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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