How can brands build stickiness with Bilibili's 197 million monthly active users?

Through consistently boundary-breaking premium content and proactive operational strategies, Bilibili has become a video content platform with 197 million monthly active users. An increasing number of young people jokingly call Bilibili an "unlimited mining company" or a "learning site" — whatever you want to learn or understand, you can find answers here. What kind of magic does it possess to attract such a large young audience? And how should brands leverage it to build long-term connections with young consumers?

Recently, CEOs and senior executives from Source Code Capital's consumer portfolio companies — Blokees, Gaoding Design, Juli Xinfang, Linji Convenience Store, 0305, Lanshi Technology, Li Auto, Ofood, PWU, Scentooze, Shangshi Beauty, Suplay, Vyou, WANGBAOBAO, Insnail, and Wanwudezhi — visited Bilibili headquarters for a private sharing session themed "Entering Gen Z, Co-Creating New National Brands," aimed at gaining deep insights into Bilibili's ecosystem.

Speakers: Dadong, Vice President of Bilibili and Head of UP Creator Monetization

Zhang Yi, Director of Bilibili's Main Site Commercial Center

From Shelf Brand to Mindshare Brand

Dadong, Vice President of Bilibili and Head of UP Creator Monetization, believes that after the eras of traffic dividends and content dividends, we have now entered the age of creator dividends. Bilibili's corporate culture, business model, and product development all strictly follow the underlying logic of "community first."

Currently, Bilibili's nearly 200 million monthly active users are predominantly young people, with an average age that has long remained stable at around 21. At the same time, the number of creators on the platform has increased substantially. In terms of user quality, Bilibili's user retention rate is exceptionally high. The long-term, large-scale aggregation of young users and creators on the platform provides an ideal advertising environment for national trend brands seeking to understand the consumption habits of the next generation. Through the IP effect of UP creators and the accumulation of substantive content, Bilibili's video playback data naturally exhibits a long-tail growth effect — high-quality videos have longer lifecycles and greater advertising value.

Zhang Yi, Director of Bilibili's Main Site Commercial Center, noted that most of Bilibili's content is created by UP creators themselves, who have accurately grasped the emotional pulse of China's new generation of young people. In forming high-quality content, they have also accelerated the rapid growth of their fan bases. Bilibili's strong learning atmosphere has also stimulated young people's desire to create, with frequent interactions between users and UP creators resulting in exceptionally high fan stickiness.

Cross-Circle Collaboration for Meaningful Brand-User Connection

Bilibili's unique content ecosystem provides an ideal advertising environment for emerging brands to capture user mindshare. Bilibili has established a virtuous mechanism where the platform supports UP creators and creators trust the platform — whether through various content creation support measures or the launch of the Huahuo platform, the goal is to enable more UP creators to grow together with the platform.

On Bilibili, brand building can be achieved through exceptionally talented young UP creators who truly understand Chinese audiences. With 15 major content categories and over 7,000 core cultural communities, Bilibili's vast interest landscape effectively helps brands define and segment audiences, reaching target users through interest-based content. Within each interest vertical, Bilibili has high-quality UP creators who, by publishing relevant premium content, serve as excellent communication intermediaries between brands and users.

He Yaxi, Co-founder of WANGBAOBAO, said: "WANGBAOBAO launched in 2018 and started collaborating with Bilibili UP creators from the very beginning. You could say WANGBAOBAO grew up alongside Bilibili's UP creators — they provided us with an enormous amount of creative content." If new brands dare to express themselves, are willing to actively integrate into communities, and aspire to embrace the next generation of young consumers, Bilibili's UP creators can use all kinds of imaginative and creative ideas to help brands break through circles and cross boundaries, thereby capturing young people's mindshare and forming powerful brand vitality.

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