The impact of 360° Video in advertising and digital marketing: trends and examples

Advertising and marketing are one of the fundamental pillars for any company.

The search for differentiating elements against the competition, attract attention and maintain the brand recall The two aspects are unified into one, and these are some of the basic keys to their success.

Until recently, one of the most widespread ways of attracting an audience and, therefore, customers, were the videosbecoming one of the most important most important tools in the development of marketing and advertising strategies. for most companies.

The impact they could generate resided (and continues to do so) in the sensations they could provoke in the user.

Therefore, it is essential to pay special attention to the target audience related to the product or service and try to find new ways to reach a wider audience.

Thus, it can be seen that video advertisements are capable of generating a significant increase in engagement ratesThe audience impact.

This leads to the brand in question experiencing greater recognition, traffic and higher sales levels.

But what if we venture a step further?

What if we get the viewer to achieve total immersion in our brand story?

What would be the results?

How can we achieve this?

For now, we are only going to tell you that the virtual reality hides behind the answers to these and many other questions that we will discover in the following lines.

360º Video: A before and after in marketing and advertising strategies

The 360° videos have managed to gain a foothold, by leaps and bounds, with video marketing trends in recent times.

Basically, they are videos that accommodate a total field of view, that is, they capture the entire scene surrounding the camera, from the bottom and top of the scene, to the entire surface in the front and back planes, providing a complete picture of reality.

Although it is true that it was not until just a few years ago that this type of audiovisual format began to gain fame and popularity.

The pandemic was a turning point in its history, as it emerged as one of the best ways to showcase environments. And, of course, in the period of confinement and in the years that followed, it translated into a more than positive result: interaction with the public only increased.

This type of audiovisual format has proven to be uniquely effective in immersion and interaction, since, thanks to them, the user can interact with various environments in online format.

What are the main advantages of 360 videos?

The social network Facebook, allows the distribution of 360 videos that can be played automatically through the implementation of a specific viewer familiar with this type of content.

On the other hand, on YouTube, 360 videos as well as virtual reality are the main protagonists of the channel.

Taking these two figures into account, it should be added that, in our country, more than 4,000 videos are consumed through multiple platforms.

For this reason, the incorporation of any audiovisual content will be a success in marketing and advertising strategies, but if, in addition, we bet on the 360 video modality, this success will be translated into triumph.

Business benefits of 360° video distribution

The possibilities offered by this audiovisual format are undoubtedly endless, but the four most important benefits it offers a company are the following:

1. Increased conversion rate: The power to convince a customer is enhanced by a video as opposed to a mere descriptive text of a product or service. In addition, there are already studies that show that a 360 video is equivalent to 2 million words. A figure to take into account, not only to attract new customers, but also to save time and costs.

2. Improved brand reputation: the 360 format is the best ally to give greater veracity to the quality of a product and to maintain the impact and brand recall. A clear example of this can be found in Nescafé, a company that has become a true expert in this type of technology, demonstrating that the flow of customers is not only able to be maintained, but also multiplied.

3. Increased interactions. Offering new experiences to the customer so that he becomes familiar with the service or product to be sold is indispensable for any company. If a customer, for example, wants to book a trip or buy a house, the company that distributes these desires will be more successful if it shows the customer beforehand what they are going to find and all this will be easier through a 360 video with the virtual tour option.

4. Viralization. An example of a viral 360 video can be found in the promotional video for the Star Wars storyline. It reached unthinkable levels of audience, making the premiere of the last movie a real blockbuster.

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