Bilibili: China's Most Video Platform Among Genz - How to reach Young Chinese
What is Bilibili 哔哩哔哩?
Bilibili (Chinese: 哔哩哔哩) is currently the largest young people’s pop culture and entertainment community in China. Established in 2009, after 10 years of development, Bilibili has changed. In previous years, it was a sharing platform for social content such as Hatsune Miku and bangumi, now it is an online pop culture community that covers the anime, cartoon, games, music, painting, fashion, life, technology and other cultural elements loved by young people.
Bilibili PC home page
On June 1, 2020, China’s popular video sharing platform Bilibili announced that it would launch a remote sensing satellite named “Bilibili Video Satellite” in late June for the production of popular science content. Bilibili Video Satellite will be China’s first video remote sensing satellite customised by an internet company if successfully launched. An official account has been launched on the Bilibili platform, where there will be a live broadcast of the entire process on the day of the satellite launch (Live Link). So far, the official account has attracted 327,000 followers, received 946,000 likes, and with over 6.1 million video views. (Video link)
User Analysis of Bilibili
The above image derives from the Performance Product Manual of Bilibili in 2019
The above image derives from the Performance Product Manual of Bilibili in 2019
According to data released by QuestMobile TRUTH in October 2018, Bilibili is the most favorite App for young people under the age of 24 in China.
Media Features of Bilibili
The benign business model of Bilibili has also encouraged many excellent content creators. According to the official information of Bilibili, the number of active uploaders per month at Bilibili has reached 350,000, with a monthly contribution of 1.16 million and an average daily VV of 320 million.
Content Generator (KOL) On Bilibili
Advertising Characteristics of Bilibili
Advertising Characteristics of Bilibili
80% of users in Bilibili are young people aged 18 to 35, and they will become the user group with the highest consumption ability. Bilibili now has 7,000 core cultural circles and 2 million accurate user culture labels, which is beneficial for advertisers to perform fine advertising.
Core Advantages of Bilibili
- With the News Feed Ads on the homepage and Traffic Native Ads over the whole website;
- Ultra-high conversion effect
Low cost
- CPC bidding, CTR prediction and bid sorting;
- PC resources are by CPM bidding;
- Special CPT advertising space with competitive daily payment;
- Exposure of monopoly GD advertising with guaranteed price and amount
Diverse industry solutions
- Supports external connections, and download wakeup, etc.;
- Supports entry of e-commerce and direct mail for a single product;
- Supports entry of game and putting of downloads;
- Supports product recommendation by the uploaders, and the conversion driven by fans
Full-dimensional orientation capability
- Multi-dimensional orientation of demographics, networks, and equipment, etc.;
- Orientation for the openness of more than 7000 popular interest circle;
- Orientation for the openness of commercial interest;
- Orientation for specified video keyword
Display of Advertising Resource
According to the habits of users, the advertising resources of Bilibili are mostly focused on APP, mainly with the following advertising resource space:
News Feed Ads
- Small picture of News Feed: Picture + a title of 5-18 words + a short description of 2-10 words, and promotion of supported web link / application download / application wakeup;
- Large picture of News Feed: Picture + a title of 5-18 words + a short description of 2-10 words, promotion of supported web link / application download / application wakeup;
- Three pictures of News Feed: Pictures + a title of 5-18 words + a short description of 2-10 words, promotion of supported web link / application download / application wakeup;
News Feed Ads on the Playing Page
- First recommendation place at the playing page: Picture + a title of 5-18 words + a short description of 2-10 words, promotion of supported web link / application download / application wakeup;
- The advertising resources at PC-side are classified into two categories: the homepage in whole website and the playing page in whole website. Only promotion of web page link is supported at the PC-side, with the following resource spaces:
Bilibili Mobile App News Feed Ads
Banner ads on the homepage of the whole website
- Focus picture at the homepage: single picture, with web link supported
- Focus picture for promotion: single picture, with web link supported
- Focus picture at the right side: single picture, with web link supported
- General banner at the homepage: single picture, with web link supported
Banner ads on the Playing Page
- Focus picture at the right side: single picture, with web link supported
- Banner: single picture, with web link supported
Bilibili playing page ads
Intelligent Bidding Method – oCPC
The oCPC intelligent bidding optimization strategy of Bilibili may increase conversion rate and reduce costs by intelligent adjustment of bids based on the accumulation of user profiling of Bilibili. At Bilibili, the average conversion rate of advertisers has increased by nearly 3 times (272%), and the average cost has decreased by 70%!
Bilibili overcomes the problems of difficult bids, control and optimization for advertising, by setting target conversion to perform data accumulation and intelligent optimization.
Bilibili Ads Bidding OCPC
What Industry is Bilibili Suitable for?
Contact OctoPlus Media if you would like to leverage this platform to boost your business in China. We can build a customized audience and communication strategy for you!
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