360-degree interaction videos are a new form of interaction video art that has nearly overtaken 3D technology. The key feature of 360º interaction video is the ability to get a panoramic view. YouTube has been offering this type of interaction video, but this form of interaction video creation is also gradually establishing itself in the business world.
While classic interaction videos are limited to a two-dimensional view, 360-degree interaction videos offer a view from all perspectives, so you can look around left, right, up and down and feel like you’re directly participating in the action. However, unlike virtual reality technology, there is no possibility of influencing what is seen or what has happened. For example, the company of a sports pilot, on which different cameras have been mounted, allows him to participate in the flight from takeoff to landing. But you can’t decide which way the plane flies, because the movie was shot before and the plot or flight path can’t be changed. Of course, you can freely choose the perspective from which you want to see the flight.
Differentiation and delimitation of 360º interaction videos and virtual reality
360º interaction videos and virtual reality are often equated in meaning. However, as mentioned above, the two methods differ from each other. Virtual Reality is an interactive, computer-generated world that completely surrounds the user and appeals to one or more of their senses. One can also speak of immersive perception. Immersion here describes a state in which one’s perception of oneself in the real world is reduced and at the same time identification with the virtual world is increased. Even if 360-degree interaction videos can’t actively influence the environment or the action, we often talk about an immersive experience.
360º interaction videos can be summed up under the media term 360 degrees, which means not only interaction videos, but also images. Companies use these techniques, for example, to present virtual tours of their business on their website. The ability to decide for oneself which perspective is taken or which of the photos offered is called a user-centric view. This immersion applies, albeit in different ways, to both virtual reality and 360-degree interaction video.
Unlike virtual reality, 360-degree interaction video does not require virtual reality glasses; they can be viewed on a PC or smartphone without the need for tools. On the other hand, virtual reality content can only be consumed with the help of virtual reality glasses. With 360-degree interaction video, on the other hand, there is no real-time calculation that regularly displays or updates the created world.
Applications, Opportunities and Limits of 360 Degree Interaction videos
The advantages of a 360-degree interaction video are not only the construction of worlds of experience and the associated immersion, but also the intuitive use and simplicity for the user and the possibility of seeing beyond the superficial. However, compared to conventional interaction videos, 360-degree interaction videos require quite a bit of production and setup effort. Using 360-degree interaction videos also requires some technical expertise. This applies not only to the producer of the interaction video, but to some extent also to the user.
360-degree interaction videos are often used at trade shows, for presentations of all kinds, as well as for contests and previews. In addition, more and more companies are deciding to include them on their websites or directly on the YouTube channel. Especially when the user cannot find everything they are supposed to see at a glance, 360-degree interaction videos are ideal for providing a more complete picture.
Importance for social media
Since images and interaction videos can have a huge impact and reach on social media, 360-degree interaction video is ideal for marketing efforts. However, this requires technical requirements or, if these are missing, the help of a professional or an agency.