3.5 billion smart phone users, the marketers understand the importance of internet community. This has led to a seismic shift in social media strategies to grow brand awareness, drive organic traffic, increase online and in-store sales.
“Augmented Reality Marketing bridges the gap between Phygitalisation and Retailtainment.”
Augmented reality effects or social media filters are already mainstream in people’s daily lives. The social web exploded with AR Effects when Snapchat and Facebook made their platforms open to creators.
This enabled augmented reality designers to produce social media filters in an extremely simple and scalable manner.
First and foremost, it also opened doors for brands and marketing teams looking to take advantage for boosting engagement and sales.
So, let us discuss in detail what are the different types of augmented reality filters and their use cases.
This is one of the most popular tool for marketers who are aiming to increase their brand engagement, enable product visualisation experience for their customers, do a product launch or run an advertising campaign.
This helps users to visualise and have a up and close interaction with the product before making their final purchasing decision. If you are looking to move your clients in the customer journey, this is the real deal.
Isn’t it just beautiful to get hands on with your dream car?
The car brand – Porche launched a world effect to drive their marketing promotion for Taycan Turbo.
Face filters are an easy way to turn an ordinary selfie into something fun and entertaining.
You can transform into a variety of 3D objects that make your user engaged, smile and laugh.
Brand Engagement: Deadmau5
If you like electronic music and have not heard this master musician ‘Deadmau5’ then you should check out his song – Strobe.
Joel Zimmerman, more commonly known as Deadmau5, is one of the world’s most respected electronic music producers of modern times.
The multiple JUNO Award-winning and GRAMMY -nominated artist has a fan base, which counts almost 15 million over his combined social media channels
Deadmau5’s helmet is a giant mouse head and with the release of this filter he surely added some more thousand followers to the fan list.
During the most magical time of the, Kiko cosmetics launched their Magical Holiday Collection included premium range of festive makeup, skincare, accessories and gift sets.
The cosmetics focused on rich, incredibly brilliant shades and finished designs to make beauty truly enchanting.
Christian Louboutin Fall Winter 2020 collection was presented on February 25th at l’École des Beaux-Arts as part of Paris fashion week.
A huge “Wonder Loubi” Christian Louboutin took the central stage lighting up the selection of ladies’ shoes and accessories for next season.
Quiz Filters provide marketers a fun way to increase their brand engagement or run an advertising campaign.
They are a viral sensation and are here to stay. Display multiple products or create brand .
These are exciting, creative and engaging.
In UK, Love Island has become a sensational series that recorded about 5% of the population viewing the first episode of the new season.
Due to its raging popularity, the audience can search the clothing line that female contestants wear on this program via fast-fashion brand I Saw It First.
Being the official partner of Love Island, I Saw It First released the filter for its users to guess their favourite contestant.
Augmented reality marketing has been significantly growing in the past few years. Although there many different ways to reach your audience through native apps, web AR but to capture a larger visibility, social media platforms have been the front runner. As a matter of fact, social media is the leading (78%) category of apps used to regularly access augmented reality.
When we think about social media and augmented reality in marketing, Snapchat is the first app that comes to our mind.
Infact, Snapchat is the top non-gaming AR app, with four of five Snapchat users leveraging the app’s AR feature Lenses at least half the time and has been one of this big revenue drivers for the platform.
Facebook and Instagram were soon to follow, and other social networks such Pinterest and YouTube have launched their AR Initiatives.
Our recommendation to brands is to choose the platform that has seen the biggest traction for their accounts
There are multiple ways to integrate AR in your marketing strategy. These range from Native Apps, Web AR and Social Media Platforms which can help your brand to get closer to the audience and deliver engaging experience.
Brands like Sephora who are intensely technology driven have created an AR feature called Virtual Makeup that uses AI to apply make-up.
ASOS, a leading apparel brand has conceptualized the use of AR to to reduce returns and improve customer satisfaction by displaying what clothing looks like on different body types.
These are some great initiatives, but it comes at a huge investment of time and cost. Thus, if you are brand looking to reap the same benefits, we recommend choosing your preferred social media network.
Let us explore some of the benefits of using social media platforms for augmented reality marketing:
Augmented reality may sound complex but when it comes to social media filters, it is quite easy to launch them on social media platforms. The key here is to keep the guidelines in mind from various platforms and in a span of a week, you can have the filter approved and launched. Moreover, you have entire autonomy over the AR Effect.
Organic social media involves the use of the free tools that each social media platform provides to its users such as Posts, captions, stories to help your users resonate with your brand strategy. By leveraging these features, AR Effects can help your brand gain more visibility which will in turn lead to more followers.
As a marketer once you have defined a clear objective, target audience and a timeline, creating augmented reality content is much faster than producing a full-fledged commercial. It requires less technical know how as compared to native apps and Web AR.
This is no brainer for brands to run paid promotions to reach new audiences but when coupled with augmented reality filters, it can have a profound impact. You should not be surprised if there is 20-30% increase in your followers.
Instagram, Facebook and other platforms provide the ease of engagement trackability. They are informative but restricted. If your brand really want to measure the impact, we recommend putting additional resources into play such as Google Analytics, Mention, etc.
Once you have decided, which is the right social media platform for your AR Effects, it is important to promote it to make it go mainstream. Although, the dynamics of social media filters have high virality but like any other social media campaign, they need to have the right marketing mix.
The platforms are just not used for maintaining brand visibility but creating a community and brand advocates. Thus, using cross promotion strategy, you can really double down on your audience.
If your brand has roped in influencers for brand promotion, this can be an excellent add-on to instantly make the impressions of your AR Effect go viral.
This is a go to strategy if you are looking to gain more market insights with the data and have very highly targeted audience. Although, paid ads can really boost your campaign we recommend in investing in creating an awesome social media filter. If that is done correctly, there won’t be a need to spend a dollar on ads.
Remember from our previous example how Uber engaged 1 million users?
Organizing contests and doing a free give away will not only lead to increased engagement but it is free advertising and you definitely give a reason for people to follow your brand.
Email marketing is a great way to gaining brand credibility and stronger customer relationships and it shows no sign of stopping. Small or big brands do promote their business using newsletter and save tons of advertising costs.
This can be a great tool to promote your AR Effects and make your subscribers feel valued by giving them the first access to use them.
There are numerous ways to capitalize on the virality of these effects using augmented reality marketing and catalyze your brand awareness.
Data drives decisions and for every dollar spend there has to be impact. These are some basic principles for every organization and thus, at Faruse, we believe it is critical for the marketers to be aware on how to measure the results of their AR campaigns.
Every social media platform provides different analytics to measure the footprint of the social media filters. We’ll list some of the data points for Instagram.
Impressions are defined as the the number of times an effect has been displayed on screen.
Captures for Instagram effects shows the number of times someone captured a photo or video that featured your effect in the Instagram camera.
Shares for Instagram effects are the number of times someone took and shared a photo or video that featured your effect to a story on Instagram.
These are some readily available insights which the platform provides but if you really want to understand the engagement, we recommend using this formula to understand your engagement %
The insights do not stop here, because at Faruse, we use data to drive our decisions, we aspire the same for you. We recommend analyzing the following the mediums-
Brands can create a dedicated page on their website or a pop-up for users to try the new effect. Calculating the number of hits it gets is a key parameter that should be analyzed.
If it is difficult for the audience to find the filter, we recommend adding a UTM link in the bio of your account page to drive traffic to website and also enabling your patrons to discover the AR Effects.
Tracking the increase in number of followers on your social media account is probably one of your key areas of focus. At Faruse, whenever we create a filter for a brand, we track the performance for at least 3 months.
Why 3 months?
The reason for this is because unlike the normal social media posts which show a declining rate of engagement after a week or so, the social media filters keep gaining traction as the number of impressions increase.
Thus, tracking the average percentage of increase in followers from the previous 3 months would be a good estimate about the success of your AR Effect.
The newsletter readers are as important as the followers of your social media profiles.
If your brand plans to run a contest through social media filters then it is crucial to have a dedicated landing page to en-roll those participants and grow your news letter subscribers.
Thus, it forms one of the crucial drivers to measure.
Augmented Reality (AR) Marketing is opening new streams of social media engagement – and it is made to stay.
The explanation for social media’s huge popularity with brands is that participation rates are higher. Instagram users worry about the content they make and eat.
This implies that it is relatively simple to make brand influence on social media and that the people can be more actively engaged with the brand.
Brands and marketers particularly need to realize these responses if they are starting to remain at the forefront of AR at social media and discover new ways to increase their footprint of marketing campaigns.