One guy’s take on why everyone should be utilizing 360-degree video
Good news for people who like good news about video technology! New research says that 30% of consumer-facing companies in the Forbes Global 2000 will experiment with virtual reality as part of their 2017 marketing efforts. In other words, brands are finally starting to take the 360-degree/VR plunge. Don’t sit back and watch these big-name companies do all the dabbling and get all the attention. Anyone can create these digital masterpieces, and everyone should be giving it a try. Here’s why.
4 reasons every brand should be using 360 video
- It solves the ever-present problem of brand engagement. 360-degree video takes storytelling to a new level by conveying what traditional video or words on a page just can’t. We’ve talked before about how one of video’s strong suits is its ability to create empathy and drive engagement. This is exactly what the New York Times did with its documentary titled “Displaced.” By immersing the audience in the middle of a situation as devastating as a war zone allows them to experience—even if just for a moment— what some people in this world live through everyday. That, is powerful.
- It gives brands extra exposure. Even though 171 million people could be using VR hardware and software worldwide by 2018, the concept of 360-degree video is still very new to most marketers. With most of the current buzz coming from the media, the early adopters can bank on getting the attention of their followers, as well as heightened media exposure just for taking a stab at it. Two birds, one stone.
- It’s Memorable. Our brains have a more vivid recollection of events that were exceptionally impactful. This is why the sense of place and the experiences 360 video creates are so effective. For example: When Toms Founder Blake Mycoskie decided to use 360-degree video to take customers (and potential customers) on a virtual excursion to a village in Peru that receives shoes as part of Toms’ give back program, well, let’s just say there was some crying.
- It’s not as hard as you think. Don’t let the stunning shots and picture quality fool you, the hardest part about making a 360-degree video might actually be committing to doing it. Oh, and finding the right team of savvy creatives with the skills, equipment and vision to see the whole thing through. We know some folks if anyone needs recommendations.
Giving 360-degree video a try shows that a brand wants—and is willing—to do what it takes to keep up with current marketing trends. Tackle it now and you’ll be prepared for when 2020 rolls around, where it is estimated that over one billion people worldwide will regularly access VR content. Chances are you’re going to want to reach last least one or two of those people.
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