Bilibili is a Chinese video sharing platform (website and mobile app). It has various themes of animation, comics and games. In addition to that, users can submit, view and add overlaid commentary on videos. Bilibili has a younger audience (mostly younger than 30)than other popular social medias such as WeChat, Weibo and Zhihu.It is like the Chinese version of YouTube, although it’s more like a mix of YouTube and Netflix. Videos are usually mid-length.
The content of Bilibili
The content of Bilibili is mainly oriented to create high-quality and valuable content. It is divided into graphics and videos, but now the popular ones are generally videos. The popular content is as follows: knowledge dry goods, funny, ghost animals and inspirational types. PUGV (Professional User Generated Video) content made by users who produce content, accounts for 90% of the videos. Similar to Netflix, there are also films, documentaries, and other media created specifically for the site.
Bilibili’s success stems from its ability to generate a high user sickness in niche markets.
Who is typically the consumer?
Bilibili users are typically found in economically developed areas (typically tiers 1 & 2), and they are well qualified, intelligent and knowledgeable. Bilibili commands immense loyalty amongst its members, especially Gen Z.
The internet habits of China’s Gen Z Demographic
Generation Z are more likely to trust user-generated content and the opinions of netizens they follow,for example KOLs. Younger consumers are more likely to engage in interactive behaviors that are related to (and lead to) product consumption. They also tend to interact and discuss,and their evaluations are more proactive. Young Gen Z consumers are less brand loyal and more inclined to explore new items than mainstream consumers, in addition to actively researching and posting information on social media channels.
Recommendations for Brands marketing on Bilibili
Bilibili can play an important role in your brand awareness in China.
-You need a professional team to create winning video content. The right director, scriptwriter, actors, equipment and storytelling is a minimum if you want to see viral videos on your channel.
-Focus on PUGV content cooperations (Influencer strategy)
You need to develop a consistent style that is recognisable as belonging to your brand. Bilibili has a huge range of medium and micro influencers (KOLs (key opinion leaders and KOCs (key opinion consumers) so you need to select a good agency in order to produce content which will reflect your brand values.
You need to ensure the content is valuable, interesting and knowledge-based.
-Livestreaming & bullet comments
These kinds of interactions cultivate a high sense of engagement, and appeal to mainstream consumers. You can do livestreaming with KOLs but this rapidly gets pricey so if you have a restricted budget, the best option is to have 5-8 hours per day of livestreams run by your local teams.
In summary,Bilibili plays an important role for brands who target China’s younger consumers.And if you want to know more about Bilibili marketing, just contact us Deep Digital China, will help you all about digital marketing on Bilibili.