• Bilibili Marketing

    Boosting Engagement via Celebrity Partnerships, Vertical Content, and Live Stream Sales

  • Bilibili Market Overview

    User Demographics in China:

    • Extremely popular among young people: Approximately 50% of youth use the platform
    • Gender Distribution: 57% male, 43% female
    • Age Concentration: 78% of users are between 18-35 years old
    • Educational Level: Users have a 10% higher rate of bachelor's degrees compared to overall internet population

    Platform Performance Metrics:

    • Monthly Active Users: 172 million
    • Monthly Paying Users: 13.4 million
    • Daily Video Playbacks: 1.1 billion
    • Monthly User Interactions: 4.9 billion
    • Average Daily User Engagement: 87 minutes
    • Membership Retention Rate (12 months): Over 80%

    Bilibili is a Youth-focused Chinese Platform Driven by Content Creators

    • The platform features diverse, compelling content that is both entertaining and educational
    • Users have strong emotional connections to their favorite creators, actively supporting and promoting their content
    • Bilibili is known for its vibrant meme culture, with user-generated memes quickly spreading across the platform and social media

  • Bilibili Uploaders' Content Marketing Strategies

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    Creative Short Films

    Uploaders produce custom short films that creatively showcase brand or product features according to advertisers' specific requirements.

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    Unboxing Videos

    Uploaders open and review product packaging, explain product functions and benefits, provide product recommendations, and integrate brand marketing information.

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    Favorite Product Sharing

    Uploaders recommend products to their fans based on personal preferences, creating curated lists like seasonal collections, annual picks, scenario-specific recommendations, or shopping festival highlights.

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    Professional Reviews

    Specialized uploaders' conduct in-depth product analyses, focusing on areas like digital technology, skincare, or sneaker evaluations.

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    Subtle Product Integration

    Uploaders naturally incorporate products into their regular video content, smoothly communicating product value through methods like personal vlogs or casual conversations.

  • Recommendations for Content Creators on Bilibili Platform

    Key Focus Areas:

    • Fan Demographics
    • Collaboration Strategies
    • Content Tagging
    • Video Performance Metrics

    Goals:

    • Build strong audience engagement and convert followers
    • Create specialized, high-quality content with strong recommendation potential
    • Develop creative content that attracts users and increases follower count and platform influence

    On Bilibili, We Provide Collaborative Content Opportunities Across Key Brand Partnership Areas

    Content Creator Collaboration Types:

    • Video Content
    • Offline Events
    • Live Streaming
    • Brand Endorsements
    • Content Licensing

    Key Content Categories:

    1. Dance: 3D Dance Performances / Original Choreography
    2. Fashion: Makeup Tutorials / Skincare Reviews / Style Recommendations
    3. Meme Culture: Meme Creation / Meme-based Rap
    4. Music: Original Cover Songs / Musical Arrangements
    5. Lifestyle: Food Reviews / Comedy Sketches / Travel Vlogs
    6. Gaming: Game Reviews / Live Gameplay / Gaming Commentary

    Bilibili Advertising Approach: Comprehensive Product Recommendation and Sales Platform

    • Seamless Shopping Experience Across Multiple Platforms
    • Strategic Product Management Improves Customer Acquisition and Sales Performance, While Engaging Content Drives Brand Growth and Product Recommendations

    On Bilibili, We Scientifically Connect Brands with Content Creators to Collaborate Effectively

    • Shop on popular Chinese e-commerce platforms like Taobao, Tmall, JD, and Pinduoduo
    • Our recommendation system reinvests in related content based on user interactions and viewing history
    • We prioritize high-quality commercial content and strategically expand promotional opportunities

    Multiple advertising options available, including:

    • Frame advertisements
    • Danmaku (comment stream) advertisements
    • Floating layer advertisements

  • Bilibili Creators' Key Marketing and Video Trends

    Key Content Types: Couple Lifestyle / Personal Life Insights / Culinary Content/ Educational Science / Daily Life Documentation / Comedy and Humor / Personal Video Blogs (Vlogs) / Practical Life Tips / Cultural Exploration / Cross-Cultural Experiences / Personal Challenges / Fitness and Health Content

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    Bilibili Follower Packages

    Bilibili Follower Packages for Different Influencer Levels

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    Bilibili Cost-Effective Package

    for Small Creators with 10,000+ Followers

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    Bilibili Influencer Package

    for Mid-Tier and Top-Tier Content Creators

  • Bilibili Advertising Case Study

    Comprehensive Marketing Strategy for Xiaohongshu, Including: / App Store Optimization (ASO) / Viral Content Creation / Offline Store Marketing / Enterprise Social Media Management / Trending Topic Development / Integrated Marketing Services

  • "MeiHou" Brand Marketing Approach

    We strategically partnered with prominent beauty influencers and recruited popular video creators on Bilibili to showcase our products through engaging short-form content. By leveraging these influencers' credibility and reach, we aimed to increase product visibility and boost sales conversions.

    "Ermuotao" Transmission Strategy

    After carefully evaluating account performance metrics, we will collaborate with top beauty and makeup content creators on Bilibili. These key opinion leaders (KOLs) will feature our products in their videos, strategically targeting specific customer segments.

    Placement Strategy: We will partner with a diverse range of makeup and skincare influencers to provide varied and authentic product recommendations that resonate with different audience preferences.

    Viral Spread and Sharing: Our goal is to leverage these influencer partnerships to help our most popular products organically spread through social networks, ultimately reaching and engaging over 1 million potential customers.

    "Oreo" Brand Marketing Approach

    The brand collaborated with popular Bilibili content creators to promote their product through the "Everything can be Oreo" campaign. By working with these influencers to create customized videos and special content, Oreo generated widespread visibility and engagement. This strategic marketing approach helped increase brand awareness and drive consumer interest in their products.

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