Introduction to Augmented Reality
The way we eat social media has undergone a big shift because the early 2000s. Instead of just connecting with friends, we now use platforms like TikTok to create and discover latest content. One technology that is gaining popularity is augmented reality (AR), which reinforces our real-life experiences with digital elements. Isabelle Cavanagh, a consultant at Capgemini, explores the potential of AR and its applications in social media marketing.
What is Augmented Reality?
AR is the mix of real-life and fantasy within the digital world. We’ve seen examples of AR in motion, akin to the Pokémon Go craze in 2016, where people used their mobile devices to catch virtual Pokémon in real-life locations. Technological advancements have made AR accessible across social platforms, including Snapchat, Facebook, Instagram, Pinterest, and TikTok.
The Rise and Fall of Trends
However, brands must concentrate on the fleeting nature of trends within the digital world. What’s popular today could also be forgotten tomorrow. So, should brands invest time, resources, and budget into incorporating AR into their social media marketing strategy, or is AR only a short-lived fad?
Why Brands Should Invest in AR
AR provides a possibility to take customer experience to the subsequent level. To achieve success, brands must use AR to drive engagement or solve real-life problems. For example, Google Glass failed to realize this, generating privacy concerns and confusing customers with its complex technology. However, since 2014, AR has turn out to be an integral a part of social media marketing, with its technology integrated into the foundations of social platforms.
Effective Ways to Leverage AR
Here are 3 ways brands can effectively use AR of their social strategy:
1. Drive Brand Awareness with Branded Filters
Brands can create free AR filters on Facebook and Instagram using Facebook’s Spark AR Studio. For example, a preferred filter on Instagram, "What Starbucks Drink Am I?" generated thousands and thousands of views and user-generated content. This style of filter could be created in only seven days, without requiring technical expertise.
2. Make it Immersive to Capture Attention
Filters are a simple way for brands to advertise themselves without feeling like they’re marketing to consumers. Research shows that individuals who use AR filters engage with them for a median of 75 seconds, 4 times longer than mobile video, with 70% higher recall. Brands like Pull & Bear have used AR to capture the eye of Gen Z, launching a virtual game on Instagram and Facebook.
3. Let People Try Before They Buy
Snapchat’s "Try Before You Buy" feature, launched in collaboration with Gucci, allows users to try on virtual products before purchasing them online. This feature addresses the priority of 61% of consumers who refrain from online shopping because they cannot try on items. Gucci saw positive returns on ad spend consequently of this campaign.
Conclusion
AR is greater than only a novelty; it’s essential for brands’ social media strategy in 2022. With mainstream adoption already underway, brands must innovate their digital technique to keep users engaged. By leveraging AR, brands can drive engagement, solve real-life problems, and supply immersive experiences that capture attention. Whether it’s through free filters, virtual games, or "Try Before You Buy" features, AR is a necessary tool for brands to remain ahead within the digital landscape.
