Case Study: Virtual Visit Videos
The lockdown measures enforced as a result of Covid-19 has forced many museums and public educational facilities to adapt the way they promote and engage with audiences. Compulsory closure has necessitated establishments to keep the conversation going via social channels and adjust their perspective to virtual rather than physical interaction.
That is why we have developed Virtual Visits, a more cost-effective solution to the full VR experience, which also maintains a creative and immersive style which compliments its setting.
Given the access people of all ages have to technology, the barrier to communicate with people has never been lower. Virtual visits can be viewed as a single video or divided into a series of videos allowing you to shape how you want audiences to experience your location.
Step 1 designing the Virtual Visit.
We work with each establishment to tailor a bespoke video content package that reflects the unique and diverse subject matter their site poses. Ultimately, the finished product is designed to showcase the museum and encourage interactivity in the form of questions and sharing. Museums can also influence the overall quality of this with prompt and approachable responses on social media channels and access to further information.
Some of the aspects we encourage input from clients on include:
What do you want the video to achieve? World-wide reach or bolster local awareness?
Full coverage of the museums exhibits or a selection of highlights?
Step 2 What should we film?
The volume and variety of posts people on social media are exposed to, require communication to be snappy and concise. You have to grab attention quickly and spark enough of an interest to make them want to see more. Our Videos present the museum spaces in a new and dynamic way which is often enough to hold a viewer’s attention for long enough to get the initial message across.
There are several themes that work well with this type of video format:
Website video tours – Give viewers an immersive tour of all or part of the museum’s exhibits
‘Behind the scenes’ videos – Break down barriers and show off areas that are not usually open to the public.
Showcase new attractions – If the timing of Lockdown has coincided with the launch of a new exhibit or collection, why not promote it this way?
Short-format and long format videos – This video technique works well for both longer tours (aprox five minutes) or shorter social media teaser videos (fifteen to thirty seconds)
Step 3 What can we use them for?
Website content and Social media will never replace a museum’s purpose of having visitors through the doors, though they are a great way of exposing new audiences to your exhibits or reminding long-time supporters that you’re still there and eager to welcome them back.
There are several ways to use Virtual Visit Videos to engage with audiences in the virtual space.
Watch-parties – One-off or weekly. Themed or open discussions. Hosted or with special guests. There are many ways to present these, though the presence of the museum within the online conversation adds value to the experience and bolsters the organisation’s reputation.
Collaborate with artists and use the space in a new way. Take advantage of the empty spaces with art, dance or performances that can be captured on film forever.
Fundraising activities – Use the videos to support crowd-funding or charity events.
Educational uses – The online format of the videos presents a perfect opportunity to involve schools and educational establishments that would otherwise have visited or could have access outside of lockdown.
Record keeping – Use the Virtual Visit Videos to document how the museum looks and capture it for future generations to experience and compare how it has changed.
Interactive videos – more than just a linear experience, interactive video allows creators to include facts, links and information within the video creating a much richer educational experience.
Further resources and ideas for museums to stay connected with their audience:
Step 4 outputs
Whist larger establishments may want a series of shorter videos, smaller museums may just need one. We can cater to many different requirements as the format of the videos is very flexible. Example outputs could include:
15 second set piece video for social media short format
Sub five-minute long-format videos (single or as a series)
Two-minute tour videos shot for each area of the museum
Case Study – Dehavilland Aircraft Museum, Virtual Visit Video tour
Location: Dehavilland Aircraft Museum
Goals: To showcase the new hanger built with support from the Lottery fund and promote the museum’s collection to audiences during lockdown who cannot travel to visit in person.
Outputs: Long-format single-take video throughout the main hangers of the museum providing an insight into the layout and exhibits of the museum. The video was shot in a way that would show just enough to get people’s attention though not discourage or replace an in person visit when possible.
Social media channel:
6k views – increase on the usual expected post exposure of around 1k
172 reactions – Double the usual expected rate
102 shares amongst its viewers
Link to facebook post https://fb.watch/3sX-tEvKHO/
Feedback from the Museum:
The drone film was very, very helpful in providing an exciting and inspirational communication of the the new hangar project. I used the film on the Museum's website (home page)-where it remains with a credit to your company, on Social Media and in emails to the Museum's donors-with very positive responses.
The drone film is amazing, particularly when it flies through cockpits and fuselages. Great skill.
Excellent video. I had no idea that you had so many exhibits.
I am looking forward to visiting and, maybe getting a “cockpit experience” in the mosquito, when this is possible again.