Adding video to your virtual tour doesn’t just make it more engaging—it keeps visitors exploring 4x longer.

Why video matters

Video is one of the most effective storytelling tools available, and when paired with Circuit’s immersive 360° and gallery scenes, it brings campus experiences to life. With the ability to embed YouTube, Vimeo, and QQ (a popular video platform in China) videos directly into Circuit, institutions can elevate their tours, connect emotionally with students, and drive deeper  engagement.

The data behind the impact

Circuit data demonstrates just how much of a difference video can make. In a study of more than 100,000 sessions across nine high-performing tours, the results with video are obvious:

• +304% more time spent per session
• +259% more views per session
• +119% longer engagement on Gallery Scenes
• +54% longer engagement on 360° Scenes

Users who interacted with videos spent 304% more time exploring tours and had a 259% increase in views per session compared to those without video.

Scene-level data tells a similar story. 360° Scenes with video elements saw a 54% higher time on page than those without. For Gallery Scenes, the increase was an impressive 119%. It's worth noting that both 360 and Gallery Scenes with video had up to 2% higher exit rates, which could indicate that while video enhances immersion, it also creates a natural pause point where users feel their exploration is complete.

Even at the homepage level, the impact of video is measurable: visitors to 12 top-performing tours spent 6.25% more time on homepages featuring a video banner compared to those using only a static image.

How to incorporate video effectively

When video is incorporated purposefully, it can deepen visitor engagement and make virtual tours far more compelling. To maximize this impact, however, videos should be used selectively and purposefully to avoid overwhelming the visitor. Here’s how three institutions are using video to bring authenticity and depth to their tours.

Keep videos short and topic-focused (1–2 minutes) to sustain attention.

Wentworth Institute of Technology (WIT) provides a strong example of this strategy in action. By integrating short one- to two-minute videos into 360° guide cards and gallery scenes, particularly in academic and lab spaces, WIT allows prospects to hear directly from both students and instructors. This mix of perspectives creates an authentic and relatable narrative, while the concise length ensures that attention is maintained throughout.

Takeaway: short, authentic videos from students and faculty helps students understand what it means to study different programs.

Add video hotspots to show hidden details.

Texas A&M University offers another example of strategic video use. The institution enhances storytelling by embedding interactive video hotspots directly into its 360° scenes. These videos spotlight details or angles that may not be immediately visible in panoramic views, offering prospective students a richer and more complete sense of place.

Takeaway: quick and punchy hotspot videos develop a richer sense of place and reward visitor curiousity.

Lead with a high-impact banner video for strong first impressions.

When it comes to using a homepage banner video, highlight reels or sweeping drone footage are most effective. They capture attention instantly, set the tone for the tour, and create a strong gives visitors first impression of campus life that entice visitors to explore further.

Final Thoughts

Ultimately, video transforms a virtual tour from a simple walkthrough into a dynamic storytelling experience. Institutions that incorporate video thoughtfully not only achieve stronger engagement metrics but also provide a more authentic and inspiring view of what life on campus is truly like.

Ready to enhance your tour with video? Connect with your Customer Success Manager or reach out to the Circuit team to learn how we can help.