360° photo, virtual tour, 360° video: differences and how to choose

People often speak of “360°” as a single thing, when it actually covers very different formats. A 360° photo is a single panoramic image, explorable in every direction from one fixed point. A virtual tour links several of these photos into a navigable journey. A 360° video, in turn, adds motion and sound to the experience.

Each format answers a different intent. The 360° photo quickly illustrates a space. The virtual tour lets people explore a whole place on their own. The 360° video tells a story, conveys an atmosphere or an event. Confusing these formats often leads to content that disappoints because it does not match the expected use.

For a Google Business listing or a quick preview, a 360° photo is often enough. For a hotel, shop, museum or school that wants people to explore an entire venue and feel reassured before visiting, the virtual tour is the go-to format: it structures discovery and keeps visitors engaged longer.

The 360° video wins when emotion and movement matter: an event, an experience, a staged scene. It suits social media and campaigns but requires real production. Often the best strategy combines formats: a foundational virtual tour, enriched with video sequences and HDR photos.

Beyond the format, capture quality makes the difference: controlled exposure, HDR photography, clean transitions between views and optimised loading times. Poorly produced content gives a negative impression of the place, the opposite of the intended effect. The choice of provider and technology therefore matters as much as the format.

Distribution also counts: website integration, mobile compatibility, Google listing, VR headset or plain browser. HD Media develops its own immersive technologies and advises, for each project, the format or formats suited to the real goal, then handles capture and publishing anywhere in France.