Will Bilibili Become Irresistible to Brands in 2022? We Think So!
Key Takeaways
1. Video sharing site Bilibili reported a 72% increase in net revenue and a nearly 40% increase in average monthly active users in the second quarter of 2021 .
2. One of Bilibili’s key value propositions is its ability to leverage the trends that matter to younger consumers in China.
3. While beauty brands have successfully added Bilibili to their marketing mix, the young age of the average Bilibili user raises the question whether luxury brands might benefit as much.
Although it was founded back in 2009, the Shanghai-based, Nasdaq-listed video sharing platform Bilibili has only gone mainstream in China over the past few years, attracting tens of millions of new users and the attention of brands across the consumer spectrum, from Shiseidoto Mercedes-Benz. Bilibili’s continued rise has seen the platform surpass Youku to become the third-most popular video platform in China, trailing only iQiyiand Tencent Video.
Bilibili has also become one of China’s leading beauty marketing platforms thanks to its creators’ makeup tutorials, cosmetics reviews, unboxing videos, and more. From June 2020 to June 2021, the number of beauty brands with an official Bilibili presence saw a 20-foldincrease, topping the list of official account categories.
In the year ahead, if Bilibili can prove its savvy at marketing higher-end brands and take meaningful action on sexism, we could very well see the platform become a new favorite for luxury brands angling to reach and influence the emerging Gen Z consumer.
