Deze blog is winnaar van de SWOCC x BrandCom blogwedstrijd 2024 (2e editie).
Imagine being able to transport your customers into an immersive world where they can interact with your brand like never before. This can be achieved with the power of 360 videos. In today’s fast-paced digital landscape, brands are always looking for new and creative ways to interact with their audience. One emerging trend is the use of 360 brand videos. Red Bull leads the way in utilizing 360 videos to immerse its audience in sensory experiences (view an example video below). In this blog post, we will delve into recent research findings that shed light on how marketers can leverage the potential of 360 brand videos to drive brand engagement and enhance customer experiences.
WHAT IS THIS BLOG ABOUT?
- The use of 360 brand videos to engage audiences and enhance brand experiences.
- The importance of positive device experiences and creativity in driving brand engagement.
- Practical applications for marketers.
THE RESEARCH
Brands are always looking for innovative ways to captivate their audience. Through 360 brand videos, where traditional marketing meets immersive storytelling, this can be done. But how do you ensure your 360 video hits the mark? That’s where recent research comes in.
Luke Butscher and Billy Sung (2024) conducted an experimental study exploring the nuances of user experiences with 360 videos across different devices, from PCs to VR headsets. By analyzing factors like ease of use, presence, creativity and overall enjoyment, the researchers uncovered key insights into what makes a 360 video truly memorable.
WHAT DID THE RESEARCHERS UNCOVER?
It turns out that the device you choose to view a 360 video on can significantly impact your experience. Whether you’re using a PC, tablet, or VR headset, each device offers a unique set of sensory experiences that can either enhance or detract from your immersion in the video. But it’s not just about the device itself; it’s about how you experience it. Factors like familiarity with the device and the design of the 360 videos play a crucial role in shaping your overall experience. Creativity of the video drives brand engagement intentions. This suggests that focusing on creativity is crucial for driving brand engagement through 360 brand videos.
WHAT DOES THIS MEAN FOR BRANDS?
Now, let’s translate these findings into actionable insights for marketers. Say you’re launching a new product and want to create a great experience around it. Instead of relying on traditional ads, why not invest in a 360 brand video? By ensuring a seamless user experience across different devices and incorporating elements of creativity, you can create a truly immersive brand experience that drives engagement and leaves a lasting impression. Imagine Airbnb implementing 360 brand videos for its platform. This would lead to the users being more engaged and confident in their decisions. Prioritizing positive device experiences and leveraging creativity empowers brands to enhance user engagement and form meaningful connections.
IN A NUTSHELL
The era of passive advertising is long gone. Today’s consumers crave immersive experiences that allow them to connect with brands on a deeper level. By leveraging the power of 360 brand videos and understanding the nuances of user experiences, marketers can create compelling content that not only captures attention but also creates meaningful connections with their audience.
WANT TO LEARN MORE?
This blog is based on the following research:
Butcher, L., & Sung, B. (2024). User experiences with 360 brand videos: device experiences, presence, and creativity driving brand engagement. The Journal of Brand Management. https://doi.org/10.1057/s41262-023-00348-3
ABOUT THE AUTHOR
Sophie Belau is a Corporate Communication Master’s student. She is passionate about PR, crisis management, and brand storytelling.