Immersive Videos: A New Way to Tell Your Story

Creating Videos 360 For Destination Marketing

Are you interested in creating immersive videos using 360 cameras?

From cliff jumping in Italy to walking around an entire house for sale, 360 video can provide an entirely new way to tell your story.

But before you dive into shooting your first 360 video, there are a few things you should know.

Video Editing Software

When working with 360 video, you need to be prepared for a few different challenges. First, the footage needs to be stitched together if it was shot from multiple frames or cameras. This process is usually done with a dedicated software tool like Autopano Video from Kolor.

Once your video is ready to edit, the editing process is similar to editing standard video. Slices, trims, transitions and color correction are all possible. However, when adding text, keep in mind that it will not follow the viewer’s gaze and may be slightly distorted as it is stretched to a spherical view.

To add text, open the Video Media Generators window and click Titles & Text. A Default preset thumbnail appears, and other presets designed for specific 360 camera models appear as well. Drag the Default preset thumbnail over your video event and the effect controls appear. Adjust the parameters until your text is where you want it.

360 Cameras

As 360 cameras have become more accessible at the consumer level, people are using them for a variety of purposes. They can be used to capture moments, such as a snowboarding trip or a wedding. They can also be used to create virtual tours of a business, home or event space.

360 video is created by capturing overlapping fields of view with multiple cameras (or a single camera rigged) and stitching them together in post production. The result is a video that can be viewed on a standard display with the audience being able to move around the video to see different perspectives.

There are two types of 360 videos – Monoscopic and Stereoscopic. The former is what is commonly supported by 360 video players on social media and YouTube and can be viewed without the need for additional hardware or software. The latter is a fully immersive VR experience that requires a headset to watch and is usually reserved for professional videography.

Virtual Reality Headsets

You can now view VR videos on a wide range of headsets ranging from the inexpensive cardboard type to high-end virtual reality systems. For the best viewing experience make sure your video is filmed using a ‘pro’ camera and is viewed on a headset that has good image stabilization to avoid a disorientating disconnect between the viewer’s eyes and their brain.

Unlike 2D video where the audience is a static target, VR videos allow viewers to move around in the scene. It is important to keep this in mind when editing. The use of spatialised sound cues can help direct the viewer’s attention but the overall story should be designed to let them explore the scene as they wish.

Some VR cameras stitch shots together automatically but you will need to edit your footage in a standard video editing program like Pinnacle Studio to create the final product. A storyboard (plan) is essential as you will need to consider the whole scene before pressing record.

Destination Marketing

When it comes to destination marketing, visuals are key. Captivating photos and videos of your resort or attraction can inspire wanderlust in potential customers. You can use these in your websites, landing pages, and social media posts. It’s also a good idea to create a blog highlighting the top attractions and things to do in your area.

Then there’s the option of running paid advertising campaigns. But be careful that you don’t overdo it with this, as repetitive creatives may cause ad fatigue.

Travel brands like Kayak have embraced destination marketing by creating inspiring content for their audience on Facebook, Instagram, TikTok and YouTube. These include videos, carousel posts and lead gen campaigns. And they’ve been successful at growing their businesses using these strategies. One of their most memorable campaigns took place at airports, when they launched a pop-up hologram bar for travellers to meet and exchange travel tips. This was a highly innovative and interactive experience that gave people something to look forward to while waiting for their flight.

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