In order to change consumer behavior and advance technical technologies, we need to uncover new strategies to reach our customers.
One trend that offers such an opportunity is 3D photos on Facebook.
Partly influenced by 3D technologies and the resurgence of mixed reality, 3D photos can help you grab attention and tell your brand’s story on Facebook.
What are the 3D photos on Facebook?
3D photos allow you to view an image in three dimensions instead of two, so you can easily see things around an image that would otherwise not be visible in a standard 2D photo.
For example, in a 3D photo of a person looking at the camera, you can see parts of the sides of their face and something above their head.
With 3D photos, you can explore an image by scrolling, tilting, and panning with your mouse or trackpad.
An important clue: 3D photos are not to be confused with 360-degree images. The latter allows you to explore a scene in its entirety, but requires special equipment and a unique setup, which we won’t go into here.
How do 3D photos work on Facebook?
In short, lots of funky, complex algorithms make it possible.
The algorithm developed by researcher Johannes Kopf on Facebook analyzes the depth maps and tiny movements generated by your phone’s camera and motion detection system.
These depth maps are then processed and converted into 3D meshes that create the final 3D photo.
Not all telephones can do this. Medium-range smartphones such as the iPhone 7 and higher are required to create 3D photos.
Why should you care about 3D photos on Facebook?
You may be skeptical about using 3D photos on Facebook. It can conjure up images of other forms of 3D media such as cinema or television.
These aren’t the best 3D media, and neither of them caught on. In recent years, however, Artificial Intelligence and Augmented Reality have started to produce promising results.
However, 3D photos – especially on Facebook – are a unique case.
There are a few reasons you might want to use them for your business:
Disrupts Facebook saturation
Facebook has been around for a while, which means most brands and advertisers are already using it. More than 90 million small businesses use Facebook. With a limited attention span, you have to continuously struggle for attention. 3D photos are a powerful way to do this, as this pattern is an innovative way of breaking the user’s attention.
Fights Limited Organic Reach
Facebook has reduced the organic reach of brands and is instead prioritizing posts from friends and family. With fewer ways to excite your audience, you need ways to stand out, such as B. 3D photos.
Offers a new form of storytelling
A 2D photo can tell a story, but a 3D photo can bring that story to life. 3D photos offer new ways to connect with your customers by opening up a new channel for creative storytelling.
Brands are realizing how effective this type of media can be on Facebook, but 3D photos are not yet completely exhausted. You will likely stay here and now is the perfect time to get the most out of you.
Can you advertise on Facebook with 3D photos?
While 3D photos can be a powerful tool for organic content, currently it cannot be used in Facebook ads.
Facebook hasn’t given the reasons for this and we don’t know when or if they will be available as boosted posts.
However, it can be assumed that Facebook is currently measuring the performance of 3D photos on the platform. If they are promising and measurable, Facebook can allow advertisers to use 3D images at some point.
Who should use 3D photos on Facebook?
As with any marketing channel or technique, the expected results depend on your product, your industry, and your customers.
When providing an intangible service like business consulting, there may not be many creative use cases that will work in your field.
However, if you’re showing off a visual product like a designer handbag, 3D photos can be a natural extension of your marketing strategy.
Here are some industries that can benefit from 3D photos:
3D photos can help consumers make choices when purchasing clothes and accessories. Such elements are often difficult to get an idea of online, and seeing them in 3D can be helpful.
3D photos can also be a natural extension of animation. They can help bring an animated character to life without having to animate them.
If you are selling a vacation destination, immersing the picture in 3D can help the user imagine they are there. Landscape, ambience and colorful pictures in exotic locations can be brought to life.
Other fascinating experiences like festivals or theater can use 3D photos to get a better look at what’s on offer.
Selling a home usually starts with attractive graphics that will help potential buyers imagine living there. 3D photos can enhance this effect.
Visually heavy industries can make the most of 3D photos. Industries that offer immersive experiences can use 3D imagery to more accurately reproduce their value proposition.
How to post 3D photos on Facebook
If you decide that your business can benefit from using 3D photos on Facebook, please follow the steps below to get it published.
Get the right equipment
Fortunately, Facebook has made 3D photo posting accessible to everyone. You don’t need fancy camera equipment.
All you need is a mid-range smartphone with features for portrait mode with one or two lenses. An iPhone 7 or equivalent device (and higher) is suitable for taking 3D photos.
Decide on marketing concepts
If you want to get the most out of 3D photos on Facebook, you need to think of them as part of your marketing strategy, not a gimmick.
The concepts you develop require some creativity and application in your industry. However, here are some general ideas:
- Show your office: Snap a photo of your team at work and smile at the camera to build trust and familiarity with your brand.
- Present your products: If your product or service is visual, you can showcase the best parts in 3D. For example, if you’re promoting a new home, you can take a 3D photo of an antique or furniture item.
- Offer special promotions:: You can also use 3D photos to reinforce an advertisement. If you save your 3D images to attract attention, the novelty effect will be preserved.
Pay attention to the background when taking 3D photos.
Usually, the Facebook 3D Photo Tool works best when there is an object in the foreground. It also helps to have various other background depths.
High color contrast images also work well.
Take your 3D photos
Use suitable lighting and a contrasting background, and put your camera in portrait mode.
Take the photo and that’s it! Your phone’s camera and Facebook algorithm will do the rest when you upload the picture.
Use existing non-3D photos
You can also convert existing photos into 3D photos. Facebook taught its Artificial Intelligence (AI) to create 3D structures from 2D images so that you can upload any image you already have.
Remember that while the app can be very convincing, the app essentially “guesses” what the 3D image would look like. This means there may be some fuzziness that you need to review before posting.
Upload your photo
This is a pretty straightforward process:
- Navigate to your company page using the Facebook app.
- Tap Publish to create a new post.
- Select “Photo / Video” and choose your picture.
- Tap Done.
- At the top of the photo, tap Create 3D.
- Wait for Facebook to convert your picture to 3D.
- Preview the 3D effect by panning and tilting.
- Add the post text according to your marketing strategy.
- Tap Publish again.
Your 3D photo and contribution will then be published on your page.
Facebook offers the following tips for creating 3D photo posts:
- 3D photos cannot be edited.
- If you want to share a 3D photo, you cannot share multiple photos.
- 3D photos cannot be included in photo albums.
- 3D photos cannot currently be enhanced or used in advertisements.
Examples of 3D photos on Facebook
Check out how some sites use 3D Photos on Facebook to make your brain buzz with ideas and opportunities:
Now you can get up close and personal with your favorite furniture and easily interact with Wayfair items before you buy them! How? Have …
Posted by Wayfair on Tuesday 20th Feb 2018
Wayfair created a 3D rendering that customers can use to view and interact with their furniture before buying.
Omnivirt created this 3D Game of Thrones image, a great example of how these photos can work in marketing campaigns.
The cinematic effects of the character are amplified, bringing them to life and almost jumping off the screen.
This Facebook video shows the use of 3D photos in a real environment. In this way, you can turn an otherwise standard image into a more attention-grabbing media form.
3D photos on Facebook are an innovative way to highlight your posts in a crowded news feed.
Although 3D photos may not move the needle much due to the limited reach of organic posts, they are a useful tool for a holistic marketing campaign.
In the future, 3D photos could be one of the most effective ways to advertise on Facebook. We’ll have to wait and see what Facebook decides.
Have you used 3D photos on your brand’s Facebook page?