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360° video offers an immersive experience, allowing viewers to explore a 360° view. It transposes the concept of panoramic photography into the realm of video, providing a more complete view of the captured environment. By interacting with the video, users can discover details that were initially out of frame, depending on their surroundings. On a computer, a mouse is all that’s needed, while on a smartphone, a simple swipe of the finger across the touchscreen allows navigation within the 360° view. For even greater immersion, special glasses like Google Cardboard can be used with a smartphone, offering a virtual reality experience. This usage intensifies the immersion and is often associated with the term “virtual reality.” Advertisers are increasingly leveraging 360° videos as a communication tool. Since the fall of 2015, platforms such as Facebook and YouTube have allowed users to view and publish 360° videos. A concrete example is the 360° video used to present a Club Med village, illustrating how virtual reality and 360° videos can be used to promote an employer brand.

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