熊猫出海编辑团队
Bilibili is China’s leading video community for Gen Z, with anime, gaming, tech, education and lifestyle content and a highly engaged comment and bullet-comment culture. Google shows English advertiser demand for “how to advertise on Bilibili”: marketing agencies publish guides on Bilibili ad tools, foreign-brand certification and creator partnerships. This guide explains the main ad products, what foreign brands must prepare and how to run a careful first test. Bilibili ads target users in mainland China, so the plan only makes sense if you can sell or build awareness there.
What advertisers search for on Google
Source: English-language Google searches run on 6 November 2026. The table lists phrases that appeared in top results written for advertisers, such as how to advertise, opening an ad account, campaign types and cost. These are not Semrush figures, so there is no search volume, KD or CPC. The example column names one page we checked, and rankings change by region and date. Viewer-side searches, such as how to block ads, are not counted as advertiser demand.
| Search phrase | Example result |
|---|---|
| how to advertise on Bilibili | Bilibili Marketing Guide | Mates Asia |
| Bilibili ads | Bilibili Opens to Foreign Brands in 2026 | Marketing China |
| Bilibili marketing for foreign brands | Bilibili Advertising Service | Nanjing Marketing Group |
| Bilibili advertising agency | Bilibili Marketing Guide | Mates Asia |
Paid placements and creator partnerships
Bilibili’s commercial platform (B站营销, e.bilibili.com) offers performance and brand advertising. Performance ads include in-feed video and image ads in the recommendation feed, search ads and app download campaigns, bought through Bilibili’s ad system. Brand ads include splash screens, top banners and event sponsorships. A separate product boosts the reach of existing videos. For working with creators, called UP主, Bilibili runs an official platform known as Huahuo (花火). It handles briefs, pricing, contracts and disclosure so sponsored videos are labelled correctly.
Bilibili users dislike hard selling. Ads that look like real videos, explain something useful or join a community joke perform better than polished TV spots. Plan to make native creative and work with creators whose audience matches your product.
Requirements for foreign brands
Bilibili publishes account-opening rules for advertisers. Foreign companies usually provide their overseas business registration with a certified Chinese translation, trademark or brand authorisation documents and any industry licences their category needs. Landing pages must be accessible in mainland China, and some categories need an ICP-filed Chinese website. Regulated industries such as healthcare, finance and education face stricter review, and some are not accepted. Many foreign brands work through an authorised Bilibili agency because the process, the review and the creative norms are all in Chinese.
Open the account yourself or through an agency channel?
If you open the account yourself, your team handles business verification, payment methods, user permissions and daily monitoring. Check first whether your company's country of registration, your target market and your product category fit the platform's policies. Some platforms accept foreign companies directly, others ask for local documents or route overseas advertisers through official partners, and review times vary by category.
PandaWM / 熊猫出海 is an overseas advertising agency based in Hong Kong. We do not have a local office in the target market. When an account is opened through our agency channel, it is registered under the agency's name, while the client keeps the right to use it, owns the account relationship and owns all advertising data. This is an official channel for opening accounts, not buying, renting or selling accounts, and we do not help anyone get around platform review.
Clients can be mainland Chinese companies going global or companies registered anywhere else. You can choose account opening only and run campaigns in-house, or choose managed delivery where we plan, launch and optimise the campaigns with you. Before starting we agree the scope, who approves creatives, how data access works and what reports look like. Timelines, starting budgets and payment terms depend on the platform, the market and the category, so we confirm them case by case rather than promising a fixed minimum or same-day opening.
30-day test plan for Bilibili
Days 1–7: confirm your category is accepted, prepare translated documents, a Chinese landing page or mini-program and two native-style videos of 30 to 60 seconds.
Days 8–14: run a small in-feed campaign with broad interest targeting and track play rate, completion and clicks by creative.
Days 15–21: shortlist creators in your niche through Huahuo, compare audience data and agree one sponsored video with clear disclosure.
Days 22–30: boost the best organic or creator video and read the comments for objections. The result should show whether Bilibili builds real interest in your brand in China.
Tie measurement to business results
Before launch, decide which business result actually counts. Qualified leads, paid orders, verified sign-ups and active app users are different metrics. Clicks, video views and engagement are early signals, not the goal itself. Set up the platform pixel or SDK, server-side events where available, UTM parameters and a CRM or MMP view, so every report can be traced back to the same definition of success.
Compare like with like: the same period, the same countries and the same attribution window. The platform dashboard and your CRM may disagree because they count differently. Keep media cost, management fees and creative production separate so the full cost is visible. On smaller platforms weekly data is thinner than on Google or Meta, so judge a channel on two to four weeks of data and change one variable at a time. Increase budget only when the cost per real result stays stable at a higher spend.
Frequently asked questions
Are the phrases in the table search volumes?
No. They are advertiser phrases actually seen on Google, not numeric estimates. Real reach is checked when the campaign is set up.
Does the agency guarantee account approval or ad approval?
No. The platform reviews every advertiser, ad and landing page. We help you prepare compliant materials, but approval and performance are never guaranteed.
Who owns the account and the data?
The account opened through our channel sits under the agency name, but the right to use it and all campaign data belong to the client. It is not an account sale or rental.
Can I only open the account and run it myself?
Yes. You can choose account opening only, or managed delivery if you want us to run the campaigns.
Talk to PandaWM
Send us your product, the country where your company is registered, the target market and your existing website or app. We will first check whether the platform fits, then explain the account-opening steps and the management options that suit you.
- WhatsApp: https://wa.me/85259048602
- Telegram: https://t.me/PANDA0134
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