Chinese Bilibili Marketing Insights and Useful Tips – Marketing China

If you’re looking for a platform to promote your brand to a younger audience in China, look no further than Bilibili. It’s a rapidly growing online platform for animation, comics, and gaming content. The site has over 100 million monthly active users who are mostly millennials and Gen Zers.

In this article, we’ll explore some insights and tips for marketing your brand on Bilibili.

1. Learn the Culture

Before diving into Bilibili marketing, it’s essential to understand Chinese culture, especially internet culture. This knowledge will help you create content that resonates with your target audience. Millennials and Gen Zers use meme culture, and the use of slangs, and emoji is prevalent. Advertisers who don’t understand this culture risk appearing indifferent or insensitive to the Chinese audience.

2. Engage with Comments

Comments on Bilibili are vital for gauging your brand’s success. Take the time to reply and engage with your audience in the comments section. Being responsive on this platform shows that you are paying attention and appreciate their thoughts, opinions, and criticisms.

3. Embrace User-Generated Content

Bilibili users love creating and sharing their content. Brands should encourage user-generated content as it fosters customer loyalty and engagement. A good example of this is the “Draw Your Teacher” challenge, which was initiated by the teachers’ appreciation day promotion. This challenge encouraged users to illustrate their teachers, and the results were overwhelmingly positive. This promotion was shared over 80,000 times and received over 240 million views. UGC also helps with gaining valuable insights into your target market.

4. Create Collaborations

Collaborate with influencers, animators, and publishers on Bilibili. This collaboration provides access to more audiences and enhances brand credibility. Working with influencers is an effective way to promote your brand and build brand awareness. In addition, engaging well-known animators on Bilibili can enhance a brand’s recognition and establish popularity in the Chinese market.

5. Invest in Advertising

Bilibili provides a variety of advertising options like in-banner ads, pre-roll ads, and text links. These ads are great for promoting your brand and driving traffic to your site. They’re also pricing-friendly with a low cost per click, and advertisers can choose their target audience depending on their interests, region or search history.

In conclusion, Bilibili is a unique platform that presents a range of opportunities for brands looking to engage with millennials and Gen Zers in China. As with any marketing strategy, understanding the platform’s user base, and creating content that resonates with them is the key to developing a successful Bilibili marketing campaign.