The Best 360 Music Videos Do These 3 Things
As virtual reality rises in popularity, consumers should get familiar with how the technology will change the current media landscape. Right now, audiences expect messages through images and videos – but 360-video is changing the way stories are shared.
A rising trend that consumers are becoming familiar with is 360-video music videos. Traditional music videos have been around for decades, giving music artists the ability to create visual art that can be appreciated separately from the music. This ultimately draws more attention to the artist and their singles.
Here’s an example from One Republic that we showed you before on our blog, So You Want to Make a 360-Video.
For a list of more music videos captured through 360-video technology, click here.
While these videos may be entertaining forms of visual art – we can’t ignore the fact that VR and 360-video offer opportunities to capitalize on essential elements of successful marketing.
Here is what 360-music videos and 360-video ads have in common:
They grab attention
360 is new – and audiences are interested. The ability to interact with the content, combined with the general interest that comes along with new technology, means that marketers shouldn’t ignore the medium’s potential. Music artists want attention from their listeners – but no matter the purpose of your 360 video – it’s certain to grab eyes.
They are engaging
We mentioned intractability – but don’t discount its importance. We know that as video has become more prominent, audiences are less engaged in their content and quickly lose interest.That’s very concerning to marketers.
But have no fear! 360 and VR offer features that directly address the problem of low engagement. When it comes to 360 specifically, the viewer is active in shifting their vantage point, keeping the content interesting and their attention peaked. There is always something more to see, and the potential that lies beyond a single frame keeps users active.
In a comparison between two similar ads – one traditional video and the other shot in 360 – the 360 video had a higher click-through rate and the viewer interaction was higher than the view-through rate of the traditional video (how long users watched). This is huge for marketers who are looking for ways to overcome barriers for engagement.
They drive shares
The same study found that viewers were much more likely to send the url to the 360 video to their friends over various applications than they were to share the traditional video ad. You don’t need me to tell you how important this is to content creators and marketers everywhere. When people share content through their own personal channels, you as the marketer have just reached a much larger audience than you targeted. The more eyes on your video, the better – and it’s even better when you didn’t have to pay for the distribution.
Whether you use 360-video to make art or market products, the technology provides content creators with the ability to engage and interact with audiences in ways never before possible. In a time where audiences are harder to reach and interest is harder to keep, 360-videos are the future of video communication.