Introduction to Augmented Reality
Augmented reality (AR) is a technology that has been around for some time, but it surely wasn’t until the discharge of Pokémon Go that it began to realize mainstream attention. However, many individuals are unaware that they use AR every day, particularly with social media face filters. These fun and interactive filters have change into a staple of social media platforms like Facebook, Snapchat, and Instagram.
How Augmented Reality Went Mainstream
AR is a live view of the true world that’s augmented with digital inputs comparable to sound, video, graphics, or GPS data. This is strictly what social media face filters do – they layer digital effects over a live view of the user’s face. Snapchat was certainly one of the primary social media platforms to introduce AR filters, starting with the "rainbow barfing" filter in 2015. This marked the start of a brand new era in marketing, as brands began to take notice of the potential of AR.
The Rise of Selfies and Social Media
The average millennial is anticipated to take 25,700 selfies of their lifetime, and social media platforms like Snapchat are a giant contributor to this number. The undeniable fact that the camera is the essential communication tool on Snapchat has modified the best way this generation communicates, with many preferring to share photos reasonably than words. With the widespread adoption of smartphones with front-facing cameras, this phenomenon is not any longer limited to millennials.
How Brands Use Face Filters
AR has transformed social media promoting, with the variety of AR-capable devices expected to grow to over 4 billion by 2020. Brands at the moment are using face filters to achieve their goal market without having to develop a full-blown app. According to Amit Chatterjee, partner and co-founder of Shadow Factory, a number one developer of digital content and solutions, face filters are easy for people to know because they fit the consumers’ paradigm of social media. "It’s mechanically very accessible to everybody budget-wise, understanding-wise, and creatively," he says.
Benefits of Using Face Filters for Marketing
AR filters are a fun and novel solution to engage customers and may enhance their experience with a brand. The interactivity allows for a deeper, more personal, and immersive connection that focuses on the patron reasonably than the brand. Because face filters are immersive and private, they create a more memorable experience with the brand, increasing loyalty and retention, in addition to improving recall of the brand’s story.
The Power of Shareable Content
Another advantage of social media filters is that they’re shareable. If done well, the ROI on brand filters may be very high. "Everyone is sharing [face filters] with their friends after which their friends try it," says Chatterjee. "These filters often immediately go viral as soon as you release them." This makes face filters a robust marketing tool, as they’ll quickly spread and reach a big audience.
Conclusion
Selfie culture and face filters usually are not going anywhere, and are only more likely to proceed to flourish. As consumers change into more enthusiastic about this medium, it’s essential for brands to satisfy them on this space and leverage the ability of AR marketing. With the continued growth of AR-capable devices and the increasing popularity of social media, it’s likely that we’ll see much more modern uses of face filters in the long run. As brands proceed to experiment with AR, we will expect to see recent and exciting ways to interact with customers and construct brand loyalty.
