360 video: what are the uses for an immersive experience? | Responsive

The advent of virtual reality in our daily lives is giving rise to new ways of consuming images. 360° video is unquestionably one of them. As a communicator, why and how do you use this new medium? When is it really relevant? An overview of best practices in 360 video.

Simplicity and quality: the prerequisites of 360° video

Making 360° videos is a good idea as long as it serves the message and is used wisely! If it is only intended to have someone speak in front of the camera, it is, for example, not necessary: a nice interview is sufficient and is much more suitable. On the other hand, to highlight an impressive action or location, such as a factory or ultra-modern offices, 360° video reveals its full potential and will have a stronger impact than a traditional video. Moreover, it is already widely used in animated fictions or to film space, nature, extreme sports or even animals.

From a scriptwriting point of view, the production of 360° videos does not require very extensive storytelling. The evocative force is found in the quality of the image: the visual must be spectacular and careful, and the message fairly simple. The National Geographic video series is a successful example of making, and using, this technology. Posted two years ago, the video dedicated to Hammerhead shark has more than 20 million views on YouTube. The fact that the platform has been offering this format since 2015 also contributes to this success.

These two ingredients combined, image quality and simplicity of the message, 360° video then becomes a gateway of choice to additional content and a great teaser to arouse curiosity and arouse enthusiasm.

The technical specificities of 360° video

On the technical side, we will be spoilt for choice! But good optics are essential to capture light and avoid noise in the image, especially if the movie is made outside. If possible, we will prefer a place where the light is natural and/or abundant, just like This movie directed by Reactive Prod for the DGA (Ministry of the Armed Forces) and showing a Rafale on an airstrip.

A 360° video consists of views from several cameras, each capturing a different angle. By linking the images together, this process makes it possible to evolve in the landscape thus filmed, which is why placement is important to facilitate post-production. It is also necessary to observe a sufficient distance: count 1.50 m to 2 m minimum, otherwise, we increase the risk of “connection” problems during Stitching. Good news for 360° videos: in recent times, available technologies have evolved, significantly reducing the post-production time required.

The different fields of use of 360° video

On- or off-line, the fields of use of video are multiple. If you use it in the menu of an application, it allows you to easily go to a second level of information, with motion-designs, interviews or even reports. In particular, we can stimulate the interest of the Internet user with a brand new warehouse presentation, focus on a machine used or working methods. In situ.

The 360° video is intended to be completely immersive. This is why it is particularly popular at events. Often short, lasting one to two minutes, it projects its target into a visual universe. It also finds a large audience on social networks thanks to the originality of its format.

In a living room, for the immersion to be complete, the context is also important. Do not hesitate to event the video or the application by playing on the staging. These are the distribution conditions that should guide the technology to be used. In case of large numbers of people, a return screen near the stand is essential so that as many people as possible can enjoy the experience. A tactile, fluid and pleasant table can also be a good solution, as can several headsets available if the traffic remains reasonable. Immersion is all the more appreciated as it makes the spectators actors. They are no longer passive in front of the video, and can choose where to focus their attention.

What perspectives?

And as it works, brands use it extensively in their marketing operations. Red Bull was one of the pioneers in the field, with its video “RedBull F1 360 Experience”, which has an 80% engagement rate, and a sharing rate that is 4.5 times higher than a traditional video.

Oreo, Mercedes and Nescafé have also tried the 360 experience successfully. In a less commercial sense, Handicap International was rewarded in 2017 for its 360° film offering an immersion in the daily lives of civilian populations victims of bombings.

So, are 360° videos really a format for the future? It is still a bit early to say, but everything suggests that this immersive technology has a bright future ahead of it. To prove it, let's leave the last word to an expert, Mark Zuckerberg: There is a clear trend in technology that allows people to share increasingly rich content. 5 years ago, most of the content on Facebook was text. Now they are photos. Fast forward 5 years, and that will be the video. Afterwards, there will be immersive content.

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