Introducing Chinese Platforms (1)

Middle Platforms

China is full of opportunities, as there are multiple platforms for content creators.

1. bilibili

a) Characteristics

• bilibili is an alternative to YouTube in China and is one of the most popular video platforms.
• MAU(Monthly Active Users) average: 300 million.
• People aged between 18 and 35 are the main users.

b) Platform Name Origin

• The name ‘bilibili’ is assumed to be the translation of Japanese word “びりびり” which means tingling.

c) Features

• 动态 Community — follower communication
• 弹幕 — bullet-like comments
• Feeling of watching content with other followers by checking comments
• Content design
• Fan club formation

d) Operation Tips

• Learn the bilibili trend by checking the popularity chart frequently.
• Communicate actively with followers.
• Utilize user defined settings.
• Participate in events.
• Insert Chinese subtitles if there are dialogues because bilibili has no automatic closed caption feature.

2. Haokan Video

a) Characteristics

• Haokan Video implements the most conservative operation policies.
• There are more than 4 million creators.
• People born in the 1970s~80s account for 60% of the users.
• ‘Informative content’ is the most popular among viewers.
• Users are mostly active at 10:00 ~ 12:00, 12:00 ~ 14:00, 20:00 ~ 24:00 (KST).

b) Operation Tips

• Utilize user defined settings.
• Participate in events.
• Check the popular content list frequently.
• Upload horizontal videos only.
• Avoid uploading unpleasant videos.
• Avoid uploading content showing a lot of food because it can be associated with food waste.

3. Xigua Video

a) Characteristics

• There are more than 3 million creators.
• Most users are in their 40s.

b) Features

• Content sharing with Douyin and Toutiao
• PK vote forming competition among subscribers
• 4K content upload
• Automatic subtitle insertion when uploading content

c) Operation Tips

• Utilize user defined settings like PK vote, subscription inducement, etc.
• Participate in events.
• Be cautious about copyright issues.
• Avoid uploading content showing a lot of food because it can be associated with food waste.
• Upload horizontal videos only.
• Avoid uploading unpleasant videos.
• Check encouragement comments provided by the platform’s channel evaluation.