Bilibili has focused squarely on GenZ in providing audiences with the excitement and collaboration they are looking for. Comics, gaming and anime serve as core topics.
Bilibili allows users to write comments on-top of videos in a collaborative content exercise, know as “𝗗𝗮𝗻 𝗠𝘂” (弹幕) …creating a degree of group excitement with a barrage of comments …which surpasses Douyin levels of frenzy.
𝗦𝗵𝗼𝘂𝗹𝗱 𝗯𝗿𝗮𝗻𝗱𝘀 𝗲𝗻𝗴𝗮𝗴𝗲? 𝗜𝗳 𝘀𝗼, 𝗵𝗼𝘄?
If your brand is focused on GenZ and topics such as comics, gaming, pop-culture, YES …you can/should host/create videos - and engage directly.
If your brand is not closely connected to those topics and/or cannot create awesome content … then you’re better off working with Bilibili’s influencer community …to promote/advocate for your brand.
If your brand is not targeting GenZ, and not focused on pop-culture …then its probably best to take a wait-and-see approach.
We recently had an ultra-luxury client ask us to create a plan for Bilibili and it just doesnt work for some brands!
