360° content – when should you use it?
Marketing is a constant battle for people's attention. Especially on the internet, where a lot of the ads are displayed in our social media feeds that are filled with organic content from our friends and other people we chose to follow, the advertisers need to find a way to stand out.
We already know how important video is in marketing, and the results we can achieve with motion pictures. But there’s another form of content that’s getting more and more attention from marketers, and that’s the 360° experience.
What's a 360° experience?
The 360° experience is a photo or a video where the user doesn’t just see one anglebut can spin around and check the entire surrounding. Immersive content as such isa great way to increase engagement, especially between younger generations. The researchers at Nielsen research group have found that 360° content has 8-times better content recall than traditional photo ads and that more than 70% admitted that they see brands who use VR as modern and forward-thinking.
Where and when to use the 360° content?
There’s plenty of platforms that already allow 360°content, most notably Facebook and Youtube, but they’re not the only ones as more and more are following this trend. The 360° content right now is widely used in tourism and real estate marketing, where giving the viewer the ability to feel the surroundings and the environment can significantly increase the chances of them taking the action we want.
Why should you try implementing 360° photos or videos in your marketing?
This isn’t just the »it should work because it’s different« kind of content; the stats regarding 360° content are proving it’s more than just a trend. You can rightfully expect higher engagement rates, CTRs conversion rates, and overall time spent on your website by leveraging the 360° experiences in your marketing funnel.
How to approach the use of 360° content in marketing?
The true leverage of 360° content is to provide a unique experience for the viewers. For example, if you are selling a product or a service you can display its key features in a form of titles and lead the viewer through a sequence of graphics displayed all over the sphere. This way viewers can become the protagonists, as they explore stuff on their own which significantly improves their recall. You can also take a different approach and try to provide your audience a better sense of what’s it like to use your product or service in a real environment, not just explaining features to them.
There’s plenty of possibilities on what you can do with 360°, but as long as you aim at giving your audience an experience that feels new and unique, they are most likely going to respond well to your content. The 360° content isn’t so widely adopted just yet, so you can still get ahead of the competition with it.
If you need some help with with 360° production, you know where to contact us.
If you have a project in mind and would like to discuss it with us, you are always welcome to book a FREE videocall with our team.