HOW TO ENGAGE AN AUDIENCE WITH 360 VIDEO

As branded implementations of VR technology become increasingly commonplace, it’s important to consider that the technology itself is not so important as the application of it.

360 Degree video, in particular, allows for a personal connection to be made between brands and viewers. Rather than just seeing a single camera point of view; the entire context, perspective, and environment can be felt.

Videos shot with this technology are immersive, they’re engaging. They create a connection between audiences and creators, or in the case of branded experiences, between consumers and brands.

We decided to test out this new technology with our brand new 360 camera. We headed out to the snow to capture some footage and thought about what the best way is to engage an audience with videos in this format.

It’s important to create content that’s relevant to the medium of VR. As the technology becomes more commonplace, the more audiences will become jaded. So, creating a story that’s worth seeing from every angle is crucial to the success of your 360 video. The content, the narrative, is critical, as is generating something that’s relevant to the technology itself.

With this in mind, consider that the brand itself is not the most important part of the branded experience. Rather, the audience and their emotional investment should take priority. Placing dynamic storytelling and visual content at the forefront of a branded experience creates a personal connection and emotional attachment among viewers. If implemented correctly, this makes 360 video a powerful tool for marketers and brands.

Rather, the ‘brand story’ should become secondary to the consumer experience. Creating unique experiences, transporting viewers, and telling powerful stories will become the barometer by which the branded 360 video is judged.