💡 Why Aussie brands should care about Bilibili (short and sharp)
If you’re an advertiser in Australia chasing high-quality engagement in China’s youth market, Bilibili deserves a place on your radar. It isn’t TikTok-lite — Bilibili grew out of fandom culture, anime, gaming and long-form communities where viewers actively participate (remember the “bullet chat” overlay?). That community-first design means creators drive conversations, not just views, and that’s gold when you want measurable engagement rather than shallow reach.
That said, finding the right creators to run engagement-focused campaigns can feel like trying to read a foreign menu with no translator. Where do you look? How do you trust engagement metrics? Do you use agencies, marketplaces or poke around inside Bilibili itself? This guide walks you through practical steps, explains trade-offs, and gives Aussie marketers a usable playbook — with real-world context pulled from public reporting (including the platform’s profile and recent market noise) so you’re not flying blind.
📊 Data Snapshot: Comparing ways to find Bilibili creators
| 🧩 Metric | Direct Bilibili Search | Agencies | Creator Marketplaces |
|---|---|---|---|
| 👥 Monthly Reach | 1.200.000 | 800.000 | 1.000.000 |
| 📈 Typical Engagement Rate | 6% | 8% | 9% |
| 💰 Est. Cost per Engagement | A$0.40 | A$0.65 | A$0.55 |
| ⏱️ Time to Launch | 14 days | 30 days | 7 days |
| ✅ Compliance & Payments | Low | High | Medium |
These figures are directional estimates to help you pick an approach. Direct search gives quick discovery but takes more legwork and has limited compliance support. Agencies cost more and take longer, but they usually improve targeting and provide stronger campaign governance. Marketplaces (including specialist platforms) often hit a sweet spot — faster onboarding, good engagement, and middle-of-the-road compliance support — which is why many performance-first campaigns prefer them for engagement KPIs.
😎 MaTitie SHOW TIME
Hi, I’m MaTitie — the author of this post, a bloke who spends way too much time testing internet tools and sniffing out good deals.
If you plan to work with creators across borders, remember: platform access and privacy matter. A lot of tools and regional quirks can block or slow access from Australia, and you don’t want connection issues mid-campaign. For reliable access and peace of mind, I recommend NordVPN — it’s quick, easy and plays nicely with streaming and platform access in Australia.
👉 🔐 Try NordVPN now — 30-day risk-free.
MaTitie earns a small commission if you sign up via the link. No drama — it helps keep the lights on and the research rolling.
💡 How to find Bilibili creators — the step-by-step playbook (practical)
1) Start with profile-first discovery
• Use Bilibili’s search filters (tags, content verticals like animation, gaming, tech, beauty) and watch the “bullet chat” behaviour on sample videos. That real-time audience interaction signals communities that actively respond — perfect for engagement campaigns. Remember, Bilibili’s product DNA is community-led, not broadcast-first.
2) Vet for engagement quality, not vanity numbers
• Scrutinise video comments, the bullet chat density, and the creator’s reply rate. High-quality engagement on Bilibili looks like ongoing series, inside jokes, and repeat-viewer threads — not just one-off spikes. Agencies and marketplaces often provide cleaned engagement metrics; doing this manually takes time but pays off.
3) Choose the right discovery channel for your brief
• Direct search: best for niche targeting and early-stage pilots where you want to hand-select voice and tone.
• Agencies: good for brand-safety campaigns and complex co-ordination (multiple creators, livestreams, IP usage). Agencies bring local knowledge — useful if you want legal/contractual support.
• Marketplaces: ideal for performance-first, quick-turn testing across dozens of creators. If speed-to-market and measurable engagement are priorities, marketplaces usually win.
4) Use campaign mechanics that trigger community response
• Think polls, call-to-action overlays, live interactions, and follow-up episodes. Bilibili users love participatory formats (AMA livestreams, challenge series, gift/polling mechanics). Engagement-first briefs should reward creators for meaningful interactions: replies, follow-ups, or community challenges — not just views.
5) Payments, contracts and local considerations
• Expect multiple friction points: currency, invoicing norms, and IP rules. Agencies smooth payments; marketplaces often handle payout flows. If you go direct, budget extra for escrow, translation, and local tax paperwork.
6) Benchmark and iterate by creator cohort
• Segment creators by content style (long-form hosts vs short-form talent vs live streamers) and test one cohort at a time. Let engagement benchmarks guide scaling decisions.
📢 Quick realities — market context from recent reporting
• Bilibili remains an identity-driven platform: company materials highlight its mission to build a community around high-quality content and the unique “bullet chatting” experience that powers engagement.
• Investor interest in Bilibili continues — as reported by defenseworld on 2025-08-19, PNC Financial Services increased its stake in Bilibili ADRs, indicating institutional confidence in the platform’s growth prospects. That’s useful context: a publicly traded, growth-focused platform tends to keep investing in creator tools — which benefits campaign execution and analytics.
• Tools creators use are evolving fast. A media editing software market report (globenewswire_fr, 2025-08-19) called out AI, cloud workflows and mobile-first editing as key trends — meaning creators are producing higher-quality content faster. For brands, that raises expectations for content polish and the need for tighter creative briefs.
• PR and earned placements still drive measurable ROI in some campaigns. A PR case roundup (menafn, 2025-08-19) highlighted verified ROI across categories — useful to remember when you craft campaign KPIs that mix paid creator content with earned media.
💡 Tactical checklist before you launch (operational)
- Brief: Provide creators with a clear engagement playbook — desired audience reactions, acceptable CTAs, and measurement windows.
- Tracking: Use UTM tagging, custom landing pages, and platform tracking where possible; for livestreams, track unique promo codes and time-bound CTAs.
- Contracts: Include content rights, repost windows, and dispute clauses. For IP-heavy collaborations (product demos, branded series), agents or marketplaces usually handle legal templates.
- Local counsel: If you’re unsure about banking, tax or contract law, partner with an agency or marketplace that offers local support.
- Measurement: Prioritise metrics tied to engagement outcomes — comments per view, watch-time per viewer, repeat viewership over 7–30 days, conversion actions — not just impressions.
🙋 Frequently Asked Questions
❓ How different is creator discovery on Bilibili vs other Chinese platforms?
💬 Bilibili’s community-first features (bullet chat, series culture) favour creators who build recurring communities. While short-video platforms prioritise discovery, Bilibili rewards continuity and fandom, so your discovery approach should emphasise long-form signals and repeat-engagement behaviours.
🛠️ Do agencies always cost more but guarantee better results?
💬 Not always — agencies typically add value around targeting, compliance and negotiation, which can raise costs but reduce risk. For pilot performance campaigns, marketplaces can deliver strong engagement at lower upfront fees, while agencies suit brand-safety and complex ops.
🧠 What’s the best KPI for an engagement-first campaign on Bilibili?
💬 Aim for compound metrics: comments per 1.000 views, average watch-time per viewer, and repeat-viewer rate over a 2–4 week window. These capture the kind of community response Bilibili is built on.
🧩 Final Thoughts…
If you want genuine interaction from China’s younger audiences, Bilibili is a high-value play — but it rewards patience and community thinking. Your choice of discovery channel (direct, agency, marketplace) should align with speed, risk tolerance and the type of engagement you want. For most Aussie advertisers looking to test and scale engagement-first campaigns quickly, creator marketplaces give the best blend of speed, cost control and measurable outcomes — while agencies and direct outreach remain invaluable for brand-safety, IP-heavy or long-term partnerships.
Remember: tools and creator workflows are changing fast (see the media-editing trends), and the platform itself is on the radars of institutional investors — so capability on Bilibili is likely to keep improving. Use pilots to calibrate, then scale with confidence.
📚 Further Reading
Here are 3 recent articles that give more context to this topic — all selected from verified sources. Feel free to explore 👇
🔸 IAN Angel Fund leads Rs 4 Cr in Seed round in Famyo
🗞️ Source: entrackr – 📅 2025-08-19
🔗 Read Article
🔸 Investment in tech priority for South West firms as confidence grows
🗞️ Source: businesslive – 📅 2025-08-19
🔗 Read Article
🔸 Indian steel producers set to benefit as commerce ministry arm proposes anti-dumping duty on imports from Vietnam
🗞️ Source: livemint – 📅 2025-08-19
🔗 Read Article
😅 A Quick Shameless Plug (Hope You Don’t Mind)
If you’re running creator hunts on multiple platforms, join BaoLiba — the global creator discovery hub we run to help advertisers find and rank creators across regions.
✅ Ranked by region & category
✅ Trusted by fans in 100+ countries
🎁 Limited-Time Offer: 1 month FREE homepage promotion when you join.
Hit us up: [email protected] — we usually reply within 24–48 hours.
📌 Disclaimer
This post blends public information, recent reporting and practical experience to help Australian advertisers plan engagement-first campaigns on Bilibili. It’s for guidance only — double-check operational details (payments, contracts, platform rules) before you sign agreements.
