How will 360 product photography and videos change the shopping process?

7 September, 2020
How will 360 product photography and videos change the shopping process?
The shopping process is changing and will continue to change dramatically. Along the way, 360 product photography and video will be massive influencers when making a purchasing decision. People will spend less time in a real store and more time sitting in front of a computer or laptop, picking their products off a screen.

Imagine cutting down shopping by 4-6 hours, finding what you want with just a few clicks, and using your new-found time to work or hang out with your family and friends.

Also, think about this –   kids are ready to go back to school, but you still need to buy school uniforms, stationery, textbooks, backpacks, etc. Do you really want to spend the whole day dragging your bored and impatient children from store to store until you have found absolutely everything? Or do you want to kick back and get everything online? You should also bear in mind that many online stores allow you to try on the clothes after being delivered by courier, and then you can decide if you actually want them or  not. I would personally go for the second option. The future is now!

Marketers are confident that 360 product photography and videos will affect many areas of life. Let's take a closer look at this marketing tool.

Online store of the future

So, what will online shopping look like in the future? The last eight months have very much been an endorsement of getting online. In many instances, you had no other choice. The online world is already a bustling and competitive market, but what will happen now that basically everyone knows how much the internet can benefit their business? The competition will get stiffer, billions of dollars will be thrown at new marketing innovations, and only those who can stay on top of it all will achieve success. Today, the modern tools an entrepreneur needs are 360 product photography and videos, but this is only the beginning of the race.

Where can I use 360 product videos and photography?

360-degree content, which includes 360 product videos and photography, is always a wise idea for online clothing stores. But don't think that's the only place you can use it.

360-degree content opens up new opportunities for the real estate industry, for example. It's already being used there, in fact. Picture this: you're trying to find a house or apartment. If you're thinking of a house that's still under construction, the developer can offer you a virtual tour around your future home. You don't even have to get up from your chair to check out the house and decide if it's right for you. If you are looking for a ready-made apartment, you can view many more options this way, discarding the ones you don't like along the way, and leaving only those that interest you.

And so, with almost all areas of life, 360-degree content opens up fresh opportunities for tourism, hospitality, food production, technology, etc. 360-degree photography is becoming a critical way of conveying information and is already intertwined with virtual reality technologies.

360-degree technology for marketing services

When you start using a new tool in your marketing system, you want the best possible result. Can 360 product photography benefit your business? 360-degree photography and video allow you to look at an image from any angle and reflect the world with striking realism. You can place a 360-degree video or photo on your site and create an interactive, immersive tour for potential clients.

Here are some of the benefits of 360-degree marketing campaigns:

  • 360-degree media content creates a sense of engagement for your customers
  • It can also leave a solid impression on your audience
  • Your store will be far more memorable

360-degree media content is a new medium of expression that gives marketers almost limitless creative freedom and vast space in which to experiment. Once you've seen what just one form of communication can do, it'll become clear that the advertising industry is changing. We can only ponder what new developments we'll see with the combination of 360-degree shooting technologies and virtual reality.

Almost all large companies are already using 360 photos and video shooting

YouTube video hosting provides an opportunity to create 360-degree broadcasts, Facebook offers a 360-degree stream, and 360-degree content is available in the Instant Articles service. Companies such as Nokia, Go Pro, and a host of other brands have launched and are successfully developing product lines for 360-degree cameras. As you can see, the future is all about 360 product photography and video.

360 photos and video shooting specificities

For mid-range goods, it's better to use a 360 photo. Depending on your budget and complexity, you have two options to explore.

Option one. To create a 360 photo, you need to shoot around at least one axis, most often horizontal. In this case, on the monitor screen, the user can rotate it by scrolling left and right, but can't look from above and below. For example, this option would be suitable for a crib: there is a top view in a regular picture, but buyers don't need to see the bottom.

Option two. For visitors to an online store to view the product from a larger number of angles, shooting is needed in two axes: vertical and horizontal. As a result, the product rotates both left-right and up-down. This type of 360 photography is suitable, for example, for any kitchen appliance, where buyers need to be able to see the details from above and from the sides. This will add a "presence" effect for the buyer, and the product will stick in their head and make them more likely to buy.

Panoramic 360° video is a revolutionary format that creates a real sense of immersion, in which the viewer controls their viewing angle at will.

Today, there are two options for creating 360 videos: regular spherical panorama and stereo panorama.

In the first case, the viewer is inside the sphere, onto which the video is projected. In this case, the picture changes based on the rotation of the user's head or the movements of the person's fingers or mouse cursor.

The second option is shooting stereoscopic video, involving its own video stream for each eye.

Marketers are already taking advantage of the immersive experience of 360-degree videos. They know that a live story, an engaging storyline and an immersive experience can help reduce the distance between the seller and the end consumer.

Video stories in 360 format are currently being used by major beverage manufacturers such as Red Bull, Pepsi and Coca-Cola for advertising purposes.

Under the well-known slogan "Red Bull inspires," Red Bull shoots spectacular panoramic videos, in which the viewer finds themselves in extreme situations with famous athletes.

E-commerce photography in a commercial photography studio in Toronto

In our commercial photography studio in Toronto, you can order production of various types of e-commerce photography, both simple photographs and 360 product photography. Our team of professionals also provides high-quality and modern 360 product videos.

Our professionals are continually improving their skills to make your business more profitable via 360 content. Our equipment is not just made up of video cameras, tripods and lighting equipment – we have entire machines designed to produce superior quality and consistent content. As practice shows, after e-commerce photography is created in our studio and posted on a website, in the first month alone, conversion is shown to increase by 16%.

We are always moving forward and evolving to  make  your business better!


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