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August 19, 2023
| 10 min read
Back in 2016, something exciting was happening in the world of AR. Lots of people were on a big adventure, running frantically with their smartphones to find something. Guess what? They weren't chasing bad guys or looking for hidden treasures.
They played Pokémon GO, an AR game where they captured virtual creatures using their phones' camera to build a collection in a Pokedex.
Seems a bit funny, right? But hold on! This game made so much money that it got into the Guinness World Records. Not so funny. In just one month, it made more than $200 million! Suddenly, it wasn't just a silly game anymore. Gradually, companies were gunning to do something similar. They wanted to use this cool idea of showing digital things in the real world to boost their own businesses. And that's how the trend of using augmented reality in the business world was pedaled forward.
Social media platforms jumped on the bandwagon of AR. The dog filter was introduced by Snapchat in 2015 as one of the first augmented reality (AR) filters. It allowed users to add a playful and humorous dog's ears, nose, and tongue to their selfies. The novelty of the filter grabbed users' attention, and its interactive nature encouraged engagement. Snapchat encouraged social sharing by making it easy for users to send these filtered images and short videos to their friends and followers. The personal and ephemeral nature of Snapchat, where content disappears after a short time, created a sense of urgency to engage with the filter and share the fun with friends.
Instagram and TikTok recognized the success of Snapchat's dog filter and saw the potential in introducing similar filters on their platforms. Instagram launched its own version of AR filters called "Face Filters" in 2017, which included animal-themed filters. TikTok followed suit, introducing AR effects and filters that users could apply to their videos.
Keeping in mind the popularity of AR in social media space, brands realized the underlying potential of AR in marketing. Brands can use AR to create engaging experiences that interact with users in innovative ways. For instance, they can develop filters that allow users to virtually try on products like clothes, makeup, or eyewear. This immersive approach helps customers visualize products before purchasing.
AR can also be utilized for demonstrations of complex products, making it easier to convey their features and benefits. Location-based marketing through AR can drive foot traffic to physical stores by offering unique experiences near the brand's locations. Brands can encourage user-generated content by designing AR filters that users can incorporate into their posts, turning them into brand advocates.
Imagine using your phone, tablet or laptop to see something amazing - like a virtual game or a sneak peek of a product you want to buy. Well, that's exactly what AR does. It's like magic that makes things more fun and interesting.
What's even better? Every year, AR gets better, cheaper, and easier to use. This is great news for both businesses and regular folks. It means companies can use AR to show off their stuff in really cool ways. They can make awesome experiences for people and make their brand stand out. And all of this can help them sell more things!
The strategic application of Augmented Reality (AR) can provide customers with a profoundly tailored product experience aligned with their anticipated usage. In the context of brand-oriented AR, a high degree of interactivity is crucial, as it transforms consumers into active participants. This interaction establishes a meaningful connection between them and the brand, channeling their attention towards the value propositions that the brand offers.
In recent times, social media has emerged as a preeminent platform for advertising, capitalizing on its expansive user base and precision targeting capabilities. Yet, the efficacy of traditional two-dimensional advertisements has witnessed a decline, primarily due to the evolving discernment of consumers in their choice of engaging content. It is within this context that Augmented Reality (AR) finds its significance. By introducing immersive and interactive encounters, AR advertisements present a novel avenue to capture the attention of consumers and foster a more profound emotional connection.
An additional benefit of AR advertising is its inherent potential for social sharing. By presenting distinctive and captivating experiences, AR advertisements have a higher likelihood of being shared across social media platforms, potentially even reaching viral status.
The use of Augmented Reality (AR) in the beauty and fashion industry on social media holds significant advantages, transforming the way brands interact with their audience and enhancing user experiences. For instance, companies like mirrAR utilize real-time 3D masks and advanced AR filters with the help of best-in-the-business face-tracking and preview placement technology. This helps to deliver the users an immersive experience like no other.
Following are some of the benefits of using social media AR content for the beauty and fashion industry.
Interactive Try-Before-You-Buy: AR allows users to virtually try on makeup, hairstyles, clothing, and accessories through their smartphones. This interactive feature empowers users to visualize how products will look on them before making a purchase, reducing hesitation and increasing the likelihood of buying.
Elevate your jewelry sales with augmented reality for jewelry – offer immersive try-before-you-buy experiences and boost conversions instantly!
Engaging Content: AR filters, effects, and interactive features on platforms like Instagram and Snapchat capture users' attention and keep them engaged. This leads to longer interaction times with a brand's content, boosting brand visibility and recognition.
Personalization: AR technology analyzes users' features and preferences to recommend personalized beauty products or fashion items. This tailored approach increases user satisfaction by offering products that align with their unique style and characteristics.
Seamless Shopping Experience: AR bridges the gap between online and offline shopping experiences. Users can try products virtually on social media and then make informed decisions when shopping in physical stores or online.
Data Insights: AR campaigns on social media provide valuable data about user behavior and preferences. Brands can analyze which products are popular, which AR effects are most engaging, and use this information to refine their strategies.
Global Reach: AR experiences on social media transcend geographical boundaries, enabling brands to reach a global audience and potentially enter new markets.
Selecting the right social media platform for sharing branded AR filters or AR effects involves a strategic approach. First, assess your target audience's preferences and behaviors to identify platforms where they are most active. Consider the nature of your AR content and how well it aligns with each platform's features and user engagement patterns. Prioritize platforms that facilitate easy sharing, offer robust analytics, and resonate with your brand's values.
Next, evaluate the popularity and reach of different platforms. While larger platforms offer broader exposure, niche platforms might provide more focused engagement opportunities. Factor in your budget and resources, as some platforms may require more significant investments in content creation and management.
Once you've chosen the platform, develop AR filters and AR effects that resonate with your brand's identity and message. Create in a way that is entertaining, interactive, and provides value to users. Consider incorporating your brand's colors, logo, or elements that reflect its personality. Promote user-generated content by encouraging users to share their experiences using your AR filters and AR effects. Track and analyze engagement metrics to refine your AR strategy over time, adapting to user feedback and preferences.
Crafting impactful branded AR content on social media involves a strategic fusion of powerful visuals, persuasive copies, and compelling Calls to Action (CTA) and captions. Begin by designing visuals that align with your brand's aesthetics and resonate with your target audience. Accompany the visuals with compelling copies that convey the value and purpose of your AR experience concisely. Use clear and persuasive language that entices users to engage with the AR filter or effect. Additionally, incorporate a strong CTA that guides users on how to access and interact with the AR content. The caption accompanying your post should complement the visuals and CTA, providing context and sparking curiosity.
When using hashtags for branded AR content, keep the hashtags aligned with your message and audience. Choose them wisely, using just a few per post to avoid overwhelming your content. Blend trending hashtags creatively into your captions, maintaining authenticity and context. Monitor engagement to gauge the effectiveness of your approach and adjust as needed. Lastly, consider crafting a custom hashtag for your brand to foster a sense of community and encourage user participation.
Samsung India introduced an Instagram and Facebook AR filter to boost its Frame Series digital TV promotion. This filter enables users to virtually experience The Frame TV on their home walls. Once activated, users can easily aim their smartphone at a wall in their home. From there, they can choose various bezels and artwork options to align with their home interiors, creating a personalized match.
One of our favorite social AR filters is from the sports brand Puma, which initiated a campaign known as #PUMANSOFSG. This campaign draws inspiration from the Humans of New York movement. This campaign motivates individuals to utilize the filter, enabling them to access discounts on PUMA's products at their retail outlets located throughout Singapore.
Optimize your marketing strategies with the power of Social media with AR software. Elevate your brand's success today! Ensuring consistency while using branded AR content filters is essential to cement a stronger presence on social media. Create AR filters that capture the overall identity - integrate brand colors, logos or mascots, if any. This will help viewers quickly resonate with your brand before they even start interacting. Maintain a consistent tone (formal, informal, or something in between) to establish your unique brand voice. Your AR filters should tell a brand story that is consistent. Storytelling should effectively capture your brand’s narrative and ethos.
Before launching your AR social media filter, you should test it meticulously to ensure there are no silly or grave errors. Social media users are smart enough to spot even subtle errors; hence, it is better to test before you release any branded AR content out in the open.
To ensure an authentic user experience with AR filters on social media, prioritize meaningful engagement and value creation rather than merely using filters for the sake of it. Encourage engagement through clear instructions and user-centric design, and gather feedback for improvements. Focus on metrics that measure meaningful interactions and incorporate AR filters as part of a long-term marketing strategy, emphasizing value creation over superficial engagement. By focusing on creating filters that genuinely enhance the user experience, provide value, and align with your brand's identity, you can foster authentic interactions that go beyond surface-level engagement on social media platforms.
In conclusion, effectively sharing branded AR content on social media requires a strategic approach that balances creativity, audience relevance, and platform suitability. By aligning the AR content with the brand's identity, crafting engaging captions, and incorporating compelling Calls to Action (CTAs), brands can captivate audiences and foster stronger connections. Keeping up with trends, monitoring engagement metrics, and adapting strategies accordingly will ensure the ongoing success of AR campaigns.
Remember, the power of branded AR content lies not only in its visual appeal but also in its ability to resonate with users and drive meaningful engagement in the ever-evolving landscape of social media.
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