Facebook continues to improve its mobile-optimized, fast-loading content format Instant Articles as it adds support for 360-degree photos and videos. This means publishers can now include 360-degree content in their Instant Articles, allowing users to navigate by turning their mobile device or by tapping and dragging. Facebook debuted 360-degree videos on its News Feed last year and added support for 360-degree photos this June.
What Brands Should Do
Instant Articles provide a way for brands to make branded content easier to access on Facebook and deliver a superior user experience on mobile. This update enables content creators to incorporate 360-degree content into their Instant Articles and make the mobile experience more interactive and engaging. Brands looking to distribute their branded content on social channels should take a cue and start exploring this publishing program and its ad unit cousin Canvas ads.