BiliBili recently came out with a listing of the Top 100 Brands featured on its platform.
The rankings of brands were determined by video views, reviews/ratings and survey results …as ranked/rated by its audiences (of mostly GenZ).
A very large share of the rankings are of 𝗡𝗘𝗪 𝗕𝗥𝗔𝗡𝗗𝗦, which reinforces the notion that BiliBili is an important product discovery platform.
Now that RED and Douyin are fully ecommerce focused, will be interesting to see whether more "authentic" discovery and influence shifts over to BiliBili. (?)
The video on the right is from 𝗯𝗲𝗮𝘂𝘁𝘆 𝗯𝗿𝗮𝗻𝗱, 𝗚𝗶𝗿𝗹𝗖𝘂𝗹𝘁, exemplifies how brand identity (distinctiveness) are being created on BiliBili.
Goes to show that there is an important role to be played by:
- Long-Form Video
- Brand Storytelling
- Content fit for its channel/audiences
- Mystique and Whimsy
It's the type of video that probably could only work in BiliBili, with an audience of entertainment/fantasy lovers.
Seeding the brand (to fuel its early adoption) with unique content on BiliBili is a promising start.
Hopefully GirlCult can build on the emotional connection of this video and expand its brand identity into something truly unique.
