So far they're a bit clunky (argue this with me in 2 years time...) but they will get better.
Here are two examples -
Star Wars -
Star Wars: The Force Awakens Immersive 360 Experience
Speed across the Jakku desert from Star Wars: The Force Awakens with this immersive 360 experience created exclusively for Facebook.
Posted by Star Wars on Wednesday, September 23, 2015
& Go Pro
GoPro Spherical: Sand Dune Jumping in VR with Ronnie Renner
Check out freeride legend Ronnie Renner FMX carving up the dunes in Idaho with full 360 view. For the most immersive experience, click and drag the camera.
Posted by GoPro on Wednesday, September 23, 2015
More info about 360 videos here