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Advertising on Bilibili
Reach China’s Young Audience
- Development of a tailored content strategy
- Official account registration on the platform
- Assistance in creating unique video content
- Targeted advertising setup
- Campaign launch and performance analysis
Bilibili Advertising bilibili for Business
Bilibili advertising opens up a world of opportunities for brands. To choose the right format, it’s important to understand the specifics and advantages of each option. In many ways, Bilibili ads resemble YouTube ads but with some unique features tailored to Chinese consumers.
Pre-roll and In-stream Ads
Pre-roll and in-stream ads are among the most common and effective video formats on Bilibili. These ads play before the main video and here’s the key: they cannot be skipped. This makes them especially valuable for brands looking to deliver a message quickly and effectively to a wide audience. Pre-roll ads can also be placed mid-video. Mid-roll ads (inserted during a video) also work well for keeping viewers engaged.
Why are pre-roll ads so effective?
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Unskippable
Unlike other formats, pre-rolls guarantee that viewers at least see your brand or offer. That’s why it’s crucial to make them short, striking, and memorable.
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High visibility
Played before the video, they catch attention at the perfect moment, when the viewer is already in content-consumption mode and focused on the screen.
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Ideal for product launches
If the brand is introducing something new, pre-rolls instantly build awareness among Bilibili’s highly active user base.
How brands use pre-roll ads
Global giant Nike uses pre-roll ads on Bilibili to showcase new collections. These are short, dynamic clips featuring athletes, designed to grab attention without feeling intrusive. Instead of annoying viewers, the ads blend seamlessly into the content experience.
Screenshot of Nike account on Bilibili
In-video intergation
In-video integration is a form of native advertising that’s especially popular on Bilibili. Here, brands don’t just insert ads but they organically embed products or services into the content itself. As a result, viewers see the product as part of the story rather than as a disruptive promotion. This native advertising format is highly effective because it faces less resistance from the audience and makes the product feel natural.
Benefits of in-video integration
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Non-intrusive
When a product becomes part of the video’s narrative, it feels more like a recommendation than a hard sell. As a result, users absorb the information more easily and with greater interest.
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Higher trust
Often, integrations come across as the creator’s personal experience. When a trusted influencer uses a product on screen, it feels authentic and relatable and builds positive sentiment and trust toward the product.
How brands use integrations ?
Huawei collaborates with tech bloggers who test its smartphones in real-life scenarios — filming, gaming, or working. Viewers get to see the product in action, making the promotion natural and engaging.
Screenshot of Huawei video review
Tencent promotes new games through popular gamers on Bilibili. Influencers not only talk about the games but also play them live, sharing their excitement. This transforms an ad into entertaining content that audiences watch willingly.
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Influencermarketing
Influencer marketing remains one of the most powerful and effective ways to promote on Bilibili. Influencers — bloggers and creators with large, loyal audiences — hold the trust of their followers. Partnering with them enables brands to share their stories and products with a vast audience in a relatable, human way.
Why influencer marketing works?
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Audience Trust
Followers see influencers as experts in their niche — whether it’s tech, fashion, gaming, or even cooking. When a creator shares their experience using a product, it feels like a personal recommendation rather than an ad. This authenticity is what makes influencer marketing so valuable: it sparks genuine interest and connection with the brand.
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Massive Reach
Many Bilibili influencers have audiences in the hundreds of thousands — sometimes even millions. A single mention of a product in their video can create a wave of attention, not just from their current followers but also from new viewers who find the content through recommendations and platform algorithms.
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Native Feel
Influencer content feels natural and seamless. Creators demonstrate how they use the product in their daily lives and share candid impressions. This approach makes viewers feel like they’re receiving a sincere opinion from someone they trust, rather than watching another piece of overt advertising.
How Brands Work with Influencers?
Xiaomi frequently partners with influencers on Bilibili to promote its latest smartphones. Popular tech bloggers test the devices, show them in action, and highlight their favorite features. This approach allows viewers see real-world applications rather than just technical specifications, creating a stronger emotional connection and making the product more appealing.
Bilibili is a unique platform where advertisers can find the perfect tools to promote their brands. Whether through eye-catching pre-roll ads, native in-video integrations, or influencer collaborations — each strategy offers an organic way to engage with the audience and strengthen brand trust.
If your business wants to reach China’s young, highly engaged audience, Bilibili is the perfect place to bring your ideas to life. The Mates China team will guide you through every step of the process.
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