Bilibili Marketing Services for Global Brands
Turn Attention into Understanding, Trust and Demand
Bilibili, one of China’s most popular long-form video platforms, gives brands something that is increasingly difficult to achieve in an attention-deprived world: time to explain why a product or brand matters.
When Chinese netizens access Bilibili, they are in a different mindset than when doomscrolling on Douyin: they are ready to lean in, absorb and reflect. At Red Ant Asia, we can help you showcase your brand on Bilibili. We bring together channel strategy, Bilibili-native content, creator partnerships and paid media to drive understanding and build demand.
When Chinese netizens access Bilibili, they are in a different mindset than when doomscrolling on Douyin: they are ready to lean in, absorb and reflect. At Red Ant Asia, we can help you showcase your brand on Bilibili. We bring together channel strategy, Bilibili-native content, creator partnerships and paid media to drive understanding and build demand.
Bilibili Gives Sophisticated Brands the Time needed to Be Understood
A premium skincare formula may require demonstration and a travel destination may need more than three seconds to explain why it’s not just another sunny beach. Bilibili is one of the most suitable Chinese social media channels to help brands get the exposure they need to explain a sophisticated value proposition. But let’s start with the basics:
In the first quarter of 2026, Bilibili surpassed 376 million monthly active users and reached 115.2 million daily active users. Users spent an average of 119 minutes per day on the platform, whilst Bilibili’s advertising revenue grew by 30% year on year.
Those figures demonstrate that the platform has achieved sufficient scale and commercial momentum.
In the first quarter of 2026, Bilibili surpassed 376 million monthly active users and reached 115.2 million daily active users. Users spent an average of 119 minutes per day on the platform, whilst Bilibili’s advertising revenue grew by 30% year on year.
Those figures demonstrate that the platform has achieved sufficient scale and commercial momentum.
More than “China’s YouTube”
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Whilst Bilibili is often described as “China’s YouTube” because it focuses on long-form video content, features popular creator channels, offers subscriptions and search-led discovery, in practice Bilibili can deliver much more:
Bilibili pioneered bullet chatting, commonly known as danmu: comments that appear across a video whilst it plays. Viewers react to individual moments, question claims, add context, repeat jokes and shape the collective interpretation of the content. Bilibili describes the feature as a way of displaying the thoughts and feelings of people viewing the same video. So in a nutshell, whilst YouTube is often referred to as a social media platform, Bilibili has built an actual community and meaningful engagement (vs just YouTube comments).
It is an environment in which content is discussed, interpreted and sometimes recreated by the audience.
For marketers, that creates opportunities, but also challenges: Bilibili is not predominantly an awareness-building channel; it really sits mid-funnel and requires active management to shape the conversations around your brand.
Bilibili pioneered bullet chatting, commonly known as danmu: comments that appear across a video whilst it plays. Viewers react to individual moments, question claims, add context, repeat jokes and shape the collective interpretation of the content. Bilibili describes the feature as a way of displaying the thoughts and feelings of people viewing the same video. So in a nutshell, whilst YouTube is often referred to as a social media platform, Bilibili has built an actual community and meaningful engagement (vs just YouTube comments).
It is an environment in which content is discussed, interpreted and sometimes recreated by the audience.
For marketers, that creates opportunities, but also challenges: Bilibili is not predominantly an awareness-building channel; it really sits mid-funnel and requires active management to shape the conversations around your brand.
The Strategic Role of Bilibili in Shaping the Chinese Consumer Journey
From a marketing strategy point of view, the question is not: Douyin or Bilibili? Bilibili cannot replace Douyin (or Xiaohongshu). It simply plays a different role in the consumer journey.
1. Douyin can create rapid reach and cultural momentum.
2. Bilibili can provide deeper explanations, demonstrate brand and product experience and tap into creator-backed authority.
3. Xiaohongshu is ideal to reinforce recommendations, comparisons and to demonstrate lifestyle relevance.
4. WeChat can help increase audience reach, drive retention and build high-touch personal relationships.
Whilst the exact consumer journey is fragmented and depends on audience and category, the overall role of Bilibili is clear: use it to foster deep understanding and to build trust. It is important to execute an integrated strategy where content shown on Bilibili ties in with messaging used on other platforms. This prevents Bilibili from becoming an isolated content project with no clear commercial role that is too disconnected from more tactical activities and messaging on other platforms.
1. Douyin can create rapid reach and cultural momentum.
2. Bilibili can provide deeper explanations, demonstrate brand and product experience and tap into creator-backed authority.
3. Xiaohongshu is ideal to reinforce recommendations, comparisons and to demonstrate lifestyle relevance.
4. WeChat can help increase audience reach, drive retention and build high-touch personal relationships.
Whilst the exact consumer journey is fragmented and depends on audience and category, the overall role of Bilibili is clear: use it to foster deep understanding and to build trust. It is important to execute an integrated strategy where content shown on Bilibili ties in with messaging used on other platforms. This prevents Bilibili from becoming an isolated content project with no clear commercial role that is too disconnected from more tactical activities and messaging on other platforms.
Integrated Bilibili Marketing Services
Effective Bilibili marketing requires a clear content strategy: content must be on brand, but also be a good fit for creators you work with. Authenticity is key, because videos deployed on Bilibili create an echo: the community will react and reply. Therefore, ensuring fit of messaging is key before leveraging paid media to amplify reach. At Red Ant Asia, we manage all campaign building blocks end-to-end via one integrated team, thereby removing the need to coordinate separate strategists, translators, creators and production teams.
Bilibili Strategy and Official Account Management
We define Bilibili’s role in your China strategy before any production or creator engagement. We assess your objectives, category, competitors, China presence, target audiences and existing content to identify where Bilibili can add value and set up official accounts if needed.
Bilibili-Native Content and Cultural Adaptation
Translation alone does not make content relevant. We adapt global ideas for Chinese audiences and Bilibili behaviour by adjusting narrative, structure, tone, visuals, length and calls to action whilst preserving brand meaning.
Content support includes:
- Creative concepts and scripting
- Chinese copywriting
- Video production and localisation
- Product demos and reviews
- Expert and behind-the-scenes content
- Episodic formats
- Editing, subtitles and voiceover
- Titles, thumbnails and optimisation
We tailor production style to the content’s role, balancing polish, authority and platform-native feel.
Creator Partnerships
Creators are central to Bilibili influence. The right partnership is about trust and relevance, not just reach. We select creators based on their role: expert reviewers for authority, entertainment creators for cultural relevance, or niche voices for credibility.
Services include:
- Creator discovery and vetting
- Audience and fit analysis
- Briefing and negotiation
- Contracting and rights
- Content co-creation and supervision
- Publishing and optimisation
- Performance evaluation
Kurator™ supports creator selection, combined with local cultural review. We can also work with Bilibili’s Huahuo platform for structured creator collaboration.
Bilibili Advertising and Paid Media Amplification
Strong content achieves maximum impact if it reaches the right audiences at scale. This is where paid media plays a key role. We help you plan and execute Bilibili advertising campaigns based on your objectives, using formats such as search ads or feed placements.
Support includes:
- Media strategy and planning
- Campaign setup and optimisation
- Format and budget selection
- Creator amplification
- Lead generation and commerce routing
- Reporting and performance tracking
Paid media is planned alongside content to ensure relevance and clear next steps for users.
Community Intelligence
Bilibili engagement reveals how audiences think, not just what they watch.
We analyse comments, bullet chats and interactions to identify:
- Audience questions and objections
- Sentiment and feedback
- Content opportunities
- Product or claim issues
- Reputation risks
Why Work with Red Ant Asia to Boost Your Presence on Bilibili
Of all the Chinese video platforms, Bilibili is the one where brands can stay true to themselves. Bilibili allows international brands to tell their story in the most authentic way. At Red Ant Asia, our expertise in not only understanding the complex facets of sophisticated brands, but also conveying them effectively to Chinese consumers is why leading brands like Charlotte Tilbury, Giuseppe Zanotti, or Fairmont Hotels choose to work with us.
Cultural Fluency
When it comes to Bilibili marketing, understanding the preferences and trends of the platform is key to determining where and how your brand can fit naturally, without having to bend too much, but staying true to its values.
International Mindset
All recommendations, timelines and updates are communicated clearly so that regional and global teams can be looped in where required. In doing so, your China marketing activities are effectively aligned with wider regional and global objectives.
Deeply Rooted in the Chinese Creator Community
We examine content history, category authority, audience relevance, previous commercial partnerships, engagement quality, potential conflicts and reputational concerns. Content can also be reviewed against agreed brand, product and claims requirements before publication.
FAQs: Bilibili Marketing Services
What do Bilibili marketing services include?
How is Bilibili different from Douyin and Xiaohongshu?
Can Bilibili support leads or sales?
Does our brand need an official Bilibili account?
Can we reuse existing international videos?
What is a Bilibili UP creator?
How does Red Ant select Bilibili creators?
What types of Bilibili advertising can brands use?
Can Red Ant Asia manage Bilibili for a team based outside China?
How do you manage brand safety?
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