Why VR Videos are the Next Big Thing in Video Marketing
VR, or Virtual Reality, is a groundbreaking digital media and technology that has now been used for many different purposes.
When the VR game Pokémon Go came out, the world was in a craze. Fiction suddenly had turned into reality, and everyone loved it.
Now, VR technology has many more uses than games. Many tech companies have put millions of dollars into building VR to be accessed and used by many. And for many businesses, it’s possible the next big thing. Now advertisers, marketers, and social media managers have the chance to include VR in their marketing strategies.
Still not convinced? Here are some reasons why VR Videos are the next big thing in the video marketing scene.
VR Videos Increase Emotional Engagement
When people watch videos, they don’t remember the facts, numbers, or statistics. What they do remember are their emotions. It’s true with any experience; however fleeting a moment is, we hold on to the feelings that come with it.
That is why emotional engagement is essential to video marketing. Because VR videos are so immersive, research has shown that they bring a 27% increase in emotional engagement compared to non-VR videos. The same study found that the duration of their emotional engagement lasted 34% longer as well.
VR Videos Create Better Connections
What does that mean for you? Branding comes with building a loyal and connected customer base. Customers will look for a brand they can trust and relate to. Using VR videos to strengthen emotional engagement will help viewers and customers feel closer to your brand. The nature of VR to break the fourth wall will bring viewers closer to you.
The connection is going to be on another level!
VR Videos Boost Conversion Rates
When people enter your marketing funnel, possibly through a video, you want them to stick around long enough to follow your call to action and convert into an actual customer. We call that ratio the conversion rate.
Getting conversion rates can be tricky. For example, a clickbait title and thumbnail will likely get lots of views but low conversion rates. Less clickbait-y videos can get boring, causing people to click to another video before they reach your call to action.
But since VR Is still pretty novel, it can keep viewers engaged long enough to reach your call to action. The amount of time that your viewer is engaged increases with VR videos. And as we’ve already established, emotional engagement is boosted, which means that the quality of engagement is essentially much deeper.
More engaged viewers are more likely to follow a call to action, such as visiting your website, buying your product, or booking a flight.
One excellent example of VR doing the trick was in 2016 when Tourism Australia brought their coastal and aquatic ecosystems to viewable life through VR film. Their campaign was called “There’s Nothing Like Australia” and was launched internationally to invite tourists to their aquatic tourism.
Engagement on their website grew by 64%. Tourist numbers increased by 9%, and the leads in their tourism industry grew to more than double, all thanks to their VR campaign done well.
Summary
When it comes to marketing, engagement is a priority. It will dictate if and how your audience connects to your brand. High engagement results in viewers following your calls to action and converting to customers. Brands ought to focus on building a loyal customer base and, even better, a community. VR videos are the next big thing in video marketing that will help you accomplish all this. With VR, you’re engaging with the media itself!
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