360 Video: The Secret to Increasing Engagement in Your B2B Digital Campaigns
I'm Bigbobby, and I'm excited to talk about the topic for today. Grab a cup of coffee, and let's talk about one of my favorite things: 360 video and how it can make your B2B digital ads a lot more interesting. It's an interesting topic because it combines new technology, clever stories, and a little bit of marketing magic. I think it could change how content marketing is done in the business-to-business world.
First of all, what is 360-degree video?
You may already know what 360 video is, but in case you don't, it's exactly what it sounds like. It's a movie that you can watch from any angle, not just where the camera is pointed. You may have seen them on Facebook or YouTube, where you can click and drag to see different parts of the scene. If you're on a mobile device, all you have to do to look around is move and turn the device. It's kind of like being in a virtual reality world, but you don't need any special VR glasses.
360 video isn't just a novelty; it offers some unique benefits for B2B digital marketing. Here are some of the reasons I think it will change the game:
1. Immersive Experience: One of the best things about 360 video is that it gives you a real sense of being there. This is more than just watching a movie; you are actually in the video. And that can have a big effect on how much people care. In fact, a Magnifyre study found that 360 videos get 41% more views and 46% more people finish watching them than standard videos.
2. Cutting-Edge Technology: As a business-to-business marketing, using 360-degree video shows that you are on the cutting edge. It shows that your business is ready to think ahead and take chances. This can help your brand stand out from the competition and make your ads easier to remember.
3. Potential for Storytelling: Being able to look in any direction opens up new ways to tell stories. You can make stories with many layers that people want to study and find out more about. This can make your writing more interesting and catchy.
4. Interactivity: Unlike regular videos, you have to communicate with 360 videos. Viewers can't just sit back and watch; they have to click, drag, turn, and rotate. This exchange can make the experience more interesting and lasting.
How to Use 360-degree Video in Your B2B Campaigns
I'm sure you can't wait to try out 360-degree film. But there are a few things you should think about before you do:
1. Carefully plan your shots: With 360-degree video, the camera can see everything. That means you have to think about every angle, every feature in the background, and every way a person could look. This can make shots harder, but it also gives you more ways to be artistic.
2. Don't forget about the sound: sound is very important in 360 movies. You can't use visible clues to direct people's attention because they can look in any direction. Instead, you should use sound to guide the story and give a feeling of place and space.
3. Give instructions: Not everyone knows what 360 video is. It's a good idea to give your viewers some direction, like a short lesson at the start of the video that shows how to move around.
4. Test, test, test. Just like any new tool, 360 video has a learning curve. Don't think you'll get it right the first time. Be willing to try new things, make mistakes, and learn from them.
5. Use the Right Platform: Not all platforms can play 360-degree movies. Before you start taking, make sure you know where you'll be posting your video and that the site allows 360-degree watching.
Uses of 360-degree video in B2B marketing
Let's take a look at some companies that have successfully used 360 video in their B2B digital marketing to get a better idea of what it can do:
1. Maersk: Maersk, a shipping company, used a 360-degree movie to show what the inside of one of their huge ships looks like. People could look around the ship and get a sense of how big the whole thing was. It was a strong way to show what Maersk could do and how far it could reach.
2. GE: General Electric made a series of 360 movies called "Unseen Stars" that showed the work of their female science employees. These realistic movies let people look around the labs and see the important research being done up close. It was a creative and interesting way to show that GE cares about variety and new ideas.
3. Lockheed Martin: The aerospace business used 360 video to give fans a tour of its Spacecraft Operations Simulation Center. It was a fun, hands-on way to show off the advanced technology and expert knowledge that are at the core of their business.
4. Balfour Beatty: The infrastructure company made a 360-degree film walk of their Crossrail Project at Farringdon Station. The video let people look around the building site and learn about the complicated details of the project. This was a good way to show how good Balfour Beatty is at engineering.
The Future of Digital Campaigns for Business-to-Business
The time of one-way, static dialogue is coming to an end. Today's viewers want to be involved and feel like they are part of the show. And 360 film is an effective way to do that.
But it's not a magic bullet. It's just a tool. For it to work, it needs to be used with thought and strategy. It's not just about showing off cool technology; it's also about telling interesting stories, getting people involved, and making events that people will remember.
Companies like Maersk, GE, Lockheed Martin, and Balfour Beatty have shown that 360 video can make B2B digital marketing more engaging and interactive than ever.
So, as you plan your next B2B strategy, consider 360 video. It might take a little time to get used to, but the benefits—more connection, a more unique brand, and better stories—are well worth the effort.
That's all I have to say today. I hope our little talk about 360 video was interesting and helpful. I'd love to hear what you think about it. Have you used 360-degree video in any of your campaigns? How did it go for you? Tell me what you think, I'm all ears!
Until next time,