Bilibili (哔哩哔哩), often referred to as "China's YouTube," has rapidly evolved from an anime-centric platform to one of China’s leading video-sharing communities. Founded in 2009, Bilibili now caters to a diverse array of interests, including gaming, education, and lifestyle content. The platform underwent significant growth and transformation during the pandemic, shifting its focus from primarily film and entertainment to a more diverse content mix that balanced engaging, light-hearted material with in-depth educational content. As of the second quarter of 2024, Bilibili boasts over 102 million daily active users (DAUs) and 336 million monthly active users (MAUs), with the average user spending around 99 minutes per day on the platform—an impressive metric that underscores its user engagement.

Primarily targeted at Gen Z, Bilibili attracts a user base where 61% of its community is aged 19-24, and has achieved a near-even gender balance. This demographic positioning makes it a strategic platform for brands and educational institutions aiming to connect with China’s younger generation.

Bilibili's Unique Features and Community Engagement

Bilibili distinguishes itself through its unique features, such as Danmu (弹幕), or “bullet chat,” allows users to leave real-time comments overlaid on video content. This interactivity fosters a dynamic and participatory environment, strengthening viewer engagement and building a sense of community among users who share similar interests across genres like gaming, education, and more.

In fact, average daily time spent per user has increased from 94 minutes to 99 minutes year-over-year, highlighting that users are not only consuming content but actively engaging within the platform’s community.

Educational Content Ecosystem on Bilibili: UGC and the Knowledge Zone

A standout feature of Bilibili is its extensive library of User-Generated Content (UGC), particularly valuable for international education. In Bilibili's "Knowledge Zone" (知识区), users can explore a wealth of educational content spanning topics from science to the humanities. The platform has become a popular space for international students to share their academic and cultural experiences abroad, providing insights into overseas study environments and life. For example, a search for “美国留学vlog” (Studying in the US vlog) yields thousands of videos in which creators discuss how studying in the U.S. differs from life back home. This content draws significant interest from potential study-abroad audiences in China, who actively engage in discussions to understand what studying overseas entails.

Bilibili Vlogs of Students Sharing Their Experiences Studying Abroad

For universities aiming to connect with these prospective students, Bilibili's advertising capabilities—including demographic targeting, interest-based algorithms, and retargeting options—make it a highly relevant and efficient platform for reaching this audience.

Tailored Advertising Options for Universities on Bilibili

University Promotion Cases with Sunrise on Bilibil

For universities, Bilibili offers tailored advertising formats that align with its interactive culture, allowing educational institutions to tap into a receptive Gen Z audience:

Video Ads and In-Stream Ads: Universities can run video campaigns that appear before or during other videos, ensuring direct engagement within users' viewing experiences.
Business Verification: Organizations can verify their accounts, which enhances credibility and unlocks additional promotional tools within search results.
Verified Account Features: Verified users gain access to enhanced visibility options, including livestreaming capabilities, allowing universities to further amplify their reach.

Bilibili has demonstrated strong monetization efficiency, with advertising revenues increasing by 30% year-over-year. This impressive growth makes the platform particularly attractive for educational institutions aiming to maximize their marketing return on investment (ROI).

Sunrise Case Studies

At Sunrise International, we partner with universities to create impactful campaigns on Bilibili that focus on driving brand awareness and generating student interest through engaging and visually appealing content.

Pace University

Leveraging customized H5 posters and an engaging campaign video, Sunrise crafted a series of visually compelling promotions that showcased Pace University's programs and campus life. The video, specifically designed to resonate with Bilibili’s audience, emphasized Pace University’s commitment to academic excellence and student success. Additionally, a lead-generation form within the campaign allowed the university to capture and nurture student interest. The 11-day campaign achieved over 1.2 million impressions, 7,539 clicks, and a remarkable 94.82% increase in new visitors, with over 4,000 visits to the landing page as tracked by Baidu Analytics.

Michigan State University

Using a "quick launch" strategy, Sunrise executed a targeted campaign from October to November aimed at driving website traffic and generating high-quality leads through an H5 form. The campaign utilized advanced geotargeting to focus on key sending markets. On Bilibili, the campaign achieved an impressive 799,045 impressions, with the majority of engagement concentrated in top-tier cities, including Shanghai, Beijing, Guangzhou, Wuhan, Chongqing, Nanjing, Chengdu, Xi'an, Shenzhen, and Tianjin. This precise targeting approach ensured maximum visibility and engagement within priority regions, effectively supporting lead-generation goals.

Tulane University Freeman School of Business

Sunrise developed targeted H5 posters and a dynamic student-facing video to promote Tulane’s Shanghai Information Session. The campaign video highlighted Tulane’s programs, faculty expertise, and student opportunities, driving strong interest in the event. Over the 15-day campaign, the content generated 380,914 impressions, enhancing Tulane’s visibility and engagement with prospective students.

Conclusion

As Gen Z shapes China’s digital landscape, Bilibili offers universities a unique opportunity to authentically connect with future students. With its combination of interactive videos, strong community engagement, and targeted advertising options, Bilibili provides a valuable environment for institutions to share their stories and inspire prospective students. Through content-driven videos and influencer collaborations, universities can foster a sense of belonging and position themselves within the educational conversation long before students step on campus.

For more information on how Sunrise can help your institution engage with students on Bilibili, contact us at contact@sunriseinspires.com!

Digital Platform Spotlight: Bilibili