360 Video: A Round View For A Round World
360 degree video is rapidly emerging and gaining popularity. 360 degree video is a video technique that gives the viewer an “in the action feel.” This type of videography is great for real estate showings, travel content, documentaries, concerts, professional sports and numerous other circumstances.
At its simplest form, 360 video allows brands to insert their viewers into an experience. It gives you the feeling that you are right there with, or looking over the shoulder of the occurring scene. Anyone can learn the technique and make a 360 video, but not everyone uses 360 degree video in the best, most beneficial way.
You can make the most of 360 video strategies by familiarizing yourself with these three key aspects:
Before deciding to make a 360 video for your brand or company, ask yourself these three questions:
If you want your viewer to be more engaged and “in the action” than ever, 360 degree video can help you achieve this.
As far as video production, marketing, advertising or writing goes, you need to know who your target market is. Just like video marketing is more specific than marketing, and poetry is more specific than writing, 360 video is more specific than video production. For each of these sub categories, you will have a more narrow target audience.
Before making a 360 video, you want to be familiar with your video’s audience. Take the time to really consider if 360 video is a logical method to successfully reach them. Keep in mind that 360 video has not been around long, relative to other videography styles, so you have a higher chance of catching the attention of a trendy, tech savvy young adult than you do a 50 year old who is not very familiar with 360 video. It is important to be familiar with your different social media platforms that showcase 360 video, and make sure your audience is there. If they are not on those sites, or aren’t your typical 360 consumer, conferences are a great place to show a 360 video. Conference attendees are open to new experiences, and may be more willing to explore VR and 360.
This REI campaign exemplifies a successful use of 360 video. Their campaign was aimed to target multicultural millennials. What better way to catch millennials’ attention than to use hip 360 video? REI documented eight artists working on installations in the three cities with the goal of making the outdoors more accessible to young urbanites. The 360 video format allows the viewer to experience the art first hand, over the shoulders of the artists at work. The viewer also has the ability to scroll the screen to view different angles of the project. Check out REI’s video that obtained over 241,000 views here:
Before diving into a 360 degree video project, you should know the format’s visual strengths. I think by now we all know that 360 video is beneficial in helping to display an action, thus making 360 video not practical for just any situation. If your content will not meet the needs of the 360 video, it is likely that you will produce a lifeless, anti-climatic, plain-jane 360 video. Yes, it will be a 360 video, but will it deliver the message?
If there is a singular point of action and no reason to see anything else, it is probably not suited for 360 video. If you need a lot of movement and a lot of cuts, it will probably not make a good 360 video. However, if you want to give people the feeling that they’re there, and from a journalistic perspective, give the viewer control of the crop and let them see the whole scene, that is good 360 video potential.
For another quality example, Expedia created a 360 video to entice viewers to vacation to Australia. The monologue and the scenery of the video work nicely with the 360 video style that brings the viewer the action, adventure and the “in the moment” feeling. See how Expedia successfully uses 360 video to engage their audience and excite them about a trip to the land down under:
The world is constantly finding new ways to engage consumers. 360 video is a current technique that can pave the way for a memorable brand experience, and keep your message at the top of the consumer’s mind. 360 video can ultimately increase your viewer’s engagement, click through rate, shares of your content. 360 video is certainly not for everyone, but it can produce significant results when used correctly.
Madison Edwards is a Communications and Marketing Intern for Green Buzz Agency. While writing this post, she enjoyed learning what makes a quality 360 video, and how it can produce positive results if used in the right way.