We are living in an era of rapidly evolving digital technology. There was a time when people were surprised with the digitization of images, recording clips - videos, now the advent of 360° video technology has created a big breakthrough. Thanks to the use of 360° video, the virtual world is once again reproduced in the most vivid and realistic way in the eyes of the viewer.


Indeed, the purpose of creating 360° videos is also to help viewers get the most realistic and vivid content experience. These videos are created by recording images from all directions at the same time using a camera system. To monitor 360° videos or photos, simply drag the mouse to move slowly when using a computer or rotate the direction based on gestures for the phone to see all around.


2016 is considered a time for 360° video technology from conception to strong transformations in 2017. It is no coincidence that technology companies are racing to launch a series of video recording devices. 360 in 2016, with typically Samsung's Gear 360 or GoPro's Omini. After the preparation of this platform, now YouTube and Facebook have become the two giants holding the space for users to post, share and experience this new technology.


However, 360° video does not just stop at creating experience opportunities for users but also helps increase the profits of businesses on social networks. This is the conclusion of Jon Mowat - Marketing Director of Hurricane, who has more than 20 years of experience designing content for BBC. In Jon's opinion, this is the beginning of the race for 360° video or image marketing strategies in brands.




Nescafe is considered one of the first brands to see the potential of 360° video. The brand has used 360° technology to show viewers how natural and fresh the process of collecting and producing their coffee is.



This advertising strategy goes even further as the company uses mobile apps on iOS and Android that allows users to add videos and award the best online players. Even popular car manufacturers like Honda and Mercedes create 360° images as the most vivid marketing way for their products.



360° video not only stops at product display but also advances to describe realistic space. This is why many real estate agencies, as well as travel agencies, spend a lot of money investing in 360° videos to describe ideal destinations or comfortable homes with perfect interiors.




Recently, Google conducted an experiment with 60-second 360° video ads and they found some interesting results. Although the 360° ad image has a normal view rate, the click-through rate is quite high, which 46% of users will watch until the end of the video. They also tend to share or copy the URL to send to friends. This shows that 360° video ads are both cost-per-view and incentivize users to engage with the product in the form of sharing the ad with others.



While studies on human psychology also show that we often have a feeling of familiarity with things we can control. With this 360° video or image technology, you can completely adjust the angle of view you want, so they can affect the customer's mind at a faster and deeper level than ordinary videos and images.




Essentially, 360° video allows brands to take the initiative to place viewers in real sensory experiences through the shoulders of the observer. Like Frontline's video below, users will come to a rural village in South Sudan, which is on the verge of starvation. Watching the video, you are immersed in the realities of everyday life with war, struggling with meager food supplies from the organization that supports U.N. All create an indescribable sympathy and imprint in the minds of the viewers.


Obviously, product images or 360° videos are not a gimmick in advertising. It is an innovative tool through which users are encouraged to interact and learn about the product. Moreover, the biggest difference between ordinary 2D images and videos with 360° technology is the deep penetration into the viewer's mind, stimulating them to continue sharing these wonderful experiences with everyone around.


Although 360° video or images are relatively new in social media, the use of this technology is growing rapidly because of the flexibility of the content and the high level of stimulation for viewers. Hopefully, in the future, Facebook and YouTube will develop additional features to make 360° video a better choice for brands and viewers.


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