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Vlogging culture has experienced rapid growth in China since 2018. Central to this expansion, social media platforms have played a dominant role in popularising vlogging culture. By conducting a digital ethnography of the Chinese user-generated content platform Bilibili from September 2019 to May 2022, this article explores the institutional power of platforms in promoting and shaping vlogging production and practices in China. Beyond the function of intermediating, Bilibili shapes vlogging as an intensive production and interactive practice with high performativity to compete for visibility. This article theorises four ways that Bilibili popularises vlogging culture in China: pillarising discourses, metric-based monetisation, advertising mediation and vlog-focused campaigns. In taking this approach, this study sheds light on the institutional power of platforms in promoting and shaping cultural production. In addition, it uncovers the precarity embedded in the promotion strategies, notably the interplay with the platform economy in the context of China.

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