ABOUT BILIBILI
⚫ Bilibili is often described as a combination of YouTube and Netflix, as it offers a wide range of user-generated content like YouTube, as well as professionally produced content like anime, dramas, and movies, similar to Netflix.
⚫ Bilibili is especially popular in China among Gen Z for its diverse content offerings and interactive features.
⚫ Bilibili has a significant user base primarily consisting of Gen Z users, with a balanced gender ratio. It’s popular among urban populations with longer DAOT than Youtube.
PLATFORM FEATURES
1.Gen-Z’s Digital Sanctuary
⚫ Bilibili provides Gen-Z a platform with social connections, self-expression and emotional support.
2.Diverse In-Depth Contents
⚫ Mid-length videos are suitable for in-depth contents.
3.Unique Culture & Community Atmosphere
⚫ Bullet-Chat (弹幕) is real-time engagement where users and content creators co-create unique Bilibili trends.
MARKETING ON BILIBILI
Branding
IP Cultivation & Copyright Acquisition
Exposure
Influencer Collaboration & Advertising
Sales Conversion
Invitation Link
BRANDING ON BILIBILI
IP Cultivation & Copyright Acquisition
⚫ Usage：
◇ User learning & entertainment
⚫ Function：
◇ Dedicated Content into OGVs
◇ Secondary Creation
EXPOSURE ON BILIBILI
Influencer Collaboration & Advertising
⚫ Usage：
◇ Collaboration through official marketing platform Huahuo (花火) by Bilibili
⚫ Function：
◇ Elevate influencer impact
◇ Boost brand visibility
SALES CONVERSION ON BILIBILI
Invitation Link
⚫ Usage：
◇ From User Click to product landing page
⚫ Function：
◇ Guide users directly to the product landing page, minimize bounce rate, boost sales efficiency
INFLUENCER MARKETING ON BILIBILI
Why Bilibili ?
Products Suitable on Bilibili
Social Appeal
High Average Order Value
Branding Needs
INFLUENCER MARKETING TIPS ON BILIBILI
1. Partner with Bilibili's Native Influencers
⚫ Some influencers come from platforms like Douyin, Weibo, and RED. They may not fully understand Bilibili's audience. Working with influencers who grew up on Bilibili ensures a better fit.
2. Prioritize Creativity and In-Depth Knowledge
⚫ Unlike other platforms, like RED or Douyin, content on Bilibili needs to be both creative and informative to gain traction and engagement.
3. Choose Niche Influencers to Showcase Product Expertise
⚫ Bilibili has a diverse community with experts in technology, film, gaming, knowledge, ACG, and automobiles. Partnering with influencers in these fields for content like product launches and in-depth reviews helps audiences understand the product better.
4. Choose Cross-category Influencers for Cost-Effectiveness
⚫ While vertical industry influencers may charge higher fees, Bilibili also has non-vertical categories like lifestyle, food, entertainment, ACG, music, Autotune-Remix, and dance, offering a larger audience. Collaborations across these disciplines can bring a fresh perspective.
⚫ For example, promoting cars in food content or makeup products in gaming content.
○ To delve deeper into the world of Bilibili and explore other social platforms in China, please visit our website:
to access the full comprehensive <2024 China Social Media whitepaper>.
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