Credit score* ≥ 90 points (this score relates to following Bilibili guidelines)Īlthough Bilibili is not a conversion-focused short video platform like Douyin or Kuaishou, it is still worth trying if the brand and product match the platform.Ĭompared to short video platforms and live streaming sales, one clear advantage of Bilibili is the longer time of content retention and long-tail effect.
Creation and influence score* ≥ 70 points (this score relates to the number of videos created and engagement rate over the past yeasr).
Has original videos released within 30 days.
Influencers have to meet the following requirements to be eligible for Yaoyue or Xuanshang: Xuanshang program is still a beta program, and is only open for KOLs with more than 10k fans in Bilibili.īoth Yaoyue and Xuanshang programs can insert product links of Taobao, Tmall, or JD. The product will be shown as a Dammu or icon during the video or live-streaming, or as a link below the video (see examples below). Brands can upload their products on “xuanshang” program, where Bilibili KOLs can voluntarily choose the products they want to promote and get a commission of 20%-50% (CPS). You can understand it as a multi-brand eCommerce catalog on Bilibili. In order to garentee the collaboration quality, Bilibili also designed certain thresholds for KOLs to participate in this program: Brands are able to measure the clicks and sales coming from each campaign. KOLs can then insert eCommerce links below their video content, easily driving traffic to eCommerce store on Taobao or JD. Brands can choose KOLs and confirm the collaboration through Bilibili official KOL platform Huahuo.
Yaoyue (邀约), which means “invite” in mandarin.
There are mainly 2 ways to promote your product and measure performance on Bilibili: Brands are able to measure eCommerce conversion driven by Bilibili KOL if they go through this official channel. In order to facilitate the sales-driven collaboration between brands and KOLs, Bilibili published official KOL selection platform Huahuo (花火). How can brands promote themselves on Bilibili? E-commerce integration As the generation of the one-child policy grew up without siblings, young Chinese people enjoy watching videos with Danmus, which creates a stronger sense of sharing and belonging. Danmus are beloved by Millennials and Gen-Zers. Nowadays it has become a common practice among mainstream video platforms such as iQiyi and Tencent Video. In China, it was first adopted by Bilibili and AcFu. Danmus are comments that appear directly on the video in real-time, sliding from right to left. One such feature is “Danmu (弹幕)” or “bullet chat”: a form of video commentary used on online videos. However, Bilibili’s defining features and unique community culture differentiate it from its western counterparts. The popular youth-oriented video streaming and sharing giant Bilibili is considered to be the platform most similar to Youtube. China’s online video market seems to be dominated by 3 companies: Youku (owned by Alibaba), iQiyi (owned by Baidu) and QQ Video (owned by Tencent).Ī third contender is however worth a look, from users and marketers alike: the hype and versatile platform Bilibili.
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