6 advertisers are already testing Facebook's updated 360-degree videos

Dive Brief:

Facebook launched 360-degree video in September and has now rolled out an update that allows the videos to be viewed almost anywhere from the web to Android and now iOS devices.
The social network also created a microsite for virtual reality video creators.
A number of publishers are already sharing 360-degree video content, and six advertisers including AT&T, Disney World Resort and Samsung, are also testing the video format.

Dive Insight:

Facebook has been actively pushing video this year by emphasizing video content in users’ News Feeds as well as rolling out new video ad units. During a recent earnings call it announced it gets eight billion video views daily combined between the web platform and mobile app.

Facebook’s 360-degree video format got a series of updates, including expanding who all can view the video format by adding iOS devices to web and Android access, as well as support for Samsung Gear VR. In a blog post Facebook pointed out publishers sharing 360 video – including ABC News, Apple Daily, BuzzFeed, Fox’s Scream Queens, Frontline, GoPro, LeBron James & Interrupted, New Orleans Saints, and Nickelodeon – as well as brands using VR for marketing including AT&T, Corona (AB InBev), Nescafe (Nestle), Ritz (Mondelez), Samsung, and Walt Disney World.

Facebook is also looking to make 360-degree videos easier for consumers, writing in the blog post, “We also want to make it easier to upload 360 videos taken from consumer cameras. We’re working with several camera makers, like Theta, Giroptic, IC Real Tech, and 360fly which are providing in-app ‘publish to Facebook’ options. Videos taken with these cameras will be shareable directly from the native mobile apps, making it easier to share your 360 moments with friends and family.”

Adding this capability to consumer cameras should make it easier for SMB marketers to take advantage of the format for content marketing and video advertising on Facebook.

The social network has also been developing a virtual reality platform following its purchase of Oculus Rift last year for $2 billion.