Introduction
If you’re looking to crack the Chinese market, Bilibili is where you need to be. Known as China’s answer to YouTube, Bilibili is a massive platform that’s built around anime, gaming, and youth culture, but it’s so much more than that. It’s a place where brands can tap into one of the most engaged, loyal, and savvy audiences in the world.
But here’s the thing: Bilibili isn’t just another social platform—it’s a culture. The users here expect more than just ads thrown in their faces. If you’re thinking about using Bilibili to promote your brand in China, you need to know the ropes. From partnering with influencers to mastering live-streaming, here’s the Bilibili marketing playbook that can seriously boost your brand presence.
1. Partner with KOLs (Key Opinion Leaders) for Authenticity
You can’t just shove your product down people’s throats on Bilibili and expect success. This is a platform where authenticity reigns supreme, and the audience follows creators (KOLs) who feel genuine. Find KOLs whose content aligns with your brand’s values—whether it’s fashion, gaming, or beauty—and get them to endorse your product. This isn’t just about paying for a post; it’s about creating a relationship.
Pro tip: Don’t pick just any KOL—look at their engagement rates. It’s not about the follower count, but the connection they have with their audience.
Example: If you’re a beauty brand, find a makeup artist with a loyal fan base. A product placement in one of their tutorials can do wonders. Think of it like your product being in a viral TikTok challenge—massive exposure, plus credibility.
2. Leverage Live-Streaming for E-Commerce
If you’re not using Bilibili’s live-streaming features, you’re missing out. The platform is massive on live-commerce—meaning influencers can stream live and sell products in real-time, generating millions in sales per session. This isn’t a gimmick. This is the future of shopping in China.
Pro tip: Team up with a Bilibili influencer who specializes in live-streaming. It’s one of the most powerful ways to directly reach potential buyers.
Example: Brands like Estée Lauder have done this well on Chinese platforms, including Bilibili. They host live sessions where fans can ask questions, see product demos, and buy right then and there.
3. Tap Into Niche Communities
Bilibili isn’t just about the mainstream. It’s also home to vibrant subcultures, from niche anime groups to hardcore gamers. By understanding and tapping into these communities, you can position your brand as an insider, not just another company trying to sell something.
Pro tip: Find the right community, whether it’s about gaming, K-pop, or indie music, and create content that resonates with them.
Example: If you sell gaming accessories, work with a KOL who streams on Bilibili’s gaming channels. Their followers will appreciate the relevance, and you’ll get a more engaged audience that actually wants your products.
4. Create Interactive Content
Bilibili is all about interaction. If your content isn’t engaging, you’re going to get lost in the shuffle. Make your content as interactive as possible. This could mean polls, Q&A sessions, or just clever ways to get your audience involved in the conversation.
Pro tip: Use Bilibili’s unique feature of bullet comments (live comments that appear on screen) to create a fun, interactive experience for viewers.
Example: A fashion brand could host a live stream where fans vote on new product designs or suggest outfit combinations, making them feel like part of the process.
5. Use Bilibili’s Rich Media Tools for Storytelling
Bilibili users love well-crafted, creative content. It’s not just about slapping together a commercial and calling it a day. You need to use Bilibili’s media tools, like short videos, vlogs, and even anime-style animations, to tell stories around your products.
Pro tip: Tap into Bilibili’s video editing tools, and don’t be afraid to get creative with your storytelling. Think of it like making a mini-movie for your brand.
Example: For a tech brand, create a series of short, fun videos showing the “behind the scenes” of how your product is made. It’s transparent, it’s authentic, and it shows you’re not just another faceless brand.
6. Run Targeted Ads with Bilibili’s Ad System
Bilibili offers robust targeting for ads, allowing you to hone in on specific audiences. If you’re promoting a product for young professionals, you can target specific interest groups such as tech enthusiasts or gamers.
Pro tip: Test different ad formats to see what works best. You could run a campaign with interactive ads, or opt for traditional video ads, depending on what fits your brand.
Example: Coca-Cola has used targeted video ads on Bilibili for product launches, and they do it in a way that feels like an organic part of the content rather than an interruption.
7. Incorporate User-Generated Content (UGC)
User-generated content is huge on Bilibili. Fans love to create their own content around brands they love, whether it’s unboxing videos, reviews, or fan art. Encourage your followers to get creative with your products and share their content.
Pro tip: Run a contest or challenge that inspires your audience to create content that showcases your product.
Example: A fitness brand could launch a workout challenge, encouraging users to post their workout routines featuring the brand’s gear.
Conclusion
There you have it. Bilibili is not just a platform for binge-watching or gaming—it’s an incredibly powerful marketing tool that can help you connect with China’s vibrant online community. But to make it work, you need to understand the culture, tap into the right influencers, and create content that feels authentic, engaging, and fun.
If you’re ready to dive in, keep these strategies in mind, and get ready to see your brand explode in China’s digital space. One thing’s for sure: when it comes to Bilibili marketing, you gotta stay sharp, keep it real, and be ready to hustle.
