360 video has been around for quite a while, but as with anything ‘new-fangled’ it has taken some time to establish itself.
If you’re pondering whether or not to make a 360 video for your organisation, then as always there is one very important question you need to ask yourself: “Where does it fit into our overall video strategy?”
360 is an amazing technology; it gives us a genuinely new way to engage with video, and it opens up all sorts of creative possibilities; as I write we’re working on two 360 projects for different clients. But in both cases, the positioning of those projects within the overall video strategy has been carefully considered. We worked closely with the clients in question to help them think long and hard about whether 360 video was the right way to proceed, whether their aims could be met by other means, and how they planned to deploy and monitor the performance of the videos once they were completed. Only when all of those questions had been thought through and robustly answered did we advise our clients to move forward.
So, I’m not in any way trying to pour water on your excitement about 360 video or any other new technology that’s causing a stir in your marketing department. Just make sure you know why you’re taking a particular route, and how you will measure your success. That’s the only way to guarantee a return-on-investment from video.