Immersive videos or 360 videos are they are commonly called are video recordings of real world panoramas, in which the camera is controlled by the viewer. Along with virtual reality technologies, 360 videos are the future of video content. By adding a ‘wow factor’ to product videos or affiliations, 360 videos are a way to get your businesses noticed. Let’s take a look at examples of successful campaigns.
Faraday Friday released its own 360 promotional video advertising its rival to Tesla’s electric car; the FFZERO1. By running a 360 video for the launch, Faraday Friday combined two moments of ‘awe’. The first moment was the car itself; a modern look at transport for the future. The second by using a modern, forward thinking marketing technique that many viewers won’t have yet experienced. Ben Hordall, founding partner at DXagency suggested; “using the most current technology on the market to show off new technology – that’s a match.” Everything about this campaign projected ideas of the future. Even the video backdrop mirrored that of classic Sci-Fi movie; Tron.
An interesting topic married with awe inspiring technology of 360 filming often has the makings of a viral video. This is the case with Go Pro extreme 360 videos which places the audience in the centre of the action. This gives them the feeling of control (with the ability to move the camera).
360 videos not only rely on action-based footage. As the Rockefeller Center in New York demontsrated when filming their annual Christmas ice skating rink. The content gave viewers the chance to experience the heart of Manhattan without having to visit. This video works again due to the combination of content and technology. As 360 video technology is relatively new, the viewer can still be amazed at the technological capabilities and the content itself.
Virtual reality technology is closely linked with 360 videos. Virtual reality technology relies upon 360 viewing to enhance realism. Both have the potential to transform entertainment. Examples of VR technology that incorporates 360 technology includes horror movie scenarios or stand-up comedy routines.
For smaller industries with smaller budgets, 360 videos can still be an essential technological advancement. Take the property industry for example; the ability to offer a 360 experience can help attract customers who can explore a property before or after they physically visit. This experience helps the buying process as it gives the customers time to consider their options and research virtually. Therefore, once the virtual research has been gathered, customers are more likely to make an offer once they physically see the property. This phenomenon is similar to customers who research prices or reviews online before buying items in the store. The 360 video gives customers higher access to a product they potentially want to buy.
In conclusion, 360 video technology has the potential to enhance your marketing campaigns. We should remember however the technology is still in its infancy, businesses should not use 360 videos for the sake of it. Businesses who have a clear content plan, or ideas that can utilise 360 video technology will find a greater interaction with their customer base. Not only does it show that your business is a forward thinking modern brand, it also gives the control back to the customers.