Cut Through the Social Media Clutter with 360

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Social media can be overwhelming. The public seems to have an insatiable appetite for it, and keeping up with the constant demands to post, post, post! can drive small business owners crazy. In the whirlwind of social media, what kinds of posts are most effective?

    One tool that helps businesses stand out is 360-degree images. Taking a page from Google’s playbook, Facebook has doubled down on its support of 360. Panoramic photos and even videos can be easily uploaded, posted, and shared.  

    Anecdotally, we’ve found at Cabana VR that our 360-degree posts generate roughly 5 times the number of views than posts with a traditional photo, and up to 75 times the views of text-only posts that don’t include any kind of image.

  This 360-degree image generated  4 times the views  of a similar post about the same company which featured a traditional photo

This 360-degree image generated 4 times the views of a similar post about the same company which featured a traditional photo

    What makes 360 cut through the clutter? It’s all about the movement. We’re naturally drawn to objects in motion, and 360 images on Facebook move when you move...at least if you’re among the 90% that is using your phone as your primary browsing tool. Even viewing 360 on a laptop is captivating. The first thing that grabs your attention is a waggling icon at the bottom of the screen, inviting you to “click and drag.”

  The most recent 360-degree thumbnail always appears at the bottom left corner in Google Maps searches. These are often taken by the Google car or by local Google Trusted Photographers like Cabana VR

The most recent 360-degree thumbnail always appears at the bottom left corner in Google Maps searches. These are often taken by the Google car or by local Google Trusted Photographers like Cabana VR

    Another reason to jump on the 360 bandwagon now is the novelty factor. Not a lot of businesses are doing it...yet. Industry projections call for huge growth in 360 and VR. It’s not a matter of if, but when. Right now, Facebook and Google are social media players; Instagram and Yelp have yet to catch up. In the meantime, small businesses would do well to become familiar with the basics of 360 technology so they are positioned to move quickly as other platforms come on board.

    A third way that 360 cuts through the clutter has to do with engagement. 360, by its very nature, is active - not passive. Looking at photos and even watching videos are passive activities. But with 360, you’re engaged on a kinesthetic level as well as visual. Not only that, but the viewers are in control. They decide whether to swipe left or right, up or down. That level of engagement is bound to make a lasting impression, hopefully leading to new and interested customers in the long run.