While Western social media focuses on content and entertainment, Chinese platforms like BiliBili are built for conversion. Known as the Chinese YouTube, BiliBili combines video content, live streaming, gaming, and integrated eCommerce—making it one of the most powerful tools for digital marketing in China.
With over 300 million users and a strong foothold among Gen Z, BiliBili stands out for its engaged, trend-driven audience. More than one-third of its users are early adopters, and nearly 50% accept ads in exchange for free content, making the platform ideal for brand visibility and influencer-driven sales.
In this guide, we’ll explore what is Bilibili, how it differs from Western platforms, who its users are, and how to successfully market on Chinese YouTube through verified accounts, influencer partnerships, and strategic advertising.
1. What is BiliBili the Chinese YouTube?
Often referred to as the Chinese YouTube, BiliBili is one of China’s leading video platforms, especially popular among Gen Z users. Originally launched in 2009 as a niche site for anime and ACG (Animation, Comics, and Games) enthusiasts, it has since evolved into a multi-vertical ecosystem combining video-on-demand, live streaming, gaming, and interactive community features.
Today, BiliBili is not just a platform to watch content — it’s a cultural hub where users share ideas, discover trends, and make purchases without leaving the app. For brands, it has become an essential part of digital marketing in China, offering unique opportunities to engage with a highly creative and influential audience.
1.1 Why it’s called the Chinese YouTube:
- Massive and loyal user base: With over 300 million monthly active users, BiliBili is not only one of the largest video platforms in China, but also one of the most engaging. Users don’t just consume content — they actively participate, comment, and create, making the platform highly interactive.
- Strong appeal among younger generations: BiliBili is particularly dominant among Gen Z and Millennials, who represent the majority of its user base. These generations are not only digital natives, but also content-savvy consumers who value authenticity, creativity, and community.
- All-in-one content platform: Unlike YouTube, which is mostly focused on user-generated video, BiliBili offers a more diverse media environment. It includes:
- Long and short-form videos
- Live streaming
- eSports and gaming content
- Anime, comics, and tech reviews
- And its iconic bullet comments — a signature feature where real-time viewer reactions appear on the screen, creating a shared viewing experience.
- A hybrid between YouTube, Netflix, and Twitch: BiliBili combines:
- The creator freedom and video variety of YouTube,
- The high-quality licensed content and binge-worthy series of platforms like Netflix, and
- The interactive, community-driven atmosphere of Twitch.
1.2 Key Features on chinese youtube:
- Watch or upload short and long-form videos
- Live stream gameplay, events, or personal content
- Interact through real-time “bullet comments”
- Explore dedicated sections for anime, gaming, fashion, tech, and beauty
- Monetize content or promote products via integrated eCommerce tools
BiliBili is especially attractive to brands because of its active, loyal, and trend-sensitive user base. For example, 33–35% of users are early adopters or innovators, and over 50% don’t mind ads if content is free — making them more receptive to marketing campaigns. As part of a well-planned China marketing strategy, BiliBili can be a powerful channel to reach digital natives with creative, engaging, and culturally relevant content.
2. Who Uses Chinese YouTube?
BiliBili’s user base is distinct, young, and highly engaged — making it a key platform for brands targeting China’s next generation of consumers.
Young, Trend-Driven Audiences
BiliBili is especially popular among Gen Z and younger Millennials:
- Over 70% of users are under 30, with a particularly high share of Millennials and late Gen Z.
- The average user age is around 21, reflecting the platform’s strong foothold among digital natives.
- BiliBili’s popularity is also growing in lower-tier cities, where rising digital consumption is fueling new market potential.
This younger demographic is not only highly active online, but also open to new trends, early adopters of products, and more likely to make purchases through digital channels.
Balanced Gender Distribution
Contrary to earlier assumptions, the gender split is now relatively even, with around 50% male and 50% female users, depending on the vertical (live streaming or on-demand). This makes BiliBili a versatile platform for campaigns across multiple industries, from gaming and tech to beauty, education, and fashion.
Educated, Curious, and Engaged
A high proportion of users hold college degrees, showing a user base that is not only young but also well-educated.
Over one-third of BiliBili users are innovators or early adopters, meaning they are open to trying new products and technologies.
Key values among users include learning new things, making their own decisions, and having a good time, making them receptive to content that is informative, empowering, or entertaining
Top Interests and Content Categories
BiliBili’s most consumed and shared content reflects its Gen Z DNA:
Category | Description |
Anime & ACG | The original core of BiliBili — animation, comics, and games still dominate. |
Gaming & eSports | Includes gameplay streams, commentary, and professional tournaments. |
Beauty & Fashion | Skincare routines, product reviews, and trend forecasts — growing fast. |
Lifestyle & Vlogs | Daily routines, student life, tech setups, dating, and productivity tips. |
Science & Tech | Deep dives, explainers, and tutorials popular among male and educated users. |
Pop Culture & Music | K-pop, local music, virtual idols, and film commentary. |
BiliBili users are not passive viewers — they actively comment, follow creators, and share content. The platform’s iconic bullet comment (弹幕) system means audiences don’t just watch, they participate — in real time.
3. Chinese YouTube vs Western YouTube: Key Differences
Although BiliBili is often referred to as the Chinese YouTube, it differs significantly from its Western counterpart in terms of user demographics, content focus, platform culture, and monetization strategies. Understanding these differences is essential for any brand planning to enter the Chinese digital space, especially when developing an effective strategy for marketing in China.
Audience Profile: Who Uses Each Platform?
Feature | Chinese YouTube (BiliBili) | Western YouTube |
Average Age | ~21 years old; Gen Z dominant | Broad range, but older users more represented |
Gender Split | Balanced (approx. 50/50) | Slight male dominance, varies by region |
Education | High share of university graduates | Mixed educational backgrounds |
Location | Popular in both major and lower-tier cities in China | Global presence, especially strong in urban areas |
BiliBili’s user base is younger, more educated, and more likely to engage with niche communities than YouTube’s average global audience.
Content Style and Viewing Experience
Feature | BiliBili (Chinese YouTube) | YouTube (Western) |
Content Focus | Anime, gaming, beauty, tech, science, and vlogs | Lifestyle, vlogs, tutorials, entertainment, opinion pieces |
Community Features | Interactive comments (bullet screens), fan communities | Comments, likes/dislikes, polls |
Content Sources | Mix of user-generated and licensed content (Netflix-style) | Primarily user-generated content |
Censorship | Heavily regulated under Chinese law | Generally more permissive, with regional guidelines |
BiliBili’s bullet comment feature is unique — allowing users to post real-time reactions directly on top of the video, turning passive viewing into a shared social experience.
How Brands Engage: Monetization and Marketing Tools
Feature | BiliBili | YouTube |
Influencer Role | KOLs and micro-influencers drive direct purchases and brand trust | Broad influencer culture, mainly for branding |
Commerce Integration | Native eCommerce, product links, livestream shopping features | Limited integration with external platforms |
Advertising Tools | Banners, news ads, OGVs, and the Sparkle influencer matchmaking tool | Pre-roll/mid-roll ads, sponsorships, partner monetization |
BiliBili acts as a social+commerce hub, where viewers can watch, interact, and buy in a single journey — making it extremely effective for product discovery and conversion.
Summary: It’s More Than Just China’s YouTube
Although the term “Chinese YouTube” helps describe BiliBili’s format, the comparison doesn’t fully reflect its community-driven culture, younger audience, and commerce-first design.
For brands aiming to connect with Chinese Gen Z consumers, BiliBili offers a powerful, interactive space — if the strategy is localized and well-executed.
4. Types of Accounts on Chinese YouTube (BiliBili)
Just like other major platforms, BiliBili offers different types of accounts depending on how you want to use it — whether just to watch videos, create content, or promote a brand. Here’s a breakdown of the main account types and what they offer:
4.1 Regular User Account
This is the default account when you sign up. It’s perfect if you’re mainly watching videos or casually interacting with content.
What you can do:
- Watch videos, like, comment, and share
- Follow your favorite creators (known as UP主)
- Upload videos (with some limitations on quality and length)
Limitations:
- You can’t livestream unless you go through extra verification
- Fewer customization and visibility options compared to verified accounts
4.2 Verified Personal Account
This is for individuals such as content creators, influencers, or professionals who want to grow their presence.
Requirements:
- Personal ID verification
- Optional proof of expertise (for niche creators like educators or professionals)
Benefits:
- Verified blue badge
- Higher video upload quality
- Access to livestreaming
- Greater exposure and monetization potential
4.3 Verified Business or Organization Account
Designed for companies, media outlets, or public institutions that want to promote their brand or services.
Requirements:
- Company registration and license documents
- Real-name verification for representatives
Benefits:
- Official yellow badge
- Ability to post branded content and promotions
- Access to commercial tools and advertising features
- Improved trust and credibility with users
4.4 Content Creator
The term UP主 (Uploader) refers to anyone actively creating and sharing videos on the platform.
No formal verification required, but popular creators can apply for personal or professional verification.
What you can do:
- Upload videos, build a following, and engage with fans
- Join BiliBili’s Creator Incentive Program to earn income
- Qualify for brand partnerships or collaborations
Some successful UP主 are invited to become official partners with BiliBili and receive extra visibility and support.
4.5 Premium Membership
This is a paid subscription for regular users who want an enhanced viewing experience — similar to YouTube Premium.
Benefits include:
- Early access to exclusive anime and movies
- 1080p+ and 4K resolution content
- Fewer ads (some ads are still shown)
- VIP badges and exclusive emojis
4.6 Livestreamer Accounts
Anyone who wants to livestream must go through a separate verification process.
Requirements:
- Real-name authentication
- Sometimes additional qualifications or follower count
Benefits:
- Host live shows, gaming sessions, tutorials, etc.
- Receive virtual gifts from viewers (which can be converted to income)
- Interact with followers in real time
Whether you’re a casual viewer, a content creator, or a brand, BiliBili offers the right account type to match your goals. For businesses entering the Chinese market, a verified organization account combined with content partnerships and livestreaming can offer high visibility and trust. Partnering with a Chinese social media agency can streamline this process—helping you navigate registration, develop a content strategy, and connect with the right audience on BiliBili.
5. How to Do Marketing on BiliBili (Chinese YouTube)
BiliBili offers brands a unique space to connect with China’s Gen Z audience through creative, community-driven content. However, unlike traditional ad platforms, hard selling doesn’t work here — users value authenticity, storytelling, and entertainment. A successful strategy on BiliBili requires adapting to the platform’s culture and leveraging its native features. Conducting thorough market research in China is also key to understanding user expectations and creating content that resonates with local audiences.
5.1 Create an Official Brand Account
Opening a verified brand account is the first step for any company wanting to establish a long-term presence on BiliBili.
What you can do:
- Get a yellow checkmark for credibility
- Upload branded videos (e.g., behind-the-scenes, tutorials, stories—not just commercials)
- Use bullet comments to encourage real-time interaction with viewers
Best practices:
- Avoid aggressive sales tactics. Instead, focus on value, entertainment, or education.
- Brands like Xiaomi and Huawei succeed by posting tech explainers, fun animations, and short stories that feel native to the platform.
5.2 Collaborate with Content Creators
Influencers are the heart of BiliBili. Partnering with relevant creators is one of the most effective ways to reach target audiences. For international brands, working with an experienced influencer agency in China can help identify the right creators and ensure content aligns with platform culture.
What works:
- Native integrations: Ask creators to organically include your product in unboxings, reviews, skits, or vlogs.
- Niche relevance: Find creators that match your niche — gaming, tech, beauty, education, and more — to build trust and authentic engagement.
Example:
The game Genshin Impact collaborates with gaming UP主 to showcase characters, events, and behind-the-scenes gameplay, boosting both visibility and engagement.
5.3 Livestreaming for Sales
BiliBili supports e-commerce live streams, a format that combines entertainment with real-time shopping.
What you can do:
- Partner with influencer streamers to showcase your product in real-time.
- Offer limited-time discounts or gifts to boost conversions
- Highlight product use in an authentic, entertaining way
Example:
Cosmetic brands use livestreaming to demonstrate product use, answer live questions, and offer exclusive deals — turning viewers into instant buyers.
5.4 Launch Viral Challenges and UGC Campaigns
User-generated content (UGC) is extremely popular on BiliBili. Tapping into trends and fan creativity can build strong brand love and visibility.
Ideas:
- Hashtag challenges (e.g., short dance routines, cosplay contests, memes)
- Invite users to create fan art, parody videos, or AMVs (Anime Music Videos) using your product or brand concept
Example:
KFC’s famous “Crazy Thursday” campaign became a viral meme trend on BiliBili, driven almost entirely by fan parodies and remixes.
5.5 Use Paid Advertising on BiliBili
For greater reach, BiliBili offers a variety of paid ad formats through its internal ad platform:
Ad Type | Description |
In-feed ads | Appear in users’ recommended video lists or homepage |
Splash screen ads | Full-screen ads shown when opening the app |
Search ads | Sponsored results for specific keywords |
Banner ads | Placed on video pages or user profiles |
OGV (Official Generated Video) | High-end, platform-produced videos that brands can sponsor |
When combined with a verified account and influencer strategy, paid ads can help amplify visibility, particularly during product launches or seasonal campaigns.
6. Additional Tips for Brands Marketing on Chinese YouTube (BiliBili)
If you’re planning to promote your brand on Chinese YouTube platforms like BiliBili, it’s essential to go beyond basic ads. BiliBili’s users expect content that’s engaging, relevant, and community-driven. These additional tips will help you build stronger campaigns and connect authentically with your audience.
6.1 Know Your Chinese Audience
Understanding BiliBili’s core users — Gen Z and Millennials — is key. They value:
- Authentic storytelling over commercial speech
- Creative visuals and humor
- Topics that reflect their interests: anime, gaming, tech, lifestyle, and beauty
Create content that feels native to the platform, not like a forced advertisement.
6.2 Focus on Creative and Localized Storytelling
On Chinese YouTube platforms, storytelling matters more than direct product pushing.
Tips for success:
- Use animated content, voiceovers, or skits to make your videos fun and engaging
- Add cultural references and humor relevant to Chinese internet users
- Localize your message — global ads rarely work without adaptation
6.3 Use Bullet Comments to Your Advantage
BiliBili’s bullet comment feature lets users interact live with the video — unlike Western platforms.
How to engage:
- Ask questions during the video and invite users to comment in real-time
- Encourage reactions through prompts
- Highlight viewer responses in future posts to build loyalty
6.4 Respect BiliBili Culture
BiliBili is a platform driven by community values. Users reward creativity and authenticity — and quickly reject content that feels forced.
Tips to avoid common mistakes:
- Be transparent in sponsored content
- Let influencers have creative control
- Focus on long-term engagement, not just one-time promotions
7. Final Thoughts
BiliBili — often referred to as the Chinese YouTube — is much more than a video-sharing platform. It’s a dynamic ecosystem where content, community, and commerce merge to create a unique space for brands to engage with China’s younger generations.
What makes BiliBili stand out is its deep connection with Gen Z, its interactive features like bullet comments, and its tight integration with e-commerce and influencer culture. But succeeding here isn’t about replicating Western strategies — it’s about adapting to a digital environment that values creativity, relevance, authenticity, and staying aligned with evolving Chinese marketing trends.
For foreign brands looking to enter the Chinese market, BiliBili offers:
- Direct access to a young, engaged, and trend-savvy audience
- A wide range of tools, from influencer marketing partnerships to live shopping
- A strong cultural platform where storytelling outperforms traditional advertising
In short, if your goal is to connect with China’s digital natives, build long-term trust, and turn attention into action, BiliBili is a platform you can’t afford to ignore.
Need help launching your brand on Chinese YouTube?
InfluChina specializes in building tailored marketing strategies for international companies looking to grow in China — from influencer campaigns to full platform management.
FAQ
FAQs about BiliBili, the Chinese YouTube
What is BiliBili and why is it called the Chinese YouTube?
BiliBili is a Chinese video-sharing platform known for its Gen Z audience, interactive features like bullet comments, and a mix of user-generated content and licensed shows. It’s called the “Chinese YouTube” because of its focus on video content, but it also includes live streaming, gaming, and e-commerce — making it more than just a video platform.
How is BiliBili different from YouTube?
Unlike YouTube, BiliBili offers real-time bullet comments, native e-commerce features, and a strong community culture. Its audience is younger, more engaged, and prefers creative storytelling over traditional ads. BiliBili also emphasizes anime, tech, gaming, and educational content.
Who uses BiliBili the most in China?
BiliBili is mainly used by Gen Z and young Millennials, with over 70% of users under 30. Most are university-educated and tech-savvy. The platform is especially popular in lower-tier cities and among early adopters of new products and trends.
Can international brands do marketing on BiliBili?
Yes. Many international brands run successful campaigns on BiliBili by partnering with Chinese influencers (KOLs), opening verified accounts, and using the platform’s eCommerce and live streaming tools. BiliBili is a powerful marketing platform for brands targeting Gen Z in China.
How do I create a brand account on BiliBili?
To open a verified business account on BiliBili, you’ll need to submit your company registration, licenses, and representative ID. Once verified, you get access to advanced features like promotional content, paid ads, and analytics.
What types of content work best for BiliBili marketing?
Content that performs well includes product reviews, unboxings, explainer videos, animations, memes, and culturally relevant storytelling. Native-style content that aligns with BiliBili culture and avoids hard selling tends to attract more engagement.
What are bullet comments on BiliBili?
Bullet comments (弹幕) are real-time user comments that float across the screen while a video plays. They’re a signature feature of BiliBili and create a shared, interactive viewing experience. Brands can use them to engage users live and boost interaction.
How does influencer marketing work on BiliBili?
Brands collaborate with BiliBili creators (called UPzhu or KOLs) to promote products organically through their videos. These can include live demos, storylines, vlogs, or tutorials. Influencer marketing on BiliBili is especially effective for product awareness and sales conversion.
Can I sell products directly on BiliBili?
Yes. BiliBili supports e-commerce integration through live streaming, clickable links, and influencer product showcases. It’s commonly used for real-time shopping events, especially in beauty, fashion, and tech industries.
Is BiliBili a good platform for app promotion in China?
Absolutely. Due to its tech-savvy and trend-sensitive audience, BiliBili is ideal for promoting mobile apps. Influencers can create tutorials, reviews, or challenges that drive downloads, making it a top strategy in Chinese app marketing.
