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Continuous Creation: the answer to video consumption demands
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90 Seconds
4 years ago・8 min read
4 years ago・8 min read
When the Coronavirus brought the world to a standstill, our reliance on technology was made more apparent than ever. Similarly, businesses worldwide now place a greater focus on marketing efforts in the digital sphere. At 90 Seconds, we are introducing 360-degree videos, and our take on how this specific video production technology will boost a post-COVID-19 tourism industry.
In recent years, video marketing has edged out other tools, with 92% of marketers citing videos as a crucial marketing strategy. Alas, with several different video content types, ranging from organic company stories to inspiring brand stories available to aid your marketing efforts – which would be more suited for each industry affected by the current pandemic?
Introducing 360-degree videos, and our take on how this specific video production technology will boost a post-COVID-19 tourism industry – for hotels and more.
What are 360-degree videos?
360-degree videos are immersive videos filmed using 360 cameras. These are omnidirectional cameras that capture whole spherical images of one’s surroundings.
Commonly used in virtual and augmented reality (VR/ AR) platforms, 360-degree video technology is slowly (but surely) gaining popularity. This is especially so in a post-Coronavirus world – where one is unable to physically partake in specific activities, such as traveling.
Find out more about 360-degree videos and cameras here.
Integrating 360-degree videos in domestic tourism
It goes without saying – the global tourism industry is one of the worst-hit sectors of the Coronavirus pandemic. To make up for this devastating loss, governments worldwide are eagerly looking to boost domestic tourism sectors instead.
Closer to home, The Singapore Tourism Board recently announced a S$45 million domestic tourism campaign, encouraging residents to explore their backyard. This includes the launch of discount packages for local hotel staycations, heartland tours, and local attractions. Couple this promising solution with an immersive video strategy, and we might have for ourselves a virtually enhanced way of traveling.
The idea of VR tourism via the use of 360-degree videos was trending even before the Coronavirus pandemic. Now, in an era whereby one is unable to travel or visit tourist attractions in real place settings, 360-degree videos edge out as an appealing marketing solution – and here’s how they will work for you.
For hotels: Be our virtual guest
A picture is worth a thousand words – imagine what a 360-degree photograph can do. Presently, some hotels are indeed utilizing such basics of 360-degree technology to publish interactive tours of featured rooms and facilities.
Case Example: Marina Bay Sands
With its doors now open for local staycation plans, MBS has also launched a ‘Plan your visit‘ site page. Once there, locals are given a user-friendly and informative glimpse of what the iconic integrated resort has to offer. From the comfort of one’s home, locals are now able to explore a new dimension of Singapore’s popular tourist destination.
Of course, the possibilities of 360-degree technology do not cease there.
For one, 93% of industry professionals believe in consumers’ increasing desire to purchase experiences, rather than products. Capitalize on such insights and enhance a customer’s journey with 360-degree videos. Walk them through an immersive staycation – from stepping into your enchantingly decorated lobby to indulging in your offered staycation suite. Here, not only will 360-degree videos provide your potential customers an honest and extensive view of what they will be getting for their money’s worth, it will help boost consumer confidence as well.
Compared to traditional videos, 360-degree videos hint to viewers your commitment to remain fresh and relevant in today’s digital era. What’s more, visitors tend to spend a longer time on interactive websites as they choose between the content they wish to view. This helps increase your conversion rates as well. A similar interactive campaign by West Hotels by Hilton led to a 7% increase in room bookings within a year.
Tip: Throw in a surprise or two. For instance, feel free to showcase bonus exclusive content of hotel employees working behind the scenes. This leaves a stronger impression on potential customers.
For local attractions: Step into another world
Beyond virtual room tours, 360-degree video marketing strategies can also help promote popular local tourist attractions. Technology has long been a tool used to reveal both past and future happenings, and curated videos are no exception.
Case example: The National Museum of Singapore
Museums are one of the most popular users of 360-degree technology. These monuments have allowed us all to virtually explore famous exhibitions down to the last inch of space, yet without compromising on the quality of content displayed.
Despite being Singapore’s oldest museum, the National Museum is modern in its attempts to engage and attract visitors. For one, it warmly invites viewers on an interactive journey dating back to Singapore’s roots in the 1600s, right on their swanky smartphones. How do they do it? By using 360-degree technology, of course.
Case Example: Google Earth
360-degree video technology has perhaps most notably made its mark on documenting the sights of Mother Nature. A platform utilizing this would be Google Earth, which proudly hosts content and images from all around the globe.
Similar to Google Street View on Maps, Google Earth collects spherical images from satellites and Google users. These images are then displayed in either 2D or 3D formats. By utilizing this form of interactive video technology, Google Earth acknowledges and satisfies the curious explorer within us all. Here, ‘trek’ through either one of the United States’ iconic National Parks or visit stunning local UNESCO heritage sites found in your backyard – from virtually anywhere.
Similarly, there lies great potential for 360-degree videos to illustrate the underrated outdoor surroundings of a country’s heartlands. It goes beyond providing locals with a safe option of exploring these iconic landmarks from behind their screens. After all, such immersive video content can help bridge the gap between a city’s lesser-known domestic tourism scene and its otherwise busy residents as well.
Tip: Let your imagination run wild. Consider adding ‘before and after’ images or scenes to your 360-degree video assets for a history lesson like no other.
360-degree videos are supported on popular social media platforms like Instagram, Facebook, and YouTube, granting both young and old access to these marketing efforts. 88% of a study’s participants deemed 360-degree videos entertaining and would interact with similar advertisements in the future. This helps build up brand loyalty, as encouraged by your choice of innovative engagement with customers, right from the start.
Create a 360-degree video for your tourism campaign
With domestic tourism efforts now in the spotlight, seize the opportunities offered by 360-degree video production and marketing. You could be looking to showcase your offered product or to improve social media engagement. No matter what it is, 360-degree videos can effectively convey your brand message and intention in an extraordinary manner.
Capturing the image of one’s surroundings is more than selling a product. For Quadmark, we created an epic 360-degree video documenting one of their events. By capturing the event’s success, it now acts as a testimonial for their featured friendly and knowledgeable product demonstrators – perfect for illustrating Quadmark’s principle of effective learning.
Our marketplace’s simple browse-and-purchase experience allows you to create your 360-degree video with ease. All you need is an idea and some inspirational videos to share – and the remaining aspects of video production will fall into place on our platform. With over 12,000 creators in more than 900 cities, your video creations are in our capable hands.
For more insights on how to adapt your video content strategy in a Coronavirus world, check out this blog.
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