Qu’est-ce que la vidéo 360° ?
Appelée aussi vidéo immersive, elle permet de téléporter le public dans un autre univers et de l’immerger dans celui-ci. Elle peut être utilisée pour faire visiter un lieu, développer sa marque employeur ou encore pour convaincre sur un nouveau projet… Elle va être de plus en plus utilisée par les entreprises et être de plus en plus visionnée par les foyers.
Comment créer une vidéo 360° ?
Pour réaliser ce type de vidéo, il y a deux solutions :
- Soit il faut créer un univers totalement virtuel grâce à la modélisation et à l’animation.
- Soit il faut réaliser un tournage à l’aide de caméra 360°, et on peut se réjouir car le matériel devient de plus en plus accessible au niveau du budget. Mais c’est surtout l’organisation du tournage qui nécessite des compétences et de la rigueur.
Il existe également une plateforme 100% Française : France immersive, qui est impliquée dans le domaine de la vidéo 360°. Je vous conseille d’aller y jeter un œil.
Pourquoi prendre en compte la vidéo 360° dans sa stratégie marketing ?
- L’augmentation permanente de l’audience
Depuis 2017, on compte environ 10 millions de ventes des casques de réalité virtuelle (VR) chaque année.
Selon le cabinet Counterpoint, ce chiffre pourrait décupler en quatre ans, passant de 11 millions d’unités en 2021 à 105 millions en 2025. Cette augmentation s’explique notamment par la grande amélioration des casques sur le marché et également de l’arrivée d’Apple sur celui-ci. De plus, les vidéos 360° peuvent être lues sur les lecteurs vidéo comme Youtube, Facebook ou Viméo, ce qui augmente considérablement l’accès à ce type de contenu car il n’est plus obligatoire de posséder un casque VR pour regarder une vidéo 360°. Cette accessibilité permet également de lire des vidéos sur différents supports, que ce soit le smartphone, l’ordinateur ou encore la tablette.
- Un excellent moyen pour augmenter l’engagement
La vidéo est le moyen idéal pour toucher son audience et les marques en sont bien conscientes. On compte environ 400 heures de vidéo ajoutées chaque minute dans le monde, il est donc de plus en plus dur de faire ressortir sa vidéo parmi ce grand volume. La vidéo 360° va être un moyen de se démarquer par rapport aux vidéos classiques et va générer plus d’engagement pour les ventes, les formations ou plus largement le divertissement.
- La diminution des barrières à l’entrée
On constate une plus grande démocratisation de ces caméras, notamment avec l’apparition des caméras 360° « Grand Public », de logiciels de montages vidéo spécifiques et la possibilité de diffuser sur de multiples plateformes. Il est de plus en plus facile de se lancer dans les projets 360°.
Les limites de la vidéo 360°
Tout d’abord, tous les sujets ne sont pas adaptés à ce format. Il est très important de s’interroger sur la pertinence de réaliser une vidéo 360°. Par exemple, si c’est pour filmer une interview, et qu’il ne se passe rien sur les côtés alors il n’est pas utile d’en faire une vidéo 360°.
En résumé, si c’est pour filmer une action précise et que la vidéo classique est suffisante il n’est pas nécessaire de se lancer dans un projet 360°. Elle reste un moyen de communication exceptionnel sur lequel il faut bien réfléchir à son intérêt par rapport à son objectif.
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