INTRODUCTION
Table of Contents
As I stated in yesterday’s lighter side post, I am throwing posts into the mix here that are somewhat lighter in tone, yet have lessons for us as online marketers…
Today I want to look at the new 360 degree videos, the latest trend that is coming into its own…The equipment and editing tools are within the range of everyone, so I expect this will become commonplace in a short period of time…
Let’s have a look at this technology and see how we may be able to use it for our own purposes…
WHAT IS 360 VIDEO
Here is a pretty popular sample from the biggest video site on the internet (YouTube)…It has many millions of views over a 7 month period, so yes, this technology has a future I think!
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This is really cool…I know that is what you are thinking! Myself, I am thinking “How can I use this for my online marketing efforts?”
However, before we discuss how this may be useful, let’s have a quick look at the technology behind 360 videos…
How Does 360 Video Work
This is some serious equipment and setup compared to a screen capture tool such as Screenshot, or even an editing tool such as Explaindio or VideoMaker FX…
Here is what Wikipedia has to say about 360 Video…
Wikipedia says that 360-degree video is a video format recorded using either (1) Multiple cameras mounted in a rig, or (2) A dedicated VR camera that contains multiple camera lenses.
The footage that is recorded is stitched together forming a single video. This stitching process is done either by the camera or through using specialized video editing software.
With either process, common visuals from each lens and the audio are analyzed, synchronized and linked together. That sounds simple until you realize the technology and the powerful processors required to do this…
360 Video Equipment
Over the past few years, special multi-directional cameras and rigs have been developed and refined that make this concept a reality. What was dreamed of once upon a time is now a reality!
There are many players in this field and some big names include GoPro, Kodak, Vuze, Ricoh, and even Samsung…If you are considering exploring this video platform, do some searches and check these companies out…
Is the format going to be supported by the major platforms?
In a word…Yes!
The video above is from YouTube, but another major platform is also on board: Facebook…Most of the other major sites are adding in the capability to store and show 360 videos as well…
Let’s just have a quick look at Facebook to see how they are working to make the format easy to use…
Facebook has some tools to make the 360 video experience more engaging…Have a look at the article by Paul Beddow-Stephans from Partnerships Lead you will find here…
Here is what Facebook is offering in the way of publishing tools that support 360 Video:
Since September of 2015 more than 250,000 360 videos have been posted to Facebook…
Because as with all video the point is to track viewer actions, they have added the capability to add some neat tools to your video…
(1) A Guide for Viewers…Using this tool, you can give them a guided tour for a lean-back experience and also helps them get the most out of the viewing…
(2) Heatmap Tracking…This is a tool that will provide some metrics on viewer actions as they view your video…This is, of course, valuable for a number reasons…
Using The Guide
You set the narrative by highlighting specific points of interest in the field of view over the course of your video. Once you select these points, people will automatically be directed to certain viewpoints as the video plays…This means they will not miss the action points.
This means they will not miss the main action views and points in the video…
Here is the process to set up your guide:
(1) When you upload your video to Facebook, check the block of “This video was recorded in 360º format”
(2) Open the “360 Controls” tab
(3) Check the box next to “Enable Guide”
(4) Play through the video and as you find points of interest you want to highlight, pause and select “+ Add Point”
(5) These now will be highlighted for viewers as they go through yur video…
As people watch your video, the Guide is turned on by default and the video will automatically pan to your points of interest as it plays…
You will have viewers that will want to go on their own through the video, and they can do so simply by swiping one way or the other …
If they want to return to Guide view tapping the heading indicator on the right side of the video will bring them back.
If you want to see how some publishers are using Guide have a look at these sample videos:
(1) GoPro deep beneath the sea, swimming with sharks...
(2) Watch as the New York Times follows Usain Bolt’s record breaking 100 m sprint…
(3) Let ABC News take you on a tour of New York harbor…
Using Heatmap
The Heatmap tool will help you see the parts of your video that your audience is most interested in…
It will show you specific portions of the field of view that viewers have spent the most time watching, and displays this as a visual map highlighting the hot (popular) parts of your video.
Facebook does this by pulling aggregate data of the viewports, taking measure every time the viewer moves 30° within a scene.
Using the two tools together, you can further refine Guide, increasing the viewer engagement and entertainment aspects of your content.
The Heatmap tool is available for any video that has more than 50,000 unique viewers…
To see your Heatmap for a specific video,
(1) Go to your Video Library (within Publishing Tools)
(2) Click on the video you’d want to see data on
(3) Look under Video Insights tab for Heatmap data for that video.
Where can you get a setup to create 360 videos?
OK, I hope you are as excited as I am about this new technology that is going to change yet again the face of videos and marketing…
There are numerous places to get the equipment you will need, and some packages that will save you time, aggravation, and money…I will mention just a few here:
1) GoPro – They have some neat systems called Omni and Odyssey that are quite interesting and amazingly, not that expensive…
(2) Kodak – They offer Pixpro SP 360 Dual Pack Pro – this is another rig like GoPro which has multiple cameras installed into a single rug…
(3) Ricoh Theta S, Samsung Gear 360, and Kogeto Dot 360 are some other options available…
These are just a few I am mentioning, there are many more options you can find…The intent is just to get you started, I recommend doing some research on your own and selecting what fits into your price range and technical requirements…
USES FOR 360 VIDEO IN ONLINE MARKETING
OK, now you have your equipment and editing software, what are you going to create with the stuff as an online marketer?
I can think of a few ways immediately off the top of my head to use the 360 capabilities that are now available to all of us…
Let’s list them…
(1) Webinars – Depending on the setting, you no longer will have to hunch over a computer screen and be limited to a PowerPoint presentation type of webinar…You can make it more like a live conference setting…
(2) Explainer Videos – Great way to explain a product or a tool from every angle…I am thinking a piece of equipment, or a service perhaps, etc.
(3) Offline Video Advertising – Think spa, doctor’s office, gym, etc. Wouldn’t it be cool to give your audience a 360 view of your place?
(4) Product Unpacking Videos – This is a neat and cool way to set yourself apart from the others…
(5) Training Videos – This can be a hands-on type of video, where it would be advantageous to show something from ALL angles…
(6) Live Presentations – I am thinking Facebook Live, YouTube Live,or similar tools – I just think adding in the 360 will help engagement a LOT when you are live streaming…
(7) Online Games – I think this is likely the first area where 360 video will take off, and is right alongside virtual reality that will take online gaming to the next level…
(8) Travel Videos – How effective will it be to show something from 360 as opposed to a picture or a two-dimensional shot or video…This 360 is going to take off for this market niche I believe…
(9) Sports Videos – Same situation…This will allow viewers to be more fully immersed in what they are watching…Think NFL from a player’s perspective on the field – looks up, and sees the crowd roaring….
(10) Adventure Videos – How about feeling like it is you that is jumping out of an airplane, battling your way down a river through the rapids, bungee jumping, etc…
(11) CAD Projects – This is a case where I have personal experience. We are working with a company that has several major projects for governments to map out cities transportation systems…
(12) Modeling Projects – The last one and this are kind of related….The same company is setting up an entire city model using the 360 video technology, and the government can plan and see what changes result in almost live – but also virtually…
(13) Drone Videos – Already you are seeing these proliferate across the internet, and they are cool! Use some of these shots to add drama to your video sales letters!
There are more ways this technology can be useful. Because the video format is somewhat new, yet refined to the point where the everyman can use it, I expect it will grow in use exponentially…
Quite exciting…
CONCLUSION
This was my lighter side post for today. This subject of 360 Video is one that hopefully got you excited! I know I am…
This technology is something we could not imagine just a short while ago, and now that it will be in our hands, it is up to us to take it in new directions…
Since this is such a new technology, you also have the chance to be a leader in the niche…It is new so as you explore, talk about it, use it, publish, and make a name for yourself!
Have fun!!
FINAL POINT
Please rate this short post on the 360 video If you didn’t like it, let me know! The feedback helps me get better at my trade and it helps prospective readers decide whether or not to stick around!
In that regard, if this tutorial was helpful please share it…I have convenient social buttons on the site (top right side of this page) for you…
Lastly, if you would, take a couple of minutes to add your feedback on the lighter side subject of “360 videos.” Remember that when we share with one another we learn and grow.
Thanks in advance for your cooperation and participation…
Cheers!
ABOUT DAVE:
Dave has been involved in sales for 20 years with offline products and has been fortunate to have traveled the world while realizing up to $4 million USD a month in gross sales of products he promoted.
He has brought that experience to the online world and this is one of his online ventures. This site is intended to present ideas, products, tools, tips and more that will help all those seeking to make money online have success.
Subjects covered are diverse, but in totem, you can learn a lot about the things that you will need to have success with online business right here. This includes things to do and things NOT to do!
Enjoy!