We put together a list of 360 production tips that we’ve seen help turn branded 360° content into successful projects. Happy reading!
Understand your client’s objective
Is it to drive sales by showcasing a specific product? Drum up brand awareness through a more artistic rendering of the brand’s voice? Is it to drive virality?
Determine the metrics that your client cares about be it sales, brand lift, etc. This should inform how you’ll set the direction of your creative.
Consider your content’s length
Based on what your client’s objectives are, a full 5 minute VR video may not make sense.
If it’s to showcase a product, consider a shorter production that focuses on directing users to the brand’s desired CTA (be it clicking to buy the product or learning more on the brand’s website). If it’s a piece about brand voice, a longer narrative 360 production may make more sense.
Create cuts of your longer pieces to help maximize distribution. Viewers can always click-through to the longer experience.
Don’t overdirect, don’t underdirect
Some 360° videos don’t necessarily direct viewers down a particular path, but instead leave them to visually explore the environment on their own. Others provides a more directed experience, with visual cues and camera movement.
Each bring value, so it’s just a matter of deciding which makes the most sense for you. If you do decide to provide a more directed experience, be sure to include visual cues in the video to orient your viewer’s gaze.
Remember, you have no control over where they’re looking, so you need to pave the way.
Determine audience POV
360 production can involve truly immersive experience where the audience is in a first person point of view. This works for some content like a film trailer where a character serenades the audience…see below.
In other cases, allowing the audience to be in the third-person point of view, free to explore the action unfolding around them, can work just as well.
Edit with a light tough
Give space for audiences to explore without cutting quickly to the next scene. The experience can be jarring when on desktop, mobile, and especially in headset.
Read our picks of the top VR production companies
Make use of graphic overlays
Consider adding graphic overlays as either visual cues or to augment the story.
See how Visit Mammoth added in a graphical overlay of Big Foot to its 360 production, showing the adventure to be had visiting Mammoth California.
Distribute your content
Once you have your 360 production ready, consider how you’ll distribute that content for your client.
Embed the experience back on the client website using the OmniVirt VR Player (which works on mobile web, unlike YouTube).
Boost viewership to your content by distributing your 360 VR Video content as ad units across OmniVirt’s network of publishers like The New York Times, NatGeo, BBC, WSJ, etc. Sign up for Ad Manager.
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