Bilibili focuses on GenZ users, forming a unique community. It has steady high-quality user-generated contents. Unlike other similar platforms that rely heavily on algorithms, Bilibili uses the power of its communities to achieve user engagement.
Themes
Bilibili has videos on more than 20 themes, including anime, music, dance, games, knowledge, life, films, fashion, technology, food, etc.
"I prefer Bilibili because I can watch interesting videos from people with similar interests and that inspires me to create my own content."
Membership
Bilibili users have to complete a test to become an official member and post bullet comments.
"Bilibili has less misleading comments because the commenters are filtered by basic knowledge and moral standards of the community."
Terminology
Bullet comments allow users to leave a quick comment on a video when they are watching. The comments are displayed directly over the video content shooting from the side of the screen.
"I think Bilibili’s bullet comments are really funny and that makes it stand out compared to other video platforms."

Bullet Comment of 2017: Xi (囍)
Xi is not a common standard Chinese character. In traditional folk symbols, it means that you have obtained a title and got married, and two happy events happened one after another, which is "double happiness." Later, Xi was used to express marriage. In the year of 2017, bullet comment Xi appeared 218,062 times, distributed in tens of thousands of videos, and appeared in scenes such as reunions of couples in anime.
Bullet Comment of 2018: True (真实)
In the year of 2018, bullet comment True appeared 477,065 times out of more than billions of bullet comments.
Bullet Comment of 2019: Ah I'm dead (awsl)
Awsl is the abbreviation of Ah I'm dead in Chinese. If showed how the audience feel happiness, joy, and excitement when they see their favorite content in videos. In the year of 2019, out of a total of more than 1.4 billion bullet comments, the annual bullet comment "awsl was sent 3,296,443 times.
Bullet Comment of 2020: Ye Qing Hui (爷青回)
Ye Qing Hui is the abbreviation of "the youth of an elder comes back." No matter what age the users were born in, when the familiar melodies from their memory were played again, the familiar pictures flashed in their mind. In 2020, a total of 2,275,216,512 bullet comments appeared, and Ye Qing Hui was sent 5,420,359 times.
Bullet Comment of 2021: Po Fang Le (破防了)
Po Fang Le means the defense is broken. While it originally means physical damage to break through a defense, in the context Bilibili, it often indicates that the psychological defense is broken, especially in the year of 2021 together with several major social changes. The total amount of bullet comments in Bilibili exceeded 10 billion in 2021.