360 video marketing and benefits
In marketing and advertising, some experts suggest that companies have 3 to 5 seconds to engage a user with the content. With 360 video marketing, marketers can take user engagement to the next level, provide an immersive brand experience and create a loyal fanbase.
What is a 360 video ?
Imagine watching a video where you can look in any direction you want as if you are physically present in that environment.
With 360 degree video, users can get a sense of what is happening around them, not just what’s in front of them. Such a viewing experience not only heightens the presence but also makes the content engaging and interactive.
Unlike traditional videos where users only see what the camera is pointed at, with 360 degree video, users can simply use their smartphones or a VR device or a web browser to look up, down, left and all around.
This way, brands can make users a part of their storytelling rather than encouraging them to just click, like and subscribe to their channels.
How to shoot 360 video ?
To shoot a 360 video, one method is to use a custom rig that allows you to mount multiple cameras in different directions.
By placing the cameras strategically on the rig, you can record video simultaneously from all angles. Once the footage is captured, it needs to be stitched together using specialized software.
Alternatively, there are various consumer-grade 360 degree cameras available that simplify the process of shooting 360 degree videos.
These cameras are compact, portable, and user-friendly, making them accessible for individuals and small businesses. Some popular consumer 360 degree cameras include the GoPro MAX, Insta360 ONE R, and Ricoh Theta series.
Professional 360-degree cameras like the Nokia OZO are commonly utilized for cinematic VR experiences, live events, and high-end marketing campaigns that require top-notch quality and technical precision.
Marketing benefits of 360 videos
Enhanced Consumer Experience
360 video for marketing offers a highly immersive and interactive experience that enables brands to tell captivating stories in a more compelling and engaging manner.
By allowing users to freely explore and navigate within the environment, brands can establish a stronger connection, enhance brand recall, and improve retention rates.
Build Trust and Loyalty
Travel businesses can leverage the power of 360-degree virtual tours as an excellent marketing strategy, enabling potential customers to envision their accommodations and surroundings before making a reservation.
By immersing themselves in this interactive experience, consumers gain the ability to make informed decisions based on a realistic preview of their potential travel experience.
Capture Rich Analytics
Understanding consumers behavior can be quite challenging and time consuming. 360 degree videos fasten this process by integrating eye-tracking technology, providing brands the opportunity to accumulate involuntary actions such as heart-rate and gaze monitoring.
VR and 360 video marketing
Virtual Reality unlike a 360 degree video is a computer-generated environment, which involves immersion and interactivity and is experienced using a VR headset. VR for marketing allows brands to launch their product or gamify a marketing campaign which leaves a lasting impression among customers.
360 video marketing enables brands to immerse customers in a narrative where they become the focal point, capturing real-life surroundings for a relatable and vibrant experience. It allows brands to stir emotions and entice prospective customers to become immersed in the culture of the brands.
For a marketing firm, it is imperative to factor in the right platform, target audience preferences, campaign objective and desired level of immersion and interactivity. For example, although virtual reality offers a fully immersive experience, it requires users to have a VR headset, which can be limiting.
On the other hand, 360 video marketing is more accessible and cost-effective. Various social platforms like Facebook, Youtube, and Vimeo support 360 degree format, and offer a panoramic view to the audience. However, they lack a sense of immersion and interactivity.
Should you create a 360 video marketing for your business ?
When considering a 360 degree video for your next marketing campaign, you may have some questions
One of the first things that you should be considering is how effectively your brands’ messaging or product would get conveyed through a 360 degree format. What kind of interactivity can be incorporated into the video to enhance user engagement and experience.
Where do you want 360 video marketing to be viewed? Should you upload on Youtube or Facebook or any other platforms. This is one of the ways to make the experience accessible.
ROI and Effectiveness
A deeper understanding of customers’ motivation, behavior and preferences can help a brand develop patterns that would influence their buying decision. 360 degree video unlike any other marketing metrics can capture users’ involuntary actions such as muscle movements, eye gaze, and heart-beat to name a few.
Hiring a Professional vs In-house
When it comes to shooting 360 degree marketing videos, brands have the option to choose either a professional 360 video for a marketing agency which can take their viewers on a journey be it a look behind the scenes or launching a new product or be it visiting a factory.
On the other hand, brands have the option to empower their in-house team and provide them with 360 degree cameras to record advertising campaigns, focusing on creating awareness and promoting products and services.
Examples of brands using 360 degree marketing videos campaigns
TOMS Shoes – Virtual Giving Trip
TOMS, a shoe company, harnessed the potential of 360-degree video to transport viewers on a virtual journey called the “Virtual Giving Trip” to Peru. Through this video, TOMS highlighted their unique approach of donating a pair of shoes to a child in need for every pair purchased.
By immersing viewers in the experience, they witnessed the impact of TOMS’ mission firsthand, fostering a deeper emotional bond between consumers and the brand.
The 360-degree video garnered an impressive 1.5 million views, underscoring the compelling nature of immersive storytelling in reinforcing brand values.
Marriott – “Get Teleported” Campaign
Marriott Hotels launched the “Get Teleported” campaign, combining 360-degree video and 4D sensory elements to create unique virtual travel experiences. Users were transported to Hawaii beaches and London skyscrapers.
The campaign received high engagement and positive feedback, showcasing the immersive power of 360-degree video in enhancing brand experiences.
Red Bull - Air Race
Red Bull, known for its adventurous brand image, employed 360-degree video to offer viewers an exhilarating firsthand encounter with their air races. By providing an immersive cockpit perspective, the video allowed viewers to experience the race firsthand.
This innovative implementation of 360-degree video enabled Red Bull to deliver an exceptional brand experience, resulting in heightened engagement and reinforced brand loyalty.
360 video marketing is a novel approach for businesses of any type to take their customers on a roller coaster journey, making them sit in the driver’s seat instead of being a spectator.
If you are a brand and looking forward to 360 video for business to captivate audiences with virtual experiences, you can contact us to help you create impactful and engaging marketing campaigns.