Everything you need to know about advertising on Baidu, WeChat, Xiaohongshu, Douyin, Bilibili & China GEO

Yes, but the process is not as straightforward as Baidu. Xiaohongshu requires a Chinese business license for direct account registration. Foreign companies typically work through a local agency partner who handles the account setup, qualification filing, and creative submission on your behalf.

Companies registered in Hong Kong, Japan, South Korea, or Taiwan can apply with additional documentation. For all other countries, eligibility is assessed on a case-by-case basis — contact us to check before you start.

At minimum, you need a Chinese business license (if registering directly) or a partnership agreement with a certified agency. Depending on your industry, you may also need:

(a) Trademark registration certificate + authorization letter (both required for non-owned trademarks);

(b) ICP filing screenshot (if your ad mentions a website);

(c) Software copyright certificate (if it references an app).

Foreign entities need to provide a BR or CR certificate (Hong Kong) or a declaration letter (Japan, South Korea, Taiwan).

The review process on Xiaohongshu\'s professional account takes up to 30 days. The platform charges a one-time review fee of CNY 600 per application — this is non-refundable even if the review fails. Because of this cost and timeline, it is worth getting the paperwork right the first time.

The account name must relate to your registered business name, trademark, or website/app name. It cannot be vague, impersonate real people, or mimic Xiaohongshu itself. Keep it under 12 Chinese characters. Absolute claims like "No. 1," "top-tier," or "best in the country" are prohibited under China\'s Advertising Law and will cause rejection. Pinyin used to replace Chinese characters is not supported.

Two options: CPC (cost per click) and CPM (cost per thousand impressions). You pick the model that fits your goal. CPC makes sense when you want actual engagement. CPM works when brand exposure matters more. The platform is pre-paid only — no credit terms.

There is no hard minimum published by the platform, but in practice you need at least a few thousand CNY to test and gather meaningful data. Once your cumulative spend exceeds CNY 3,000, you become eligible for private messaging automation, which is worth having if lead generation is your goal.

Yes. The professional account review fee is CNY 600 (one-time, non-refundable). If you work through an agency, there is typically a service fee on top of media spend. Ask us for a quote — it depends on the scope of work.

It varies a lot by industry and targeting. Low-competition niches might see CPCs of a few yuan. Competitive categories like beauty, fashion, or mother and baby can go much higher. There is no fixed price — the system runs an auction, and your cost depends on competing bids and ad quality.

Three things to check: your bid might be too low (raise it), your targeting might be too narrow (loosen it), or your creative might have failed review (check the ad status). These are the most common reasons campaigns stall on Xiaohongshu.

Impressions without conversions usually point to an audience mismatch or a landing page problem. Either you are reaching people who are not your real customers, or the page they land on does not convince them to act. Tightening targeting and rewriting the landing page copy are the first things to try.

The big ones: using someone\'s face in your avatar (not allowed), mentioning prohibited industries (finance, gambling, tobacco, medical/health, dietary supplements, weight loss), and including exaggerated or unverifiable claims. Content that looks copied or that feels like a hard-sell rather than genuine content also gets flagged. Xiaohongshu\'s reviewers are strict about maintaining the platform\'s authentic feel.

Yes. Financial services (securities, private equity, cryptocurrency, P2P lending), gambling, tobacco, and certain health/medical categories are either restricted or completely banned. Prohibited categories also include military/police related imagery, superstition content, online fraud/job scams, micro-business/reselling, gaming account trading, and certain regulated professions.

Some industries need special approval before they can run ads. Check with us before you plan your campaign — it saves time.

If the account name references a trademark, you need to prove you own it or have authorization. Own it? A registration certificate, electronic copy, or acceptance notice works. Someone else\'s trademark? You need both a formal trademark registration certificate and an authorization letter valid for at least one year from the submission date. Make sure the certificate is not expired, withdrawn, or rejected — invalid trademarks will cause the whole application to fail.

Yes. If your account name or ad content references a website, Xiaohongshu requires a screenshot of the ICP filing (MIIT) from China\'s MIIT. One hard rule: Xiaohongshu does not accept ICP filings for websites hosted outside mainland China. If your site is on an overseas server, your application will be rejected — you need a China-hosted landing page to proceed.

The avatar cannot be a real person\'s face or a photo showing someone\'s face. It must be relevant to your brand, product, or business entity. Using another company\'s registered trademark as your avatar is also not allowed — if it looks like it belongs to someone else, it will be rejected.

The avatar must comply with Chinese laws: no political, violent, or discriminatory content, and no imagery associated with prohibited industries. Once the review passes, you cannot reapply to change the avatar for 7 days.

Xiaohongshu isn't just another social media platform—it's where 350 million Chinese consumers go to research products before they buy. With 73% of users searching monthly and 90% of those searches being active intent-driven queries, XHS has become the primary research and consideration channel for categories from beauty to automotive.

Unlike platforms where ads interrupt, XHS thrives on authentic user-generated content (种草, "seeding")—everyday consumers sharing genuine experiences that plant the desire to purchase. For international brands, this means your presence on XHS isn't optional; it's how you get discovered during the critical research phase when Chinese consumers are actively comparing options.

Visual suggestion: Three-number hero card showing 350M+ (MAU) | 73% (monthly search rate) | 90% (active search).

Unsure how to navigate Xiaohongshu's unique ecosystem? Our China market specialists have managed over ¥500 million in XHS campaigns. Book a free platform assessment to see where your brand fits.

China's influencer landscape has evolved into three distinct roles:

Role	Identity	Expertise	Trust Level	Best For
KOL (Key Opinion Leader)	Professional content creator/influencer	Content creation	Aspirational ("I want their lifestyle")	Brand awareness, mass reach
KOC (Key Opinion Consumer)	Everyday consumer with 1K-100K followers	Authentic user experience	Relatable ("They're like me")	Product validation, community building
KOS (Key Opinion Sales)	Brand employee with verified badge	Product knowledge + service	Professional + relatable ("They know the product")	Lead generation, customer service, sales support

KOS is Xiaohongshu's innovation: Over 4.5 million brand employees now act as trusted product experts, generating 29,000+ monthly leads. They combine professional knowledge with authentic engagement—think of them as your in-house influencers.

Confused about which influencer type fits your goals? Our team manages KOL campaigns, KOC seeding networks, and KOS training programs. Download our China Influencer Strategy Guide for a detailed framework.

Chinese consumers on XHS conduct remarkably deep research before purchasing. Take the example of a user looking for home cleaning services ("天鹅到家"):

1. Broad Search Phase – "How to find a postpartum nanny?" → Browses 60 notes
2. Refined Search Phase – "What requirements should I specify for a nanny?" → Browses 34 notes
3. Detailed Search Phase – "Is '天鹅到家' reliable?" → Browses 22 notes

Total: 116 notes researched before making a decision.

This 3-stage funnel shows why simply being present isn't enough—you need content that addresses users at each phase:

• Phase 1: Educational content answering broad category questions
• Phase 2: Comparison content helping users refine criteria
• Phase 3: Validation content (reviews, case studies) building trust

Is your content addressing all three search stages? Our content strategists analyze search data to identify gaps in your funnel. Request a free content gap analysis for your category.

Yes. Foreign companies can run ads on WeChat through a certified agency partner. WeChat requires a Chinese business license for direct account setup, so foreign entities typically need an agency to handle account creation, qualification filing, and ad submissions on their behalf.

Companies from Hong Kong, Japan, South Korea, and Taiwan have a slightly different process with additional documentation requirements. We can help you figure out the fastest path based on your company location.

At minimum, you need a Chinese business license or a partnership with a certified WeChat advertising agency. Depending on your industry, additional documents may include:

(a) Trademark registration certificate + authorization letter (required if your ad references a brand you do not own);

(b) ICP filing screenshot (if your ad mentions a website — the site must be hosted in mainland China);

(c) Industry-specific licenses for regulated sectors such as healthcare, finance, or education.

Foreign entities typically need a BR or CR certificate (Hong Kong companies) or equivalent documentation for other jurisdictions.

WeChat offers four pricing models. Choose based on your campaign goal:

CPM (Cost Per Mille) — Pay per 1,000 impressions. Works best for brand awareness campaigns where reach matters more than clicks.

CPC (Cost Per Click) — Pay only when someone clicks your ad. Better for driving traffic to your landing page, mini program, or official account.

Per Article — Used for influencer content (mutual selection ads). You pay a fixed fee per published article.

CPS (Cost Per Sale) — Pay only when a sale is made. You set the commission percentage and pay out of actual revenue generated.

Most advertisers start with CPM or CPC. The right choice depends on your campaign objective — we can advise on which model fits your goals best.

oCPC stands for Optimized Cost Per Click. It is an intelligent bidding mode where WeChat optimizes toward your actual conversion goal rather than just clicks.

With regular CPC, you pay for each click regardless of what happens after. With oCPC, you define a conversion event (like a form submission, app install, or purchase), and WeChat's algorithm optimizes delivery toward users most likely to complete that action.

Use oCPC when you want to focus on results, not just traffic. The catch: you need enough conversion data (typically 20+ conversions per week) for the algorithm to learn effectively. If you are starting from scratch, regular CPC or CPM might be better until you have some data to feed the system.

WeChat Ads runs on a pre-paid model. You deposit funds into your ad account before your ads go live. There is no post-pay or credit option for most advertisers.

Recharge is done through the Tencent Ads platform (ads.e.qq.com) or through your agency partner. Minimum recharge amounts vary — check with us for current thresholds.

Fees are deducted based on your chosen billing model (CPM, CPC, oCPC, etc.) and are calculated in real time. You can set daily or campaign-level spending caps to control your budget, which is useful when you are testing.

For foreign companies, working through a certified agency is usually the smoother option — the agency handles account funding and billing logistics in CNY.

There is no official minimum budget published by WeChat, but in practice you need at least CNY 5,000 to 10,000 for meaningful testing. Spending less often means not gathering enough data to optimize your campaigns effectively.

WeChat ads work well for brands that want to build awareness within specific Moments feed placements or target Official Account followers. If your goal is lead generation, there are more cost-efficient platforms — but WeChat is unmatched for reach within the WeChat ecosystem.

Think of it as "what you are paying for":

CPM — Cost Per Mille. You pay per 1,000 impressions. 1,000 people see your ad, you get charged once.

CPC — Cost Per Click. You pay only when someone clicks. No click, no charge.

CPA — Cost Per Action. You pay when someone completes a specific action, like downloading your app or signing up. Useful when you want to pay for results, not just traffic.

CPT — Cost Per Time. You pay a fixed fee for a time slot, such as CNY 10,000 for one day. Common for reserved placements and contract deals.

oCPM / oCPC — The smart versions. The system optimizes delivery toward users most likely to convert, which means less guesswork for you. Good for beginners who want the algorithm to handle targeting.

Different ad placements and campaign goals call for different billing models. You pick based on what you are trying to achieve.

Two different ways to buy ad space:

Auction ads — Compete in real time with other advertisers. Higher bid plus better ad quality wins the slot. You control the budget yourself, can pause anytime, and there is no minimum spend. This is what most advertisers start with.

Contract ads — Negotiate a fixed price with the platform upfront for guaranteed placement. You get a fixed position at a fixed time for a fixed duration. Requires more budget and advance planning. Makes sense when you have a product launch or seasonal campaign and need guaranteed visibility.

Auction ads are simpler and more flexible. Contract ads are for when you need certainty. Most TMG clients begin with auction ads.

Two factors determine whether your ad gets shown: your bid and your ad quality score.

Bid — What you are willing to pay per action (click, impression, or conversion). You set this when creating your campaign.

Ad quality — Calculated from relevance, click-through rate, and landing page experience. Higher quality ads can win auctions even with lower bids.

It is not just about how much you spend. A well-crafted ad with strong relevance can outperform a competitor bidding higher. WeChat's auction system rewards relevance alongside budget.

WeChat runs real-time monitoring for suspicious click activity. If the same user clicks your ad multiple times in a short period, those extra clicks are filtered out and you are not charged for them.

The platform automatically flags patterns like rapid repeated clicks, automated bots, or other suspicious behavior. WeChat will not charge you for clicks deemed fraudulent.

If you notice unusual activity in your dashboard, you can report it. Their team reviews reported cases and adjusts the billing accordingly.

There is no fixed CPC — it varies by industry, targeting, and ad placement. WeChat Moments ads tend to have higher CPCs than Mini Program or Official Account placements because of the premium placement.

Low-competition niches might see CPCs of a few yuan. Competitive categories like beauty, fashion, or food and beverage can go significantly higher. The auction-based system means your bid and ad quality both matter.

We will share benchmark data for your specific industry during our onboarding call.

Tencent Ads is not just WeChat. It is an ecosystem that spans multiple platforms:

WeChat Moments — The feed ads that appear between organic posts in WeChat. High engagement, strong brand presence.

WeChat Official Accounts — Banner and article native ads inside public accounts. Good for building a subscriber base.

Mini Programs — Ads that drive users directly into WeChat mini programs. Ideal for e-commerce, services, and app-like experiences without requiring an app download.

WeChat Video Channels — Short video ads within WeChat's video feed. Growing fast as short-form content expands in China.

WeChat Search — Ads that appear in WeChat's internal search results. Catches users actively looking for something specific.

Beyond WeChat itself, Tencent Ads also covers QQ (desktop and mobile), Tencent Video, Tencent News, and the Tencent Display Network (a network of partner apps and websites). If you want broad reach across China's internet, Tencent Ads gives you one entry point to manage it all.

We will recommend the right mix based on your target audience and campaign goals.

Yes. WeChat follows strict advertising regulations. Prohibited or heavily restricted industries include:

Finance: securities, private equity, cryptocurrency, P2P lending, online microlending;

Healthcare: certain medical treatments, prescription drugs, unapproved health products;

Gambling and lotteries;

Tobacco and related products;

Certain regulated professions requiring government licenses;

Content that violates WeChat community guidelines or Chinese advertising law.

Some industries can advertise with special approval. Contact us before planning your campaign — we can check eligibility upfront.

The most common reasons ads get rejected on WeChat:

(1) Exaggerated or unverifiable claims — phrases like "best," "lowest price," or "100% effective" violate advertising law;

(2) Missing or expired qualifications — your business license, trademark certificates, or industry licenses must be current and relevant to the advertised product;

(3) Landing page issues — the site must be hosted in mainland China with a valid ICP filing, and must be accessible;

(4) Prohibited content categories — the product or service itself may fall into restricted categories;

(5) Creative copy that feels like a hard sell rather than authentic content — WeChat reviewers pay close attention to whether ads fit the platform tone.

Yes. Overseas companies can advertise on Douyin through a certified Ocean Engine agency partner. Douyin requires a Chinese business license for direct account registration, so foreign entities typically work through an agency that handles account creation, qualification filing, and ad submissions on your behalf.

Ocean Engine offers bilingual support for international advertisers and has dedicated account managers for foreign brands entering the Chinese market. The onboarding process is more structured compared to other platforms, with clear documentation requirements.

Douyin is the Chinese domestic version of TikTok, operated by ByteDance. TikTok Ads is the international platform that lets you run ads across TikTok, but it does not cover Douyin. Ocean Engine is the self-serve advertising platform specifically for Douyin, Toutiao, Xigua Video, and other ByteDance properties in China.

Think of it this way: TikTok Ads reaches users outside China. Ocean Engine reaches the 700+ million daily active users inside China. If your target market is Chinese consumers, Ocean Engine is your platform. If you are targeting overseas audiences, TikTok Ads is separate.

Some agencies offer both, letting you manage both markets from one interface, but the accounts and ad systems are technically separate.

For overseas companies working through an agency, the agency typically provides the qualification gateway. Your side will generally need:

(a) Company registration documents (business license, certificate of incorporation, or equivalent);

(b) Brand trademark registration certificate or authorization letter (if advertising a brand you do not own);

(c) Landing page hosted in mainland China with a valid ICP filing (required for most product categories);

(d) Industry-specific licenses if applicable (healthcare, education, finance, and similar regulated sectors have additional requirements).

The exact document list depends on your industry and product category. We can provide a tailored checklist based on what you are advertising.

Account review typically takes 1 to 3 business days for basic qualifications. Ad creative review is usually faster: most ads are reviewed within 4 to 12 hours under normal circumstances. During peak periods or holidays, it can extend to 24 to 48 hours.

You cannot run ads until your account passes qualification review. Once approved, subsequent ad submissions generally move faster since your account history is on file.

The minimum daily budget per ad set is approximately USD 50 (or CNY equivalent). For meaningful testing and data gathering, most advertisers start with a test budget of USD 1,000 to 2,000 per month. Spending less than that often does not give the algorithm enough data to optimize effectively.

There is no mandatory monthly minimum published by the platform, but ad delivery can be constrained if your daily budget is too low relative to your targeting scope and market competition.

Ocean Engine supports multiple billing models:

CPM (Cost Per Mille) — Pay per 1,000 impressions. Good for brand awareness campaigns.

CPC (Cost Per Click) — Pay per click. Works well for driving traffic.

oCPM / oCPC — The optimized versions. You define a conversion goal (app install, purchase, form fill) and the system optimizes toward users most likely to convert. These tend to deliver better ROI once you have conversion data to feed the algorithm.

CPV (Cost Per View) — Used for video ads. You pay when a user watches a defined duration of your video.

The platform runs on pre-paid billing for most international advertisers. You deposit funds and the system deducts as campaigns run.

Benchmarks vary widely by industry, targeting, and ad placement, but general ranges are:

CPM: USD 3 to 10 (roughly CNY 22 to 72) per 1,000 impressions, depending on placement and competition.

CPC: USD 0.50 to 1.50 (roughly CNY 3.5 to 11) per click. Competitive categories like beauty, fashion, and gaming run higher.

CPA / CPA goals through oCPM: typically USD 10 to 40 (CNY 70 to 290) depending on the conversion event and industry. App installs tend to be on the lower end; high-ticket purchases or lead forms run higher.

These are indicative ranges, not guarantees. Actual costs depend on your targeting precision, creative quality, and auction competition at the time of delivery.

Most international advertisers operate on a pre-paid basis. You deposit funds into your ad account before campaigns launch. There is no universal credit line available for overseas companies by default.

Monthly billing (post-pay) may be available for established accounts with significant spend history and a direct relationship with ByteDance or a top-tier agency partner. This is not standard and requires negotiation. Most new advertisers should budget for pre-paid deposits.

Ocean Engine uses a real-time auction system similar to other major ad platforms. Your ad rank is determined by a combination of bid amount and predicted conversion rate (for oCPC/oCPM) or click-through rate (for CPC/CPM).

The formula is roughly: ad rank = bid x predicted CTR (for standard bidding) or bid x predicted conversion rate (for optimized bidding). Higher quality ads with better relevance scores can outperform competitors with higher bids.

You can also set bid caps (maximum cost per click or cost per thousand impressions) to control spend, or let the system use automatic bidding to optimize for your stated goal within your budget.

Douyin offers a wide range of ad formats across its ecosystem:

In-Feed Ads — Short video ads that appear in the user's main Douyin feed. The most common format. Skippable after a few seconds.

TopView — Full-screen video ad that plays automatically when users open Douyin. Premium placement, high impact.

Brand Takeover — Static image or video that takes over the entire screen for a moment when the app opens.

Search Ads — Text and video ads that appear in Douyin's in-app search results for relevant keywords.

Spark Ads — Native content format that blends with organic posts. Users can interact with it like regular content.

Native Hot List — Ads placed in Douyin's trending content section.

In-Article Ads — Display and video ads within Toutiao (ByteDance's news app).

Video creative is central to Douyin. Static image ads exist but video consistently outperforms them on engagement and conversion.

Like all major Chinese advertising platforms, Douyin restricts or prohibits advertising for:

Finance: securities, private equity, cryptocurrency, P2P lending, microlending;

Healthcare: prescription drugs, unapproved medical treatments, medical devices requiring special approval;

Gambling, lotteries, and related services;

Tobacco and related products;

Content involving real-person testimonials (faces of non-consenting individuals);

Products or services requiring government-issued special permits;

Content that violates Chinese advertising law, including superlative claims ("best," "lowest price," "100% effective").

Some restricted categories can advertise with special qualification approval. Check with us before planning your campaign.

Under normal conditions, ad creative review takes 4 to 12 hours. During high-traffic periods (holidays, 618 / Double 11 shopping festivals), it can extend to 24 to 48 hours.

Accounts with a clean history and previously approved creatives tend to get faster re-reviews. New accounts or first-time submissions for new product categories may take longer as reviewers assess your qualifications from scratch.

The most common reasons for rejection:

(1) Exaggerated or unverifiable claims — superlatives, guaranteed results, "best" language, and similar phrases violate Chinese advertising law;

(2) Landing page mismatch — the ad content must match the landing page. Redirecting to a generic homepage or a page with different products is a common rejection trigger;

(3) Missing or incomplete ICP filing — your landing page must be hosted in mainland China with a valid ICP license;

(4) Content that mimics organic posts too closely — Douyin reviewers are sensitive to content that tries to disguise advertising as user-generated content without proper disclosure;

(5) Restricted industry or product category without the required qualification documents.

We will audit your creative and landing page against Douyin's compliance guidelines before submission to minimize rejections.

You can repurpose TikTok creative for Douyin, but expect to need some modifications. The platforms share the same vertical video format, so editing is minimal. However:

(1) Subtitles and text overlays — Add simplified Chinese subtitles. Some advertisers also add Chinese text overlays for brand name and key selling points;

(2) Voiceover — If your TikTok has English voiceover, consider replacing it with Chinese voiceover or keeping it with Chinese subtitles. Chinese-speaking presenters tend to perform better;

(3) Landing page — Your TikTok ad likely links to a Western landing page. For Douyin, you need a mainland China-hosted page with ICP filing;

(4) Music and sound — Douyin has its own music library and popular tracks. Using trending Douyin sounds can improve organic-style performance.

The creative concept and format translate well. The localization work is mainly in language, landing page, and audio adaptation.

The Ocean Engine App (巨量引擎APP) supports up to 5 logged-in accounts per device. This limit is set to protect account security and ensure clean permission separation across teams.

If you manage more than 5 accounts, you can grant access to additional accounts through the authorization mechanism within the platform — no need to log in and out repeatedly. For large agency setups managing dozens of advertiser accounts, authorization is the recommended approach.

After the latest app update, Comment Management and Lead Management have moved. The new path is:

Home → Tap [All Accounts] at the top → Select a specific account → Scroll to the bottom → [Common Tools]

Both Comment Management and Lead Management are now grouped under Common Tools, along with other frequently used utilities. If you bookmarked a shortcut on the old version, it will no longer work — you will need to navigate through this new path after updating.

There are two ways to modify account-level budget directly in the app:

Path 1 (Juliangqianchuan & Juliangmarketing): Home → Tap [All Accounts] at the top → Select an account → Budget field is editable inline on the account overview page.

Path 2 (Juliangmarketing only): Accounts tab → Long-press a single account → Quick budget edit option appears.

Path 1 supports both Juliangqianchuan (e-commerce) and Juliangmarketing (brand/performance) accounts. Path 2 is Juliangmarketing only. If you do not see the budget edit option, check whether your account role has budget management permissions.

Within the Ocean Engine App, you can reach customer support via:

Accounts → Select a single account → Account Center → Tap [Contact Support]

A live support agent is available through this channel for real-time troubleshooting. This is the fastest route for account-specific issues such as billing disputes, ad rejection appeals, or access problems.

For audit-related questions and human review escalations, those are handled by the Juliangwenwen (巨量问问) system, not through the main support channel.

Yes. Foreign companies can advertise on Bilibili, but the process requires working with a certified Bilibili advertising agency or a domestic partner. Bilibili requires a Chinese business license or equivalent qualification for direct ad account registration, so most international brands go through an agency partner.

Bilibili's advertising platform is called Bilibili MCN (member.bilibili.com/platform/ad), and the ad system is integrated with Alibaba's Uni Desk for some placements. Foreign brands typically need documentation including company registration, trademark proof, and a compliant landing page.

Bilibili is a video-centric community with a highly engaged, younger audience (predominantly 18-35, with a median age around 22). Users self-identify as "Bilibili users" — it is more of a cultural identity than just a content platform.

Key differences: (1)弹幕 (danmu) — real-time comment overlays that create a shared viewing experience; (2) Strong community culture with sub-communities (tags/groups) around specific interests; (3) UGC ecosystem — user-generated content is the core, not just professionally produced content; (4) Longer video engagement — Bilibili users watch longer-form content than Douyin/TikTok users; (5) Creator relationships matter — native advertising often works best through collaboration with Bilibili creators (UP主).

For overseas companies working through an agency:

(a) Company registration documents — business license, certificate of incorporation, or equivalent (with certified Chinese translation if not originally in Chinese);

(b) Brand trademark registration certificate in China, or trademark authorization letter if you do not own the trademark;

(c) Landing page hosted in mainland China with a valid ICP filing (required for most product categories);

(d) Industry-specific licenses if applicable — healthcare, education, finance, gaming, and other regulated industries have additional requirements;

(e) For HK/Macau/Taiwan companies: BR/CR certificate or equivalent identity document.

Account qualification review typically takes 1 to 5 business days, depending on document completeness and whether your industry requires additional verification.

Ad creative review is usually 4 to 12 hours for standard content. During high-traffic periods (Bilibili Festival in June, New Year, major anime/game releases), review times can extend to 24 to 48 hours. Content referencing trending Bilibili topics or memes may face additional content policy review.

The minimum daily budget per campaign is approximately USD 30 to 50 (CNY 200 to 350) depending on the campaign type and targeting. For meaningful testing and audience insight, a monthly test budget of USD 1,000 to 2,000 is recommended.

Note: Bilibili's auction system is often less crowded than Baidu or Douyin, which means lower CPM/CPC rates in many categories — but the audience is more niche. Budget efficiency depends heavily on audience fit. If your target demographic overlaps with Bilibili's core user base (young, tech-interested, anime/gaming culture), you can achieve strong results with a smaller budget than on mainstream platforms.

Bilibili supports several billing models:

CPM (Cost Per Mille) — Pay per 1,000 impressions. Best for brand awareness campaigns.

CPC (Cost Per Click) — Pay per click. Works for traffic-driving campaigns.

oCPM / oCPC — Optimized models where you define a conversion goal and the algorithm optimizes delivery. These typically deliver better ROI once you have conversion data.

CPV (Cost Per View) — Used for video ads, charged when a user watches a defined duration of your video.

Billing is pre-paid for most advertisers. Some established accounts with significant spend history may qualify for monthly post-pay arrangements.

Bilibili generally has lower rates than mainstream platforms because the auction is less competitive — though this also means smaller audience volume. Typical ranges:

CPM: USD 2 to 8 (CNY 15 to 55) per 1,000 impressions, depending on placement and targeting.

CPC: USD 0.30 to 1.20 (CNY 2 to 8) per click. Gaming, tech, and anime-adjacent categories tend to have higher engagement.

CPA through oCPM: USD 8 to 30 (CNY 55 to 210) depending on conversion event and audience fit. App installs and website visits are common goals; lead forms and purchases require more optimization.

These are indicative benchmarks. Actual costs depend on creative quality, audience targeting precision, and competition at the time of delivery.

Most new international advertisers operate on a pre-paid basis — you deposit funds before campaigns run. Post-pay (monthly billing) may be available for established accounts with high spend volume and a direct relationship with Bilibili or a top-tier agency.

If credit terms are important to your operation, discuss this with us during onboarding. We can explore options based on your expected monthly spend and account history.

Bilibili offers a variety of formats, with video as the dominant format:

In-Feed Video Ads — Short video ads that appear in the user's feed or between videos. The most common format.

Banner Ads — Display banners on the Bilibili homepage and section pages.

Brand Display — Static or animated brand awareness units.

Native Content (Story Mode) — Vertical video ads in the mobile feed.

UP主合作广告 (Creator Collaboration Ads) — Sponsored content created by Bilibili creators. This is often the most effective format on Bilibili because the audience trusts creator recommendations more than branded content.

Brand Zone / 品牌专区 — A branded landing page experience for major campaigns.

Video creative is central to Bilibili. Static ads exist but video consistently outperforms them, especially when the creative style matches Bilibili's user-generated aesthetic.

Yes — and it is often the most effective approach on Bilibili. Bilibili's community is creator-driven, and audiences are more receptive to recommendations from creators they follow than to traditional ads.

Options include:

(1) Commercial collaboration through Bilibili's platform — Bilibili has an official UP主商业合作平台 (Starfire) where verified creators can accept branded content deals. This ensures content compliance and provides some platform-level guarantees;

(2) Direct creator outreach — Working with creators directly through agencies or talent management (MCN) companies. This gives you more flexibility in negotiating content direction and exclusivity;

(3) Hybrid approach — Run platform ads + creator collaborations simultaneously for maximum reach and credibility.

Bilibili's creator ecosystem covers virtually every interest: gaming, anime, tech, lifestyle, education, fashion, music, and more. Finding creators whose audience matches your target demographic is key.

Bilibili restricts or prohibits advertising for:

Finance: P2P lending, cryptocurrency, private equity, microlending, securities trading platforms;

Healthcare: Prescription drugs, unapproved medical devices or treatments, online pharmaceutical sales without license;

Gambling and lottery services;

Tobacco and vaping products;

Adult content and services;

Real-estate pre-sales in certain regions;

Products requiring government-issued special permits that are not provided;

Content that violates Chinese advertising law, including superlative claims ("best," "lowest price," "100% effective") or misleading testimonials.

Some restricted categories may advertise with special qualification approval. Verify before planning your campaign.

Bilibili's audience values authenticity, humor, and genuine knowledge sharing. Content that feels corporate or overly polished often underperforms compared to content that fits Bilibili's creator-driven aesthetic.

What works: (1) Educational/informational content with personality — tech reviews, tutorial-style content, deep dives; (2) Content that references Bilibili's own memes, culture, and inside jokes; (3) Collaborations with established Bilibili creators whose style matches your brand; (4) Storytelling-driven video that builds genuine connection; (5) Long-form video (5 to 30 minutes) for complex products or services.

What to avoid: (1) Direct hard-sell ads without context; (2) Content that feels templated or copied from other platforms; (3) Exaggerated claims without substantiation; (4) Using trending music or references in a way that feels forced.

The best Bilibili campaigns usually involve some level of native content or creator collaboration, not just traditional in-feed ads.

Common rejection reasons on Bilibili:

(1) Exaggerated or superlative claims — "best," "lowest price," "100% effective," and similar language violate Chinese advertising law and Bilibili's content policy;

(2) Content that mimics organic posts without proper advertising disclosure — Bilibili reviewers are strict about distinguishing sponsored content from organic user content;

(3) Landing page mismatch — ad content must match the landing page exactly;

(4) Missing or invalid ICP filing for the landing page URL;

(5) References to Bilibili's IP, mascot (2233娘), or trademarked elements without authorization;

(6) Content referencing gaming restrictions, age-gating, or other policy-sensitive topics without proper context;

(7) Content that could be perceived as exploiting youth audiences or controversial social topics.

We audit creative against Bilibili's compliance guidelines before submission to minimize rejections.

You can repurpose video content, but direct cross-posting without adaptation is not recommended. Bilibili's audience is distinct, and content that works on Douyin/TikTok often feels out of place on Bilibili.

Key differences to consider:

(1) Length — Bilibili users watch longer videos (5 to 30+ minutes). Short 15-60 second clips may not perform well unless they are exceptionally engaging;

(2) Subtitles — Add simplified Chinese subtitles if your video has dialogue;

(3) Tone and style — Adapt to Bilibili's informal, community-driven tone. Content with humor, self-deprecation, and genuine personality performs better;

(4) Soundtrack — Douyin's trending sounds may not resonate with Bilibili users, who have their own distinct audio culture;

(5) Creator voice — If using creator content, work with Bilibili creators rather than porting Douyin creator collaborations.

For best results, create Bilibili-specific content or significantly adapt existing creative to fit the platform's culture.

GEO stands for Generative Engine Optimization. It is the practice of making your brand and content easier for AI systems — like DeepSeek, Doubao, Kimi, and Wenxin — to find, understand, and reference when answering user questions.

Where SEO targets search engine rankings, GEO targets AI-generated answers. When someone asks an AI a question and the AI mentions your brand in its response, that is GEO working.

SEO and GEO serve different channels and produce different outcomes.

SEO puts your website higher in search engine results pages. Users still need to click through to your site.

GEO aims to get your brand mentioned directly inside an AI answer. The user may never leave the AI interface — they get a recommendation without clicking anything.

Think of SEO as earning a spot on a menu. GEO is getting the waiter to recommend your dish by name.

Our GEO service focuses on the AI platforms most used by Chinese consumers:

DeepSeek — fastest-growing reasoning model in China, widely adopted across industries

Doubao (ByteDance) — integrated with Douyin, massive user base, frequently cited by younger audiences

Kimi (Moonshot) — strong with professionals and knowledge workers

Wenxin Yiyan (Baidu) — benefits from Baidu search data, relevant for users with commercial intent

We track which platforms your target audience actually uses and prioritize accordingly.

We offer three service tiers:

Audit & Strategy — USD 1,500 for a one-time assessment and action plan. Good if you want to understand your current AI visibility before committing to a full program.

Enterprise — USD 4,500 per half-year. Includes content optimization, monthly performance reports, and platform coverage across DeepSeek, Doubao, and Kimi.

Professional — USD 18,000 per year. Everything in Enterprise, plus quarterly strategy reviews, priority turnaround, and expanded coverage including Wenxin Yiyan.

All prices are in USD. We do not charge per keyword or per AI platform.

It depends on what you compare. Entry-level GEO (Audit & Strategy) is comparable to a basic SEO audit. Our GEO Enterprise tier, priced at USD 4,500 per half-year, is comparable to a mid-range SEO retainer.

The difference is in the outcome: SEO brings users to your website, GEO gets your brand mentioned inside AI answers. Most clients running both find they complement each other — SEO for direct traffic, GEO for brand authority in conversations users are having with AI.

Unlike SEO, where rankings give you a clear number, GEO is harder to measure because AI platforms do not publish their reference sources.

We measure what we can: (1) Share of voice — how often your brand appears in AI responses to questions in your category, tracked over time; (2) Intent match — whether the queries triggering your brand mentions align with your actual target customers; (3) Zero-click reach — estimated impressions from AI answers without clicks.

We provide monthly reports with trend charts. You should expect 3 to 6 months of data before seeing consistent patterns.

GEO moves slower than paid ads. Most clients start seeing measurable changes within 3 to 6 months of consistent optimization work.

The reason: AI systems update their models periodically. Changes we make today may take weeks or months to propagate through model retraining cycles. This is different from SEO, where algorithm updates can produce overnight shifts.

We will share early signals within the first month — internal testing results, preliminary probe checks — but the real picture takes patience.

For each engagement, you receive:

A GEO audit report — your current visibility across DeepSeek, Doubao, Kimi, and Wenxin Yiyan, with a prioritized action list

Optimized content — rewritten or newly created articles, FAQ pages, and data points designed for AI readability and reference

Monthly performance reports — share of voice trends, query coverage maps, and recommended next steps

Strategy consultations — quarterly calls to align GEO work with your broader marketing and business goals

Not necessarily, but it helps. AI systems do reference content from global websites — including English-language sites — when answering questions from Chinese users.

That said, a Chinese-language website (or a properly configured subdomain) gives AI systems more signals to work with. It also signals local relevance, which some AI platforms weight higher.

If you do not have a Chinese website yet, we can work with your existing site and recommend whether a Chinese version would be worth the investment for your specific situation.

We recommend reviewing and refreshing content every 3 to 6 months. The AI landscape changes quickly — new model versions, updated training data cutoffs, and shifting user query patterns all affect what gets referenced.

Quarterly refreshes are standard for most clients. If your industry is fast-moving (tech, finance, health), you may want more frequent updates.

SEO first, in most cases. A functioning SEO foundation — a crawlable website, structured content, proper metadata — is also the foundation for good GEO. The technical requirements overlap significantly.

If you have no website or a site that is technically broken, fix that before paying for GEO. If you have decent SEO already, GEO is a natural next step to expand your visibility beyond traditional search.

We sometimes run both in parallel for clients with existing infrastructure, as the content work overlaps.

No. AI-generated answers do not replace search engine results pages — they sit alongside them. Users still search. Websites still get visited. Rankings still matter.

GEO is an additional channel, not a replacement. The clients who benefit most from GEO are the ones who already take SEO seriously and want to expand their presence into AI-generated conversations.

Cutting SEO to fund GEO would likely hurt your overall visibility in the long run.

They serve different parts of the funnel and complement each other well.

Baidu SEM reaches users who are actively searching right now — high commercial intent, immediate conversions. GEO builds longer-term brand authority in the conversations users are having with AI.

Think of SEM as paying for a spot at the front of the line. GEO is trying to become the name the waiter recommends without being asked.

Some clients also use GEO to research which topics and queries their AI-visibility competitors are capturing — this informs SEM keyword strategy.

Based on what AI systems tend to reference:

FAQ pages — direct Q&A format maps naturally to how users ask AI questions. High priority.

Data points and statistics — specific numbers, benchmarks, and research findings get cited frequently

Clear definitions and explanations — the AI equivalent of a dictionary entry

Case studies and real examples — concrete stories outperform abstract claims

Properly structured articles — clear headings (H1/H2/H3), opening paragraphs that answer the main question, and concise summaries all help AI systems extract and reference your content.

Bing China's user base represents a premium audience: highly educated, urban, and with above-average income.

• Age: Over 75% are under 45
• Education: More than 75% hold college degrees, compared to 57% national average
• Income: 27.5% overrepresentation in personal monthly income over ¥8,000 (TGI 127.5)
• Location: Concentrated in Tier 1-3 cities
• Gender: 57% male, 43% female

This makes Bing China users ideal for brands targeting educated professionals, urban consumers, and premium product segments.

Bing China attracts a younger, more educated, and higher-income demographic compared to Baidu's broader user base.

Metric	Bing China	Baidu (Estimated)
Age concentration	Under 45 dominant	Broader age distribution
College education	>75%	~57% (national average)
Urban focus	Tier 1-3 cities	More nationwide spread
Income level	Overindexed in >¥8k monthly	More representative of general population

For international advertisers, this means Bing China offers a more premium audience, while Baidu provides broader reach.

Based on user behavior data, the following ad formats perform well:

• Search ads: 59% of users research products before purchase, making search ads effective for capturing intent
• Display ads on tech sites: With 68% interest in AI, technology-focused display ads see higher engagement
• Education and professional service promotions: Over 75% college educated, with planned education spending averaging ¥3,040.1
• Premium brand positioning: Higher income levels support premium product advertising

Additionally, 62% of users show greater willingness to engage with ads compared to average users.

High-potential categories include:

• Technology & Software: 68% interest in AI, high education level
• Education & Training: >75% college educated, 72.4% plan education spending for children
• Premium E-commerce: High disposable income (¥4,334.5 monthly personal consumption)
• Financial Services: High income, rational decision-making
• B2B Services: Professional user base with decision-making authority

These categories align with the demographic and behavioral characteristics of Bing China users.