The time for 360 degree video has finally come. What seemed like cool but impractical technology for the past couple decades has matured into a viable option for business or creative ambition. So what exactly is 360 video? 360 video refers to videos where the environment is shown to the viewer in 360 degrees, and what the viewer sees is dependent on where they choose to look. If you’re unfamiliar with 360 video, I encourage you to experience it for yourself to see what makes it so special.
So then, why should you care? Choosing 360 video for your project can add unprecedented immersion and place viewers in environments it would be impractical or even impossible to take them to physically. Here are a few reasons to use 360 video.
Grab the attention of your audience. This is the most important reason to choose 360 video. If you are looking for a fresh way to grab the viewer’s attention, 360 is a great tool. When you hear people describe these virtual experiences, you’re hear some of the same phrases over and over. “It’s so immersive.” “You feel like you are actually there.” In a time when it seems like attention spans are getting shorter and we have to fight to catch someone’s attention before they lose interest, we have found that 360 will capture interest and make viewers more willing to invest their time in your video.
Take your audience on a guided tour. Graphics and voiceover can effectively share information with the viewer while letting them explore the environment around them. You have the potential to reach thousands more people by guiding them through video than you would have by hosting live tours. For an example, check out this video we made to show donors how their money could be used at a fundraising event for a children’s hospital.
Use for education. 360 video and virtual reality are quickly becoming a powerful tool for teaching. Studies show improved emotional response from immersive education experiences. One of our clients found that a lack of understanding of what exactly they do acted as a barrier to engagement with their community. By creating an informational 360 video, they were able to educate their audience and help train employees.
The technology for 360 has matured. Until recently, choosing to make 360 videos could be both cost prohibitive and difficult to distribute. The equipment required to make 360 videos has come down in price significantly, taking a project that may have cost hundreds of thousands of dollars years ago and made it more affordable. Audiences can easily access your 360 video, with most video platforms and websites now supporting it. As long as the viewer has a smartphone or a computer, they can watch your 360 content. The market for virtual reality headsets, an even more immersive way of experiencing your 360 video, is growing quickly; nearly 40 million will be shipped worldwide in the next few years.
As with most video projects, knowing your goals and plans for distribution can impact a lot of the choices made planning a 360 video. Should we shoot in 2D or 3D? Should we utilize spatial audio? In a controlled environment where you can ensure the viewer has a high quality headset and headphones, creating the video in three dimensions with spatial audio can create an awe-inspiring experience. If you expect most viewers to see your video on their phone or computer, you’ll need to take that into account for how your video communicates information.
Do you have any questions or thoughts on 360 video and virtual reality? We would love to hear from you. There are a lot of considerations for how to choose the right video for your goals, and we would be happy to discuss how to make an immersive video to connect to your audience for your next project.
