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Sell an Experience: 360 ° Video Content


Remember when 3D was the new big deal?

Well I don’t, I was born in ’94.

No, I’m talking about the 70’s to early 80’s. Big horror films like Jaws: 3D, Amityville 3D, and Friday the 13th Part 3 used the technology to turn the film into a fuller, more exciting experience. It was going to the next big thing.

And it was, until it wasn’t.

Then it was again for my childhood and that was great. It inspired by immersing audiences in the story and adding an additional level to the film experience by created new ways to show action. But it just couldn’t stick around. Wearing poorly-fitting glasses through a movie appeals to few and watching on TV at home is a less than adequate experience. Luckily for us, there’s a new entertainment “big deal.”

The new craze is filming in 360° degrees. This time, though, it’s here to stay and get better.

What we can use it for

With 3D video, your audience needs special glasses. That’s what’s great about 360° video.  With this new technology, users without the virtual reality (VR) headsets and equipment can still enjoy most of what’s so awesome about filming in all directions: You can see in all directions.

Navigating 3D film on basic internet browser only means using your mouse to swipe around or taking advantage of the gyroscope of your mobile phone can be even more immersive. Since this type of video is available and easy to enjoy for most consumers, it’s a great platform to get creative and share experiences with audiences and potential customers.

Homes

Some tech-savvy realtors have made a marketable use out of 360° film and photo. By taking images or 360° walk-throughs of the inside of for-sale homes, potential buyers can take a look at the property with a better understanding of size, shape, and layout than they would have gotten from traditional photos taken to make the rooms look larger.

Events

What’s the best part of going to an event? The experience, of course! And what better way to share the experience of your event than video from last year’s event in the action of it all. If you run a conference every year, capturing video in the center of it all during mingling or a workshop, for example, can be helpful for advertising next year’s event.

People love feeling included and you can do this by recording parts of the event behind-the-scenes. Get a bit of the rawness of the performers or participants that you otherwise wouldn’t get.

Products

This one’s easy. You want to sell your product, so display an example of it in use. However, the catch is that creativity matters. Entertainment is huge with 360°, so don’t get lazy with it. Show people different aspects of the process of creating the product and give the audience a very personal experience. 

The NHL sells their “product” with 360° video by placing a camera on the helmet of a popular player during training. Audiences get to experience what it’s like on the ice with the players chatting, having fun, and stick-handling, which is something unique and exciting.

Destinations

If your business is at a special, touristy destination or a destination of its’ own, you really ought to get into 360° video. Teasing great aspects of your location can do wonders for gaining views, popularity, and then customers. For example, an aquarium might film inside one of their fish tanks, so viewers feel like they’re swimming amongst new oceanic friends.

Or maybe you’re a restaurant by the sea with a nice view. Then you’ve got the chance to show an experience on the patio with a beautiful view, good food, and cozy feeling. The key is for the audience to naturally feel like they’re at your destination and wish that they were there.

More to come

Filming in 360 degrees is still in its infancy. 3D film was and is still stuck in entertainment, while 360° has already been working beyond that. During this honeymoon phase, 360° video will do well because it’s exciting and new. However, after the excitement wears off, practical use will keep it alive and well.

People are creative and inventive, so we can expect new exciting ways to use this technology as well as improvements with the technology itself. Its versatility and usefulness for huge audiences will keep it going strong.

Go out and explore new ways to film immersive content for your brand!



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