The introduction of 360-degree video has revolutionised the way that businesses – large and small - produce content. It allows us to experience video in a completely new way, on easily accessible platforms and devices, and is arguably the closest many of us will currently come to experiencing VR.
The spherical videos are user controlled – you decide where and when to look round. That element of being in the middle of the action is a powerful draw. It’s an immersive experience that takes the viewer to another world. Big tech players including Facebook, Google and YouTube are already experimenting with the concept, and there are plenty of opportunities for small businesses to use it too.
Sports
Thrill-seeking sports definitely have their place in this market. GoPro, an adept video camera for adventure sports aficionados, was used to shoot this 360-degree surf video. Starring pro surfers Anthony Walsh and Matahi Drollet, they took fans into the Tahiti waves with them. Think about how this technology could be used in your business, to both demonstrate to your customers that you’re at the forefront of emerging technology, and give them a live-action experience.
The NBA and countless football clubs are already using 360-degree video to show matches to those who can’t get seats at the game. Whether you sell sports equipment, run classes or are an influencer in the fitness world, there are endless possibilities to explore.
Cars
There are also exciting possibilities for new car launches. Manufacturers can give potential customers the experience of being in the car before they even get to the showroom. If you manage a fleet, there are opportunities to give your drivers a tour of the roads they’ll be driving along. This kind of approach will make training easier, quicker, and more financially efficient.
In this example, racing company Formula E enlisted British Freerunner Damien Walters to backflip while stunt driver Alistair Whitton, drove the Formula-E car directly at him. The video showcased their brand, their cars, and the excitement of the moment in one piece of content.
Musicians
Festivals are set to start broadcasting a more immersive experience for those who can’t attend, and to showcase the event for future prosperity. This year for example, US festival Coachella provided a live stream using 360-degree video. Music videos are changing too, and will affect the entertainment industry significantly. This example from the Foals, which has clocked up over 6.5M views on YouTube, shows how it changes the experience of the song, compared to a simple music video.
If your company produces events, be that for clients or as a venue, 360-degree video provides a way to draw in a larger audience. Such an immersive experience allows fans or potential clients to experience the event over and over again.
Travel
Considering the stunning locations all across the globe, it is clear that the travel industry is prime fodder for 360-degree video. National Geographic, for example, are using Facebook’s 360-degree video tools to share natural wonders with its audience. Whether it’s The Devil’s Pool at Victoria Falls, or swimming with bears, they have captured some incredible experiences that most people are unlikely to ever experience in such an immersive way.
If your company provides experiences to customers abroad, think about how these could be brought to life. The National Geographic videos would have cost a lot of money to produce but there are cheaper 360-degree cameras to begin with.
What next
There is some concern that 360-degree video is just a stepping stone to the more powerful world of VR. Even if that is the case, 360-degree video is currently the most immersive way to experience and broadcast a story. It is likely to be at least a few years before VR headsets are accessible to the masses. The possibilities for 360-degree video are here now. How will you make use of it in your business?
Content on this page is paid for and provided by Kia Fleet sponsor of the Guardian Small Business Network Accessing Expertise hub.
