Consumers tend to find visual elements more compelling than simple text or audio. With recent, exciting innovations in video production and photography, digital marketers and advertisers have a literal smorgasbord of unique visual assets to choose from to capture the attention of ideal audiences.
From 360-degree images to panoramic, aerial videos and 3D animations, special types of video and photography can be incorporated into content marketing and digital advertising strategies in myriad ways on a variety of platforms. Here, the members of Forbes Agency Council share creative ways to leverage these intriguing visual elements and gain more traction with campaigns.
1. Use AR Filters In Social Creative Campaigns
We’ve been using augmented reality filters in several of our social creative campaigns for clients and partners. Beyond engagement, they create fan interactivity with the brand. Giving fans this fun tool to play with leads to sharing and reposting. It also puts fans front and center, elevating them from passive audience members to active brand ambassadors. Note: This works best when you have an existing fan base! – Marc Becker, The Tangent Agency
2. Provide A 360-Degree Glimpse Behind The Scenes
Customers love behind-the-scenes content, so 360-degree images and videos can provide a great immersive experience. If it’s a product, you can demonstrate to the audience how it’s being made and showcase your assembly line. If it’s a service, you can invite people to take a look at what’s going on in your office on a regular day. There are lots of creative options for any business. – Solomon Thimothy, OneIMS
3. Surprise Audiences With Something Unexpected
360-degree images can benefit any destination, event, showroom or experience, and even companies competing for talent and wishing to offer an insider look. As an added bonus, surprise your audience with something unexpected, such as a scavenger hunt, surprise guest or unexpected object that makes it worth sharing. – Eric Gilbertsen, REQ
4. Let Users Get Immersed In Your Properties And Events
Product demos, live events and tours of spaces are excellent ways to leverage 360-degree images and video. By allowing users to immerse themselves in your properties and events, or interact with your product in a dynamic way, you create experiences that will attract your ideal audiences to your brand. – Mary Ann O’Brien, OBI Creative
5. Use Special Visuals In Your Homepage Banner
Use short videos and special photos in your website’s homepage banner. An effective website is one that instantly catches the visitor’s attention, so surprise your audience by using unique photography rather than a stock image. – Hannah Trivette, NUVEW Web Solutions
6. Show Fashion Or Homeware Products In Context
360-degree imagery can be great for fashion or homeware products. There’s the one side where the user is simply rotating a product from all angles, but if the product is also part of a collection, you can create user experiences where someone is immersed in that collection. Imagine not just showing a single chair, but how that chair can be contextualized in a room fully outfitted with your designs. – Tellef Lundevall, Accelerated Digital Media
7. Use 360-Degree Images On The Right Marketing Platform
The key is to choose the right marketing platform to improve engagement. Each social platform has its own audience and interest group, so a company needs to know where and when to post its content. For example, if you use Facebook to promote your products and services, you can post 360-degree images summarizing many details and easily capture the audience’s attention. – Dmitrii Kustov, Regex SEO
8. Showcase 3D Products With 360-Degree Photography
For e-commerce developments, we use 360-degree photography to show three-dimensional products to the end user. This technique allows for user-friendly, experiential e-commerce design, produces more conversions and reduces the number of product returns. We also started utilizing 360-degree imagery in product personalization as well as environmental design for walk-through facility presentations. – Goran Paun, ArtVersion
9. Use Mid-Action Images To Show How People Experience The Brand
Use mid-action images showing people or influencers using the product or experiencing the brand. A viewer can use their mouse to see all angles of the image and will want to engage more to become a part of the moment in the imagery. – Jessica Hawthorne-Castro, Hawthorne LLC
10. Connect A Series Of 360-Degree Images With Clickable Hotspots
Connect a series of 360-degree images with clickable hotspots so viewers can navigate through a physical space or store online. Pair these hotspots with click-to-buy links or pop-up windows for detailed product information. This can extend an exclusive or limited-time retail pop-up shop to a much broader audience, driving engagement and sales. – Matt Miller, X-FCTR
11. Drive Interest With A 360-Degree Short Film/Advertisement
360-degree images can be very useful for company showcases such as office tours, networking events and product demonstrations. However, one of the more interesting uses that I’ve seen is a 360-degree short film/advertisement. A unique experience alone, which actually grants agency to users, can drive interest and engagement. – Tomas Oscar Andrén, UPRISE Management
12. Gamify Images And Reward Users For Finding Items In Them
Common ways to use 360-degree imagery include showing real estate, motor vehicles and holiday accommodation to prospective buyers. However, brands could be creative by gamifying these images so that you win rewards, discounts or vouchers by finding certain items within an image. This sort of interactive experience can boost customer loyalty and engagement in new and innovative ways. – Azadeh Williams, AZK Media
13. Provide More Immersive Home And Apartment Tours
These innovations in video and photography are fantastic for providing more immersive home and apartment tours. It allows renters and buyers to have a more tangible look at their next home. These innovations can also expand the market of buyers who may be moving “sight unseen” from one state to another. All in all, this can reduce buyer friction and convert interested parties faster. – Bernard May, National Positions
14. Immerse Online Event Attendees In 360-Degree AR/VR Formats
Immersive experiences are taking over the world. For marketers, this could be hosting online events using 360-degree visualizations to bring them as close to the human world as possible. Imagine the concept of having an expo floor, meetings and concerts all in 360-degree augmented and virtual reality. We’ve missed experiences! – Candice Georgiadis, Digital Day
