360° video allows the viewer to choose their perspective by clicking and dragging a mouse across the video playing screen or tilting their mobile device. According to this Google study, this somewhat new format isn’t viewed as frequently as traditional video but it does have higher click-through rates.
It’s a beneficial format in that it adds an interactive element to online video. It also excels in viewer interaction and further brand engagement by clicking through and either sharing or viewing other videos.
So, what’s the takeaway? Traditional video still wins out when it comes to creating brand awareness or spreading a message. However, for marketers who are trying to promote brand engagement, 360° might be worth considering.