As humans, we have spent our entire careers transporting audiences through visual storytelling. Storytelling traces its roots back to the very beginning of the human experience. It’s found its way through multiple forms, from ancient traditions of verbal storytelling, to art, text, images, cinema, and multimedia formats on the web.
Visual Storytelling is a language that we have developed over the years to transport the audience by providing them with an immersive experience. Stories are told through tons of different mediums, and the craft has been in a state of evolution as long as we have.
One of the recent and most innovative visual storytelling mediums is through immersive technologies, like Virtual reality and Augmented reality, also known as Storytelling via VR.
In the traditional storytelling format, a story or a structure is presented to a listener, reader, or viewer. Whether it is acting or dancing , some actors are presenting the story. But in virtual reality content creation, in contrast, we are no longer the passive audience. In-fact we are the character or the actor. The story will happen to us, itself.
The sense of presence in VR, transforms the storytelling experience. Participants become a part of the environment with an incentive to act and respond to the events they encounter.
What sets VR content creation apart is the feeling of being present. This creates an entirely new set of opportunities and creative constraints. We believe our environments, characters and situations should be better suited for virtual reality then they would be anywhere else. This is easier said than done, as you might imagine.
Storytelling via VR is about being able to immerse yourself completely in a virtual world. VR storytelling turns the two dimensional storytelling constraint of your TV, phone, PC and games console on its head, and gives users the chance to truly be part of the narrative.
Storytelling via Virtual Reality has an immense future and here to stay. And the reason why? answers relates from one of the recent tech world news,
Facebook is planning to release an inexpensive wireless headset later this year. According to the Bloomberg story, the headset could “popularise VR the way Apple did the smartphone.”
We know the audience for immersive technologies is small right now, but is growing rapidly. According to the AOL 2017 State of the Video Industry Research Study, 52% of Australian consumers engage with 360° video at least once a week, 31% expect to watch more videos in VR and 22% of consumers already engage with augmented reality (like Pokemon Go) more than once a week.
Whether we choose to accept, ignore, or run away from the fact that – “technology stops for no one,” and no matter how much you delay to embrace it, it presses on relentlessly. Before you know it, new tools will continue developing to speed up, categorize, and broaden our lives.
Storytelling via Virtual reality (VR) is no exception to this — it’s an exciting new medium that combines VR technology with our age-old desire to tell stories.
Storytelling via Virtual reality is changing how information is processed and categorized, for one
This 360-degree visually immersive experience is being adopted for various purposes but mostly for marketing by news publications, marketers, governments, advertisers, filmmakers, and corporations (we could go on!).
Here at XRvio, we believe that we may all be using storytelling via VR techniques one day for all our marketing communications.
The thing about technology is that if it genuinely alters how society (collectively and individually) operates, it ultimately becomes a part of our everyday lives. Even those who cannot use computers will have their lives dictated by it on some level, whether directly or indirectly. VR is starting to change the way we see the world — whether you use it or not.
Storytelling is a way of connecting with people on an emotional level. Storytelling via VR storytelling is an interactive medium. It allows you to be involved in the message being disseminated and experience it all LIVE, in real-time.
Storytelling via VR is a much powerful tool for marketers, teachers, trainers, and many more.
It’s by far the best way to connect with the audience because it removes any limits on the interaction. The sky’s the limit.
Imagine a marketing campaign for a travel company offering kayaking tours being able to let you raft along the river while you take your bath
Storytelling via VR is powerful because it is so immersive — and they play on our sense of imagination excitingly.
Marketers/brands leverage storytelling via VR to promote their product or experiences. The technology creates a fake yet realistic environment. Sometimes storytelling via VR is visual, and sometimes it’s multi-sensory, depending on the device. A full virtual reality headset offers a completely immersive experience, while a VR Instagram filter simply overlays objects or pictures onto the camera view.
Furniture making, makeup, and shoemaking companies benefit from VR content creation and storytelling technology. Customers can “try out” multiple pieces of furniture at once, including complete room sets. Customers can see how pieces suit their rooms and how they look together. Similarly, you can experience your favorite destination to travel to and try out makeup before buying.
Storytelling via VR gives creators, filmmakers, manufacturers, and teachers numerous possibilities to create customized immersive experiences for their audiences. With virtual and augmented reality, you can offer your customers a unique perspective. They can try out dozens of products in minutes to find the best possible fit, or they can see the first-hand social impact their purchases have.
With evolving virtual reality content creation, the focus of marketing has shifted from the product to customers. Engage your customers with an immersive experience.
While marketing through print media and television offers a two-dimensional, linear experience to the customers, immersive storytelling via VR and AR can completely transform the customer’s experience.
Use VR immersive techniques to give your customers a sense of presence. Customers can react to, and become part of the experience, rather than observe it passively. Moreover, by using 360-degree videos, AR, VR and mixed reality (MR), you can offer self-directed experiences to your audience.
Example: National Geographic uses 360-degree videos and virtual reality for its brand narrative of adventure. It creates travel experiences by turning its readers into the subject of the story. Because it is 360-degree content, it does not rely on the reporter’s insights. The audience can develop their own first-hand experiences.
Brands can also use gamified narratives in marketing. Games can keep customers engaged with a brand and help build brand loyalty. By adding gamification, you can incorporate fun and get your message across subtly yet impactfully. Your brand can tell stories in ways that are naturally responsive to your audience.
Virtual reality content creation can be a powerful mechanism to create “demos” and “Trainings”, and compelling stories about the products and brand positioning. VR Content Creation is popular in the marketing because it helps brands create unforgettable storytelling experiences.
We at XRvio, make sure to target the right hardware platform for our customer’s VR Content Creation experience. For 360 videos, a cardboard unit or regular VR gear can be used. However, some more interactive experiences require extra sensors or high-end headsets.
AR, VR, MR and 360-degree video technologies have opened up a realm of possibilities that many marketers likely hadn’t anticipated. Immersive storytelling is the new marketing frontier. And when developed strategically at XRvio, it has the potential to do wonders for your marketing strategy.