Both 360 virtual tours and video walkthroughs help property buyers and renters explore spaces remotely — but they achieve this in fundamentally different ways, with significantly different impacts on viewer engagement, platform compatibility, and conversion rates. Choosing the wrong format wastes budget and produces marketing content that underperforms. This guide provides the definitive comparison so you can make the right choice for each property and context.
What Each Format Actually Is
360 Virtual Tours: Interactive Exploration
A 360 virtual tour is a collection of spherical photographs connected by navigation hotspots. Viewers can move freely through the space, looking in any direction, revisiting rooms, and exploring areas at their own pace. The viewer is in control of what they look at and how long they spend in each area. There is no fixed "script" or order — each person navigates according to their own priorities.
Video Walkthroughs: Directed Storytelling
A video walkthrough is a cinematically-shot video that moves through a property on a predetermined path selected by the videographer. The viewer watches rather than explores. Editing, narration, music, and cinematic camera movement create an emotional impression of the property. The viewer has no control over the pace, direction, or areas covered.
Direct Comparison Across Key Criteria
Production Cost
360 Virtual Tour: DIY with a smartphone and Travvir costs essentially nothing (just time). Professional 360 photographer: £150–£400 per property. The resulting tour lasts indefinitely and can be updated.
Video Walkthrough: Professional videography ranges from £400–£1,500+ per property depending on production quality, editing, music licensing, and whether narration/captions are included. High-quality drone integration adds further cost. DIY video with a smartphone produces results that look amateur without stabilisation equipment.
Platform Compatibility
360 Virtual Tours: Embeds seamlessly in property websites, Rightmove, Zoopla, Zillow, and Google Business Profile. The format is specifically supported by major listing platforms via iFrame or direct URL embedding. Google indexes 360 content for search visibility.
Video Walkthroughs: Work well on YouTube, Instagram, Facebook, and TikTok. Embedding on listing sites is possible but less standardised. Some agents link to YouTube videos rather than hosting video directly on listing pages, which reduces conversion relative to embedded content.
Viewer Engagement
360 Virtual Tours: Average engagement time: 3–8 minutes per property. Because the viewer is in control, they naturally spend more time on areas they care about — the kitchen for a food-focused buyer, the garden for a family. This targeted engagement is higher quality than passive video viewing.
Video Walkthroughs: Average engagement time: 90 seconds to 3 minutes. Many viewers skip through videos or abandon midway. Completion rates for property videos average 35–45% — meaning most viewers never see the full property.
Buyer Trust and Confidence
360 Virtual Tours: Higher trust because the viewer is in control and can explore any area they want, including corners and less-flattering angles. The ability to "check" areas that marketing photos might conceal builds credibility. Buyers who viewed a 360 tour before visiting were 40% more likely to proceed to offer versus buyers who only viewed static images.
Video Walkthroughs: Lower trust because the videographer controls what the viewer sees. Sophisticated buyers understand that a skilled videographer can make a mediocre property appear excellent. Video can also be edited to hide problematic areas that are obvious in 360.
Search and SEO Impact
360 Virtual Tours: Improve dwell time on listing pages (critical for SEO), appear in Google's "See Inside" feature on local search, and can be indexed as rich media in Google Search. The interactivity keeps users on page longer, sending positive engagement signals.
Video Walkthroughs: YouTube videos can rank in Google Video search. However, they don't improve listing page dwell time as effectively as embedded 360 content (users often click to YouTube and don't return to the listing page).
When to Use Each Format
Use 360 Virtual Tours When:
The property is on a listing site that supports 360 embedding (Rightmove, Zillow, Realtor.com). You need buyers to qualify themselves before visiting. You have a large property with many rooms to cover. You're operating in a competitive market where serious buyers are comparing multiple properties. Your marketing budget is limited. The property will be on market for an extended period.
Use Video Walkthroughs When:
You're targeting social media audiences (Instagram, TikTok, YouTube) where video is the native format. The property has particularly cinematic features (stunning views, exceptional architecture, high-end finishes) that benefit from cinematic treatment. You're targeting emotional, aspirational buyers rather than research-driven buyers. You want content that can be used in paid advertising campaigns.
The Optimal Strategy: Use Both
For premium properties with appropriate budgets, 360 tours and video walkthroughs are complementary rather than competing. Deploy the 360 tour on listing platforms for buyer research, and use the video on social media for audience and lead generation. The 360 tour converts; the video attracts. For an in-depth look at what this costs across different approaches, see our real estate virtual tour cost guide.
The Data: Which Format Sells Properties Faster?
Time on Market Impact
Properties with 360 virtual tours sell an average of 31% faster than comparable properties with standard photography only (National Association of Realtors, 2024). Properties with professional video walkthroughs sell approximately 20% faster. Properties with both sell fastest of all — averaging 40% faster than standard photo-only listings.
Qualified Lead Quality
360 tour viewers who request an in-person viewing are 65% more likely to make an offer compared to visitors who viewed photos only. Virtual tours effectively pre-qualify buyers — they visit in person only when they're already confident about the property. This reduces wasted viewings and improves conversion rates throughout the sales funnel.
Conclusion: The Right Tool for the Right Job
360 virtual tours and video walkthroughs serve different purposes in a property marketing strategy. 360 tours enable serious buyer research, build trust through transparency, improve SEO, and convert browsers to buyers. Video walkthroughs build emotional appeal and work well on social media.
For agents managing costs and workflow, 360 tours created with Travvir on a smartphone provide the better ROI as a baseline — they do more for buyer conversion at lower cost. Add video walkthroughs selectively for properties where premium marketing investment is justified by the price point and target audience.
