After making a splash on Facebook and YouTube, 360-degree videos have made their way to Snapchat. Major brands such as Chick-fil-A, Netflix and Universal Pictures have been experimenting with virtual experiences on the social platform. Universal took users on a tour of a masquerade ball from “Fifty Shades Darker,” while Netflix rolled out a 360-degree trailer for “Ultimate Beastmaster.” Michael Rucker, co-founder and COO of VR firm OmniVirt, notes that clients are seeing two to three times higher swipe-up rates when using the format. Engagement is also on an upswing, with the average user spending more than a minute with these experiences.

“Universal Pictures ran video ads within Snapchat’s Discover channel between February 10 and 14, prompting users to swipe up to view more content,” reports Digiday. “The 360-degree videos [powered by OmniVirt] aren’t native Snapchat ads, users saw them only once they swiped up, and were directed to the 360-degree video within the platform.”

Content shop Delmondo founder and CEO Nick Cicero predicts that 360-degree video has strong potential on Snapchat because users don’t have to be directed out of the platform for the experience. It will be interesting to see how Snap may bring 360 videos together with its Spectacles eyewear, he said.

The 360 videos “are very promising because swiping up is very powerful, as it signals intent,” Cicero added. “Users are watching the videos because they want to.”