“Content is king” is the most overused, generic statement used in the business of social today. What is Content the king of, exactly? Was this “Content” democratically elected as the ruler or is Content a patriarchal monarchy, or even worse – a ceremonious figure for a larger republic? It’s bland, lazy thinking to say “Content is king” and then sit back in your chair like you just nailed Coke’s new social strategy.I'm aware of just how important video is on both Facebook and Instagram. But, what I like about Facebook’s most recent foray into 360 degree video is that it stops that kind of babble in its tracks. To shoot a 360 video you need hands-on expertise, and incredible amount of planning and, of course, you need to know your way around a video camera. Actually, you’re going to have to be able to navigate six video cameras. That are locked together. And you'll need to know how to use immersive sound. And have the editing capabilities to build a virtual reality narrative. Honestly, I could go on for hours.It’s certainly not the most egalitarian product they’ve ever released, but it does an excellent job of separating the big kids from the talkers when it comes to creative agencies.All of that work is so worth it, too. Just browse this page briefly. How cool is that? You can click anywhere and fully immerse yourself in a video experience from every angle. What brand wouldn’t want something that tactile to digitally represent themselves?The Star Wars 360 example is by far the most famous to date, and rightfully so. But I love the potential that Showtime’s boxing video showed – intent on communicating atmosphere and experience. This is the problem with selfie and selfie culture – they’re an attempt to document a singular moment. The potential for 360 video is to take that an enormous and more interesting step further in communicating everything that's happening during a particular experience.Time lapse and cinemagraphs were a big hit in 2015, but 360 video is poised to be the “it” creative execution in 2016. Shiny new things are always exciting, and more and more brands are flocking to this type of experience. Facebook is certainly paving the way by broadly releasing an ad unit that supports this video type in Q1 of 2016. It will be interesting to watch the evolution of this technology as it begins to appear more in the news feed, but one thing is for certain, 360 video is going to be a game changer.Want more tips and tricks for how to dominate social this year with Data, Creative and Amplification? Download our 2016 Social Media Survival Guide.