Bilibili (B站), China’s leading video-sharing platform, boasts a dynamic user base characterized by youthfulness, high educational attainment, and robust consumption power. As overseas tourism brands eye the lucrative Chinese market, Bilibili stands out as a pivotal platform for enhancing brand exposure, engaging with potential tourists, and fostering cultural connections.
Deep Digital China delves into the role of Bilibili in facilitating overseas tourism brands’ entry into China and outlines detailed strategies for capturing the hearts of Chinese tourists on this platform.
Overview of Bilibili
User Demographics
Bilibili’s user base primarily consists of individuals under 35 years old, accounting for 86% of its total audience. With an average daily usage time of 96 minutes and 28.1 million monthly paying users, Bilibili presents a fertile ground for tourism brands aiming to engage with a young, tech-savvy, and affluent demographic.
Content Ecosystem
Bilibili’s content spans animations, dramas, variety shows, and an increasingly popular travel and culture vertical. This diverse content landscape not only attracts a wide range of interests but also presents ample opportunities for tourism brands to integrate seamlessly into the user experience.
User Profiles
Predominantly male, with a significant presence in southern China, Bilibili’s users are avid consumers of hardcore knowledge and entertainment across multiple genres. Their passion for exploration and curiosity about foreign cultures make them prime targets for overseas tourism brands.
The Role of Bilibili in Facilitating Overseas Tourism Brands
Brand Exposure and Awareness
Through collaborations with influencers, virtual idols, and original content creation, overseas tourism brands can significantly boost their visibility on Bilibili. The platform’s recommendation algorithm further amplifies brand messages, ensuring they reach the right audience.
Precision Targeting
Leveraging Bilibili’s advanced data analytics, brands can pinpoint their target audience based on interests, followed UP-creators, and viewing habits. This precision targeting enhances marketing efficiency and conversion rates.
Content Co-creation and Deep Integration
By partnering with Bilibili to produce travel-related content such as documentaries, variety shows, or animated series, brands can deeply embed their messages within engaging narratives. This approach fosters emotional connections and enhances brand loyalty.
Event Marketing
Participating in or sponsoring Bilibili’s signature events like graduation concerts or travel-themed expositions allows brands to tap into the platform’s cultural cachet and engage users on an emotional level.
Strategies for Attracting More Chinese Tourists on Bilibili
1. Collaborative Content Creation for Authentic Engagement
Overseas tourism brands should collaborate with popular Bilibili UP-creators to produce travel-related videos that resonate with Chinese tourists’ interests. These collaborations can range from vlogs exploring unique destinations and live streams showcasing local customs and cuisine to interactive travel guides and Q&A sessions. By partnering with UP-creators who have a loyal following and understand the nuances of the Chinese audience, brands can create authentic and engaging content that resonates with potential travelers.
2. Precision Marketing and Real-Time Interaction
Utilizing Bilibili’s data-driven marketing tools, brands can tailor their advertising campaigns to reach specific user segments. This includes targeting users based on their interests, viewing habits, and engagement with similar content. Engaging in real-time interactions through comments, live chats, and polls fosters a sense of community and deepens user engagement. Brands can also use these interactions to gather feedback and refine their marketing strategies.
3. Event Planning and Execution for Immersive Experiences
By organizing or sponsoring themed events on Bilibili, such as travel photography contests, virtual tours of iconic landmarks, or cultural festivals, brands can create immersive experiences that captivate users and inspire travel aspirations. These events can be promoted through Bilibili’s advertising channels and UP-creator partnerships, ensuring high visibility and engagement. Brands can also incorporate interactive elements such as polls, quizzes, and live Q&A sessions to enhance user participation.
4. Building a Comprehensive IP Space for Long-Term Engagement
Leveraging Bilibili’s IP resources, brands can develop unique travel IPs that integrate seamlessly into the platform’s ecosystem. This includes creating interactive challenges, collecting digital stamps, and distributing exclusive merchandise, all designed to encourage user participation and sharing. By establishing a comprehensive IP space, brands can create a cohesive and memorable presence on Bilibili, fostering long-term engagement and loyalty among Chinese tourists.
For example, a European city established an official account on Bilibili, regularly posting videos and articles about its scenic spots, cultural heritage, and local cuisine. It collaborated with Bilibili’s signature events, such as graduation concerts, to launch a “European Culture Week,” engaging users through online live streams and offline activities.
Moreover, the city actively engaged with users through comments, live chats, and surveys, gathering feedback to refine its marketing strategy. It encouraged users to share their travel experiences, fostering a positive reputation effect. As a result, the city’s visibility in the Chinese market significantly improved, attracting more Chinese tourists.
Conclusion and Recommendations
Bilibili plays a crucial role in facilitating overseas tourism brands’ entry into China, offering a platform for brand exposure, precision targeting, content co-creation, and event marketing. To maximize their reach on Bilibili, brands should focus on collaborative content creation, precision marketing, event planning, and building comprehensive IP spaces. By embracing these strategies, overseas tourism brands can effectively engage with Chinese tourists, fostering cultural understanding and inspiring travel aspirations.