As consumers’ appetite for a more immersive and personalised content experience grows, so does the need for 360 video. We’re taking cues from some of the brands that did it best. Here are 5 creative ways that you can use 360 videos in your marketing.
A Rewarding Experience
Good storytelling is all about creating engagement and an immersive experience. 360 video gives marketers the necessary tools to create a sense of immediacy, emote their storytelling and therefore, develop deeper connections with their audience.
A recent study conducted by Google revealed that 360 videos often see lower completion rates, likely as a result of the higher level of user engagement required for viewing. However, this level of engagement is also what drives higher click-rates, shares and subscriptions than standard videos. 260 videos also achieved 47% higher view rates, meaning a lower cost-per-view for the advertiser.
1. Give them an experience
360 video gives audiences the opportunity to turn their dreams into a [virtual] reality and immerse themselves in the action. Take, for example, Samsung’s 360° Snowboard & Freeski Experience. Viewers were given the opportunity to glide down the slopes with Olympic snowboarders like Gian Simmen. Rather than being constricted to only one perspective, viewers had the opportunity to experience multitudes of scenes.
Therefore 360 video is key for giving your audience the ability to create and control their own experience.
2. Develop Empathy
We believe there is no better way to develop empathy than to walk in someone else’s shoes. Therefore, 360 video is a key tool for charities and not-for-profits to educate their audiences and improve their understanding of the cause.
This incredible 360 video from the National Autism Society put the viewer in the shoes of someone diagnosed with autism. It allows the audience to experience what it feels like to be overwhelmed by light and sound.
3. Exclusive Access
Take your audience behind the scenes with 360 video and grant them exclusive access to reveals and events. Show them how your product is made, take them on a journey through your office or use 360 video to give them an all-access pass to an exclusive launch.
We love Jason Wu’s all-access pass to his Fall 2016 show at New York Fashion Week.
If there’s one thing social media is great for, it’s driving a fear of missing out. The immediacy of 360 video allows marketers create FOMO and use it as a key tool to pique their audience’s interest.
One of our favourite examples comes from Tomorrowland, one of Europe’s premiere EDM festivals. The festival organisers released a 360 video showing off their 2014 show, it’s no wonder it captured the attention of over nine million viewers.
5. Capture imagination
Capturing the imagination of your audience is easier if your content wows and awes them. Think about how different angles, shots and editing techniques can be used to enhance the immediacy and emotive capabilities of 360 video to create aspirational content.
In essence, 360 video challenges us to rethink our perspectives, blurring the distinction between the possible and impossible. The emotive abilities of 360 video and its ability to offer a new way of seeing are what makes it such a key tool to brand storytelling. The tourism industry does it best. This example from Expedia opens up a new world of possibility to the audience and captures their imagination with sweeping vistas and bright colours.