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Bilibili

Content Overview

  • Long-form or short-form video content

    • Most common are horizontal videos, 3-30 minutes in length​

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  • 'Community' style feed allows photo and text posts

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  • Popular Content:

    • Music videos and live sets​

    • Music production tutorials

    • Vlog / day in the life posts

    • Gaming / fashion / lifestyle

    • Reaction videos

Bilibili is a China-based platform comparable to Youtube: a video sharing platform. When it was first released, Bilibili’s main focus was on anime, comics, and gaming but has since grown to adopt all kinds of content. Bilibili’s reach does not only span the Greater China Region but also many other countries in South East Asia including the Philippines, Indonesia, Malaysia, Thailand, Vietnam, and Singapore. There are over 340 million reported monthly active users which mainly consist of Gen Z and Millenial users.

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More Info

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  • Platform Launch: June 2009

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  • Monthly Active Users: 340 million (as of 2024)

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  • User Demographics [source: Nanjing Marketing Group]

    • 60.28% of users are 18–24 years old

    • Average Age: 22.8 y/o​

    • Gender: 57% male, 43% female

Quick Info

Bilibili’s main focus as a video platform is to build community. A feature that aims to create a sense of community on this platform is their live 弹幕 (dan mu - bullet screen) comments which will appear as floating text over a video allowing viewers to see what other users think throughout each part of a video. Because of this emphasis on community and like-mindedness, users can easily find content that targets their interests as well as interact with others in comment sections.

 

With the exception of their premium service, Bilibili is free to use and open to all. While the premium version boasts features such as skipping ads, early access to certain videos, free downloads, etc., the free version does not have any drawbacks and will not compromise user experience.

 

It’s clear that with the millions of monthly active users that Bilibili is a key player in China’s social media ecosystem. Douyin is said to be one of its biggest competitors; however, the two platforms are functionally different which makes it hard to compare the two. They are both video platforms but Douyin focuses on shorter videos whereas Bilibili provides longer videos and gamer-type live streams. Overall, if you are looking to post longer videos that target an already existing fan base, Bilibili is the place to post content that will be sure to also harness a sense of community between fans.

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