Bilibili, China’s hottest video platform

Bilibili is a longer content platform than YouTube in China and is arguably the most similar. Bilibili is a story short video blog in China and one of the most popular content platforms,

A video sharing application in China

Bilibili is a Chinese website and most importantly a video sharing app based in Shanghai, focused on live streaming and mobile games. It provides anime-related content to attract users under the age of 25 who post videos with their friends through bullet chatting.

In China, it is also called B-站 (B-station).

founder of bilibilik

Its founder, Xu Yi, wanted a site like ACFun, which was only better. That’s why they created Bilibili, of which 90% of the audience is from this demographic, which appreciates active communities where people are constantly interacting online, just as we do in our daily lives!

Bilibili for brands

Bilibili is a super famous Gen Z platform in China that brands need to consider. The site has grown significantly since its launch, gaining popularity with young people across the country who want to express themselves freely without restrictions or fear of being judged by others online. . Faced with a rapid increase in the number of visitors to Bilibili, the authorities decided that it was necessary to expand. In addition to their core subjects such as music videos and dance, they also show films on other fields including science, technology, entertainment, film/theatre, fashion, everyday life, advertising, as well as e-commerce live streaming services that allow viewers to Allows you to interact with streamers. Bilibili now offers a much wider range of all these different types, which will allow viewers to have more options when they are looking for the most suitable content for them!

237 million users

Billy is a qualitative video platform with long content

Bilibili saw its revenue increase by 58% last year and now accounts for 1/5 of online audiovisual content consumption. The number of Internet users watching videos has also increased by over 40 million people since the summer of 2021, making them 95% of the population of 944 million Chinese netizens today (December 2020). Other video formats, such as live streaming and pre-recorded movies, accounted for 60-70%.

When a user joins Bilibili, he has to watch long videos.

Brands who are not familiar with the traditional marketing model will face a challenge on Bilibili. This new platform provides an opportunity for brands to connect and gain popularity among the younger Chinese generations. But it requires creativity, as preferences on these social media sites can change quickly if users don’t like what they see from day to day or year to year.

The Key to Success on Bilibili

  • quality material;
  • Long content, 10-30 minute videos;
  • regularity in posts;
  • Improved engagement for promotion of videos by the platform.

There is a possibility to create and even sell original ads on the platform through a mini program. Read more information here.

Beginning: Sharing Manga

Bilibili is the favorite destination for anime and manga lovers! The site has an engaged community with specific interests such as ACG (Animation, Cartoon/Graphic Novel). More than 80% of Bilibili users are from Generation Z, that is, people born between 1990 and 2009.

Example video on Bilibili

This generation is more knowledgeable about consuming digital media than any generation before it, which means they are very influential when it comes to making purchase decisions. Some even call themselves “Generation IO” because of their great expertise across all platforms, from TV shows to streaming services like Netflix or Spotify.

One extension for all types of videos

Bilibili is a site that offers videos of many different styles and sizes. Called the “YouTube of China”, it is unique because it offers both consumer content, such as cartoons or Hollywood movies, and niche content, such as non-mainstream documentaries (or even children’s programs). Their wide range of platforms sets them apart from rival video sharing sites for uploading your own downloads. According to Google Analytics data there are currently over 555 million total views per month!

On the platform, we exclusively find influencers out there who produce long videos like Papi Jiang.

high publication standards

Bilibili has a strict access system which makes it one of the only video sharing platforms in China with high standards. To register as an official member, users must complete a detailed questionnaire covering the company’s history to Japanese manga artists, a process that greatly limited its development, but ultimately limited the quality of the platform. gives a guarantee.

community culture

The community culture of the Bilibili platform thrives in large part thanks to these elite members, who use a wider variety of media, such as music or games, than the average internet user. It improves the way they interact within our social networks by increasing user retention rates.

synchronized conversation

There’s Bilibili (danmu – “bullet comment”) and it’s something you’ll never forget.

These time-synchronized conversations are directly layered as the video plays, making them easier than ever! Danmu is the best way to experience Bilibili! Danmus allows you to access all your favorite content and participate in conversations with your friends. It’s like you’re there but never leave home to go to school or work, because the system syncs with video so we’re always connected, wherever life takes us, if only television at night By turning off the screen while watching. Thanks to the Danmu system, social interactions don’t just happen on the second screen, they’re literally next door when you watch a video unfold before it’s streamed from anywhere in the world.

Platform success in China

Following the success of Bilibili and its many partner sites, Xue Yi has become one of the most well-known entrepreneurs in China. Forbes estimated his net worth at $1 billion in 2017 with a controlling stake in Bilibili. In recent years, Bilibili has become one of the most popular websites in China. As the leading video-sharing site in China, with over 300 million active users and 300 million daily page views through 720,000 videos, it is now positioned as an entertainment hub for national and international audiences. The site offers content ranging from live music concerts and animated series to television series, which can be accessed via mobile applications or desktop computers. This month, the site announced plans to expand to English-speaking countries such as North America, to reach more international fans looking for fun Chinese-language shows on demand without subtitles.

The future will tell us whether the platform will reach Europe and France.

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