Facebook is investing a lot in 360, constantly updating 360 videos and 360 photos. Now, a year after launching 360 video and a few months after launching 360 photos, Facebook is bringing both into Instant Articles.
Facebook has made several updates to its 360 offerings since they were launched. 360 video has got several publishing tool updates, stabilisation, and more recently spatial audio. 360 photos were launched very recently, but we feel that there are updates on the way.
Instant Articles is a complementary canvas for 360 media. Journalists and storytellers can share richer stories and paint more vivid scenes by joining 360 content with other Instant Articles elements that publishers are using to deliver their written, filmed, and spoken narratives.
He went on to explain that multiple 360 photos and videos can be added to each Instant Article, which “readers can explore, share, and comment on in the context of a story”. They will see the 360 content in-line within the Instant Article and can interact with it “by turning their device or by tapping and dragging.”
The addition will be welcomed by publishers mostly, and not so much advertisers. However, the success of Instant Articles should impact on monetisation efforts. Facebook is giving publishers the means to offer their readers a great experience. More traffic means more money for those who are monetising their Instant Articles.
Companies that have already tried this new feature, include USA TODAY NETWORK and BILD.
This addition follows other moves by Facebook, that testify to the importance of the format. Our guess would be that the next big addition to Instant Articles will be Live. This would open up all sorts of creative possibilities for publishers. Wouldn’t you agree? As Roberts explained,
In the coming months we plan to introduce more interactive features in Instant Articles and we’re excited to see how publishers experiment and innovate with these new storytelling tools.
Users with the latest versions of Android and iOS will be able to get the new experience on Instant Articles from publishers who add 360 videos and photos.
For more information, check out Facebook’s developer documentation.