360-degree videos are holding people’s attention for longer than many other forms of marketing, an expert has stated.

Aaron Wahle, Senior Vice President of international digital marketing at SPE, recently carried out a study and found people are spending an average of two minutes with 360-degree videos.

This, he said, is a good result given the fact that people tend to have short attention spans, particularly when they are scrolling through pages online.

“It’s snackable and easy to digest, and if users look at it a second time, great,” Mr Wahle commented.

However, it could be some time before brands start routinely adding 360-degree videos to their promotional campaigns, due to the relatively high costs involved.

Anthony Hogg, Commercial Director at video agency Contented, acknowledged the cost element is “definitely a challenge.”

Furthermore, he stated that from a technical point of view, the resolution is not always as crisp as some would like it to be, which means the quality can be “questionable.”

However, Mr Hogg said the technology will advance over the coming years, leading to a higher resolution, while the editing software will also improve.

“The amount of time it takes to shoot a 360 video will also start to change,” he said.

Nevertheless, Mr Hogg is confident that adopting this approach could help brands become more distinctive and stop people from scrolling down their feeds.

“Often campaigns are based around real-life experiences that people can’t do otherwise, like attending a high-end fashion show or climbing a high building,” he said.

Cadbury and Sony are among the brands to have incorporated 360-degree videos into their campaigns recently.

Sir Paul McCartney has also adopted this tactic to promote his recent career-spanning compilation Pure McCartney.

Can 360-degree video campaigns be more than just a fad? Marketing Week