Questions for Brands Interested in VR Marketing

Virtual reality used to be the stuff of science fiction. Today, it’s become a true reality. Why now? For one, the ubiquity and quality of mobile devices. With a simple piece of cardboard, we can now turn our smartphones into virtual reality headsets. This is giving many people all over the world their first taste of VR, and mainstream interest is growing; global search interest for virtual reality on Google has grown by nearly 4X in the last year.

The technology has the potential to change our daily lives—from how we communicate to how we spend our leisure time. It’s early days, but it’s already happening, and now is the time for brands and creators to understand what it all means.

Here are some questions brands should consider before investing in VR technology:

Will VR give viewers an experience that they otherwise couldn’t have? The subject matter should truly take advantage of the medium—transport people to a place, immerse them in a world and compel them to explore.

Could you give shoppers a better feel for your product? According to a study from Ericsson ConsumerLab, shopping was the top reason worldwide smartphone users were interested in VR, with “seeing items in real size and form when shopping online” cited by 64% of respondents. This doesn’t just apply to retail brands. Cadillac is already using VR to create virtual dealerships.

Will your recording environment be rich with things to see? If you’re shooting in a simple white room with nothing on the walls, probably not. If you’re at a sports event or a music festival, there’s likely plenty to see.

Will viewers want to continue watching beyond the initial “That’s cool” moment? It can be a challenge to get viewers to stick around after a minute or so. Make sure you have a compelling hook that will keep them engaged.


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