Augmented reality has breathtaking prospects in many industries, from retail to education to healthcare. AR has been advancing in advertising, where it can offer more fresh ways to make an impact in the industry and change the way the digital advertising market functions.
Augmented Reality filters are one of the solutions. They work with a front-facing or back camera, adding a layer or image in the foreground or background of the photo or video. AR filters have quickly been recognized as a powerful marketing tool that connects with consumers on a deeper level than traditional advertising.
Social Media Platforms for AR Advertising
Augmented reality advertising has been taking over social media platforms for the last few years. Brands are looking for opportunities and tools to match current trends. One of such trends is incorporating AR filters into a social media marketing strategy to increase target audience engagement.
We enlist the most widely used platforms for AR marketing below.
Being a founding father of selfie masks, Snapchat has started a massive worldwide trend of AR as an effective and innovative option for promoting the brand or product. Snapchat offers companies an opportunity to create interactive filters and engage users to take part in their campaigns.
With more than 1.4 billion monthly active users worldwide, Instagram is one of the most popular social networks. Imagine the audience a brand can interact with if its AR filter campaign becomes a hit. Instagram offers interactive branded AR masks that users can easily access. Once a user posts an Instagram story using the AR mask, it is spread among followers who can easily access it for themselves, resulting in interaction with the brand. If the AR effect is successfully promoted, it can quickly go viral and deliver an impressive engagement rate without being pricey and requiring much effort.
TikTok may be the fastest-growing that offers its users a unique potential for virality as popular videos and trends are frequently seen by overwhelming numbers of users. TikTok is both a blessing and an obstacle for brands because a short video format might not be informative enough as well as going viral includes an element of luck. TikTok has recently launched a new AR advertising format that provides for branded AR effects and hashtags challenges, allowing promoting content.
What AR-Filters Features Help Promote The Brand?
Increase User Generated Content
UGC (user-generated content) is perceived as authentic in comparison with content produced by brands. Many brands are willing to repost user-generated content to their primary platform (mainly Instagram). No wonder companies are trying different ways to motivate users to use content to increase the brand’s trustworthiness. Brands can share the stories with their AR content and save them in highlights which adds to their credibility.
Promote the Brands’ Identity
Since AR filters have the potential to achieve millions of impressions, they are a great tool to outline the brand’s identity. The visuals you provide to the audience have to match the brand’s public image and display its core. Using branding colors, logos, or symbols is the key to transparent advertising in which users are willing to participate themselves. Companies can also use masks to express their tone of voice. For instance, if the brand’s positioning is cozy or joyful, it has to be reflected in the experience that users achieve.
Try Before You Buy
Thanks to augmented reality, customers can go shopping from the comfort of home. Users can entertain themselves with incredible filters, try on jewelry, accessories, or cosmetics, and possibly proceed to quick and easy online shopping. The possibility of virtually trying on a product gives consumers a complete picture of if a product suits them, which helps decide to buy and decreases the return rate. This feature has become immensely valuable during the pandemic for both companies and their customers.
Target the Right Audience
Reaching the audience with AR filters is simple. Everyone already following the brand is introduced to the newly released AR effect and encouraged to engage with it. If a company aims to promote a new product or service, a new filter may be the quickest tool to introduce it to the audience and entertainingly showcase its features.
Social media platforms provide access to detailed analytics, allowing marketers to analyze audience engagement. For instance, Instagram enables brands to track such metrics as Impressions, Opens, Captures, Saves, and Shares. A detailed breakdown of your audience’s demographics, including gender, age, and the countries your audience is situated in, is included as well. Owning this information is a valuable opportunity to understand the audience and its preferences more clearly.
Producing Your Own Custom AR Effects
To keep up with the worldwide trends and engage potential customers while entertaining them, you should think of creating AR content of your own. If you have a fantastic idea that needs an excellent realization, the first step would be to find out more about the possibilities of extended reality development including AR and proceed to find a team of experts.