The Future of Augmented Reality in Social Media - Part 2
In our previous blog on Augmented Reality (AR) we looked at how brands use it and how it plays out in the real world. In part 2, we want to explore whether Augmented Reality has a place in social media and whether it represents the future. We’re focusing on the use of Augmented Reality in Snapchat adverts, Facebook’s upcoming Project Aria as well as the fantastic results we had with AR for one of our brands.
Is augmented reality really the future of social media?
Given how much AR is already established in social media today it is highly likely that it will continue to develop as the technology becomes more advanced and readily available. Social media is likely to continue to evolve into a more 3-D and fully immersive experience with a plethora of new possibilities that people will want to experience and share with others. As social media platforms improve their AR features, it is important for businesses to consider implementing AR within their social media marketing strategies in order to stay relevant and keep up with competitors.
These three examples from HBO’s Game of Thrones, Dominos and Fab Fit Fun show the power of AR lenses within Snapchat. These create memorable, interactive moments with augmented reality experiences Snapchatters can play with and send to friends.
What is the future of Augmented Reality?
So what could the future or AR look like? Snapchat is already also looking to expand its product based AR services through the camera by adding scannable bar codes, where users are able to quickly bring up product and nutritional information from a quick scan. The future for this technology could become integrated into wearable technology products such as AR glasses. These products may be available to the public much sooner than we think with Facebook announcing last September that their ‘Project Aria’ AR glasses will be ready for launch in 2021. Project Aria is a research device that is worn like regular glasses and will help Facebook build the software — including a live map of 3D spaces — and hardware necessary for future AR devices. Sensors on the Project Aria research device will capture the wearer’s video and audio, as well as their eye tracking and location information.
Meanwhile, AR in retail opportunities are endless and will continue to develop. AR runways, mirrors, showrooms and changing rooms may become the new normal within the retail and fashion industry. People are already able to use social media to make direct purchases in apps however, with a greater AR focus, it will revolutionise the shopping experience resulting in higher conversions, more impulse buys and even less returns.
Do you want to up your game with your next social campaign? We can help you discover the power of AR.
As a leading social media agency we are always keen to challenge the norms and try and test new ways to create better and more engaging social experiences. As technology and social trends develop, it is essential that we develop with them. We work closely with our clients to create innovative ideas that deliver excellent results.
We recently worked with one of our global brands to design and create an interactive filter on Facebook, for the exciting launch of their products at a new retailer.The filter virtually emulated the photo-booths that were featured in stores, and also had swipe up links allowing people to directly purchase key products. We found that the filter was extremely successful at achieving the campaign objectives of driving conversion and increasing brand awareness, performing up to 63% lower CPAs than the standard benchmarks for similar campaigns. It also received excellent feedback and engagement from many users who were happy to share photographs of themselves using the filter. This highlighted the fun and engaging way that people could participate in for this product launch. Overall, our client was very impressed with the outcome and said that it is definitely something that they would consider using again in their future campaigns.