Beauty Brands Using Chinese Video App Bilibili to Great Effect

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BEAUTYTALK

BY Ye ChenMay 27, 2020

• As a fast-growing social media platform, Bilibili has already reached more than 130 million monthly active users. • 82% of Bilibili’s users are born from 1990 to 2009, which makes Bilibili a perfect platform to reach young Chinese consumers. • Many beauty brands are now cooperating with Bilibili KOLs/influencers, called Upers (similar to Youtuber). Other brands have chosen to open their own official accounts. • The battle for traffic and engagement on Bilibili is intensifying.

To celebrate China Youth Day (May 4), Bilibili, a social media platform, launched a video, which became the Top trending topic in China. Immediately, almost all social media in China were flooded with both negative and positive comments about this video and Bilibili. The huge popularity of the video proves that this platform has broken from its subculture following and can now be considered a mainstream social media platform in China.

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Ye Chen

ChemLinked Research Analyst

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