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ML1 Media is bringing high-definition virtual reality photos to Facebook 360

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ML1 Media has partnered with an international panorama technology company to bring high-definition virtual reality photos to Facebook 360. Instead of the standard 1080p high definition quality in the majority of Facebook 360 posts, ML1 Media will be able to post panoramic photographs in unmatched 6K image quality.

It'll take some time before users embrace 360-degree photos in mass numbers, but Facebook clearly sees them as a new creative medium that encourages exploration. "You can discover stunning new 360 photos on Facebook from public figures, news outlets, and other businesses," writes Facebook product manager Andy Huang in the official release. "360 photos give you the ability to take the stage in front of 100,000 fans with Paul McCartney, get behind-the-scenes access to the Supreme Court via The New York Times, visit the International Space Station with NASA, and more."

Several updates in recent weeks and months have opened up 360 videos further, allowing for far greater access to the format. In the initial stages, Facebook was limited to iOS whereas YouTube — and the Google cardboard viewer format specifically — was limited to Android. However, both platforms have expanded to cover most Android and iOS device support now, so marketers no longer need to use device support as a reason to choose a platform.

That’s not to say the platforms don’t each have their own advantages. While people may be used to endlessly scrolling through their Facebook feeds, the thumb-stopping power of compelling content like 360 videos has its appeal. Its targeting capabilities are also a draw for brands and advertisers, allowing them to put significant paid support behind their 360 videos and achieve creative breakthrough at real scale. It also has the advantage of autoplay, which can prove to result in more views and more engagement. As virtual reality continues to gain prominence, it will ultimately become a format that lives everywhere.

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