Scrolling through social media looks a lot different today than it did just a year ago. This is not only due to the ever-evolving nature of the social feed, but also because of the features that are being adopted by marketers, influencers, and individuals alike.
The most dramatic inclusion of late is the use of immersive video content — mainly 360-degree video and VR!
As consumers demand a more immersive experience, many brands are turning to it for innovative and attention-grabbing advertising and marketing campaigns. In fact, its rising trend is shaping up to be a pivotal and driving force for digital marketing.
So, what is 360 video and why should you use it for your business?
What Is a 360 video?
360 video or 360-degree videos are immersive, spherical video recordings where a view in every direction is recorded simultaneously. These shots require an omnidirectional camera or collection of cameras set up to achieve the 360 views. The purpose of 360 videos is to immerse the viewer in the experience as if they were there.
360 video and virtual reality are sometimes used synonymously, but the key difference is in the way these videos are viewed. A 360-video viewed on Facebook or YouTube is simply considered a 360 video. Whereas a 360-video viewed through a VR headset is considered virtual reality.
Why You Should Use 360 Video Content?
Digital marketing is all about capturing consumer attention. As we have moved from traditional print to television to the internet, the competition to capture audience attention has become both more specified and more difficult.
It only makes sense that immersive experiences find their way into marketing, and right now, the fire is hot. In fact, according to a study, when content with fixed frame video was compared with identical content in 360 form, 360 content was favoured by nearly 30 percent. Hence, with the growing popularity of immersive experience, demand for 360 video production is on the rise.
Here are 8 reasons as to why you should 360 videos:
1. 360 Video Is More Engaging
360 video is immersive in nature, allowing the viewer to explore outside the frame and experience each story in a different way every time they view it. This immersive medium encourages viewers to explore. Compared to standard video, 360 videos can command more earned interactions, increase retention, and have a lasting impact.
2. The VR Audience Is Growing
As VR reaches mainstream adoption, the 360 video viewing audience grows larger and larger. Since the price of VR headsets have come down significantly than early models that were released, and new headsets are making it easier for consumers to afford and discover VR as first-time users.
3. 360 Video Is Easy to Distribute
Users can watch 360 videos on any capable mobile device, with or without a VR headset. Viewers can simply move their phones to explore the 360 content, like a window to another world. It is just as easy to view content on laptop and desktop computers, where you can click and drag to change the perspective of the 360 scenes. The content can easily be adapted to all platforms and devices — it is easy to shoot once and deploy to various platforms and devices.
4. 360 Camera Tech Has Matured
360 cameras have become more affordable and easier to use at the consumer level. It is easier than ever to shoot and stitch 360 footage with inexpensive entry-level cameras. On the professional level, there are turnkey solutions for cinematic quality 360 video with bundled software for stitching and live streaming.
Today’s 360 cameras give you the ability to live to monitor everything you shoot, just as you would with a traditional video camera.
5 A Wealth of 360 Production Tools Are Available
Many of the top production software companies are joining the cause by offering solutions for editing and applying effects to 360 video footage, with offerings from Adobe, Final Cut, Foundry, and Blackmagic Design, to name a few. There is also growing support from visual effects plugin makers for rot scoping and compositing 360 videos.
6. 360 Video Enables Immersive Experiential Marketing Campaigns
For destination marketing, 360 videos and VR can take experiential marketing to the next level. This new medium gives your viewer the next best experience to being there. Whether you aim to book vacations, find that perfect summer rental, or explore new and exciting tourist destinations, 360 videos can take you there.
7. 360 Video Has Exciting Applications for Training
360 video can create immersive and distraction-free environments for trainees. Businesses in various industries can bring VR training to learners anywhere in the world, without the need for additional travel and personnel costs. Organizations can also eliminate risk by allowing learners to experience tasks before trying them in the real world.
8. 360 Video Is a Truthful Medium
There is no better way to be transparent with your clients, shareholders, and investors than to create facility tours in 360 videos for VR. Corporate offices can dazzle new prospective hires with VR experiences in company culture. Potential buyers from all over the world can tour commercial properties without having to get on a plane. Showing your state-of-the-art manufacturing facility in 360 videos can help to persuade those clients who are on the fence.
From the marketing perspective, other benefits of using 360 Video include:
- Upwards of 50 percent more complete video views.
- Nearly 5 percent boost in click-through rate (CTR).
- Around 40 percent reduction in cost per impression (CPI).
- Opportunities to showcase new products, promote destinations, and share adventures.
Hence, without a doubt, 360 videos can be useful for just about every type of industry, and it is one of the easiest ways for your organization to join the cutting edge.
The Bottom Line
Marketing trends are rapidly evolving, and every business needs to keep up with new technologies --if they want to strengthen their branding game. It is indeed true that time has run out for traditional mediums of advertising such as print, television, radio, outdoor, and others, and immersive video content – particularly 360 videos and VR -- have become the new strategies of communication.
Whether you are a marketer looking to create experiential brand content or you want to tap into the potential of VR for employee training, we at Turiya Communications LLP can help you with 360 video production. Contact us today or visit our website www.turiyacommunications.com to know more!