Disney drops you into the Star Wars universe. You can pan around the scene and explore the world in 360 degrees as part of the launch hype for The Force Awakens. It is one of the first big brand uses of Facebook’s new 360-degree video support.
(Note: View the video directly on Facebook by clicking on the above image.)
Next, GoPro pushes the same format into action sports. A 360-degree surf film with Anthony Walsh and Matahi Drollet lets you experience the ride in a more immersive, head-turning way than a standard clip.
(Note: View the video directly on Facebook by clicking on the above image.)
Facebook makes 360 video a native format
In September, Facebook launches 360-degree video support. That matters because it turns a niche format into a platform behaviour. Brands can publish immersive video where the audience already is, without asking people to install anything new.
Mobile rollout is the unlock
Facebook announces that 360 video support is rolling out to mobile devices, so it is no longer limited to desktop viewing. That is the moment the format becomes mainstream.
Why brands care. Distribution scale
Facebook’s own numbers underline why marketers pay attention. The platform cites more than 8 billion video views from 500 million users on a daily basis (as referenced in the Q3 2015 earnings context). If 360 video becomes part of that daily habit, it is a meaningful new canvas for storytelling and experience marketing.
Facebook supports creators with a 360 hub
To accelerate adoption, Facebook launches a dedicated 360 video microsite with resources like upload guidelines, common questions, and best practices.
A few fast answers before you act
What launches the 360 format on Facebook in this post?
Facebook adds native support for 360-degree video, and early brand examples quickly follow.
Which two examples headline the post?
Disney promoting Star Wars: The Force Awakens, and GoPro publishing a 360 surf video with Anthony Walsh and Matahi Drollet.
What changes when mobile support rolls out?
360 viewing is no longer limited to desktop, which makes the format accessible in everyday mobile usage.
What scale stats are cited to show why this matters?
More than 8 billion video views from 500 million users on a daily basis.
Where does Facebook publish creator guidance?
A dedicated 360 video microsite with upload guidelines and best practices.