Digital marketing trends food and beverage brands cannot ignore in 2026
The specific 2026 digital marketing trends most relevant to food and beverage brands, prioritised for visual discovery and retail media coordination.
5 min read
360-degree video offers a genuinely immersive, explorable viewing experience, but its meaningfully higher production and viewing friction compared to standard video means it only justifies the investment for specific content types where spatial exploration adds real, distinct value.
Where 360-degree video genuinely earns its cost
- Real estate and hospitality property tours, where spatial understanding directly matters to the buying decision.
- Event walkthroughs, giving a genuine sense of scale and atmosphere a standard video cannot fully capture.
- Travel and destination marketing, where a sense of place is the entire point of the content.
Where a standard video would serve just as well
Product demonstrations, tutorials and most narrative brand storytelling do not genuinely benefit from spatial exploration — the higher production cost and the friction of a less familiar viewing interaction generally outweigh any marginal benefit for these content types.
The test for 360-degree video is simple: does the viewer genuinely need to look around to understand this content, or would a well-directed standard video already show them everything that actually matters?
Practical production and distribution considerations
- Ensure the content is genuinely worth exploring in multiple directions, not just technically capable of it.
- Verify distribution platform support for 360-degree playback, since not every platform handles this format equally well.
- Consider viewing friction — a 360-degree experience requires more active viewer engagement than passive standard video consumption.
Frequently asked questions
Does 360-degree video require VR headset viewing?
No, most platforms support viewing on a standard phone or computer through click-and-drag or swipe navigation, making it more accessible than dedicated VR content.
How much more does 360-degree video production typically cost?
Generally meaningfully more than standard video, given specialised equipment and post-production requirements, making the cost-benefit assessment covered here particularly important before committing.
Is 360-degree video engagement genuinely measurable?
Yes, most platforms provide interaction data (where viewers looked, how long they explored), which can inform whether the format is genuinely engaging your specific audience as intended.
If you are considering 360-degree video and want an honest assessment of its fit, talk to our team.
The takeaway
Reserve 360-degree video specifically for content where genuine spatial exploration adds real value — a property tour or event walkthrough justifies the format; a straightforward product demo usually does not.
Written by Fibvo — Bengaluru and Erode, India — working with clients in other time zones. Questions, or think we have it wrong? Tell us.
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