Bilibili: The best way to reach Chinese youth
When it comes to targeting Chinese millennials accurately, brands have to consider Bilibili in their marketing mix.
Young people are the future, and marketers and brands are well aware of it. This is particularly true when it comes to China, where the new generation of consumers is undoubtedly the driving force behind China’s fast economic growth, and they will continue to be.
Boston Consulting Group estimates that 65% of China’s consumption growth is contributed by consumers under the age of 35, and projects that percentage will increase by another 4% by 2021.
WeChat, Weibo and Toutiao, some of the largest social media platforms that marketers are familiar with, may have the largest user bases. Still, when it comes to targeting Chinese millennials accurately, brands have to consider Bilibili in their marketing mix.
Of the young, by the young and for the young
Bilibili, or short for “B Site”, is a popular video-sharing website/app, themed around a plethora of Chinese youth culture, including animation, comics, technology, drama and video games.
It started as a fan site for Japanese manga and anime, but now over 128 million users created over two million interest tags and over 7,000 cultural communities.
80% of Bilibili users are between 16 and 35, with a gender split of 57% male to 43% female. And a few widely accepted descriptors of this audience are:
The top categories of videos on Bilibili are education, food, beauty and skincare, health, gaming and tech. Some western celebrities have also opened channels on Bilibili.
Brands cannot miss advertising opportunities on Bilibili
There are THREE main ad formats available on Bilibili:
- Opening ads
- Hero banner ads
- App in-feed ads
Additionally, unlike some other major platforms, businesses without Chinese business licenses can also advertise on the platform (local permits required).
PingPong Digital is offering to take your brand in front of the hundreds of millions of young Chinese consumers via Bilibili.
