360-degree video campaigns allow marketers to share highly interactive and visually stunning content.

What is a 360-Degree Video?

360-degree videos (sometimes known as “immersive videos”) allow the viewer to rotate the camera so they can look in any direction they wish. This panoramic effect is created by shooting with an omnidirectional camera. 360 videos can be watched in a variety of ways including:

  • Through a VR headset
  • On a mobile phone
  • Through a web player
  • With Google Cardboard

360 videos place the viewer in the centre of the action and provide an altogether more immersive experience.

The Rise of 360 Videos

According to data from Tubular Labs, there were a combined 4.5 billion views of 360 videos on Facebook and YouTube in the first ten months of 2017. Since then, 360 videos have continued to rise in popularity. However, they have yet to see widespread adoption as a marketing tool with a survey from Wyzowl revealing that just 14% of marketers have used 360 videos in 2019. In this guide, we look at 360 videos and ask how and why you should use them as part of your overall video marketing strategy.

The Marketing Benefits of 360 Videos

According to data from Wyzowl, 74% of surveyed marketers who have used 360 videos say it’s been successful for them. So how could your brand benefit from 360 videos?

  • Firstly, by being an early adopter of this tech you can stand out from the crowd and get a leg up on the competition.
  • 70% of marketers who have used 360 videos say they have helped to grow engagement. 360 videos are a highly engaging content form that can boost click-through rates and encourage users to spend more time on your website.
  • 360 videos offer a more immersive experience for users, and as such, they are an ideal way to give customers to get a better sense of what it’s like to use your product. In a Forbes roundtable article, Ahmad Kareh from Twistlab Marketing commented on this phenomenon:

“Today, 360-degree photos and videos are very helpful in industries such as the auto industry or real estate where visualizing the product is essential. As VR continues to grow, 360-degree photos and videos will likely become a standard. The consumers’ expectations will likely adjust to needing to learn more about the overall ‘360-degree’ experience of the restaurant for example, not just a picture of the dish.”

Should You Create a 360 Video?

Before jumping on the 360-video trend, it’s important to take time to figure out if this format is an appropriate choice for your brand’s video strategy. Some questions to ask yourself, include:

  • Would a 360-degree perspective give your viewers a unique experience or would it just be a visual gimmick?
  • Do you want your viewers to explore the setting of the video or would you prefer to fix their attention on something? If you want viewers’ focused attention, 360 videos may not be the right format for your content choice.
  • Will the setting of your video be an environment rich with visual points of interest?
  • Learn More About marketing with 360-Degree Video

    If you are curious about 360-videos and would like to learn more, we recommend that you check out our below infographic, “Turn Heads with 360 Video Marketing”.

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