Introduced in 2018, Facebook’s 3D post feature allows users to upload 3D content onto their newsfeed through the simple act of dragging and dropping as long as the file is in glTF 2.0 image format.

In a world where 2D content is the norm, 3D content is fast becoming a new way for brands to break through the clutter and capture the attention of their target audience. Here are some ways brands are using Facebook 3D posts to spice up their marketing.

1. Product Promotion

Wayfair used the Facebook 3D post function to create an online showroom for their furniture. This allows customers to view products in situ and is also great for showing scale.

https://www.facebook.com/wayfair/posts/1822787004410127

3D posts also provide a shopping experience that is closer to reality. Potential customers can simply click and drag their cursor around their screen for a 360-degree view of the product without having to physically go down to the store. It also eliminates the need for brands to take multiple photos.

https://www.facebook.com/soft8soft/posts/2003080113280076

2. Collaborate with users to produce user-generated content

Jurassic World, the famous fictional dinosaur park, found another way to bring dinosaurs to life through Facebook’s 3D post feature. Facebook users could add Blue the raptor into their pictures through Facebook camera.

https://www.facebook.com/JurassicWorld/posts/1760208700690672

Fans no doubt enjoyed seeing the iconic dinosaur in their living room.

https://www.facebook.com/photo.php?fbid=10212003187979684&set=p.10212003187979684&type=3&theater

This smart marketing move doesn’t just fulfil every Jurassic Park fan’s fantasy, it also turns fans into brand advocates. Every time a fan shares a picture of Blue on Facebook, they are sharing the Jurassic World brand with their friends and perhaps even complete strangers, depending on their privacy settings. It’s a clever way for Jurassic World to widen their reach.

Find ways to use Facebook’s 3D posts to create content with high “share-ability”. Don’t underestimate user-generated content.

3. Creating interesting, interactive ads

3D posts present brands with even more opportunities to boost audience engagement and interact with their customers. It also provides marketers with more opportunities to create memorable and witty content.

Though the execution could be improved upon, Clogard found a pretty smart way to promote its brand.

https://www.facebook.com/clogard/posts/1788125591491620?__tn__=C-R

We were inspired and decided to try creating a 3D post for a fictional cleaning product. Here’s our version:

https://www.facebook.com/moto.miya.7121/posts/2272881112983564

Now there’s a free idea for you!

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A 3D post is just another way for brands to interact and build relationships with their target audience. Like any tool, its effect is dependent on how the wielder uses it. So think of what your customers want to see and find creative ways to connect with them.