The best ways to use 360 video for business
Video content plays a pivotal role in shaping consumers’ buying decisions. While various types of videos, such as product explainers, animations, or behind-the-scenes footage, are commonly employed to attract buyers, many worldwide are now experimenting with a new video format known as 360 video for business.
So what are 360 videos ?
360 videos capture a panoramic view of the surroundings, enabling viewers to experience spherical or immersive content.
Unlike traditional videos with a fixed frame, 360-degree videos allow users to explore the entire scene by using the fingers on their smartphone to see the surroundings or by using a virtual reality (VR) headset.
Is 360 videos worth it ?
According to a study by Magnifier, in terms of marketing performance, 360-degree video stands out as a cost-effective and engaging option.
The cost per 1000 impressions for 360-degree video is substantially lower, with only $1.74 compared to $4.20 for fixed-frame video.
Additionally, the average percentage of videos viewed is considerably higher for 360-degree video, surpassing the fixed-frame video by 28.81%.
These findings demonstrate the appeal and effectiveness of 360-degree video in captivating audiences and generating positive user engagement.
Should you use 360 video for business ?
Firstly, major social media platforms like YouTube and Facebook have embraced 360-degree video, providing businesses with a ready-made platform to showcase their content.
Secondly, statistics highlight the captivating power of 360 video for business. Studies have shown that 360-degree videos attract and retain more attention compared to traditional videos.
Thirdly, by adopting new technologies like 360-degree video, businesses can position themselves as modern and forward-thinking.
In an era where technology is evolving rapidly, embracing innovative mediums allows businesses to showcase their adaptability and willingness to stay ahead of the curve.
Benefits of 360 videos
360-degree videos offer a range of benefits that enhance user experiences and provide unique opportunities for businesses.
User engagement
360-degree video be it on VR or a desktop or a smartphone provides the next level of immersion as it allows users to view the entire surrounding rather than viewing a two-dimensional video on a rectangle screen.
This immersive nature of 360-degree video creates a sense of presence and captivates users, making it an effective tool for brands to deliver memorable and impactful experiences.
Brand Loyalty
By utilizing 360-degree video, brands have the opportunity to forge a loyal fanbase and attract genuine clients by providing them with a realistic and immersive view of their products or services.
Whether showcasing a physical product or offering a behind-the-scenes glimpse, 360-degree video allows users to experience a heightened sense of engagement and interaction.
This immersive experience fosters a stronger connection between the brand and the user, leading to increased brand loyalty and customer trust.
Benefits of 360 videos
Businesses can explore various options to promote their brand, services or product using 360 videos. Here are a few:
360 video for business use case 1: Virtual Tour
360 videos offer a fascinating way for businesses to showcase their physical locations and give potential customers a virtual tour.
Real estate agents, hotels, and tourism companies can use 360 videos to provide immersive and interactive experiences, allowing viewers to explore properties or travel destinations from the comfort of their own homes.
For instance, a hotel could create a 360 video tour of its rooms, amenities, and surroundings, giving potential guests a sense of the experience they can expect.
360 video for business use case 2: Training
Businesses can leverage 360 videos by transforming their training programs into immersive story-based learning. For example, a manufacturing company creates an entire walkthrough of an assembly line to showcase how a product moves along a sequence of workstations.
Such innovative training methods not only boost employees’ confidence and motivation but also facilitate seamless and efficient onboarding processes for companies.
360 video for business use case 3: Marketing
360 video for marketing helps companies to create immersive and interactive campaigns. For example, a shoe company can create a 360 video showcasing its latest shoes, allowing viewers to see it from different angles.
To make it interactive, various hotspots like mini icons can be added, which on click can overlay interesting features about the product. This interactive approach can enhance engagement and drive sales.
360 video for business use case 4: Behind the scenes
Building trust and credibility among customers is one of the most crucial things for any business and 360 videos can play a significant role in achieving this goal.
For example, VROwl created a 360 degree video for CSC, a pioneer in the production and installation of self-storage units.
The video provides a comprehensive exploration of the entire development process from initial contact, planning, installation, and follow-up, showcasing multiple locations, introducing departments, and showcasing the employees involved.
360 video for business use case 5: Live Events
By utilizing 360 videos, businesses can expand their reach by broadcasting live events to a larger audience. Event organizers have the capability to deploy 360-degree cameras at conferences, concerts, or sporting occasions.
Viewers have the immersive experience of virtually being present at the event, with the freedom to explore their desired perspective within the video.
This can result in heightened event attendance, increased engagement, and the potential to generate additional revenue through virtual ticket sales or sponsorship opportunities.
Examples of brands using 360 videos
NBA
The NBA has harnessed the power of 360 videos to offer fans an immersive experience of live games and exclusive behind-the-scenes content. Through capturing 360-degree footage from the courtside, viewers can enjoy a player’s-eye view, feeling as though they are right in the middle of the action.
Discovery
Discovery has leveraged 360 videos to take viewers on virtual tours to different parts of the world. They have created immersive experiences where users can explore natural wonders, dive into the depths of the ocean, or embark on wildlife expeditions.
The New York Times
Discovery has leveraged 360 videos to take viewers on virtual tours to different parts of the world. They have created immersive experiences where users can explore natural wonders, dive into the depths of the ocean, or embark on wildlife expeditions.
Disney
Disney has embraced 360 videos to provide unique experiences to their audience. They have used this technology to give people an overview of its theme parks around the globe.
Additionally, it has released teasers of its flagship movies like Little Mermaid and Frozen 2 in 360 video format.
How to create 360 videos for business?
In order to create 360 videos, businesses need to factor in a couple of things from choosing the right camera gear, actors, and most importantly identifying the scenarios.
360 degree cameras
To ensure optimal quality in capturing 360 videos, organizations should carefully select the appropriate gear.
In the market, a range of professional-grade cameras, such as Nokia OZO, GoPro Odyssey, and Facebook Surround 360, offer advanced capabilities for capturing immersive content.
Immersive Scenario Types
The businesses then need to decide the right scenario. For example, for showcasing an assembly line or behind the scene, guided tours or information-based scenarios would work well.
On the other hand, companies have the flexibility to create multiple training scenarios with branching paths and interactive dialogues, allowing for different consequences based on the user’s selections.
This approach adds depth and interactivity to the training experience, providing learners with the opportunity to explore different outcomes and make choices that impact the training process.
Working with cast
It is essential to consider which types of people would be appropriate for various immersive scenarios. Furthermore, it is crucial to determine the desired dialogues or actions for individuals participating in immersive scenarios.
Hiring a professional or inhouse ?
The decision to hire a professional 360 video agency or keep the production of 360 videos in-house depends on various factors. Hiring a professional can bring expertise, specialized equipment, and industry knowledge, ensuring high-quality output.
If you’re looking for an established and professional vr company, contact us now.
