Bilibili marketing in China
Bilibili Marketing Agency for International Brands
Bilibili is where younger audiences in China go deep on the subjects they care about, from technology and learning to anime, music, entertainment and travel. People come to watch, search, save, comment and return to creators they trust. If your brand has expertise, a story, an artist, a show or an IP worth following, leaving Bilibili out of your China plan can mean missing valuable attention.
Selected brands our team has supported
Start with a clear position
Give people a reason to choose your content
Bilibili users do not reward brands for simply appearing. They respond when content teaches them something, opens a creative world or adds to an interest they already care about.
We find the subject your brand can own credibly, then shape the right mix of brand content, UP creator partnerships and media around it.
Lead with a topic, story or question people already want to explore.
Choose the depth the idea deserves, from a short cut to a full explainer.
Build repeatable themes so the account becomes worth following.
Platform fit
Where Bilibili can be especially valuable
Bilibili works particularly well when people want to understand, compare, learn or become part of a fandom. Technology, AI, software, education, travel, music, animation, games, artists, shows and entertainment IP can all benefit from space for explanation and community response.
It is not simply another short video feed. The strongest opportunity usually starts with a subject people care about and enough substance to keep the conversation going.
Bilibili is worth exploring when your brand has
- Expertise people can learn from
- A product or service that rewards explanation
- An artist, character, show or creative world people can follow
- Video, knowledge or access that can become a regular series
- A clear next step from viewing to search, enquiry or purchase
Entertainment, music and IP
A natural stage for artists, animation, shows and creative worlds
Bilibili grew from a strong anime, comics and games culture into a much broader home for entertainment and creative interests. For international artists, labels, studios, producers and IP owners, the opportunity is bigger than posting trailers.
Fans want context, personality, access and stories that make the work easier to discover and worth following. A thoughtful Bilibili presence can introduce the people and ideas behind the work, build anticipation around releases and give Chinese audiences more ways to become part of the story.
Discuss your Bilibili entertainment opportunityConnected support
Bilibili marketing services for international brands
Bilibili works best when brand content, UP creator partnerships, community response and media reinforce one another. We shape the mix around the audience, the subject and the business goal.
Opportunity and strategy
Audience, interest community, competitor, creator and content review, followed by clear Bilibili positioning within the wider China journey.
Explore market researchAccount setup and verification
Eligibility review, document preparation, application coordination, profile setup, access, security and handover planning.
Explore account supportChinese content and creative
Platform native Chinese concepts, scripts, videos, Dynamic posts, articles, subtitles, editing and original local production.
Explore content productionOwned video content system
Longer form explainers, shorter videos and repeatable series, planned with useful depth, clear brand cues and a realistic production rhythm.
UP creator partnerships and influencer marketing
Bilibili influencer and UP creator sourcing, screening, outreach and briefing, with co created formats shaped around audience fit, subject credibility and the creator’s natural voice.
Bilibili advertising and content amplification
Bilibili advertising strategy, audience and creative planning, commercial content amplification, campaign coordination, optimisation and reporting, connected to strong owned or creator work.
Campaign, lead and commerce journeys
Practical planning from video and search into brand pages, campaign destinations, enquiry or commerce, including WeChat or WeCom follow up where appropriate.
Regular Bilibili account management and operations
Editorial planning, publishing, quality control, community workflows, campaign coordination, reporting and ongoing improvement.
Explore account managementBilibili content formats
Build a content mix people choose to spend time with
Bilibili is more than one kind of video feed. A useful brand presence can move between in depth video, shorter cuts, Dynamic posts, articles, creator collaborations and campaign content, with each format doing a different job.
Lotus plans the Chinese ideas, language, production and publishing rhythm around how the audience actually uses the platform. The goal is not to fill a calendar. It is to build a recognisable Bilibili presence people can find, trust and return to.
How we work together
From positioning to regular Bilibili operations
Define the audience and outcome
Clarify who the brand needs to reach, what Bilibili should achieve and what should happen next.
Set up the account and measurement
Confirm verification, access, ownership, responsibilities and a useful measurement plan.
Build the content system
Set the themes, formats, hooks, search priorities, creative standards and approval flow.
Connect creators, content and media
Bring in UP creators, paid media, campaigns or commerce only where each has a clear purpose.
Run and improve
Publish, monitor, respond, report and use the evidence to shape the next cycle.
Across industries
Industries with strong Bilibili potential
Bilibili can work across industries. It is especially compelling when a brand can teach, explain, entertain or invite people into a world they want to follow.
Not sure whether Bilibili fits your China plan?
Tell us who you want to reach and what your brand has to work with. We will give you a practical view of the opportunity and what a strong Bilibili presence would require.
Explore Your Bilibili OpportunityExperience behind the work
A team based in China with the range to keep work moving
Lotus is a social first agency for international brands navigating China’s distinct digital landscape. Strategy, Chinese content, platform operations and on the ground coordination sit with one team.
Common questions
Bilibili marketing questions from international brands
What does a Bilibili marketing agency do?
A Bilibili marketing agency connects platform strategy, account setup, Chinese content, UP creator partnerships, community, paid media, regular operations and performance. Lotus keeps those parts working together so international brands have one clear team in China.
Why should international brands consider Bilibili?
Bilibili combines scale with unusually deep attention. The platform reports 376 million monthly active users and 112 minutes of average daily time spent. Its strength across technology, knowledge, anime, music, entertainment, travel and other interests makes it valuable for brands with something useful or compelling to say.
How is Bilibili different from Douyin and other video platforms?
Bilibili is an interest led video community where people often spend more time with substantial brand and creator content. Douyin has a faster discovery rhythm and a different creative language. The same edit, subject and creator plan should not simply be copied between them.
Is Bilibili suitable for artists, music, animation and entertainment IP?
Yes, when there is a clear audience and enough material to build around. Bilibili has deep roots in anime, games and fan culture, alongside strong music and entertainment communities. Artists, labels, studios, producers and IP owners can use it for introductions, releases, performance content, interviews, production stories, character worlds and UP creator collaborations.
What types of Bilibili content can Lotus support?
We can support longer form videos, short videos, Story Mode cuts, Dynamic feed posts, long form articles, Bilibili columns, Chinese scripts, subtitles, interviews, explainers, music and performance content, trailers, behind the scenes stories, UP creator briefs, editing and original local production.
Does our brand need a Chinese legal entity?
It depends on the account type, applicant, industry, category and current platform rules. Some overseas entities have workable routes, while other situations need a different structure. We review the actual brand and intended use before recommending the right path.
Do we need a Chinese mobile number?
Most account and operating scenarios require a Chinese mobile number at some stage. The exact requirement depends on the account and access setup. Our team in China can support the practical coordination.
How do Bilibili UP creator and influencer partnerships work?
International teams may describe this as Bilibili influencer or KOL marketing. We identify UP creators whose subject credibility, audience and voice fit the brand, then manage screening, outreach, briefing, content review and reporting. The creator still needs enough room to make something their audience would genuinely choose to watch.
How does regular collaboration with Lotus work?
Most relationships are built around regular planning, content, publishing, community, creator, media and reporting cycles. The exact mix follows the brand’s goal, account readiness, content needs and internal approval process.
How should Bilibili performance be measured?
Measurement should follow the business goal. We may review viewing quality, reach, search activity, audience response, creator delivery, profile action, enquiries or commerce signals where reliable data is available. Reports should explain what to improve next, not only list activity.
Account, advertising and commerce rules can change. Lotus checks the current route against the applicant, category and intended activity before recommending account setup, paid media or commerce support. Speak with our team and we will assess what is workable for your brand.
Audience figures are based on Bilibili’s public company reporting.
From the Lotus blog
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Read insightWork with Lotus
Explore Bilibili for your brand in China
Tell us who you want to reach and what is already in place. We will help you decide how Bilibili fits your China plans and what regular delivery should look like.