In recent years, seamlessly merging digital experiences with physical spaces, augmented reality (AR) has been shaping how customers are interacting with the products and redefining their shopping experiences. The traditional advertisements on social media are less trustworthy and cause fatigue to users. Creative directors need to keep the consumers engaged with their brands. Features like virtual try-ons and filters are integrated into social media platforms.
Augmented reality on social media can increase user interaction. Users can get an immersive experience unlike the ordinary traditional marketing. Brands can acquire new customers, boost their sales and performance metrics with this.
What is Augmented Reality (AR)?
Augmented reality merges the real physical world with digital content by overlaying it. Simply put, it is a layer of digital magic in the same physical world. That’s augmented reality; it adds virtual images or objects onto actual surroundings. One can experience AR through smartphones, tablets, and smart glasses.
AR is different from virtual reality (VR). VR takes you to a completely different, computer-generated world that requires a headset to replace your vision, but AR simply adds to the reality you are in. It is emerging as the most effective form of social media marketing. Statistics show that the brands have benefited immensely after using these strategies.
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How is AR Currently Used in Social Media?
AR technology enhances the experience of the real world by adding a digital layer, transforming how users interact, create content and engage with brands. Currently, it is being used in the following ways:
Filters and Lenses:
This is the most common use of AR on social media. AR lenses and filters are very similar. Brands find a compelling way to engage with consumers with these immersive digital overlays, including interactive face filters and 3D objects. Their high shareability makes them a powerful tool for increasing product awareness and driving viral trends, organically.
Virtual Try-Ons:
Virtual try-ons have revolutionized the retail customers’ experience. Many brands use AR to allow users to “try on” their products virtually. It is commonly used for makeup, to see how different lipstick shades or eyeshadows look on your face, for eyewear, where you can virtually try on sunglasses or glasses and find out what suits you. Customers can find a perfect fit watch or wrist jewelry.
Benefits of Augmented Reality in Marketing:
Here are a few unmatched benefits of AR in marketing for businesses which help them succeed in this competitive landscape of the ever-evolving digital space and stay ahead in the race.
Here are some unmatched benefits of AR filters used in marketing strategies, helping businesses thrive in the market:
High Engagement and Shareability
Using augmented reality in marketing enables brands to quickly grab the attention of their customers than traditional ads. AR allows customers to try virtual demos and interact with products even before buying them.
This increased engagement leads to sharing their AR experiences on social media among their followers, amplifying brand reach organically
Personalised Experiences
AR marketing offers endless customization, tailoring the product visualization to the user’s personal context. This creates a psychological impact by imparting a strong connection with the brand and product, as it helps the customers to see how the product actually fits into their own lives.
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Better Product Visualization and Brand Recall
Customers can make more informed decisions with the help of three-dimensional visualization of products. Visualizing products is easier and better with AR than static images and videos.
Integrating AR filters creates a more memorable experience by engaging in playful and immersive visuals. This helps the brands to create higher retention and brand recall.
Interactive Campaigns
AR has enabled the transformation of passive advertising into active participation. Users are now playing games related to the product and exploring products in a hands-on manner.
It is easy to grab the attention of the audience with this. These interactions make the marketing campaign more memorable and effective, with a high conversion rate.
Competitive Edge
AR helps to create buzz around the product and helps to position it as an innovative leader in the crowded marketplace of retail businesses. There is always a significant market advantage when you adopt an emerging technology.
Cost-Effective Advertising
AR marketing campaigns comparatively need less money than traditional advertising. It often generates high engagement rates and organic sharing, comments and user-generated content.
It reduces the need for extensive paid media expenditure to achieve reach. The feature of virtual try-ons can reduce return rates for e-commerce, contributing significantly to overall cost savings.
Successful AR Filter Campaigns by Big Players
Nike launched the AR feature called ‘Nike Fit’ on their app, allowing users to visualise how the new sneaker design would look on their feet with the help of a smartphone camera. By leveraging AR, they increased their user engagement.
This made online shopping less tedious and helped customers find their accurate fit. This feature has increased the company’s sales and revenue. This advancement has helped Nike to stay at the forefront of innovation in the industry.
Various luxury fashion and beauty brands like Christian Dior, Gucci, and L’Oreal are heavily using AR for virtual try-ons of makeup, eyewear, clothing and accessories. The main motive behind this is to make the customer journey more personal and memorable.
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A Glimpse into the Future:
The arrival of AR on social media networks in the form of filters is generating new user experiences. The tie-up between AR technology and social media has opened doors for endless possibilities for customer interactions. It’s revolutionary! Knowledge of analytics and deep insights is required. for understanding and implementing AR in social media campaigns.
AR adoption will increase with time and soon become a necessity for brands that want to stand out in the crowded digital space. This shows AR filters will be key in future marketing and customer interactions. AR with AI will lead to new marketing ideas, changing the way customers engage with the brand.
