As more people start to use technology to skip television ad breaks and install ad blockers to simplify their online browsing experience, business owners and marketers need to step up to the changing demands of audiences if they want to continue to deliver their marketing messages to an engaged viewership.
We have collectively been nestled within a landscape that operates on shares and clicks for some time now and it looks as though virtual reality (VR) is shaping up to be the next big thing to revolutionise the digital space.
There is an increasing demand for interactive media. The popularity of live streams is just one example of this and an indicator that audiences aren’t just looking for passive content anymore; they also want the opportunity to take part in the digital experiences.
There is an increasing demand for interactive media. The popularity of video conferencing and live streams are just an example of this and an indicator that audiences aren’t just looking for passive content anymore; they also want the opportunity to take part in digital experiences.
Brands need to understand how to provide the experiences that their audience wants to engage with. So will VR prove to eventually be the next big thing in digital marketing?
The Power of VR
The real potential within VR lies mostly in its ability to immerse viewers in a story and an experience that, for a short while, takes them out of their everyday life and into a heightened world where things are both familiar and intriguingly new.
VR can show intricate details of places to people who have never been there before, demonstrate how products are making a real difference to communities of people across the globe and equip audiences with new skills to complete a project or take up a new hobby.
All research indicates that the power of VR and other immersive technology should not be underestimated. A study from ad tech company YuMe found that more than 50% of consumers who have first-hand experience of immersive technologies such as VR think that it is the next big thing. Additionally, more than half of survey respondents also stated that brands using VR technology are more innovative, which contributes to a more positive brand image.
A Few Examples of Engaging VR Marketing Campaigns
Striving to do something that has never been done before, Samsung has collaborated with NASA to create a 4D lunar gravity VR experience that gives consumers the opportunity to experience what it feels like to walk on the moon. From a marketing perspective, this collaboration fits seamlessly with Samsung’s #DoWhatYouCant messaging and really showcases how technology can be used to make ideas a reality.
Oreo has used VR technology to take consumers into an interactive world where they can float down a milk river on a chocolate Oreo biscuit disc. Fun graphics make this an immediately engaging experience, which ends with Oreo’s signature ‘Wonderfilled’ tagline.
Tips for Making an Effective VR film
Making a VR film isn’t like creating a traditional marketing film (your iPhone just won’t cut it I’m afraid). To make a decent VR video you need the kit and you need the expertise. Here are four tips to get you started.
Relinquish Control
The most effective VR films have been made by teams who understand that they are not in control of the experience, their audience is. Techniques and cues can be used to guide the viewer and assist with narrative development. However, it is important to remember that traditional marketing and advertising techniques will not have the same impact within the VR experience. Focusing on developing immersive stories that your ideal audience will find engaging and interesting will help you to make the most out of this almost unprecedented opportunity to engage with viewers in new and exciting ways.
Focus on Full Immersion
Similarly, if you have experience with traditional video marketing, it is worth noting that not all stories will translate well to VR. Locations need to be visually interesting and immediately encourage exploration. So, although a spectacular sunset may be visually engaging within traditional video content, it likely won’t offer enough on its own to keep audiences engaged within an immersive VR experience.
Move with Caution
Careful production techniques are required to ensure that you don’t inadvertently end up making your viewers feel motion sick. This is not to say that you can’t include camera movements, but they should be used sparingly to avoid being overly jarring and forcing your audience out of the very experience they should be enjoying immersing themselves within.
A New Editing Process
VR film edits are markedly different from traditional video edits. As scenes will play out in real time, the creative editing process will take a back seat and other elements will become more important. Sound design is an essential element of every successful VR film because it adds to the immersive atmosphere and can be used as a tool to direct viewers’ attention towards particular features. This aids narrative development and ensures that your audience is provided with the best possible experience.
VR and AR forecasting suggests that increasing numbers of businesses are beginning to integrate these technologies into their digital strategies. Are you ready for the VR revolution?
