AR with social media

Especially young people are tempting to use new, unknown technology as they are more familiar with current things and more open for new things. Even if it is not true any more that social media is only used by young people, the majority is still According to a survey by Gfk, 45% of 19- to 28-year-old and 49% of 29 -to 38-year-old asked people said they would visit a retrail store which offers AR or VR experiences than one which does not. At the same time only 31% of 39- to 53-year-olds said the same.

If a AR application is well realized, a realistic effect can be reached, used for example to try new lifestyle products like clothing or make uo products.

Since late 2018 Facebook and Instagram started to offer a AR experience to their cunsumers by few selected brands. For the first experience, the consumers were able to try on different products like make up, lipstick or sungalsses directly on their newsfeed.
Through a simple Call-to-action button consumers are able to start the AR-ad – provided by Facebooks own AR application Spark AR.

While Snapchat set their focus from day one on a mobile social network with a big selection of virtual sticker and soon also the posibility of interaction with augmented reality objects. Now a days, Snapchat couldn’t be thinken of without its filters which lay on your face and being interactive when chanching your face expression.
To be exact, already 2015 Snapchat presented the new feature “Lens” which made consumers able to take snaps with the technology of face recognition. While everybody started to send snaps of pictures while throwing up rainbows when opening the mouth, nobody know that days how far this will go.

Release of Snapchat Lens 2015

Only two years later, in april 2017 Snapchat released the feature “World Lenses” which brought 3D rendered objects to live. Now useres were able to build a little character of themself, a so called Bitmoji or simply use sticker or other objects and with help of AR they started to move, act and dance.

Release of Snapchat World Lenses 2017
3D Bitmoji

But those fun features of Snapchat were just the begining. The businesspart of this AR hype is the so called Shoppable AR which is a feature that makes consumers able to bring digital ads to life or even try out new products and buy it streight away.
The marketing strategy about this feature is to discover products of brands in a fun way with not having the ad in the focus but the fun of interacting with the products. Because of high fun level, the consumer is tempting to send snaps with even those filters with product placement to friends and becoming kind of a brand representative.

Shoppable AR

Goals of AR-ads in social media
Many reasons could be exist to choose AR for your ad but on social media there are for example following goals to be reached:

• brand awareness
• traffic
• conversions
• rage

Some say social media was the main part why AR established this fast and well. For sure the target groupe on social media is perfect to use this new technology to find out its potential.

Since Zuckerberg described the AR features in Facebook “phase one” we can be sure there is more coming up. We will see what the future of AR and social media brings.

Facebook has made AR ads available to all marketers through its ad manager
Augmented Reality (AR) Ads
AR auf Social Media: Was kann Facebook, Instagram und Snapchat?