Bilibili Video Sharing Platform

The Newest Social Media Platform Gaining Popularity Among China’s Gen Z

China is one of the most tech-advance countries in the world, and the Chinese are known to lead very tech-savvy lives. Social media is an integral part of life for most Chinese. Mobile internet is very important in the day-to-day activities of the Chinese, where users constantly share, promote, learn, create, purchase, and review products and services through various apps.

One of the most popular global social media platforms in recent times, TikTok, was initially launched in China, under the name Douyin. Seeing how popular the short-video platform was in the country, it then launched worldwide. Video is clearly where the online world is headed, and so it comes as no surprise that there's another video-sharing app on the rise - Bilibili.

Bilibili was launched in 2010 and has become very popular among the youth in China. Unlike TikTok, on Bilibili users can share longer videos, and the app has many other features that are unique to its ecosystem. This has made the content very curated and therefore the audience is niche and targeted.

Bilibili has become an online entertainment world in itself, covering a wide array of genres and media formats, including videos, live broadcasting, and mobile games. It provides an immersive entertainment experience and high-quality content. The app thrives on community-building and the authenticity of the creators on it.

Read more about what this new platform has to offer in the latest report, and how brands can make the most of its features to gain the attention of China's Gen Z.


  1. Introduction
  2. Users on BiliBili
  3. Features on BiliBili
  4. Brands on BiliBili
  5. KOLs on BiliBili
  6. Key Takeaways

Brands mentioned in the case studies

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