Meet the short-video app Bilibili — a platform that brands know they should get on, but they are reluctant (or maybe too intimidated) to pull the trigger. Why is that? Its user culture is stronger than that of other Chinese social media and video-sharing platforms. Bilibili is where all the subcultures go, the anime, comic, and game nerds, the artists, the content creators that don’t want to make clichéd 15-second dancing videos. Get your campaign right and your ROI will be high; get it wrong and you will be scorned and mocked. In this episode, Lauren brings Miro Li, a digital marketing consultant based in Hong Kong, back on the podcast to give an overview of Bilibili. She digs into what makes the platform unique and shares how and why brands should be using it. ­To learn more about marketing in China, sign up for Lauren’s newsletter: The China Marketing Update! Resources: Chinable Academy Bilibili 101 Course (Special discount code for listeners: BILI20) WeChat mini program livestreaming webinar:  https://us02web.zoom.us/webinar/register/2015887102237/WN_9ymTeoX9RoCQ5aUnyszstw  Guest: Miro Li LinkedIn | WeChat: Miro509 Host: Lauren Hallanan Website | LinkedIn | WeChat: H1212118514  Check out Lauren’s book: Digital China: Working with Bloggers, Influencers and KOLs.  Like the podcasts at SupChina? Help us out by taking our brief survey.