360 Video is changing the way businesses communicate with their customers.
WHY 360° VIDEO IS YOUR BEST NEW MARKETING TOOL
The medium of 360° Video has been steadily growing over the past few years and is beginning to gain mainstream recognition. Google, Facebook, and Samsung have thrown significant investment behind the technology and it now represents a fantastic opportunity for businesses.
360° Video immerses the viewer in the middle of an environment. The video can be manipulated to look in any direction, placing the viewer at the center of the action and giving them a sense of involvement that can’t be replicated by a standard flat video image. With 360° Video, you are there, on the pitch, in the audience, in the pilot seat. You are in control.
For businesses this represents a challenge but also an opportunity. There is no better way to connect with your audience than by sharing an experience. But how do you produce this 360° experience that gives control to the viewer, but delivers your message and conveys your brand identity? This is the exciting challenge facing 360° videographers today.
SO HOW DOES 360° VIDEO WORK?
Over the past year Google has been making 360° video & imaging an essential part of your digital marketing plan.
On your Desktop Computer, Google’s VR View works like the 360° photo tours that have been around for a while. You simply click and drag the mouse around the screen to change your view, with the key difference being you are viewing a playing video with movement and sound, and not a still image.
On mobile devices is where 360° content really shines. When you move your phone, tilt, turn, tip or touch your screen the video moves to the corresponding movement of your phone.
If you’d like to experience it yourself, take a tour of the city of Cambridge in 360° – play the video below and ‘give your phone a wiggle’.
GOOGLE AND 360° VR?
Over the past year and a half Google has been betting big on two new technologies, 360° video and Virtual Reality. They’ve shipped over 5 million Cardboard viewers, developed YouTube to be compatible with 360° video and VR and have optimized 360° video and VR for their search engine and mobile devices.
All of this should be important to marketers as listings with virtual tours are twice as likely to generate interest for your product or service.
WHAT DOES THIS MEAN FOR BUSINESS?
The technology itself is gaining mainstream adoption and its scope as a digital marketing tool has yet to be fully realized.
Whether you are building client trust with a 360° video of your office, booking more guests by capturing views of your facilities, or attracting more listings and selling properties faster by being instantly noticeable.
360° video demands attention and stands out from the crowd. Views are 28.81% higher with 360 videos, and twice as many viewers watch them to 100% completion.
Google released statistics on virtual tours including both 360° video and 360° photo. They found that virtual tours increased engagement among website visitors in terms of interactivity and length of time (SpeedVR, 2017).
This is great news for marketers as there is a growing body of research supporting 360° content, proving it increases engagement, interactivity, views, shares, subscriptions, time spent on a page and even empathy among its audience. Is there a better way to reach your customers? 72% of businesses say that well produced video content has improved their conversion rates.
The industry is still in its infancy, but we predict 360° video and virtual reality will grow to revolutionize the way businesses and consumers communicate. Google and Facebook are investing heavily in the technology and having professionally produced 360° Video content will become an important part of any successful video marketing campaign.