360-degree content is becoming increasingly important and there are good reasons to deal with it at an early stage. As a supplier of 360-degree content solutions, we would like the issue to introduce 360-degree content in its various facets, while both go over what 360-degree content is to you here, as well as in content marketing used and what you get out of it.
What is 360 degree content?
In short, 360-degree content is exactly what we do at cinema8! This includes 360 video and virtual tours in which several 360-degree recordings are linked to form a tour. A characteristic element of 360-degree content is the free view control of the user, because whether left, right, above or below the user is completely surrounded by the content. To put it simply, you can imagine that the viewer stands in the middle of a sphere that is surrounded by an inward-facing screen on which the 360-degree content runs. The viewer can look around freely and, depending on the direction of view, view different sections of the 360-degree image.
On a “conventional” screen, the 360-degree content can be understood as an extension of the regular 2D content (see also The evolution of image content and can be consumed on a computer, tablet or smartphone. The image section can be selected either with the mouse, the keyboard or by swiveling the smartphone display.
The 360-degree content stands out more from conventional image and moving image content when viewed with virtual reality glasses (background information: Are 360-degree videos virtual reality?). The viewer can select the desired image section by turning his head so that it feels much more natural and the user has the feeling of being directly immersed in the content (see also What is immersion? Such a solution doesn’t even have to be expensive, because 360-degree content can often be consumed with inexpensive cardboard solutions without the need for a high-tech VR solution.
360-degree content: right in the middle instead of just being there!
Now that we have clarified what 360-degree content is, we want to make it clear why its use is worthwhile! (You can also find a detailed article on the effects of immersive marketing here: What opportunities does immersive marketing offer? First of all, the 360-degree content can be classified under the category of “visual content”, which also includes videos, images, gifs, memes or infographics. Especially in consumer goods marketing trade marketing and service marketing, visual content is currently on the advance in marketing communication we would like to briefly give you the reasons for this here:
Visual content on the rise
Visual content is on the rise.
The human brain processes optical stimuli much faster than all other impulses. Studies show that we can understand the meaning of images within 13 milliseconds Visual formats are ideal for reaching a target group quickly and in situations in which they have little time. Visual content is particularly convincing in social media; Facebook posts with images currently have a 94% higher engagement rate than purely textual posts, tweets with visual content are retweeted 150% more often and videos on landing pages increase the conversion rate by up to 86%.
Visual content also gives users a better idea of products or services, and complex issues can be presented in a clearer and easier way to consume. Beyond the pure conveyance of information, visual content can convey emotions and thus also address the user on an emotional level.
360-degree content the premier class of visual content
In addition to the social network Facebook, the video portal YouTube is almost a classic among content platforms and the first point of contact for most users to consume videos. It is not without reason that YouTube is the largest search engine after Google and therefore indispensable for the distribution of visual content. The two platforms make a significant contribution to promoting the topic of 360-degree marketing as both support direct integration of the content. This already makes it possible to achieve high reach with the new content format.
While more and more marketers have recognized the great potential of visual content and the Internet is now flooded with images and videos, 360-degree content offers a creative opportunity to stand out from this flood of content. As content can no longer be consumed passively, but rather the viewer is actively involved, 360-degree content makes it possible to attract particular attention and to attract the viewer’s undivided attention. The viewers can immerse themselves even deeper into the content and experience it virtually. By being able to explore the environment independently and interactively, the involvement can be increased and the conveyed content remains in the memory longer, so that the communication messages have a more intense effect on the consumer.
Possible uses of 360-degree content
The possible uses of 360-degree content are so diverse that it would go beyond the scope of this article to list everything. Nevertheless, we would like to give you at least some initial impulses as to what is possible with it. Depending on your industry and your objectives, we will also be happy to create your own, individual 360-degree concept contact here we will only deal with two exemplary cases that should show what is possible with 360-degree content