Using VR for Content Marketing

by Luis Gómez

Virtual Reality is about to have its first billion-dollar year according to Deloitte projections, so let’s explore what this market can it offer to content marketers.

Game developers and manufacturers have already gone full-tilt into VR, with Facebook-owned Oculus releasing a high-end headset and game developers Valve partnering with HTC to create the Vive, a higher-than-high-end headset with motion controllers.

On the lower end of the scale, Samsung has created the Gear VR attachment for its flagship phones, and Google has created the Google Cardboard, a low-cost literally made of cardboard headset you slot compatible phones into.

Microsoft is also jumping into the market with the HoloLens – an Augmented Reality headset that projects digital information over a real space (Think Pokemon Go). Some hopeful industry analysts are also expecting Apple to reveal something along these lines in the coming months.

Virtual Reality as a form of Content Marketing

All told, VR is a big market that’s receiving heavy time, R&D, and manpower investment, so, why not utilize it for content marketing? Chris Boyles tells of how brands can learn from other brands, specifically the New York Times.

Earlier this year, the Times released an app for the publishing of long-form VR video content. And then they handed out like 1.7 million Google Cardboard headsets. I know this because I got one (and people said piggybacking off my parents’ Times subscription would be a bad idea).

This translated to instant brand reach. Using the smartphones that everyone already had and a literal piece of cardboard, the Times created an entirely new avenue for their content, one that’s new, fresh, and exciting.

So, why not explore this yourself? The inclusion of VR can help a car manufacturer design the kind of ride they want potential customers to experience. Augmented Reality can show someone how to integrate a new kitchenware product into their existing counter setup.

The best thing about VR/AR as an emerging market is that it offers a new axis of possibilities on which to align and promote your brand. Tech markets are already heading in this sector, into what may become the world’s next big entertainment venture. Make sure you’re brand gets there first, and is ready when the audience arrives.