Imaginative Uses for the 360-Degree Video Technique

Imaginative Uses for the 360-Degree Video Technique

Now that YouTube and Facebook are supporting 360-degree videos, are you ready to embrace this new technology and join the fun? These virtual-reality (VR) productions involve cameras recording all possible environment angles to display spherical scenarios. As this technique amazes consumers, it also increases message retention and audience engagement.

Fans can watch your online 360 videos on Chrome, Firefox, and Opera browsers. Dragging the mouse over computer videos reveals intriguing hidden angles. Simply moving smartphones around creates the same effect. A YouTube app tracks how users hold their devices to change what they see on their screens. Google Cardboard and Oculus Rift VR headsets enhance the mobile 3-D immersive experience even more. Head movements make viewers feel like they’ve joined energizing scenes. Being able to look all around settings outside frames heightens the exhilarating and interactive possibilities.

Suitable VR Applications

Showcasing products:

Early adopter Nescafé is using a VR video series to demonstrate its coffee production process that starts with handpicking coffee beans. This campaign offers Android and iOS mobile apps so prospects can access more steps to producing such fresh coffee. Nescafé is rewarding consumers with 10,000 branded cardboard viewers during online competitions and live events. These combined efforts unite great branding with lead generation.

Mercedes uses 360-degree videos to connect shoppers with its vehicles. Presenting concept cars and other models at a German auto show wasn’t enough. Wanting a much broader audience to enjoy that experience prompted the car manufacturer to create a virtual 360-degree tour of the displays that also increased user engagement.

Sharing adventures:

Most people lack the skills and courage to attempt extreme sports like wingsuit skydiving, bungee jumping, and racing Formula One cars. But they’re curious enough about how those adventures would feel to watch action videos of daredevils accomplishing such challenging feats.

Sticking to Red Bull’s strategy to feature adventure sports in marketing tools, its VR videos invite consumers to relish the unnerving thrill of stunt flying and other incredible escapades. Extreme sports add exciting action to outdoor location promotions. Red Bull and the Norway Tourism Office collaborated on a 360-degree close-up recording of a wingsuit flight packed with chilling realism.

Promoting destinations:

The travel and hospitality industries boast phenomenal VR videos. Qantas Airways’ spots promote popular Australian destinations. Amazing panoramic views through plane windows during the flight and landing make observers feel like passengers. Qantas highlights impressive vacation spots with tours of luxurious resorts and popular attractions such as spectacular underwater reefs.

Marketing events:

VR videos can be beyond showing viewers what to expect at your events to getting personal glimpses. Tomorrowland, one of the world’s largest electronic music festivals, posted “360 Degrees of Madness,” the first VR example on YouTube. From campsites to stage pyrotechnics, fans got to revel in the raucous concert-going fun.

Structure stories to drive purchasing intent:

Strong storytelling enables fans to relate to your message. Explaining why your company exists builds enduring relationships. Buyers long to become part of broader experiences, feeling more than transactional relationships with providers and suppliers. A Walker Information report stated that consumer experience will be the leading brand differentiator by 2020, overtaking price.

Today’s social networking fans conduct more research than previous generations to understand business offerings better. Storytelling helps them get more from their favorite brands. Videos with obvious story arcs raise purchase intent by 9 percent. To embrace this trend, take viewers on an enthralling narrative adventure with an explicit opening, middle, and satisfying resolution. This plotted approach makes lasting impressions and gains earned ones via Retweets.

Pack entertainment with high energy to engage:

Promoted videos that capture the energetic and evocative tones of spots promoting movies and television shows boost interaction. Compelling teaser-style, short-form trailers and commercials encourage viewers to watch feature films and TV programs. Similarly, other industries can use bold entertainment value to build up audience anticipation. This technique works well for product launches, special-occasion promotions, and events.

Align your brand with tastemakers to escalate free publicity:

Videos featuring recognizable influencers or celebrities can push recall 14 percent over the norm and lift sharing intent 6 percent. Forming brand context via visual and/or audio means reinforces the coveted luminary/corporate image connection. Using famous tastemakers along with their extensive followers to elevate your message can multiply your views and spread your story’s reach.


Production and Uploading Steps

Diamond View Studios, an acclaimed video agency, can pull off the growing VR trend with captivating style. Wonder what a video shoot is like? Get sneak peaks of our trendsetting team creating magic at our facilities and on location. The steps to get your VR projects online include:

Recording in 360 mode:

In some traditional video scenes, lights, teleprompters, talent, and crewmembers are outside camera frames. But VR shots capture all of that. Innovative production experts use special cameras with lenses covering every angle to create 360-degree masterpieces. Or six cameras in a cube arrangement can record simultaneously. Advanced editing is necessary for that more complex process.

Previewing videos:

VR spots use standard file formats like all other videos. Special cameras provide apps to see previews. Only specific software and social media platforms allow true spherical mode visualization of finished projects.


Most editing software can accommodate 360 videos. Professionals are adept at working with odd-looking images that are actually flat, stretched depictions of spherical recordings. Typical editing phases include titles, adjusting colors, merging clips, and adding background music.

Posting your videos:

The final step is uploading your VR presentations. Luckily, this process is just like posting standard videos. YouTube and Facebook recognize 360 videos and prepare them for viewing automatically.

VR’s Future

This new technology’s usage is rising rapidly, thanks to its versatility and high audience engagement levels. As YouTube and Facebook battle for video supremacy, these platforms may launch extra features to boost traffic while offering brands and fans even more exciting journeys.