August 27, 2019

How to Employ Virtual Reality Tools into a Content Marketing Strategy and Create a Unique Brand Story?

Magdalena Rucińska

Magdalena Rucińska


Recently we have written an article about different forms of providing branded content. We provided the rules which should be followed if you want to generate an unforgettable experience for your customers. Then, there were presented examples of the most successful branded campaigns. Such techniques like video making can help to turn your brand story into a small piece of art. Now, if you are aware of the power of storytelling for marketing strategy, we can take a step further. What kind of technologies should you employ to make your content more attractive and attract customers’ attention? Virtual Reality belongs to the most desired technologies that recently arouse huge interest. We all have a gut feeling that this technology somehow affect many areas of our lives. But exactly how may still remain a bit vague. However, the fact is that there are more and more apps which make users get involved in the VR content fad. So, how to take advantage of this technology in order to speed up your brand’s marketing?

The benefits of Virtual Reality in marketing strategy?

What’s Virtual Reality? You’ve probably heard this phrase a lot. Today VR definitely goes beyond the games, science fiction and PokemonGo connotations. It can be effectively used as a marketing tool, as well. Many brands start using VR in their marketing campaigns with a success. Such techniques add entertainment value to the content. VR generates immersive experience and places a user in another dimension. Simply put, it allows you to guide your clients through the story of your brand in an engaging way. Whenever seeing an ad becomes pleasant activity, it can guarantee your customers will literally immerse into your brand’s story. Exactly the same way, as they immerse in their favourite game. What about other benefits of VR in marketing? It triggers interactivity, which makes customers want to identify with your brand’s story. VR offers unique and unforgettable experience. Even though it is still an ad, the 360-degree movie or photo is not at all positioned in a traditional way. As a result, clients will eagerly turn off their ad blockers for a while in order to watch it. About 70% of users claim that they find this kind of ads less intrusive.

Types of VR content

What’s more, there’s no limit on what you can do with this technology apart from your creativity. If you feel that VR is the right for you and you find it an excellent mean of attracting customers’ attention, let’s consider the path you should follow. You can choose live-action videos and photos or 3D videos and models. They will allow you to create a 3 dimensional demonstrations of your product. What’s really tempting is the possibility to see even the minor details from any angle you wish.

VR tools

Which VR applications are the most intuitive, easy-to-use and adjustable to your smartphone’s camera? These simple apps will allow you to quickly become VR designer for you business. And they will let users get involved in the content.

  • Android Photo Sphere - it’s a free app, with a flashy and beautiful design. Thanks to this application, you can take panoramic photos from some Android devices (gyro sensor is required) of your surrounding. Further, you may even share it on Google Maps.The first phone equipped with this feature was Nexus 4, and the first supporting system was Android 4.2. Jelly Bean. Photo Sphere is in-built in the camera app. It resembles Street View panoramic settings we all know from Google Maps. The only thing you need to do to set this app off is tapping it from the menu. In order to capture what’s around you, you have to locate a dot which pops out on the screen. Then you have to wait until the dot disappears and move your phone towards the next one which appears consecutively.
  • Unity - this platform will help you to gamify the content, as its function is to develop games. If you have a group of developers at your command or you’re familiar with C# or JavaScript, you may fully take advantage of this tool. You can create animated VR, which is a perfect example of an interesting content that goes beyond ordinary films and photos.
  • InstaVR - this is so intuitive that you don’t have to be a full-time app developer in order to master it. This tool allows everyone to make their own VR apps instantly. By editing you can turn casual photos and videos into VR experience within minutes. With this platform every company can become VR-capable.
  • Facebook Spaces - it’s a Facebook virtual reality app. Users can create avatars, visit friends and - most importantly - interact with the content. If you want to choose the landing space appropriate for your customers, you can try out the possibilities of this new Facebook tool.
  • Google Cardboard - this open-source platform created by Google is an easy, low-cost trip into the Virtual Reality. The thing which is necessary for it to work is Google Cardboard headset. Along with the Cardboard app it will allow you to watch 360 degree videos, play games etc. Thanks to this cheap equipment ($15), every smartphone is VR-ready. At this moment, there are hundreds of Cardboard apps available on Google Play, offering variety of VR experience, such as car driving or mountain climbing simulators. Additionally, you can create videos and immediately see them in VR through different social media channels, e.g. YouTube.

Further steps

1. Prepare a demo

Whether you want to present the product or some services, VR tools will guarantee you do this in an amazing way. An excellent example is Virtual Test Drive prepared by Infiniti Q50.

2. Convey your brand’s message

Promote your brand’s story in the original form that will provoke some emotions and won’t leave customers indifferent. Treat ‘The Displaced’ - New York Time’s 350 VR video as an inspiration.

3. Stay informative

It is possible to educate and at the same time engage your audience. This Michelle Obama’s interview proves that infographic video can also be entertaining.

To conclude

We live in the era of storytelling and growing popularity of Instagram shoppable posts. We still observe formation of customers’ new habits. For sure, they are driven by rapid growth of social media and digital trends. No wonder marketing approaches are evolving, too. So, what marketers should consider is how important are these modern tools in shaping customers’ tastes and choices. With the use of modern technology, content becomes powerful tool which can influence the whole brand’s marketing strategy.

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Meet the author

Magdalena Rucińska

Magdalena Rucińska

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