360 Video for Marketers: What You Need to Know

Have you tried producing 360 video?

Want to discover how to create immersive, sharable 360 video?

To explore how marketers can use 360 video, I interview Ryan Anderson Bell.
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The Social Media Marketing podcast is an on-demand talk radio show from Social Media Examiner. It's designed to help busy marketers and business owners discover what works with social media marketing.

In this episode, I interview Ryan Anderson Bell of VRScout, a firm that connects Hollywood to the world of virtual reality. Bell is also the director of the Help Erase Project, a 360 video documentary designed to raise awareness of child trafficking.

You'll discover what you need to know to get started with 360 video.

Ryan explores tools for creating 360 video.

Share your feedback, read the show notes, and get the links mentioned in this episode below.
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Here are some of the things you'll discover in this show:
360 Video for Marketers
Ryan's Story

Ryan recalls that his interest in 360 video is a product of his experience with Google's Tilt Brush, which he tried for the first time after a speech on the changing landscape of technology at the Consumer Electronics Show.

He had approached Malia Probst at VRScout and said he wanted to be more involved in this technology. From there, Ryan went from playing with the big ball of GoPros to more finished, all-inclusive products, like the Samsung Gear 360's two 4K cameras.

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He's now a 360 filmmaker, trying to define how to tell a story and convey a message through the medium (whether that's from a personal or brand perspective).

Listen to the show to hear our memories of virtual reality in the 1990s.

Why Marketers Should Consider 360 Video

Ryan explains that being an early adopter of 360 video means you're going to understand the language before the public does. Marketers can use that language to connect with intimacy and empathy.

Your brand can have an impact on the masses in a way that's not been done before, because in a 360 video, the experience you provide in your message is more real to the viewer. You can share scale and scope with a canvas that's so big, it takes over everything.

Listen to the show to learn my perspective on the benefits of 360 video for marketers.

What You Can Do With 360 Video

When asked for real-world examples of uses for 360 video, Ryan points to HBO's showcase of Westworld at TechCrunch Disrupt this year, and TOMS Shoes' Virtual Giving Trip last year. Both used 360 video to immerse the viewer in an experience.

httpv://youtu.be/jz5vQs9iXCs

Ryan agrees that restaurants can show what the kitchen atmosphere is like during prime time, and events or conferences can share all kinds of experiences in 360. He goes on to share that real estate agents can even use a 360 real estate app from Zillow to showcase properties for sale or rent.

Causes such as ERASE Child Trafficking documentary can also take advantage of 360 video to share different narratives from the perspectives of characters in the film.

Listen to the show to hear more about Ryan's documentary.

Where to Publish 360 Video

While there are some small places like Zeality or Oculus where you can publish 360 video, Ryan says the best platforms for marketers are likely YouTube and Facebook. It all boils down to where you'll get the most views.

He shares that Facebook even has a new Heatmap tool to help 360 video storytellers move viewers through their stories.

Listen to the show to discover what this concept reminds me of at Disneyland and why.

Equipment Choices and Setup Tips

When it comes to equipment, Ryan likes the Samsung Gear 360 video camera because it's basically two 4K cameras with fisheye lenses for $350. This one piece of machinery automatically stitches everything together, so you don't need to do any post-production.