Faced with Generation Z, what kind of marketing strategy has Bilibili adopted?

Faced with Generation Z users, Bilibili has adopted a series of marketing strategies to attract and retain the attention of this young group:

Second-dimensional culture Positioning: Bilibili has always positioned itself with two-dimensional culture as its core positioning, catering to Generation Z’s love and pursuit of two-dimensional content such as animation, comics, and games. There is a large amount of two-dimensional related content on the platform, attracting many two-dimensional culture enthusiasts.

Barrage interactive experience: Bilibili’s barrage function brings a unique viewing experience to Generation Z users. Users can send real-time comments and interactive information during video playback, adding fun and sociability. This barrage interactive experience is in line with Generation Z’s preference for real-time interaction and social interaction.

User-generated content: Bilibili encourages users to generate content and provides a self-made video platform and contribution function. This strategy inspires creativity and engagement among Generation Z users, allowing them to showcase their talents and ideas on the platform.

Diversified content ecosystem: Bilibili has built a diversified content ecosystem, covering animation, comics, games, music, film and television and other fields. There is a rich variety of high-quality original and exclusive content on the platform, which meets the needs of Generation Z users for diverse content.

Social and community effects: Bilibili focuses on social and community building, forming a huge user community on the platform. Users can interact, comment, share, etc., forming a close social connection. This social and community effect increases user stickiness and word-of-mouth communication among users, attracting more Generation Z users to join.

Brand cooperation and event promotion: Bilibili cooperates with various brands and launches joint activities, offline activities, etc. to establish closer connections with Generation Z users. By cooperating with brands in pop culture, movies, games and other fields, Bilibili has expanded its influence and exposure.

In general, Bilibili has succeeded by emphasizing marketing strategies such as two-dimensional cultural positioning, barrage interactive experience, user-generated content, diversified content ecosystem, social and community effects, and brand cooperation. It has attracted Generation Z users and established its own brand image among this young group.

This has also attracted many brands to conduct brand marketing on Bilibili to attract the attention of Generation Z users. The strategies generally adopted are:

Understand the target audience: Gain an in-depth understanding of the interests, needs and consumption habits of Generation Z users, as well as their behaviors and preferences on Bilibili. This allows you to better position your brand’s content and communications to connect with them.

Create original content: Create original, interesting and engaging content on Bilibili that matches the interests of Generation Z users. Brand stories, product features, or theme content related to the target audience can be displayed through animations, comics, short videos, games, etc.

Emphasis on user participation and interaction: Bilibili users like to participate in interactions, so brands can encourage user participation through various methods, such as comments, barrage interactions, contribution challenges, etc. This interactivity can increase user stickiness, while also improving brand exposure and word-of-mouth communication.

Use barrage and comment interaction: Bilibili’s barrage and comment interaction are special features of the platform, and brands can take advantage of this feature for brand promotion. Brand information, slogans, or comments related to the video content can be inserted during video playback to attract users' attention and spark discussion.

User-generated content collaboration: Work with creators of user-generated content to create brand-relevant content. You can cooperate with influential Bilibili UP owners to carry out brand cooperation promotions, joint activities or original content production to expand brand influence and reach more Generation Z users.

Social media integration: Integrate Bilibili’s brand marketing with other social media platforms, such as Weibo, WeChat, Douyin, etc. Expand the brand's exposure and user coverage through cross-platform promotion.

Participate in popular activities and topics: Pay attention to popular activities, topics and events on Bilibili, and conduct associated marketing with their related content. Participate in discussions, publish relevant content, produce relevant videos, etc., and participate in and share topics of common concern with Generation Z users.

It should be noted that brands must maintain authenticity and interaction with users during Bilibili’s marketing process, and avoid excessive commercialization and hard sales. Building trust and buzz with Generation Z users and creating interesting and valuable content can truly capture their attention and attention.