With the rollout of 3D Posts on Facebook, the Facebook ecosystem is taking giant steps towards a seamless digital world where people can share immersive experiences and objects like these across VR, AR and Facebook News Feed.
Over the past 6 years, the content consumption pattern on Facebook has changed drastically and in the quest to enhance user experience the newsfeed algorithm has been giving brands and businesses a hard time to crack organic reach. The problem has elevated to the tunes that industry experts suggest that organic reach is dead and the only way to serve business objectives is to use Facebook’s Advertising products.
On the hindsight, there are enough and more examples of Pages who still manage to crack the virality code with amazing content right from text-based status updates, relatable memes, videos, Facebook Immersive Canvas, 360 and LIVE. The last few months have seen a surge of long form, press and hold, the latest entrant to this suite of immersive content is 3D Posts on Facebook.
The feature lets people see and interact with an object from all sides in Facebook News Feed. For instance, you can click and drag to look around this Lego Parrot
In today’s day and age, marketers are figuring ways and means to create thumb stopping content and now they literally have an option to create content which pops off the screen. The applications can vary from devising experiences around products, characters, intriguing objects.
How 3D Posts on Facebook work?
On 20th Feb, Facebook rolled out support for the industry standard glTF 2.0 format to enable artists and creators to share richer, higher quality 3D Posts.
“With the glTF 2.0 compliance comes support for textures, lighting, and realistic rendering techniques — so from rough to shiny, metallic to soft, beautifully detailed 3D art can now come alive on Facebook. 3D posts also support unlit workflows for photogrammetry and stylized art”
The other ways to share 3D Posts on Facebook include Graph API endpoints with 3D Post support for developers to build 3D sharing into any app, letting user share interactive model objects with a click. The Open Graph Tag also allows developers to enable 3D Content from the website to appear in 3D when shared on Facebook.
Artists using 3D authoring software can directly drag/drop 3D Files to Facebook to create a 3D Post.
People can easily share 3D memories captured with an Xperia XZ1 phone via Sony’s 3D Creator app. On the web, people can share objects directly from the Oculus Medium web gallery and soon from Google’s Poly as well. And 3D modeling software Modo has added the ability to generate Facebook-ready files, with support coming to more 3D programs soon.
Do you plan to use 3D Posts on Facebook in the near future? Share your thoughts with us in comments or drop us a note at firstname.lastname@example.org
Excerpts from Facebook Developers Forum