With new storytelling platforms comes new thinking. That’s why, with the removal of the frame, and the introduction of 360-degree sphere, content creators get to re-imagine and re-define the principles of video. It’s working too – view rate is nearly a third higher with 360-degree video, with viewers twice more likely to watch the entire duration.

Ted Baker immersed its fans into a virtual, 360-degree candy-coloured neighbourhood for a spring/summer campaign, selecting Instagram Stories to tease additional daily content. Thomson Holiday’s interactive tour of the northern lights resulted in over 435k views. Non-profit shoe company TOMS gave viewers a 360-degree glimpse of a village in Peru where children received Tom’s shoes. Lipton Tea took fans to the next level by taking viewers into a cup of tea for a fully immersive experience. With platforms like Facebook, Instagram and YouTube now supporting 360-degree video, it’s gaining serious momentum for 2019.

What people want to see in 360

By enabling viewers to control their perspective for a more interactive experience, demand in certain sectors is high. 60% want to see more 360-degree in sports and travel brands with a further 55% in live entertainment.

What 360-degree format works best?

360-degree is much more engaging than regular video. As a result, creators are tempted to create length experiences. If you’re planning a 360 video campaign, we recommend the creation of :15, :30 and :60 edits that will maximise distribution opportunities to the fullest. You can also opt to have the shorter videos connect the viewer to a longer 2-5 minute cut.

360-degree video content is not only a medium to drive awareness but also one that can drive performance, people who are exposed to it are more likely to click through to a website and take action. If you want your audience to perform a specific action, then make sure you find the right call to action.

Call us today to discuss a bespoke 360 campaign tailored to your clients.

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James Feb 11th, 2019

About James Sampson

James is Creative Director at Skylark Media. He was assistant director for the likes of Casualty and Doctor Who, where he honed his knack for combining compelling storytelling with stunning visuals alongside production management. In his spare time he draws and paints, as well as storyboarding, editing and directing music videos for up-and-coming musicians.