360 Video Production for Brands: A Complete Guide

Dive into the world of 360 video production, where every angle tells a story and brands become storytellers. This immersive experience is not just a trend; it's a revolutionary way to engage, captivate, and connect with your audience like never before. In this guide, we'll walk you through the ins and outs of 360 video production, helping you navigate this exciting landscape and leverage it for your brand.

Understanding 360 Video

What is 360 Video?

360 video captures every direction at once, providing a spherical view of the world. Unlike traditional video, viewers can look up, down, and all around, immersing themselves in the content. It’s like stepping inside the video, creating a more intimate and engaging experience.

The Growth of 360 Video in Marketing

In recent years, 360 video has exploded in popularity, especially in marketing. Brands are realizing the potential of this format to create memorable, engaging content. According to a report by Magnifyre, 360 video content boasts a 28.81% higher viewing rate than its standard video counterpart.

Benefits of 360 Video for Brands

Enhanced Viewer Engagement

360 videos are not just watched; they're experienced. This format has been shown to increase viewer engagement significantly. A case study by OmniVirt showed that 360 video ads have a 300% higher engagement rate than traditional video ads.

Storytelling and Brand Experience

With 360 video, brands can tell their story in a more immersive and impactful way. It’s about showing, not telling. For example, a travel agency could use 360 video to transport viewers to a tropical beach, letting them experience the destination firsthand.

Increased Social Sharing and Virality

360 videos are more likely to be shared on social media, increasing their reach and impact. Facebook reported that 360 videos are shared 30% more often than regular videos.

Why Choose 360 Video Over Traditional Video?

360 video offers a unique and immersive experience that traditional video can't match. It allows viewers to control their perspective, creating a more personal and engaging experience. This level of interaction and immersion is invaluable for brands looking to make a lasting impression.

Types of 360 Cameras

Entry-Level Cameras

For those just starting with 360 video, entry-level cameras like the Ricoh Theta V ($399.95) or the Samsung Gear 360 ($229.99) are great options. They offer a user-friendly experience and decent quality for small-scale projects.

Mid-Range Cameras

Brands looking to step up their 360 video production might consider mid-range cameras like the Insta360 ONE X ($409.95) or the GoPro Fusion ($599.99). These cameras offer higher quality video and more features, providing a balance between affordability and performance.

High-End Cameras

For large-scale productions and the highest quality video, high-end cameras like the Nokia Ozo ($25,000) or the Insta360 Titan (priced around $15,000) are the way to go. The Insta360 Titan, in particular, stands out with its 11K resolution and 8 Micro Four Thirds sensors, providing exceptional image quality and low-light performance. These cameras offer professional-grade quality and features, but they come with a significant investment. However, the unparalleled visual fidelity and immersive experience they provide can be well worth the cost for brands looking to create truly standout 360 content.

Planning Your 360 Video Production

Defining Your Objectives

Before diving into 360 video production, it’s crucial to define your objectives. What do you want to achieve with your video? Whether it’s increasing brand awareness, driving sales, or something else, having clear objectives will guide your production process.

Choosing the Right Equipment

The equipment you choose will depend on your budget and production needs. From entry-level to high-end cameras, there’s a wide range of options available. Don’t forget about additional equipment like stabilizers, tripods, and audio gear.

Selecting the Perfect Location

The location of your shoot is crucial in 360 video production. Whether you’re shooting indoors or outdoors, consider the lighting, space, and background noise. The right location will enhance your video and help convey your message.

Best Practices in 360 Video Production

Filming Techniques

360 video requires different filming techniques than traditional video. Pay attention to camera placement, avoid rapid movements, and ensure that the entire 360 space is utilized effectively.

Post-Production and Editing

Editing 360 video can be more complex than traditional video. Use specialized software like Adobe Premiere Pro or Final Cut Pro, and ensure that your video is stitched together seamlessly.

Ensuring Compatibility Across Platforms

Make sure your 360 video is compatible with various devices and platforms. Test your video on different platforms to ensure that it plays back smoothly and the quality is maintained.

Measuring Success and ROI

Key Performance Indicators (KPIs)

Track metrics like view count, engagement rate, and social shares to measure the success of your 360 video. These KPIs will provide insight into how your video is performing and what impact it’s having.

Analyzing and Interpreting Data

Use analytics tools to dive deeper into your video’s performance. Look at viewer behavior, drop-off rates, and other data to gain a better understanding of how your video is being received.

Calculating ROI

To calculate the ROI of your 360 video production, consider the costs of production, distribution, and promotion, and weigh these against the benefits. Whether it’s increased brand awareness, sales, or engagement, ensure that you’re getting a return on your investment.


Q: Is 360 video production more expensive than traditional video production?

A: The cost of 360 video production can vary widely depending on the equipment used, the complexity of the shoot, and post-production needs. While it can be more expensive than traditional video production due to specialized equipment and editing software, the immersive experience and increased engagement can provide a higher return on investment.

Q: Can 360 videos be viewed on all devices?

A: Most modern devices and platforms support 360 video playback. However, it’s important to test your video on different devices to ensure compatibility and a smooth viewing experience.

Q: How long does 360 video production take?

A: The production timeline for a 360 video depends on various factors including the complexity of the project, the length of the video, the locations chosen for shooting, and the post-production requirements. Typically, a simple 360 video might take a few weeks from pre-production to final delivery, while more complex projects with intricate post-production needs could take several months. It's crucial to plan meticulously and allocate sufficient time for each stage of production to ensure a high-quality final product.