When it comes to digital marketing in China, international brands often focus on platforms like WeChat, Weibo, and Douyin. But one platform is quickly becoming a critical player in reaching the country’s younger audience—Bilibili. Originally founded as a niche community for anime, comics, and games (ACG) enthusiasts, Bilibili has transformed into one of China’s most influential platforms, particularly among Generation Z. With its massive growth and immense appeal to younger audiences, it presents a golden opportunity for brands seeking to expand their footprint in China.

Why Should International Brands Invest in Bilibili?

1. Access to a Massive Gen Z Audience

Bilibili is one of the most popular platforms for Chinese Gen Z, with nearly 80% of its active users falling within the 18-35 age range, according to Bilibili’s 2024 user report. This demographic is digitally native, highly engaged with content, and has increasing purchasing power, making them a key audience for any international brand looking to tap into China’s market.

Gen Z consumers are known for their authenticity-driven preferences and digital savviness. They’re more likely to engage with content that reflects their interests, values, and aesthetics—making platforms like Bilibili, which allow for personalized experiences and niche content, ideal for brands targeting this group.

2. Exceptional Engagement Rates

Bilibili’s user base is known for exceptionally high engagement levels. This is not a passive audience but an active one, with users frequently commenting on videos, participating in live-streaming events, and sharing content. Over 50% of Bilibili users interact with the content daily, which gives brands the opportunity to connect directly with their audience and foster real-time engagement.

This high engagement translates into stronger brand visibility, deeper relationships with consumers, and the ability to gather valuable feedback through interactive features. Unlike traditional social media platforms where users may scroll passively, Bilibili’s culture of participation opens the door for a more interactive marketing strategy, which is vital in building trust with China’s discerning consumers.

3. Unique “Danmu (Bullet-Screen) Culture”

Bilibili’s signature real-time comment overlay (danmu) creates a shared viewing experience, where users’ reactions scroll across the screen like “bullets.” This culture fosters a sense of community and immediacy, similar to how Baidu optimized search ads by integrating local payment methods like Alipay—both adapt to deeply ingrained Chinese digital habits.

Example: A Japanese anime film’s premiere on Bilibili garnered 10M+ danmu comments in 24 hours, with users co-creating memes and inside jokes.

Brand Tip: Avoid intrusive ads. Instead, engage users through danmu-friendly content (e.g., humorous annotations or interactive polls).

4. User Co-Creation Ecosystem

Bilibili thrives on user-generated derivative content (UGC). Fans remix videos, create parodies, and even develop fan art, mirroring Baidu’s success in leveraging localized content strategies.

Case Study: Beauty brand AnimaGlow launched an “Anime-Style Makeup Challenge”, encouraging users to recreate looks from popular ACG characters. The campaign generated 200K+ UGC videos, with 30% linking directly to product purchases.

Strategy: Partner with creators to launch challenges or contests that align with niche interests (e.g., gaming tutorials, tech unboxings).

5. E-commerce Integration for Seamless Shopping Experiences

One of Bilibili’s standout features is its integration with e-commerce. With Bilibili Mall and live-streaming capabilities, users can easily purchase products directly from videos. Live-streaming has exploded in popularity, with 80% of users engaging in live-commerce events, making it a lucrative opportunity for brands to showcase products and drive sales in real-time.

China’s e-commerce market is among the largest globally, and Bilibili offers a streamlined way to tap into this market. Brands can engage consumers with compelling content while directly linking them to products, creating an interactive shopping experience that drives both brand awareness and conversions.

6. Power of Influencer Marketing (KOLs)

Bilibili’s Key Opinion Leaders (KOLs)—popular influencers and content creators—play a central role in its marketing ecosystem. Bilibili’s UP主 (KOLs) thrive in specialized niches. Partner with those aligning with your brand identity, not just follower count. The Key KOL types are divided into 4 categories: Tech Experts: Deep-dive reviews (e.g., DJI boosted drone pre-orders by 40% via tech UP主); Lifestyle Creators: Beauty/fashion tutorials (e.g., L’Oréal saw 3x CTR with anime-style skincare demos); ACG Creators: Gaming/cosplay content (e.g., Nintendo drove 200K UGC posts with ACG collaborations); Knowledge Sharers: Finance/science explainers (e.g., FinanceMaster Li retains 70% viewers). These KOLs have established loyal, highly engaged followings, and their recommendations carry significant weight among their audiences. For international brands looking to enter the Chinese market, collaborating with the right KOLs on Bilibili can provide a powerful means of building credibility and trust. For example, Niche > Scale: A 300K-follower hiking UP主 drove 25% conversions for NorthFace.

58% of Gen Z users on Bilibili reported making a purchase after seeing a product endorsed by a KOL, according to a Kantar survey from 2023. The influencer-driven nature of Bilibili allows brands to harness the credibility and reach of influencers, fostering a more organic connection with their audience.

Key Stats That Highlight Bilibili’s Influence

• Monthly Active Users (MAUs): Over 300 million in 2023 (Bilibili).
• User Demographics: 80% of users are between 18-35, with the majority being Gen Z.
• Live-Streaming Commerce: 80% of users participate in live commerce or purchase products through links shared in videos.
• Influencer Marketing Impact: 58% of Gen Z users have made purchases after seeing KOL recommendations (Kantar, 2023).

How International Brands Can Leverage Bilibili for Marketing Success

1. Data-Driven Optimization: Watch time (>5 minutes), danmu interaction rate (>10%); Use Bilibili’s Creator Center analytics and Ad Platform to optimize content tagged under niche interests (e.g., “ACG” videos achieve 2x higher CTR).
2. Interest-Tag Targeting: Assign 3-5 precise tags per video (e.g., “Tech Review,” “Anime Cosplay”); Case: Xiaomi’s camera review video saw 50% longer watch time after tag optimization.
3. Key Metrics: Danmu density (>500 comments/10 minutes) & completion rate (>70%); Link videos to sales via Bilibili ShopLink (e.g., Sony’s PS5 unboxing video drove 30% in-platform sales lift).
4. Test & Scale: Run A/B tests on tags/thumbnails, then scale top performers (e.g., Pepsi’s esports-themed ad achieved 2.5x ROI)..

Conclusion

Bilibili is a unique platform with immense potential for international brands looking to connect with China’s younger, more digitally engaged consumers. With its massive Gen Z audience, high engagement rates, integrated e-commerce features, and influencer-driven culture, Bilibili offers brands a one-of-a-kind opportunity to build meaningful connections and drive growth in the Chinese market.

At Charlesworth, we specialize in helping brands navigate China’s complex digital landscape, including platforms like Bilibili. Our team can help you create targeted marketing strategies, collaborate with local influencers, and leverage Bilibili’s features to effectively connect with your audience. Whether you’re just starting to explore the Chinese market or are looking to enhance your existing presence, Charlesworth is here to guide you every step of the way in creating impactful marketing strategies on Bilibili. Want to decode Bilibili’s Gen Z community? Contact our China digital experts for a tailored strategy!