Consider a video that involves you being not only a spectator but an active actor. It allows you to see the world around you, see it from every possible perspective, and experience being right there in the middle of things. That’s the power of 360-degree video — a kind of immersive format that’s changing the way we tell and consume stories, especially in the digital age.
For marketers, content creators and brands, 360-degree video is not only cool but it is revolutionary. Because consumers are accustomed to more interactive content, the emergence of 360-degree video provides the chance to create a truly unique experience. Whether you are an experienced media professional or new to digital marketing, knowing this technology is important to your survival in the current competitive market.
But what are Indian brands doing with this enticing technology? And even more importantly, how can you use it for your own storytelling and advertising purposes? Let’s dive deeper.
What is 360-Degree Video?
360-degree video is a type of immersive video format that presents each perspective of a scene as if one were present. In contrast to conventional videos where only what’s on the screen appears in the viewer’s view, 360-degree videos allow viewers to move in any direction — up, down, left, right — by using quick movements on their smartphones or by tilting their heads with VR headsets.
How Does It Work?
360-degree videos are recorded from high-definition cameras that record from all angles. These videos can then be streamed on YouTube, Facebook, and VR apps, with user-defined viewing angles.
Key Features of 360-Degree Videos:
Immersive: Viewers can experience the entire scene by tapping on or scrolling through the display.
Interactive Consumption: Rather than passive consumption, users can interact with the material by choosing what to consume.
VR Compatible: For a more vivid experience, 360 videos can also be viewed in virtual reality headsets such as Google Cardboard, Oculus or HTC Vive.
The Increasing Use of 360-Degree Videos in India.
India is no stranger to technological changes in the media and entertainment sector. With an army of young people always on the lookout for something new, 360-degree video is a popular platform. But behind the giddy-ness, Indian brands are beginning to realize how useful this format is in showcasing deeper, more compelling narratives.
Real-Life Examples of 360-Degree Video Usage by Indian Brands
Tata Motors:
For Tata Motors, they used 360 degree video to show consumers a virtual dealership experience from their home. Buyers could browse the newest vehicles in- and out- of the showroom, as though they were actually there. Not only this added to the customer experience, but it was a new avenue to get in front of potential buyers during COVID-19 restrictions when physical visits were sparse.
MakeMyTrip:
MakeMyTrip, a travel brand, used 360-degree videos to promote exotic destinations. By letting potential travelers explore Goa’s beaches or Kerala’s backwaters via a digital walkthrough, the brand could create wanderlust in a way that photographs or videos simply couldn’t.
Royal Enfield:
Royal Enfield, the British motorcycle manufacturer, used 360 degree video to allow customers a test ride. By putting the viewer on a bike and riding through the high Himalayas, Royal Enfield had created an exhilarating spectacle that their adventuresome clientele could connect with.
All these cases illustrate how Indian brands are already adopting 360-degree video for creating better relationships with their viewers. But the uses go far beyond advertising. Let’s see what else this technology is being applied to.
How 360-Degree Videos Are Revolutionizing Video Games.
From a marketing standpoint, 360-degree videos aren’t a marketing gimmick but an effective way to create personal, meaningful experiences. Why 360-degree video is quickly becoming part of the modern marketer’s arsenal:
1. Enhanced Engagement
Classic videos are okay, but they rarely involve the level of interaction that viewers today want. A 360 degree video invites the viewer to dig in, interact, and experience it better. This control and immersion automatically extends the time spent on something and creates an emotional investment in it.
2. Increased Brand Recall
Research shows that we retain experience rather than just information. By enabling an interactive and visceral viewing experience, 360 degree videos increase brand awareness. For example, a user will be more likely to recall a 360-degree video showing a virtual walk-through of an investment property than a slideshow.
3. Boosted Social Media Performance
Facebook and YouTube have introduced 360-degree video into the public domain. These platforms promote 360 content, often positioning it at the top of news feeds and searches. That said, 360-degree videos are effective at promoting brand visibility and social media interaction.
4. Perfect for Storytelling
360-degree video is, above all, a narrative medium. From a travel company showing the insider’s view of a dream destination to a brand capturing the behind-the-scenes look at your factory, these videos allow you to communicate your narrative in a way that immerses the viewer in the experience.
Challenges to Consider
360-degree video has many positives, but it has its downsides: 360-degree video is not a seamless medium.
- Cost of Production: 360-degree videos involve equipment and techniques required for filming and editing that are sometimes more costly than traditional videos.
- Technical Knowledge: Not every production crew is equipped to produce 360-degree videos. It demands a certain technical expertise both on the set and in post-production.
- Experience: Bad 360 videos are distracting, not immersive. It’s also crucial that you create seamless transitions and provide a distinct focus point to prevent viewers from being lost.
Even with all these challenges, 360-degree video can bring a benefit far greater than the challenge if done well.
How Can Indian Marketers Begin Embracing 360-Degree Video?
The best thing about 360-degree video is that it’s usable across all industries and marketing methods. Below are some practical ways in which Indian brands can get this technology implemented into their campaigns:
- Virtual Product Demos: Allow buyers to check out your products in person. From a car to a home or even a piece of clothing, 360-degree videos let the user engage without needing to be physically present.
- 360° Video Event Coverage: If you are having an event or attending a trade show, take a 360-degree video to give your attendees a first-person view. It’s an effective means to appeal to those who missed the actual event.
- Behind-the-Scenes Videos: Let your customers get a glimpse into your brand’s humanity with behind-the-scenes videos on how your products are manufactured or how your staff operates.
360° Stories: Immersive narratives in 360° videos. For instance, a travel operator can whisk them away to a Rajasthani market or a clothing brand can whisk them to the front row of their new runway.
What’s Coming For 360-Degree Video in India?
As the internet population and smartphone penetration in India grows, the demand for more interactive and engaging content will continue to grow. Now that technology is accessible and cheaper, we can expect more Indian brands to use 360-degree video as a marketing tool.
How Reset Media Can Help
Here at Reset Media, we’re attuned to the sprinkling of changes happening in the video and digital advertising space. For brands that want to try 360-degree video, our creative professionals can take you through from concept to execution. Whether it’s building an experience for your customers or increasing social engagement, we can help.
Do you want to take your storytelling to the next level? Get in touch with Reset Media today and let’s build story-centric immersive stories that are going to WOW your fans.
Conclusion – The Future Is Right Here For You
360-degree video is not only cool tech, but a way to capture stories in ways you never thought possible. For brands in India, it provides an unparalleled chance to differentiate in a highly competitive space, providing customers with something more than a product or service. The right approach can elevate your story — and your brand — into the next level.