The rapidly growing consumer interest in virtual reality makes it critical for forward-thinking marketers to seriously consider the technology today. According to Statista, the year 2018 should see the number of virtual reality users exceed 170 million globally. However, the failure to track VR performance using proper analytics may mean that brands incorporating the technology in their social media marketing campaigns are engaging in a wild goose chase, wasting their effort, time, and budget.
So, if you're using Facebook 360 to give your audience an immersive, interactive VR experience, it's imperative that you assess whether you're achieving your marketing objectives. Here are critical ways and tools you may use to track and evaluate your VR marketing efforts:
Heat Maps
Facebook introduced heat maps to enable creators to track how their 360-degree video content is being viewed. You can use the analytics tool to see the video frames receiving the most user attention. A heat map will show the parts of your proposed solution that are most engaging, helping identify areas that require improvement. With the accurate analysis, your social media marketing team may then dedicate more efforts and content to VR aspects that most users relate to well.
Tracking the Angle of View
The primary objective of deploying 360-degree videos in Facebook marketing is to let users look all around the content. In a VR ad, for example, you want to measure the degrees viewed, and to ascertain where your audience looked. Thankfully, the heat map feature helps track a specific user's scope of vision based on factors such as the angle of elevation or vision. It is possible to use the analysis and create an improved VR experience for your audience.
User Feedback
Do not forget to find out what your audience thinks about the 360-degree videos you publish on Facebook. Engage users and ask them about their favorite experiences with your promotions. You could send them questionnaires via email or SMS and learn more about their likes and dislikes. Feedback collection is a reliable way to measure engagement and gather consumer insights. Based on the feedback, you may create effective VR experiences, accurately target potential buyers, and track return on investment.
Facebook 360-degree videos are an ideal way for advertisers to offer potential customers a more engaging and immersive experience. However, it is imperative to use VR analytics and assess the quality of the user engagement created. Contact us today to learn more about the effective deployment of such social media marketing strategies.