Bilibili (stylized as "bilibili" or "B站" in Chinese) is a Chinese video sharing website that mainly focuses on animation, comics, and games (ACG) content. It was founded in 2009 and has since become one of the most popular online platforms for young people in China to share and watch ACG-related videos, as well as other types of content such as music, dance, and vlogs. Bilibili also has a strong community aspect, with users able to interact with each other through comments, forums, and other social features.
Brand marketing is extremely important in China. With a population of over 1.4 billion people and a rapidly growing middle class, China represents a huge potential market for both domestic and international brands. Effective brand marketing can help companies build trust and loyalty with Chinese consumers, differentiate themselves from competitors, and ultimately drive sales and revenue. With the rise of digital and social media in China, brands also have the opportunity to reach consumers through targeted online advertising and engagement with social media influencers.
The practicalities of running a brand account on BiliBili
Setting up and running a Bilibili account for a brand requires careful planning and execution. Here are some key considerations:
Types of account available for brands:
| Type of Account | Description |
|---|---|
| Verified | For established brands in China that have been officially verified by Bilibili |
| Star | For popular influencers or celebrities who can help promote a brand's products or services |
| MCN | For multi-channel networks that manage multiple accounts and offer value-added services such as content production and advertising |
| Features | These accounts have more features and customization options than regular user accounts. |
Creating content for the platform:
Brands should carefully consider their content strategy when creating content for Bilibili. The platform's focus on animation, comics, and gaming content means that brands should aim to create content that resonates with these interests. Brands should also consider partnering with popular influencers on the platform to help promote their content and reach a wider audience.
Managing community on Bilibili:
Bilibili has a strong community aspect and brands should actively engage with users through comments, forums, and other social features. This can help build brand loyalty and gather feedback and insights from users. Brands should be prepared for criticism from Bilibili's vocal and enthusiastic users. To handle these, brands should have a defined plan and handle consumer complaints immediately and effectively.
Setting up and running a Bilibili account for a brand requires careful planning and execution. By choosing the right type of account, creating engaging content, and actively engaging with the Bilibili community, brands can effectively leverage the platform to build their presence in the Chinese market and engage with Chinese consumers.
Advantages of Bilibili for brand marketing
Bilibili offers several advantages for brands looking to engage with consumers and build their presence in the Chinese market:
- Large and engaged user base: young fans of animation, comics, and games love Bilibili. Brands that can effectively target this group can capitalize on it. Brands may use Bilibili's powerful search and recommendation algorithms to target specific user segments and increase visibility.
- Bilibili targets 18–35-year-olds. The platform is popular among anime, manga, and gaming fans worldwide, even though most users are Chinese. Many Bilibili users actively participate in ACG-related online communities and events. Bilibili has added more female-targeted material due to a rise in female users.
- Bilibili offers targeted ads. Pre-roll, display, and native advertisements are available. Companies can target ads by demographics, geography, or keywords. This lets brands accurately and effectively target potential customers, increasing engagement and conversion rates.
- With comments and forums, Bilibili users can interact. Companies may use this community component to engage people, collect feedback and insights, and build brand loyalty. Brands might develop content that encourages user engagement and discussion or host competitions and events that promote user-generated content.
- Influencer collaboration: Bilibili has a large and growing network of social media influencers who impact user behavior. These influencers might promote brands through paid content or affiliate marketing. This can help firms reach a wider audience and build credibility and trust with users who trust and admire influencers.
Brands wishing to connect with Chinese consumers and expand into the Chinese market may consider Bilibili. It gives marketers a powerful platform for brand marketing and engagement with its enormous and engaged user base, customized advertising alternatives, strong community, and influencer partnerships.
Challenges of using Bilibili for brand marketing
Bilibili offers several advantages for brand marketing; however, there are also several challenges that brands should be aware of:
- ACG focus may not be suitable for all brands: Bilibili's focus on animation, comics, and gaming (AGC) content may not be suitable for all brands, especially those targeting older or more diverse demographics. Brands that do not have a clear tie-in with ACG content may struggle to resonate with Bilibili's user base, and may find it difficult to gain visibility and engagement on the platform.
- Complex content moderation policies: Bilibili has strict content moderation policies in place to ensure that all content on the platform is legal and appropriate. However, these policies can be complex and difficult to navigate, and brands may need to invest significant time and resources to ensure that their content meets Bilibili's standards. In addition, brands may need to be careful to avoid controversial or sensitive topics that could lead to negative publicity or backlash.
- Platform competition: Bilibili has several brands competing for user attention. Brands may need to invest in creative content, targeted advertising, and influencer partnerships to succeed on the platform. Smaller brands may struggle to achieve these investment and expertise requirements.
Brands should consider Bilibili's pros and cons when marketing. Brands may use Bilibili to increase their presence in China and interact with Chinese consumers by carefully considering their target audience, content strategy, and marketing strategies.
In summary
Bilibili offers a unique opportunity for Western brands to market themselves to Chinese consumers, particularly those interested in animation, comics, and gaming content using a large and engaged user base, targeted advertising options, strong community presence, and influencer partnerships. However, brands should also be aware of the potential challenges and risks associated with the platform, such as Bilibili's ACG focus, complex content moderation policies, and competition from other brands. By carefully considering their target audience, content strategy, and marketing approach, Western brands can effectively leverage Bilibili to engage with Chinese consumers and drive growth in the Chinese market.
Frequently Asked Questions
Can brands set up a Bilibili account if they are not based in China?
Non-Chinese brands can create Bilibili accounts. They may need a local partner or agency to negotiate the Chinese market and comply with local rules.
What type of content should brands create for Bilibili?
Companies should cater to Bilibili's audience, which prefers animation, comics, and gaming. Branded animation shorts, comics, and gameplay videos can feature the brand's products or services. To promote their content and reach more people, brands should partner with influential platform users.
How can brands engage with the Bilibili community?
Comments, forums, and other social features let brands interact with Bilibili users. This encourages brand loyalty and user feedback. Bilibili's users are loud and enthusiastic about their interests, so marketers should be ready to handle unfavorable reviews. Brands should reply to negative comments and reviews quickly and professionally.
How can brands measure the success of their Bilibili account?
Views, interaction, and following growth can measure Bilibili success for brands. They can also track and analyze content or campaign performance to industry benchmarks or competitors. Bilibili provides statistics and insights to help brands track performance and optimize strategy.
Can brands advertise on Bilibili?
Yes, brands can advertise on Bilibili through various ad formats such as pre-roll ads, display ads, and native ads. Brands can choose to target their ads based on factors such as user demographics, geographic location, and search keywords.
How can brands partner with influencers on Bilibili?
Bilibili influencers can help brands advertise their products. Sponsored content and affiliate marketing can do this. Companies should identify influencers that match their beliefs and target demographic and disclose the association to users.
What are some best practices for creating content on Bilibili?
Brands should create content that resonates with Bilibili's user base, which is primarily interested in animation, comics, and gaming content. They should also aim to create content that is engaging, informative, and visually appealing. Brands should also ensure that their content aligns with Bilibili's content moderation policies and guidelines.
How can brands measure the success of their Bilibili marketing efforts?
Views, interaction, and following growth help gauge Bilibili marketing success. They can also track and analyze content or campaign performance to industry benchmarks or competitors. Bilibili provides statistics and insights to help brands track performance and optimize strategy.
Who owns Bilibili?
Bilibili Inc. is a publicly traded company that is listed on the NASDAQ stock exchange under the ticker symbol "BILI". The company was founded in 2009 by Xu Yi (also known as "Chen Rui"), and is headquartered in Shanghai, China. As of September 2021, Bilibili had a market capitalization of over $52 billion USD.
