Looking to the future, Holland Parkin says monetization options for 360-degree photos and video are expected to ramp up, too. "Now, instead of just viewing photographs from behind-the-scenes or on the runway, it's possible to explore the entire show, from all vantage points, as if you were there." "For example, consumers head to Instagram during Fashion Week for a real-time look at next season's trends," he said. Holland Parkin also points out the appeal that 360-degree photos and video have when ti comes to marketing around big events. "This can go both ways, though, so don't use 360 photos and videos just because you can," he said. "Use them when they make sense, and when they're helpful to your users." "They can also reduce 'pogo-sticking,' which is when a user clicks on a search result but immediately bounces back to the results page and instead clicks on a different result (signaling to Google that the first result was not a very good one). "Including 360 photos and videos on your pages can help increase user dwell time," Maake said. There are both pros and cons to using 360-degree photos and videos in marketing efforts: Pros include that they're more immersive experiences for the user, and younger consumers especially will appreciate the benefits of this type of technology.Īdditionally, through such UX, 360-degree photos and video can send clearer signals to search engines, which could improve brands' SEO.
![panorama video from still photos panorama video from still photos](https://thumbs.dreamstime.com/z/big-natural-lake-forest-sunny-summer-midday-deep-blue-sky-still-water-surface-nature-panorama-background-photo-113715503.jpg)
While there are certainly opportunities for the strategic use of 360-degree photos and video, that's not to say that the technology doesn't have its unique set of challenges to overcome.
Panorama video from still photos series#
"While Google may not depend on user engagement metrics directly as far as SEO goes, focusing on proper UX and 'putting the user first' when working on a website will, in turn, cause you to create the type of content that does tend to rank better.ģ60-degree photos and videos are a great example of this," he added. "They encourage user interaction and are much better to work with from a UX standpoint than having to scroll through a series of photos that depict the same thing." "In 2017, user engagement metrics are more important than ever across all forms of digital marketing," said Ryan Maake, a marketing specialist at WebpageFX, Inc. Strategic applicationsģ60-degree photos are unique in that, despite potentially being more complicated to successfully create for brands, they are generally easier to use for consumers - and digital marketing professionals say therein lies the secret to success. This can impact how users view a brand overall. This means that if marketers are working on a low budget and not very good with taking photos and videos, the result might not be that great, leading to a poor user experience. However, the video is only as good as the panoramic shot a brand takes.
![panorama video from still photos panorama video from still photos](https://www.mytripnepal.com/wp-content/uploads/2015/03/panorama.jpg)
This works especially well with mobile devices because the user can simply adjust their phone to change their perspective. Users can interact with the video to choose the content they want to view and engage with. These types of immersive formats can be more effective than a traditional video in sparking an emotional response in viewers. The benefits and challengesģ60-degree videos take an all-angles approach to the channel and are considered by some to be a form of virtual reality (VR).
![panorama video from still photos panorama video from still photos](https://get.pxhere.com/photo/sea-water-dock-sky-lake-panorama-dusk-evening-twilight-bay-romantic-marina-rest-port-tourism-resort-boats-still-anchorage-mood-booked-abendstimmung-atmospheric-evening-sky-596892.jpg)
"More specifically, technological advancements in photography like 360-degree cameras have given photographers and brands the tools to tell stories from new vantage points that are still outside the realm of the casual social media photographer," he added. "Social media has become an essential channel for brands to engage directly with consumers and tell their story in an impactful way," said Getty Images Head of VR Anthony Holland Parkin. "And they must balance maintaining their unique brand identity while also staying fresh and relevant, exploring innovative technologies and formats.