Over the past three years, virtual reality (VR) has evolved from a lab experiment to a platform for the media and consumers to engage with. And as it grows, more news organisations, marketers and PRs want to get involved to explore its new storytelling possibilities. Due to the immersive nature of VR, brands can give people an incredibly powerful experience.
But is it too early for brands to invest in VR? Digital priorities are based on audiences’ needs, and with good quality headsets costing around £500, it is unlikely that many people will be able to engage with VR content. Yes, there is Google Cardboard but it’s hardly the same quality of experience. Similarly, due to technological restrictions, great VR content is limited.
So, should brands be using VR now – demonstrating innovative thinking? Or should they wait until the technology has evolved?
Bad content will kill VR
People’s early experiences of VR will make or break it. 3D TV died due to bad content and the lack of universal use, and it’s a good reminder for those investing in VR.
If brands want to jump into VR with two feet they need to invest in producing amazing VR content. Companies are now devoting more time into thinking about what works in VR and the challenges involved in VR storytelling and 360° content. The key is to create compelling VR content that gets people coming back for more. And that’s not necessarily the right format for all brands. Not yet, anyway.
Niko Chauls of USA Today said that “Nothing is going to be more effective in getting people to consume more than compelling content experiences in any content category, and nothing is going to be more effective in getting people to NOT pick up a VR headset than bad content.”
The evolution of our living rooms
One common misconception is that VR is the ‘next TV’. You cannot expect people to wear a headset in their living room and engage with your content every day. If you do start trialling VR content with your customers, you must consider their surroundings. Are they viewing this in their home? If so, should they be standing, sitting? Our living rooms weren’t designed for VR, our sofas are static and furniture is placed so we’re sat comfortably. VR needs us to move and look around.
At the moment, VR is a gimmick that needs to find its USP and provide a unique, worthwhile experience. Until then, it will be something that people use once or twice but then set aside. So, if you want to start experimenting with VR content you should first think about how people are already consuming it. It is unclear as to how many people are using their headsets and how frequently. Therefore, you need to know your demographic and try user experience testing to see if your customers will respond well and engage with your content. Furthermore, don’t create VR content because you want to jump on the VR bandwagon. Your content must be appropriate for VR and have a level of specificity that is unique to your brand and audience.
For example, a couple of years ago, outdoor retailer Merrell launched its advanced hiking shoe. To accompany the launch, the team created a VR experience at the Sundance festival. The experience involved users wearing an Oculus Rift headset while walking across bridges, holding physical ropes and touching a rock wall. The aim was to make people feel as though they were going on a hike. The Merrell team was able to look beyond the living room and create an environment for VR to be enjoyed in, resulting in a more immersive and exciting experience.
Headsets: Mind the gap
Of course, many brands will be tempted to reach the masses with VR, producing content for Google Cardboard and other lower-budget headsets. However, this content – and these headsets – face the very real possibility of being written off as a gimmick and discarded after several uses. At this stage of VR’s evolution, it is perhaps best to focus on producing excellent content for one platform and engaging a smaller audience than trying to put all your eggs in one basket. This will help VR to ‘take root’ rather than simply providing mass-market, disposable material.
It’s a question of who not how…for now
What do you want from your VR content? Do you want to focus on quality, experience, or reach? For brands wanting to reach the masses, there’s no point in investing in VR. It’s too early. However, if you want to make an impact on a small group, a VR experience could be incredibly powerful.
For example, Marriot Hotels recently created the first-ever travel experience. Using the Oculus Rift, they sent guests to Wai’anapanapa Black Sand Beach in Maui and the top of Tower 42 in London. They create a real experience, considering the environment and the audience they want to reach, which gives people a glimpse of what it is like to be there in reality. If VR is going to be a long-term strategy for your company, then brands need to invest like Marriot Hotels.
The truth is that VR is still at its early stages and hasn’t yet found its niche. Whilst the technology develops and consolidates, there is still a lot of work to be done to educate the public about VR and its uses. Brands have a responsibility to show consumers why VR content is worth engaging with.
It’s definitely still worth brands experimenting with VR, and there are low barriers to entry like using basic VR approaches such as 360 and Google Cardboard. But to bring to life the immersive, exciting storytelling experiences that come with VR, it is essential that tech companies, brands, news organisations and media agencies all work together to overcome the challenges that come with it.