.
This guide explores the best content strategies, marketing techniques, and advertising tools that brands can use to succeed on Bilibili.
An Expansion Project in China? We Can Help You!
What Makes Bilibili Marketing in China So Effective?
Bilibili is not just a video-sharing site; it is a cultural and community-driven ecosystem where users actively engage with content creators and brands. Unlike mainstream advertising platforms, Bilibili fosters a stronger sense of belonging and trust, making it an ideal space for businesses looking to connect authentically with Chinese consumers.
Some key reasons why brands are prioritizing Bilibili marketing in China include:
- A highly engaged Gen Z audience that values creativity, authenticity, and entertainment.
- A strong willingness to pay for premium content, products, and live experiences.
- A content-driven ecosystem where traditional ads are less effective than storytelling, influencer marketing, and interactive experiences.
- High engagement rates through interactive features, such as bullet comments, community discussions, and live streaming.
To leverage these advantages, brands must adopt tailored content strategies that align with Bilibili’s unique digital culture.
Winning Content Strategies for Bilibili Marketing in China
1. Partnering with Bilibili’s Official Intellectual Property (OGV)
One of the most effective ways to gain visibility on Bilibili is by collaborating with the platform’s official intellectual properties (OGV), which include exclusive anime series, entertainment shows, and original productions. By integrating a brand with established, high-engagement content, companies can gain instant credibility and reach a built-in audience.
2. Gaming, Music, and Entertainment Marketing
Gaming, music, and entertainment are core content categories on Bilibili, making them ideal for brands looking to tap into China’s youth market. These sectors generate some of the highest engagement rates on the platform.
3. Beauty and Fashion Brand Growth on Bilibili
Bilibili’s Gen Z-dominated user base makes it a top choice for beauty and fashion brands. However, traditional advertising is not as effective as authentic, influencer-led storytelling and product demonstrations.
4. Technology and Digital Products—Driving Sales Through Educational Content
Tech-savvy Bilibili users actively seek product information, comparisons, and tutorials before making a purchase. Brands offering gadgets, software, and digital services can benefit from creating in-depth, educational content.
Proven Bilibili Marketing Strategies for Business Growth in China
1. Establishing an Official Brand Account on Bilibili
A verified brand account is essential for businesses aiming to establish credibility and authority on Bilibili. There are two main types of verified accounts:
- Influencer Account: Reserved for creators with over 100,000 followers.
- Business Account: Designed for companies to legally operate, publish content, and advertise on Bilibili.
By setting up an official account, brands can publish high-quality content, engage with followers, and launch targeted marketing campaigns. Additionally, verified accounts unlock analytics tools and promotional features, enabling businesses to refine their marketing approach.
However, companies should note that Bilibili currently restricts advertising access to businesses from the United States and East Asia. Brands from other regions may need to collaborate with local partners to navigate these limitations.
2. Leveraging Live Streaming for Real-Time Customer Engagement
Live streaming is one of Bilibili’s most powerful marketing tools, with over 50 million monthly active users tuning in to real-time broadcasts. This format allows brands to showcase products, answer audience questions, and drive immediate sales.
3. Bilibili’s Native Advertising—Subtle Yet Effective Promotions
Unlike traditional social media platforms, Bilibili’s native advertising integrates seamlessly into the user experience, making it more effective than disruptive ads. Popular advertising formats include:
- In-Video Ads: Embedded within content to ensure organic visibility.
- Splash Screen Ads: Displayed when users open the app, maximizing brand exposure.
- Pre-Roll Ads: Played before video content, capturing user attention early.
- Branded Search Ads: Boosting visibility within Bilibili’s internal search results.
Why Bilibili Marketing Is Essential for Brand Success in China
Bilibili is more than a video platform—it is a cultural phenomenon that allows brands to build deep connections with Chinese consumers. Its interactive nature, high user engagement, and demand for premium content make it an indispensable marketing channel for businesses expanding in China.
By focusing on authentic content, community engagement, and interactive experiences, brands can leverage Bilibili to increase awareness, strengthen credibility, and drive direct sales. Whether operating in fashion, gaming, beauty, or technology, businesses that embrace Bilibili marketing will gain a competitive advantage in China’s digital economy.
Partner with STAiiRS for Your Bilibili Marketing Strategy
Expanding into China’s dynamic digital market requires more than just a presence on social media—it demands a deep understanding of local platforms, consumer behavior, and regulatory nuances. With Bilibili emerging as a key platform for engaging young Chinese audiences, businesses looking to grow in China must adopt a strategic and localized approach to digital marketing.
At Staiirs, we specialize in helping international brands navigate Bilibili’s unique ecosystem, ensuring that marketing efforts are not only effective but also culturally and commercially relevant. Our expertise in content creation, influencer partnerships, and digital advertising enables brands to maximize visibility, build trust, and drive sustainable growth in China.
Whether you’re launching a new product, strengthening brand awareness, or scaling your sales in China, STAiiRS is here to help you make the most of Bilibili’s powerful marketing potential.
Contact STAiiRS today to discover how we can help your brand succeed in China!
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