How to Best Utilize Facebook’s 3D Photos for Your Brand

December 23rd, 2019 by Kayla Goforth

Facebook introduced 3D photos in October 2018, and users have been posting these fun “window views” that give viewers a new perspective on once-flat photos in their newsfeed. Originally only available to those with an iPhone with Portrait Mode, 3D photos can now be uploaded by anyone with a dual-camera smartphone or by anyone who had manually created a depth map.

This new format saw some traction right after its launch, but has slowly plateaued in popularity over the year. This could be due to it only being available to certain iPhone users at first, or maybe just a general lack of awareness of the feature, but, either way, this means brands that do utilize it will stand out in newsfeeds even more.

Why Use 3D Images in the First Place?

Any new feature that Facebook introduces is inherently attention-grabbing, and 3D images have the best of both the video and flat image worlds. The eye-catching movement is automatic as the user scrolls through their feed, but taking in a 3D image doesn’t take as long as watching a video. This immersive experience offers a self-guided glimpse into a “window.”

The feature was released for users, not pages or brands, to share photos. However, users have found that if they can post 3D images from their personal accounts, they can post them from business accounts too. With this workaround, business pages are able to blend in more with their audiences’ newsfeeds, behaving and looking more like their friends and family.

As older smartphones are phased out, 3D images will likely become even more common on newsfeeds. A brand that gets ahead of the trend before it really takes off will prove itself more innovative than its competitors and establish more authority with its followers.

How to Use 3D Images

More casual images will look the most natural when using this feature. Your audience will be scrolling through their newsfeeds expecting the 3D image to be posted by someone they actually know, so keeping this in mind will help your brand seamlessly blend. The post below, for example, was posted by the official Bud Light Ritas Facebook Page and looks like it could have been posted by anyone celebrating the weekend or watching some football.

Facebook example for a brand using 3D images in advertising

If you have creative that was created NOT using portrait mode on a smartphone, you can still manually create a depth map, too. This is a bit more challenging and time-consuming, but it’s completely possible to make a 3D photo in Adobe Photoshop or with other online tools. Get creative with your creative!

Tips for Taking Great Portrait Mode Photos

  • Put a few feet in between the camera, the subject, and the background. To highlight the depth in the photo, there needs to actually be depth.
  • Make sure the subject of your photo contrasts with the background. Don’t have a woman wearing a green sweater against a green wall.
  • Transparent or shiny objects, like glass or windows, can confuse the depth sensors and might turn out distorted. This may also happen with hair. Combining these two, like a person standing in front of a wall of glass, may totally warp the photo.

Making the most of recently released features is a great tactic for drawing users in on social media. At Search Influence, we’re always looking for new ways to make our clients’ marketing campaigns more effective. To learn more about using advertising to grow your business, start a conversation with our marketing strategists.