Another Facebook data breach: What does this mean for users?

Most social media users are concerned about privacy, and these concerns surfaced once again over the last few weeks when Facebook announced it had experienced its biggest data breach in history.

What happened?

On September 28, Facebook announced cyber attackers gained full access to around 50 million Facebook accounts. A further 40 million accounts were deemed “at risk”. Around 300,000 Australians are thought to have been part of those numbers. In response, Facebook logged these 90 million users out of their accounts and asked them to log back in, with a notification of the breach appearing on their newsfeeds.

On October 12, Facebook announced that it was in fact only 29 million users who were directly affected. Of these 29 million, the attackers took profile information from 14 million users, including birth dates, employers, education history, religious preference, types of devices used, pages followed and recent searches and location check-ins. The remaining 15 million users could be considered lucky, with their data breach restricted to name and contact details.

The social media giant claims it doesn’t know who the attackers were nor what their motivation was. The breach was a result of three vulnerabilities in the app being exploited simultaneously to allow the hackers access to accounts. 

For the biggest data breach in history, there doesn’t seem to be as much discussion about it as would be expected. Could it be that we’re becoming used to it? Perhaps it’s the ‘that won’t happen to me’ mentality that subsides a big reaction.

Or as CNN reporter Donie O’Sullivan put it: “I think we all have data breach fatigue.”

Even Googling ‘Facebook data scandal’ churns out article after article about the data breach from March this year, rather than what’s described as the biggest data breach in history.

Previous data-breach cases

One of the most notable cases of data breaching happened in March 2018. The Guardian reported that Cambridge Analytica, a data analytics firm that “uses data to change audience behaviour”, had harvested the personal data of more than 87 million Facebook users.

Most of the controversy surrounds Cambridge Analytica’s use of the data to influence voter behaviour in the 2016 election, likely helping Trump become president and also impacting the Brexit.

The data was breached via the personality quiz app ‘thisisyourdigitallife’. Users consented for the app to collect their data when they took the quiz, but they did not consent for information to be collected from each of their Facebook friends, which is what ultimately occurred. So, of the 87 million people involved, only 270,000 people used the app. Furthermore, data of 300,000 Australians was also collected from the 52 users who allegedly used the app.

Do users even care?

#DeleteFacebook began trending on Twitter during the Cambridge Analytica fiasco, urging users to take a stand.

But the number of Facebook users remains steady, despite a survey following the Cambridge Analytica scandal and before the latest data scandal revealing that 81 percent of users have little to no confidence in Facebook protecting their data and privacy.

Even with all the security breaches, Facebook is a communication tool providing too much convenience for many to delete.

Impact on marketers

The data breaches – whether by hackers or third-party apps – have diminished the trust between consumers and marketers in most cases, resulting in users sharing less private information. This will make it harder for marketers to establish targeted ads, resulting in an increased cost to improve reach to relevant audiences. To establish (or re-establish) trust with consumers, it’s essential for marketers and advertisers to show transparency and accountability.

Are you safe?

To find out if your account has been breached, go to the Facebook Help Centre and access an article about Facebook’s recent security incident. If you scroll to the bottom, there is a message stating “Is my Facebook account impacted by this security issue?”. Here, you will find the answer regarding the status of your account.

So, what now? Do we log out of our accounts and call it a day?

It may not be that simple. Facebook has become so engrained in our culture that it’s almost impossible to delete. It has become a necessary platform to keep in touch with friends and family, used for work, education, and general engagement with the wider community. From organising events, sending group messages, to sharing thoughts, arguments and memories –  these simple conveniences are few of the reasons that make users turn a blind eye.

Stay Social May: The Latest and Greatest in Social Media

It’s May, which means the memes about Prince Harry and Meghan Markle’s wedding are coming in thick! Let’s deep dive into the world of social media marketing and explore what’s happening outside The Royal Wedding memes.

Facebook strengthens its Live offering

Live Video is the social media trend that just keeps getting stronger! Facebook is on the bandwagon and has just unveiled a slew of new features for brands and users who are producing live video content.

Feature no. 1: Persistent Stream Keys

You’ll no longer need to get approval from the Facebook team every time your page wants to go live. The stream key will now be linked to your brand’s Facebook page permanently, so once you’re approved, you can go live whenever you’d like!

Feature no. 2: Cross-posting

If your brand runs multiple Facebook pages or wants to partner with an influencer or another brand, you can go live across several pages all at the same time with the one livestream. It’s a great way to both expand the reach of your Live videos, as well as the engagement they’ll generate.

Feature no. 3: Live Rewind

Users can now go backwards in a Live video to catch up on anything they may have missed. This move isn’t just great for user experience – by having users who can quickly catch up on any highlights, brands can now expect to see better engagement on their Live content.

And with rumours that the platform is finally going to bring Facebook Watch to the international market, as well as a Facebook dating app, brands are going to want to keep keeping an eye on this space.

Facebook dabbles with the idea of expanding into the online dating scene. Image source: The Verge  

Instagram becomes very business friendly

Meanwhile, over on Facebook’s sister platform, Instagram is gearing up to continue giving businesses big and small some new options.

First off, as of this month, users will now be able to link their credit or debit card to the app, and directly pay for a product or service being advertised, without the need to exit to a separate browser or landing page.

Apart from exciting impulse shoppers (us!), it’s certainly going to help brands and marketers prove ROI via social, especially with campaigns built around sales or direct conversions.

On top of that, Instagram is also expanding messaging options for brands on the platform. You’ll soon be able to set up “quick replies”, which will let you create and store responses you find yourself using quite often. That means you can send details like contact or product information with just the tap of a button.

Messages to your business will now also go straight to your Inbox, and you’ll be able to “star” the ones you want to save or respond to later.

This will certainly provide better customer experience and is sure to excite community managers!

How can you use the new Instagram updates to prove ROI from social? Image via Marketing Land

Snapchat turns back time

After a controversial redesign at the start of the year, it seems that iOS users can soon expect to see the app revert to the older design, once again separating Stories from Snaps.

How this will affect the ways brands can reach users on the platform remains to be seen, but it’s a change that’s certain to make users very happy.

Which Snapchat design do you prefer?

And that’s it for May! Stay tuned for next month’s social media wrap!

Read next: 3 Fast Rules for Marketing on Instagram

How to Improve Your Facebook Ad Relevance Score in 3 Simple Steps

For the past few years, when brands put up an ad on Facebook, that ad is continuously evaluated and given a Faecbook Ad Relevancy Score.

But what is Ad Relevance? And how can you make sure that your promoted social posts get the highest score possible?

What is Ad Relevance?

When your brand starts a campaign with a promoted post, Facebook will continuously give the post a score out of ten starting from when your ad reaches 500 impressions.

This rating is based on a plethora of criteria, with the main three being:

  1. How well the ad is performing when it comes to your set campaign goal (clicks, conversions, etc)
  2. Engagements like reactions and comments on the post, and,
  3. Negative feedback, such as users selecting the “Hide Ad” option.

All in all, a score of 7 or higher means you’ve done a pretty good job when it comes to Ad Relevance.

What is your Facebook Ad Relevancy Score?  Image source: Sprout Social

Why does it matter?

Your campaign’s Ad Relevance score can end up having a large impact on total performance. The more relevant your ad is, the less Facebook will charge you for reaching your selected audience.

So if your ad has a high relevance score, you can expect a lower total cost of the campaign, which is great no matter how you slice it.

On top of that, because the Ad Relevance Score is constantly updating, you’ll be able to accurately track the life-cycle of your promoted post, as the score will steadily lower as your target audience grows tired of the ad. When the score dips below seven, then you know it’s time to change.

How can you improve your Ad Relevance Score?

So, now that you know why your social promotion should have a high Relevance score, the bigger question is how?

Audience is everything

First and foremost, to be relevant to your audience, you had better make sure that you know who they are. That’s why when it comes to Ad Relevance, the more granular the audience, the better.

It’s much harder to make a social post about Pet Insurance relevant to everyone aged 18-34 than it is to confirmed pet owners.

 

An example from Facebook of an ad with a decent design and copy targeted to the perfect audience. Image source: Adespresso

 

Facebook already has a plethora of tools to help you find your audience, so be sure to use Custom Audiences, target people who have interacted with previous ads, capture e-mails for retargeting, and use A/B testing to optimise to better-performing audience segments.

A/B Testing

Ad Relevance is a great way to test what kind of messaging your audience best responds to. Test different CTAs, copy or creative imagery using A/B testing, and you can use those posts’ Relevance Scores to work out which strategy works best for you.

Offer Value

Lastly, it’s important that no matter who you’re targeting, they feel like your promoted post offers something of value. Whether this comes in the form of entertainment, education or special offers and giveaways, providing value to your targeted audience is the best way to ensure they react positively to your post. In turn, that will make sure your Ad Relevance Score is as high as possible.

So, as always, the content itself is king. Make sure yours is as engaging as possible.

Read Next: Facebook’s Algorithm Update

Stay Social: The Latest and Greatest in Social Media this April

It’s April! So, without further ado, here are the latest news stories on social media marketing from the last month!

Facebook privacy troubles bring big changes

The last month has been tough-going for Facebook. Between the Cambridge Analytica scandal (you can read our summary of it here) and the subsequent Congressional Hearing, the pressure has been on the social platform to improve and clarify its privacy policies.

The Congressional Hearing did result in an abundance of memes and an apology from Mark Zuckerberg as well as a commitment to working with policy-makers on regulation. A slew of changes to the platform have since been announced.


What’s your favourite meme to result from the Congressional Hearing?

The biggest of these changes include sweeping reforms to the platform’s API. Previously, other apps had access to a whole heap of information from Events, Groups, and Pages on Facebook. Now, they will no longer be able to gather data on what people post in Events or on Pages, and they can no longer gain access to any data and information from Groups without Facebook’s direct approval. They can also no longer access the member lists from Events and Groups, which means they’ll only see data from the people who have explicitly agreed to share it.

Beyond the API changes, Facebook is also implementing controls within its own App that will allow users to see how their information is shared and with who. If they aren’t happy with what they see, the users can now also change their privacy settings (or delete their data altogether) from a much easier to find and use interface.

A comparison of the old settings menu (left) and the new settings menu (right). Image source: TechCrunch

Meanwhile, on the platform’s sister site, the Instagram API for follower lists, relationships and public comments for apps has been disabled, which means outside Apps will be unable to track that data through the image-sharing platform.

With all of these changes, it’s clear that Facebook isn’t just taking PR-friendly half-measures in response to the scandal. The company seems earnest in its goal to make the platform a more secure place for its users’ information.

Snapchat takes on Group Chat

Snapchat recently introduced Group Video Chat to its platform. Users can now chat with up to 16 friends at the same time, all while still using Lenses to give themselves dog ears.

While not monetisable by advertisers, this feature aims to keep users returning to the platform after Facebook’s Instagram and Messenger Apps proved to be stiff competition.  The addition will hopefully prove to be a strong addition to the App’s features, making sure that users and brands can continue using the platform well into the future.


What do you think about Snapchat’s new Group Video Feature? Image source: Fortune

YouTube wants you to reach your audience

In a smaller, but still important update, YouTube is updating how advertisers can share their content on the video platform.

With its new TrueView for Reach, brands can promote 6-30 second skippable videos on the platform, all while these are targeted to reach as many unique users on the platform as possible. All this to help brands reach as many people in their target audience as possible.


Youtube’s newest TrueView feature explained. 

And that’s it for April. Here’s hoping May brings with it much more social media goodness to report on.

4 Instagram Features You Need to Know About for Your Business

Do you freak out when you hear the words “Instagram update” and “algorithm” in the same sentence? You’re not alone. Changes to how people use Instagram often leave brands and marketers a little left in the dark and scrambling to adapt their strategy. So rather than work harder to be seen by the same amount of people, what can you, as a brand or business do to utilise the changes and make them work in your favour?

Replay Privacy Controls

Instagram is hoping to increase the focus on direct with changes to replay privacy controls. Now when you send a photo or video from the Instagram Direct camera, you can decide how long recipients can view it for. Controls include:

  • Allowing recipients to only view it once
  • Replay it temporarily
  • View a permanent thumbnail of it in the chat log

This greater control over viewing can give you new ways to engage with your audience. For example, you could send out one-off coupon codes, or flash sale information for limited viewing to create a sense of urgency. The goal here is to target impulse actions from your audience and turn your viewers into customers!

API Scheduling

The ability to now schedule posts is a huge step forward for the recognition of brands and business on Instagram. While most brands and businesses have either used other third-party apps or planners to schedule their content in the past, Instagram has now opened it’s API to partner applications like Hootsuite or SproutSocial. For brands and marketers, this means they can schedule and manage their Instagram presence and reporting from one platform, saving time with a more integrated approach.

TIP: If you haven’t already, start planning your posts to be published at optimum times for engagement! Collate data from Iconosquare and Facebook Insights to determine when you audience is online.

New Features for Instagram Stories

Instagram Stories are now more versatile than ever. Before, users had to post vertical photos, but now there is an option to use landscape photos – no more weird crops and zoom-ins! In addition, text-only Stories mean you don’t have to include a photo at all! This is perfect if you want to create content like polls or send out messages to your audience. Do some A/B testing and monitor the performance of Stories with images vs text-only Stories to figure out which types of content resonates the best with your audience.

Now there are new ways to get creative with Instagram Stories!

The Algorithm

While it has been confirmed that Instagram will not be bringing back the chronological feed, the app announced that they will be testing a “New Posts” button. By tapping the button, a user will be taken to the top of their Instagram feed where they will see the most recent posts from their network.

For the most part, Instagram sorts user’s feeds based on the interactions the user has with various accounts. This means the posts that appear on a user’s feed are ordered by levels of interaction (through likes, comments, shares, saves etc). In most cases, posts from business pages are often way down the list, only reaching an estimated 10% of their audience.

So how can you use this knowledge to your advantage?

One thing you can and should be doing is interacting with your audience as much as possible – this includes direct messages, too! Reward users for commenting, liking and tagging their friends in your pictures. Respond immediately to comments with additional questions and create discussion wherever possible!

A/B test different types of content to figure out which content is most popular with your audience. Mix it up with a range of video, static images, galleries and more. Use the copy to ask questions or provide tips—anything that your audience will find helpful and can engage with.

With the Algorithm Causing an Ongoing Stir, is Vero Becoming a Real Contender?

If you’re in the social bubble it’s hard to ignore the ongoing complaints about Instagram’s algorithm and so it’s no surprise that another social media app has emerged. Yes, Vero is still on our horizons.

It has a chronological feed, for starters. You don’t have to pay for ads. Oh, and there’s no algorithm. Win, win, and win. If Instagram doesn’t start taking care of its users Vero and other competitors could see some real growth in their user bases.

Read next: 3 Fast Rules for Marketing on Instagram

Easy-Peasy Ways Video Can Educate Your Audience

A recent article from eMarketer Retail revealed that of all media, video is the likeliest to sway a consumer towards buying a product. In fact, 86% of consumers are influenced by video when it comes to purchasing.

On top of that, four in ten YouTube users will regularly head to the platform and consume content about a product before buying it. When asked why, they almost all responded that they wanted to see the product in action. Reading a blog, article, or review isn’t the same as seeing the product in use: both as a how-to and to see its results.

Here we chat through easy ways you can use video to educate consumers about your product.

Have a sense of humour

The key to creating a video that performs is to engage your audience, and one of the best ways to engage is via humour. Humour allows you to create a narrative around your product or service and is key for telling a story about a product that might not be overly glamourous or aspirational.

One of our all-time favourite examples is from Squatty Potty. There’s something about a prince eating Unicorn “poop” that makes us want to buy this toilet stool.


Don’t be afraid to use humour, but use it wisely. Successful humour finds that sweet spot- being funny for a reason- rather than being funny for the sake of being funny. Remember to play to your audience and never lose sight of the fact that you’re telling a story, not just a joke.

Video testimonials

70% of millennial consumers are influenced by the recommendations of their peers in buying decisions so integrating influencers into your video marketing strategy is key building your brand authority by association.

Influencers can lend a voice of authority to your product offering via video reviews about your product. Tips for enhancing authenticity include:

  • Keep it natural. Rather than going for a high-level production, shorter Instagram videos are more genuine and realistic. These videos are more akin to behind-the-scenes content which is more relatable and enticing for viewers.
  • Create a sense of immediacy. Experiment with Live videos reviews. You can create hype around the Live video by giving your audience hints about the date of the video review with “coming soon” and “watch this space” posts.
  • Use tools to add flavour to your video. Video editing tools like iMovie, Quik and Splice are easy iPhone tools that allow you to edit videos and add graphics, enabling you to cut and chop your video in multiple ways to make the most of your content.


The key takeaway is that educational video doesn’t have to be complex – they can be short, snappy and snackable but still add value to your audience when done well.

Read next: New Metrics of Success: Video Completion Rate & Watch Time

Here’s 8 Tips For Taking Beautiful Instagram Pics

Are you addicted to your Instagram feed? Do you diarise your day through Instagram stories, or create polls to help you decide what to get for lunch? With over 800 million users overall, Instagram is a key platform for not only creating and showcasing beautiful content, but for also connecting with an engaged audience. Whether you are looking to increase visibility in your market space, drive sales or connect with a community of like-minded individuals, watch this video for 8 tips that will spark fresh ideas and help improve the quality of your content!

 

Stay Social: November Social Media Updates

It’s November! Summer is just around the corner and it’s time to start thinking about your Christmas shopping (eeeep!). It also means that it’s time for your monthly roundup of all the top stories in social media marketing.

Facebook Stories. Facebook Stories Everywhere.

After stories took over Snapchat and Instagram, they arrived at Facebook. However, Facebook’s feature is being expanded in a way that’s far bigger than Instagram or Snapchat.

Facebook is adding Stories to both group and event pages. This new feature will allow users to share their stories privately, either within groups that they belong to or on the pages of events they are attending.

This is a huge opportunity for marketers to utilise user-generated-content and build their communities. Imagine creating brand event pages and asking users to upload their stories for the chance to win a prize, or simply to be featured on the event page?

Today, we’re excited to introduce the new Facebook camera. We think it’ll give everyone more ways to express themselves and share what they’re up to. So from now on, you can just let your camera do the talking.

Posted by Facebook on Monday, 27 March 2017

#Following on #Instagram

It’s fair to say many Instagram communities have been formed around hashtags- think #fitspiration, #fanart or even branded tags like #shareacoke.

Now, Instagram is introducing a feature that will allow users to follow their favourite hashtags. This means marketers have the opportunity to create campaigns and communities around specific hashtags, and measure success based on the number of followers and engagement with a specific hashtag.

The same hashtag problem persists even with the new feature – popular hashtags will have the most followers, but also the most users, meaning content could be drowned out. On the other hand, less popular hashtags will have fewer followers – a great opportunity for smaller brands and businesses to make themselves known.

Instagram’s latest feature provides marketers with a new way to measure sentiment. Think outside the box when it comes to measuring success- who is using your hashtag? How are they using your hashtag? These kinds of insights are essential for understanding how people feel about your brand or campaign.

More Room to Play on Twitter

Tweeters rejoice! 280-character posts on Twitter have now been rolled out for all users across the social media platform.

We’ve loved seeing how brands and users celebrated the new character limit, one of our favourite examples being Melville Books, who used all 280 characters to remind their followers exactly what it is they sell.

We can’t wait to see how brands and marketers will be using those additional 160 characters.

 

Snapchat Gets a New Look

It’s been a tough year for Snapchat. Since going public, the company has started to see a downward trend in its stock price, and that has prompted big changes to the mobile app.

These changes include a re-design of the app in order to make it more appealing to broader audiences. Their goal is to simplify the app after some feedback suggested the app isn’t all that user-friendly.

Snapchat will also be introducing an algorithmic feed. The algorithm will prioritise stories on user’s feeds, meaning friends and influencers they engage with the most will be shown at the top, rather than just showing all stories in reverse-chronological order.

Not only does this change force marketers to rethink how their content engages the audience, it also shifts how we rank and choose Snapchat influencers. Audience engagement will trump audience size as a metric of influencer success.

Do you find Snapchat’s current interface hard to use? Source: sketchappsources.com

And that’s it for November! Big changes are coming, so start thinking about how they can form part of your social media strategy next year.

Read next: Best Practices to Increase Your Social Media Conversions 

A Brave New World: How Facial Recognition Could Shape the Future of Marketing

The world of social media marketing is marked by anticipation of the “next big thing.” If the moves by Apple and Facebook this year have been anything to go by, facial recognition technology is a certain game changer.

We deep dive into the world of facial recognition and explore how some brands are already integrating this technology into their marketing.

Big-time Backers Set the Stage

Facial recognition hit the mainstream when Apple unveiled their iPhone X. The inclusion of 3D mapping (rather than the more basic 2D imaging) means this form of facial recognition will be more secure than previous editions. Users can use facial recognition to log in to their phones as well as using it for Apple Pay.

Facebook also jumped into the world of facial recognition this year. They’ve begun testing facial recognition as a way of allowing users to verify their identity when reclaiming their account after a lost password.

Meanwhile in China, the tech has really taken off with services like Face++ and Baidu. The Face++ technology is being used to transfer money, with just the users’ face as login credentials.

Baidu’s service lets users pick up train tickets from facial recognition machines, and they’re working on adding access to attractions and events.

Baby Steps: The Brands Using the Technology

While facial recognition technology is still in its infancy, a handful of brands are already experimenting with different ways to use the technology. It’s consistently proved to be effective at creating a more engaging experience for users.

South African coffee brand Douwe Egberts placed a dispensing machine at O.R. Tambo International Airport. The machine used facial scanning technology to detect people who yawned as they passed by. As they yawned, it dispensed a free cup of coffee. Watch below as word spread around the airport and travellers began queueing to use the machine.

Streets used facial recognition to promote the launch of the Magnum Infinity. Billboards across Australia were set up with an inbuilt camera to detect when users were smiling, before placing a virtual ice-cream in front of them. Users could pretend to bite down on the ice-cream while a photo of them chomping down was uploaded to the Streets Magnum Facebook page.

In Seoul, the International Finance Centre shopping mall set up LCD-screen kiosks with cameras and motion detectors. These kiosks used facial recognition to detect the gender and age of users. Users were then served with different ads for shops and restaurants based on their demographics. As the technology improves, we can only presume this kind of precise targeting will only become more widespread and commonplace.

Growing Pains: The Ethics of Facial Recognition

While facial recognition will allow marketers to provide a more tailored, customised experience for their audiences, facial recognition also raises many technical and ethical questions.

Many testers have already managed to dupe and break into facial recognition systems using photos, cheap glasses, and even special makeup.  

Privacy also becomes a major concern. If facial recognition apps can be embedded in any camera or recording devices, brands may eventually reach a stage where they’re able to perpetually track the movements and actions of their audience.

This lack of privacy could feel very much like a Big Brother situation. As technology advances faster than legislation, it remains to be seen what the social impact of facial recognition technology could be.

The Future is Bright

While it’s important to keep these issues in mind, the future is certainly bright for facial recognition. Soon, brands could be using the technology as the “cookie” of the future.

It could become to the most accurate way to target phone users and mall shoppers. After all, it’s much harder to change your face than it is to delete your browser history.

Different ads could be served based on a person’s moods, their recent foot traffic and any number of data-driven metrics.

Beyond the face, iris-scanning could become more commonplace, meaning the only log-in you’ll ever need is a scan of your eye.

In short, wherever the technology goes, it’s certainly one to keep an eye on.

Read next: A Robots the New Face of Customer Service

Here’s 5 Reasons Why You Should Be Using 360 Video

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.

4. FOMO

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.

Read next: Cause Marketing- Why Brands Need to Take a Social Stance.

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