Interactive Video on Bilibili in China

The Chinese video-sharing platform Bilibili (哔哩哔哩) announced their new interactive video feature in early July. Video makers can create an interactive video with different options, and viewers can actively participate in the story by making selections to explore multiple plots and endings. Since this feature is still in the testing stage, it’s only open to video uploaders who have over 10,000 followers.

One of the first few interactive videos on Bilibili allows viewers to control the main character, who is a middle-aged woman, to fight against the Devil. Although the video quality and visual effect are very low-tech, it still attracts over 1.5 million viewership because of the interactive feature.

The era of 5G is coming, data will be able to transfer in a higher volume within a shorter time, benefiting the video content sharing. Interactive video can attract attention, encourage participation, and collect viewers’ preferences, which would be very useful for brand marketing. Let’s wait and see how interactive video would impact the marketing industry in the coming future.