What Is Bilibili? 2025 Guide for Western Brands Entering China
So—what is Bilibili, really?
If you’ve never heard of it, think of YouTube. Now throw in Reddit-level community vibes, Twitch-like real-time reactions, and TikTok’s love for creativity. That hybrid beast? That’s Bilibili (or “B station” as locals call it)—China’s most immersive, culturally rich video platform, tailor-made for Gen Z and millennial audiences.
What Is Bilibili? The YouTube of China with a Twist
Founded in 2009, Bilibili started out as a home for ACG (animation, comics, games) superfans. But fast forward to 2025, and it’s evolved into China’s all-in-one entertainment and learning playground, with content spanning everything from anime and dance covers to astrophysics, makeup reviews, and AI-generated music videos.
The secret sauce? Community-first design.
Here’s what sets Bilibili apart:
Bullet Comments (弹幕): Viewers post reactions that fly across the video in real-time. It turns passive viewing into a co-watching, social experience. You’re not just watching—you’re inside the content with everyone else.
Creators (UP 主): Unlike Western influencers who often focus on virality, Bilibili creators—known as UP主—are beloved for their authenticity, niche expertise, and storytelling chops. They’re obsessed with value, not just views.
Platform Culture: This isn’t a “post-and-pray” kind of place. Users take a 100-question quiz just to earn full access privileges (yes, seriously). The result? A deeply committed audience with zero tolerance for fluff.
Mid-Form Mastery: While short-form dominates elsewhere, Bilibili is the king of 5–20 minute videos. That’s the sweet spot for education, storytelling, and emotional connection.
And here’s why that matters for global brands: Bilibili isn’t just content—it’s culture. It’s where trends start, where internet slang is born, where micro-communities thrive.
In 2025, it’s sitting on 330+ million monthly active users, 90+ million daily users, and over 95 minutes average daily viewing time. More importantly, it’s where China’s next-gen consumers spend their attention—before they spend their money.
If you’re a Western brand asking “what is Bilibili”—it’s not just a video site. It’s China’s Gen Z digital town square, and ignoring it in your China marketing strategy is like ignoring YouTube in 2010.
Still treating it like “just another platform”? You’re already behind.
How Bilibili’s Features Make It the Most Addictive Platform in China
Let’s get real—if you’re still wondering what is Bilibili, here’s the truth: it’s not just another Chinese social media platform. It’s a full-blown ecosystem. And one built specifically for immersion, interaction, and identity.
Here’s why users—and brands—can’t get enough of it:
1. Bullet Comments (弹幕): Real-Time Social Layer
Imagine watching a video with thousands of others, and seeing everyone’s reactions fly across the screen as things unfold. That’s 弹幕, or bullet comments.
It’s more than gimmick—it’s emotional feedback in real time. Users scream “高能预警” (“high energy alert”) when something big’s about to happen. Or spam “2333” (Chinese internet slang for LOL) when things get hilarious. It’s inside jokes, peer validation, and commentary layered into the viewing experience.
For brands, that means you’re not just buying eyeballs—you’re stepping into active attention.
2. The UP主 Economy: Authenticity Over Influence
Bilibili’s creators (known as UP主) aren’t chasing trends—they’re building mini-communities.
Think teachers breaking down quantum physics, gamers explaining niche mods, beauty gurus walking through ingredient lists. These aren’t superficial influencers—they’re subject-matter fanatics. And their audience respects them for it.
The result? When they talk about a product, people listen. And buy.
3. Story Mode + E-Commerce Integration
In 2025, Bilibili launched Qifei advertising and Story Mode—which lets brands insert clickable blue links directly into videos or pinned comments.
These aren’t hard-sell ads. They’re native stories, told by creators, with commerce built in. It feels organic. And it works.
Whether you’re launching a skincare line or testing a DTC snack, Story Mode lets you seed content and track conversions in one seamless funnel.
4. Platform Gamification + Membership
New users need to pass a quiz to unlock full features. That barrier creates higher user loyalty, less trolling, and stronger community norms. It’s a place where people stay. And care.
5. Smart Recommendations with a Creator Bias
Bilibili’s algorithm doesn’t just reward viral hits. It boosts quality content that drives engagement—likes, coins (virtual tips), comments, and shares. That means better odds for niche brands to break through.
If you’re asking “what is Bilibili”, the better question might be: what can Bilibili do that no other platform in China can?
Because no other video platform gives you this much control, community, and commerce—all in one place.
Who Uses Bilibili—And Why It’s a Goldmine for Niche and Premium Brands
To truly understand what is Bilibili, you need to understand who’s on it.
Spoiler: it’s not your average internet crowd. It’s China’s most connected, creative, and curious digital generation—mostly Gen Z and younger millennials who are deep into their interests and not afraid to show it.
Bilibili’s Core Users: Educated, Passionate, and Spending
- 86% are under 35 years old
- Average user age: around 22.8
- They live in China’s Tier 1 and Tier 2 cities
- Most are students or young professionals
- They’re the most likely to discover and try new brands
This group has grown up online—and they’re not casual consumers. They value depth, community, and content that respects their intelligence. That’s why Bilibili works.
They don’t just browse. They stay, they talk, they create. On average, users spend over 95 minutes a day on the platform. And they’re not just watching—they’re uploading, reacting, and commenting in real time.
Perfect Match for Emerging or Niche Brands
Here’s the magic: Bilibili isn’t overcrowded by mega brands. That means:
- More room for challenger brands
- Higher visibility for niche products
- Lower competition for community attention
Take home & living brands, for example. On Douyin or WeChat, you’re fighting giants. On Bilibili, you can own a vertical by working with a few niche UP主 and giving their audience real value.
Same goes for:
- Beauty (especially skincare)
- Food & drink (healthy, imported, or novelty snacks)
- Lifestyle tech & gadgets
- Pet products, baby care, even fashion subcultures
These aren’t mass-blast categories—they’re content-first categories. Which is exactly where Bilibili thrives.
Content Seeding + Social Proof = Instant Impact
According to platform stats, over 70% of users are influenced by UP主 content. And when seeded properly, brands see up to 90% new customer acquisition via Bilibili links that redirect to Taobao or JD.
Want even more proof? In 2025, Bilibili’s Blue Link system allows any creator with 1,000+ fans to embed product links in their videos or top comment. So now, even small creators can drive real sales.
If someone asks you “what is Bilibili good for?”, tell them this: it’s where Gen Z discovers the brands they’ll stick with for the next decade.
Bilibili for Brands—How Western SMEs Can Win
By now, you’re not just asking what is Bilibili—you’re probably thinking, okay, but can my brand win here?
The answer: yes—if you understand how to play it right.
And this goes way beyond beauty or lifestyle products. In 2025, Bilibili is one of the most fertile grounds for 3C brands, software startups, AI tools, and gaming companies looking to reach China’s most curious, tech-savvy, and culturally aware demographic.
1. Why Bilibili Is Made for Tech-Forward Brands
Bilibili’s audience is deeply online, opinionated, and experimental. They love:
- Testing the newest productivity tools
- Geeking out on PC builds
- Watching breakdowns of AI art tools or SaaS features
- Debating the mechanics of the latest indie RPG release
If you’re a SaaS brand, gaming studio, AI service, mobile accessory brand, or consumer electronics product maker, Bilibili offers what no other Chinese platform does:
➡️ Time and attention.
➡️ Space to explain.
➡️ A community eager to learn and share.
That’s the holy trinity for content-led brand building.
2. The Rise of “Blue Link” eCommerce: Content-to-Checkout
In 2025, Bilibili doubled down on commerce enablement.
Here’s what’s new:
- Blue Link commerce: Creators with 1,000+ followers can now pin shoppable links in video comments or descriptions. Think of it as affiliate-style monetisation that blends seamlessly with creator content.
- Qifei Ad Units: These allow brands to push visibility across live streams, story placements, and carousel videos—now with click-through capability to eCommerce sites like Taobao and JD.
- Story Mode: This swipe-style vertical content format mimics Instagram Stories, but with better eComm hooks. These ads appear native, interactive, and often feel more like “video reviews” than ads.
For 3C brands or software tools, this is massive.
You’re no longer relying on viewers to search for you elsewhere. With the right creator collab, you can go from “demo video” to “direct purchase” in under 60 seconds.
3. Real Engagement, Not Just Reach
Unlike Douyin, which prioritises fast-moving virality, Bilibili is more intent-driven. Users watch longer. They leave bullet comments. They debate in-depth in the section. They bookmark content to rewatch.
For SaaS or AI tools, that’s gold. You can actually show:
- How your interface works
- Use case walk-throughs
- Side-by-side comparisons
- Real-time application via creator demos
You’re building credibility, not just clicks.
4. Success on Bilibili Is All About Creator Fit
Forget celebrity. What you need is:
- Mid-tier creators with niche authority
- Good script alignment
- Authentic walkthrough-style content
Let the creator use your product, not just pitch it. Let them ask questions. Highlight pain points. Make it feel like discovery, not marketing.
And yes—if it’s a new gaming title, AI video tool, or mechanical keyboard? Even better. That’s the content Bilibili users eat up.
Bilibili is no longer just an “ACG hub.” It’s the next frontier for tech-forward storytelling, commerce integration, and brand building in China.
Ask yourself not just “what is Bilibili”—but what could your brand look like in a culture-first, content-obsessed digital ecosystem like this?
FAQ: Bilibili Marketing for Foreign Brands in 2025
If you’re a Western brand building anything innovative—hardware, software, gaming, 3C, AI, or even niche lifestyle—Bilibili should be in your China game plan.
It’s where Gen Z lives. Where niche products shine. And where early movers still win big.
Let’s talk strategy. We’ll help you localise, launch, and grow—without wasting budget or burning out.