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What are the best practices for engaging your audience with immersive technologies like VR and AR?

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Virtual reality (VR) and augmented reality (AR) are immersive technologies that can create engaging and interactive experiences for your audience. But how can you use them effectively in your strategic communication campaigns? In this article, we will explore some of the best practices for integrating VR and AR into your communication strategy, and how they can help you achieve your goals and objectives.

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Nora Manthey

Editor | Journalist | Researcher

1 Understand your audience

Before you decide to use VR or AR in your communication, you need to understand your audience and their needs, preferences, and expectations. What are their pain points, motivations, and interests? How familiar are they with immersive technologies, and what are their attitudes and perceptions towards them? How do they access and consume information, and what are their preferred channels and platforms? By conducting audience research and analysis, you can tailor your VR or AR content and delivery to suit your target group and increase their engagement and satisfaction.

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Nora Manthey

Editor | Journalist | Researcher
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Unlike other (digital) media, you must further consider whether your audience has access to the required technology. While AR can be accessed with common mobile phones, VR experiences require additional devices, ranging from easier access paper goggles (nearly outdated) over simple goggles for 360 viewing to high-end devices which enable interactive, immersive experiences. While the latter is most impressive, these may require installations and events to show the VRX.

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2 Define your purpose and message

Another important step is to define your purpose and message for using VR or AR in your communication. What are you trying to achieve, and what are you trying to communicate? How do VR or AR fit into your overall communication strategy and objectives? How do they support your brand identity and values? How do they align with your tone and voice? By clarifying your purpose and message, you can design your VR or AR content and experience to be relevant, meaningful, and consistent with your communication goals and vision.

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Nora Manthey

Editor | Journalist | Researcher
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What is more, ask yourself how AR or VR may genuinely add to the story and whether the story lends itself to the format. The medium may easily be the message here or else take away from it.

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3 Choose the right technology and platform

Depending on your purpose and message, you need to choose the right technology and platform for your VR or AR communication. VR is more immersive and immersive, but also more expensive and requires special equipment and space. AR is more accessible and flexible, but also more limited and dependent on the quality of the environment and the device. You also need to consider the availability and compatibility of the technology and platform with your audience and their devices. You want to make sure that your VR or AR communication is easy to access, use, and enjoy, and that it does not create any technical or usability issues or barriers.

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4 Create an engaging and interactive experience

One of the main advantages of VR and AR is that they can create an engaging and interactive experience for your audience, that can stimulate their senses, emotions, and cognition. But to do that, you need to create a VR or AR content and experience that is immersive, realistic, and compelling. You need to use high-quality graphics, sounds, and animations, and create a coherent and consistent storyline and scenario. You also need to provide your audience with some degree of control and choice, and allow them to interact with the content and the environment. You want to make your VR or AR communication an experience that your audience will remember and share.

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Nora Manthey

Editor | Journalist | Researcher
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It may pay to dive deeper into the actual effects of VR. For example, it has been hailed as an "empathy machine" with impressive results for NGOs and donors' behaviour. At the same time, in-depth analysis, e.g. by MIT or Stanford, showed the need to distinguish between empathy and compassion and the limits of wearing somebody else's shoes - issues that may be addressed by careful and research-based design and scripting.

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Sandra Colton-Medici, Ed.D.

?? Founder, College of Style (#style + #socialstrategy + #beauty & #lifestyle)??? Podcast: Sweet Bytes w/Sandra ?? ?? Subscribe YouTube @collegeofstyle
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A great example of a brand that created an engaged and interactive experience is Kate Spade New York. As Vogue Business tweeted, "@katespadeny is entering the #metaverse for the first time by inviting customers into a virtual townhouse. The gamified, space rewards visitors by giving them the chance to be the first to purchase three new bags from the brand’s autumn collection." Gamification is a unique way to delight and entertain an audience that may have limited knowledge of VR and AR and allow a sort of handheld experience in unknown spaces. It also allows users to escape the guided experience and pursue or explore independently. From a brand perspective, this ability to guide and reward helps ensure brand affinity.

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5 Evaluate and improve your VR or AR communication

Finally, you need to evaluate and improve your VR or AR communication, based on the feedback and data that you collect from your audience and the performance of your campaign. You need to measure and analyze the effectiveness and impact of your VR or AR communication, and how it contributes to your communication goals and objectives. You also need to identify and address any issues or challenges that arise from using VR or AR, and how you can improve your content, delivery, and experience. You want to make sure that your VR or AR communication is always relevant, up-to-date, and responsive to your audience and the changing environment.

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What are the best practices for engaging your audience with immersive technologies like VR and AR?

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3

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5

1 Understand your audience

2 Define your purpose and message

3 Choose the right technology and platform

4 Create an engaging and interactive experience

5 Evaluate and improve your VR or AR communication

Strategic Communications

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What are the best practices for engaging your audience with immersive technologies like VR and AR?

1

2

3

4

5

1 Understand your audience

2 Define your purpose and message

3 Choose the right technology and platform

4 Create an engaging and interactive experience

5 Evaluate and improve your VR or AR communication

Strategic Communications

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