According to a forecast by Cisco, in 2021 video will account for 82% of internet traffic. (In 2016 it was 73%).
This means that in 2021, a million minutes of video will cross networks every minute.


How much will be VR Video?

That is a good question, bu according to Robert Kyncl, chief business officer at YouTube, what is driving the change is mobile viewing and virtual reality (VR Video being a subcategory of Virtual Reality).
So it is not far-fetched to believe that VR video will account for some of this traffic.
But let’s stay on traditional video a bit more. Why is video suddenly the holy grail of content marketing?
Well, it is important to remember that the average person in Denmark still spends roughly 2.40 hours a day watching traditional television. So the media in itself is not something that is new.
What is new is how we are consuming this media (online), and more importantly: How we are engaging with it.
Some numbers from Forbes about video marketing says this:

  • Adding a video to marketing mails can boost CTR by 200-300%.

  • 90% of customers report that product videos help them make purchasing decisions.

  • Embedding videos in landing pages can increase conversion rates by 80%.

So in addition to the medium growing among the population it is also more effective than text and pictures.


What does this mean for VR Video?

Well, let’s look at the information about video marketing from a marketing perspective: This information translates into a lot more competition, since everybody needs to make video the cornerstone of their marketing campaign now.
If everybody is using video, how do you stand out? The answer is of course being ahead of the curve in terms of exploring the medium – This could be VR Video.
Firstly it is important to know the difference between a 360 Video & VR Video.
The difference is a headset. Nothing else.
A VR Video is a 360 Video viewed through a pair of Virtual Reality glasses.
The 360 Video is viewed through a screen, but you control with your mousepad.
Now this post is mainly focused on VR Video, but of course they don’t exclude each other, but it is important to know what you, as a business, are trying to say with the medium and how.
A study conducted by Google in terms of traditional video and 360 Video found that the traditional video outperformed on metrics such as shares, likes and general engagement by 46%.
This video was not viewed as a VR Video but simply as a 360 Video in the YouTube player.
The strengths that VR Video really plays on is the feeling of immersion. This is also called “presence” when talking about Virtual Reality. The feeling of being there.
Furthermore the immersive video allows the user/viewer to control the narrative or point of view. Which in turn creates a stronger feeling of a personal relation to the video.
This combined means that the user will have a more intense experience (making them remember it more vividly) and it will push them to share the video more (thus creating more organic traffic).
We have already seen how VR Video in Denmark have been used in humanitarian causes. This is because the medium drives empathy by placing the viewer in the situation. A fly on the wall feeling. Who would not want that?
VRDK did a video for DFD (De Forenede Dampvaskerier), where we filmed inside of their “Clean Room” – Something that is normally impossible, but was made possible by the 360 Video format.
Other ways we have seen the VR Video format used is in training and recruiting. But the possibilities are endless.
Now, how exactly can you use VR Video in your marketing? That is the question that VRDK (Virtual Reality – Danmark) would love to help you answer.
We cannot tell you the perfect way to use Virtual Reality Video in this post, given how the online-video medium, like the Virtual Reality one, is usable in every industry.
If you are interested in learning how to use VR in your marketing feel free to contact us for an informal conversation.