WHAT’S BILIBILI: THE CHINESE YOUTUBE
Bilibili (哔哩哔哩 in Chinese) works as a platform for sharing user-generated content videos. Originating in 2010, the platform’s user base has surged from approximately 50 million active monthly users in 2017 to exceeding 315 million users in 2023.
It has undergone significant expansion recently and has consolidated its status as the preferred application for Chinese people under the age of 24. Outside China, Bilibili is considered as the Chinese Youtube.
Just a few years ago, its role was confined to that of a platform exclusively for sharing social content. However, it has since transformed into an online community that generates and exchanges content focused on the youth’s cherished interests, like anime, music, video games, etc.
HOW DOES BILI BILI WORK?
Bilibili is a Chinese online entertainment platform primarily known for its focus on anime, manga, and video game-related content.
Bilibili is considered as the Chinese Youtube for a multitude of purposes. As for Youtube, Bilibili serves as a platform for consuming a vast array of video content, encompassing anime, gaming, music, technology, and vlogs. What sets Bilibili apart is the unique “Bullet Comments” feature, where viewers send real-time text comments that scroll across the screen, fostering interactive discussions and reactions.
The Chinese video app thrives on vibrant communities and subcultures, with users actively participating in groups and channels dedicated to specific interests like fashion, technologies, video games, and anime, movies and sports.
BILIBILI ACHIEVEMENTS: THE CHINESE YOUTUBE
Users spend an average of 94 minutes a day on the platform. Therefore, Bilibili has emerged as a highly desirable platform within China’s video advertising landscape. Advertising earnings skyrocketed by 149% year-on-year in 2020, with a significant portion of this surge stemming from performance-based advertisements hosted on the platform.
HOW CAN BRANDS TAKE ADVANTAGE OF BILIBILI?
Utilizing Bilibili holds numerous advantages, particularly for luxury and fashion brands. It’s particularly valuable to become acquainted with this platform given its relative obscurity among foreign businesses. Staying well-versed about it can provide a competitive edge.
Here are three primary benefits Bilibili offers:
Engaging with a Youthful Audience
Bilibili is a channel for many brands to connect with China’s Generation Z. With an impressive 80% of its user base aged below 24, this social media platform serves as a direct gateway to an emerging consumer cohort that is steering the trajectory of luxury consumption’s future growth.
Elevating Brand Recognition
Bilibili’s distinctive attributes enable brands to craft compelling video content that resonates profoundly with the younger demographic in China. The platform facilitates advertising and precise market targeting through influencers or Key Opinion Consumers (KOCs). And it also cultivates online communities, where users engage in in-depth discussions about their passions and interests.
Harnessing the Power of Visual Narratives
Through Bilibili, brands can harness the power of visual storytelling to nurture brand recognition. This includes the formulation of bespoke marketing approaches, meticulously tailored to this platform’s dynamics, thereby amplifying the brands’ impact on their intended audience.
OPPORTUNITIES ON BILIBILI: THE CHINESE YOUTUBE
People born in the 1990s and those belonging to Generation Z have emerged as the predominant consumer demographic within the current Chinese market landscape. Therefore, if your intended audience aligns with this cohort, Bilibili emerges as the quintessential social media platform for direct and effective outreach.
Furthermore, the art of crafting a brand that resonates with these younger consumer segments has garnered escalating significance. A pivotal facet in the realm of brand development is content marketing, a strategy aimed at enticing a larger audience toward a particular brand. Given Bilibili’s user base, which gravitates toward meticulously curated, high-quality content, any material that fits this criterion stands to reap remarkable benefits.
In a nutshell, including Bilibili in the arsenal of marketing tactics empowers brands to tap into a dynamic and passionate younger consumer pool. This integration facilitates the optimization of brand recognition through innovative content approaches. While also fully capitalizing on the platform’s distinctive attributes for tailored and impactful engagement.
Long Advisory digital marketing agency in China
Long Advisory supports American and European companies in China through digital marketing. In fact, our experience has led us to believe that today, the best and most convenient approach to making your brand well-known in China is through a digital approach. Furthermore, thanks to our know-how, we know how to make your brand known to potential Chinese consumers. With the effective coordination of Long Advisory, your company will see a new rise in the largest market in the world: China.
Long Advisory is a digital marketing agency specializing in developing digital marketing solutions tailored for the Chinese market.
Interested in expanding your brand in China? Contact us for more info and details at info@longadvisory.eu
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