The Rise of Augmented Reality
The world of augmented reality (AR) is rapidly evolving, and its impact is being felt across various platforms. On average, over 70% of Snapchat’s 210 million each day lively users engage with Lenses daily, interacting with AR nearly 30 times per day. This staggering statistic highlights the importance of AR within the digital landscape.
The Fast-Moving Space of AR
Whitney Fishman, head of innovation and consumer technology at Wavemaker, compares Snapchat’s approach to AR to the quick-service restaurant concept. "Always launching a brand new product and at all times supplying you with a reason to come back back so you mostly maintain your presence on the platform, regardless of what is obtainable," Fishman explains. This approach keeps users engaged and all in favour of the platform.
Marketers and AR
For marketers seeking to leverage AR of their promoting efforts, it’s essential to first understand what AR is and what it may do. AR influencers have seen a major increase in brands wanting to work with them over the past six months. Brielle Garcia, an AR creator who has worked with musicians like The Chainsmokers and Panic! on the Disco, notes that it’s develop into easier to work with brands as they now not need to elucidate what AR is. "I haven’t got to make comparisons to the dancing hot dog anymore," Garcia says.
Working with AR Creators
Collaborating with an AR creator is a hands-on process that may take not less than three weeks to develop, from concepting to testing and launching. Clay Weishaar, an AR creator who has worked with firms like Universal, the CW, and Puma, explains that the AR approval process can take as much as 15 days on Instagram, while it’s generally quicker on Snapchat.
Key to Successful AR Ads
The most successful AR Lenses or filters are sometimes the best. Frank Shi, co-founder of Paper Triangles, a digital agency that makes a speciality of AR and VR, advises to "keep it easy, fun, and magical." People don’t engage with complex AR experiences. Fishman adds that one of the best AR ads deliver experiences and offer utility, citing Ikea’s AR-powered ad for example.
Challenges for Brands
Weishaar notes that filters that cover an individual’s face entirely "get zero engagement," and AR Lenses with heavy branding are doomed to fail. "Just plastering the brand doesn’t work. People don’t need logos on their face; they need it personalized," Weishaar says. Letting creators take the lead in developing creative can be crucial. Garcia advises marketers to have an open mind and take heed to creators who’ve been leading the best way in AR.
Rates and Future of AR
The rates for working with AR specialists vary, with some charging $10,000 per lens. Weishaar predicts that a brand new kind of influencer will emerge, combining video and AR skills, as content that mixes each performs higher on platforms like Snapchat.
Conclusion
As AR continues to evolve, it’s essential for marketers to know its potential and limitations. By working with AR creators and keeping experiences easy, fun, and magical, brands can effectively leverage AR of their promoting efforts. With the rise of AR, we are able to expect to see recent sorts of influencers emerge, and communication through the camera will develop into the norm, especially amongst younger consumers. Snapchat’s recent Spectacles 3 are a step closer to creating AR more accessible, and it would be exciting to see how AR continues to shape the digital landscape.
