Meta Is Making It Easy To Advertise In 3D On Instagram & Facebook
Image via VNTANA
The next generation of product imagery won’t just be made to be seen. You’ll also get to “touch” it and move it around, enabling you to test items without physically holding them in your hand.
For now, 3D modeling is a highly specialized skill, but it’s going to be essential when the world eventually transitions into the metaverse. That’s going to be truly inconvenient for small businesses hoping to stay relevant, so Meta is working on something to help everyone get on the same wavelength: automatic 3D modeling. The tech giant has teamed up with 3D e-commerce tech firm VNTANA to wholly simplify the creation process for three-dimensional advertisements as it readies to bring them to Facebook and Instagram.
Currently, businesses would have to design their own 3D objects, then reformat the files to fit Meta’s technical infrastructure. But it would take days for 3D artists to accomplish this, says VNTANA in its news release.
The integration with VNTANA will streamline today’s workflow by allowing brands to easily upload and convert files into 3D advertising imagery without any prior 3D-modeling experience, an ability that’s already been made available to some fashion and beauty brands on the social networks.
With 3D advertisements, Facebook and Instagram users would be able to interact with a rendering of a product by shifting the image to view the item from various angles.
Images via VNTANA
Eliminating the challenges of the modeling process could help “democratize 3D for the retail industry,” says Ashley Crowder, VNTANA’s chief executive. This simplification will also benefit consumers, who will get “a better understanding of the product,” Crowder adds.
“3D and AR opens a new door of advertising possibilities for retail and e-commerce brands, improving the customer experience from the point of acquisition,” describes Chris Barbour, director of augmented reality business development and partnerships at Meta’s Reality Labs.
The move echoes recent comments by CEO Mark Zuckerberg about creativity shaping tech jobs of the future. The Meta boss has posited that the rapidly-evolving world of artificial intelligence and automation will assume all the legwork for highly technical tasks, therefore allowing humans more space to work on the creative side of projects.
