Facebook is looking for ways to increase users' engagement with social aspects of the platform (as opposed to using it solely as a place to get news), and Facebook 3D posts are one of the ways that the social media giant is hoping to draw users in. As the name suggests, the posts allow brands to share 3D images of the products.
The 3D images on Facebook are fully manipulable with a cursor or touch (depending on whether one is viewing on desktop or mobile). As opposed to static, 2D images, the Facebook 3D posts let users see the product in question from any angle, a feature that would have obvious benefits for e-retailers in particular.
Facebook expects the 3D posts to not only improve the current experience on the platform but also to add to potential VR and AR experiences in the future.