There are about 5.17 billion social media users around the world. More than half of our population is invested in these platforms. So, proper promotion here is a must.
However, conventional methods may not be as effective now. There are many technological advancements you can use to enhance your strategy. Augmented reality is probably one of the most popular options.
We want to tell you more about the benefits this innovation can give you. Keep reading and learn how to incorporate it into your practices!
All about AR
Source: Blippar
First, we want to explain what AR is. This technology overlays different digital info onto the real world.
Some people may mix it up with VR, which immerses users completely in the new environment. This technology adds interactive elements that enhance the experience.
How does it work?
AR relies on devices with cameras and sensors. The camera captures the environment. Sensors detect the location and orientation of a device.
Then, the computer vision algorithms process the captured visuals. They analyze the scene and identify objects and surfaces that the AR application can interact with.
Next, the system overlays 3D models or animations onto them. It aligns them with the perspective and movement of the user. After all of this, users can finally interact with this content.
Benefits of AR for Social Media Advertising
Source: New Digital Age
Applications of AR are pretty wide, from healthcare to education. This technology can become a great marketing tool as well. It can be especially useful in the context of social media.
You probably want to know, how it will benefit your promotion strategy. Below, we gathered the main opportunities it can offer.
Higher User Engagement
First, this technology can help you boost the engagement level of your followers. It allows them to interact with your content in a dynamic way. For example, they can
- Apply filters;
- Play AR games;
- Use virtual effects and much more.
It makes their experience more fun and unique. Plus, this type of content is visually appealing and interesting. So, people are more likely to share it.
Also, AR allows people to personalize their content. For instance, they can change the background or modify appearances. It encourages them to spend more time exploring your page.
You can even gamify the social media experience for your followers. You can offer them different challenges and quests. It also motivates them to engage with your profile more frequently.
Creative Expression
Also, this technology allows your followers to express themselves in new and imaginative ways. For example, they can add different effects and animations to their photos and videos with the help of AR filters.
They can experiment with different looks and themes. It allows them to turn even a simple selfie into an artistic statement. This type of content usually resonates with the audience on a deeper level.
Effective Brand Promotion
AR allows you to differentiate yourself from other brands. For example, millions of users might use your filter or lens.
It will significantly boost your visibility. When people share this content with their followers, they indirectly promote you. It creates a ripple effect that improves brand awareness.
Also, this technology gives you an opportunity to make your campaigns more immersive. Your followers might visualize your offerings in real-world settings. It makes the marketing message more impactful.
Moreover, we want to highlight that most AR tools have analytics features. So, you can collect data on the effectiveness of your initiatives. They allow you to analyze consumer behavior and preferences to refine your future strategies.
Cost-effectiveness
AR content development may seem expensive at first. However, it’s actually less pricey than many other promotion strategies.
You can develop certain features using your smartphone. So, there will be no need to invest in expensive equipment or professional services.
You can reuse and adapt your previous creations for other campaigns and platforms. Plus, as we’ve noted above, it usually results in organic sharing. This can lower your expenditure on additional advertising.
Higher Accessibility
Another great benefit of AR content is the accessibility it offers. It allows you to make your marketing efforts more effective by reaching a broader public.
For example, this development has a feature of live translation. It allows you to break the language barrier and convey your message to a global audience.
Plus, it can make social media more accessible for people with disabilities. AR applications will provide visual cues or audio descriptions. That way, more people can participate in interactions, regardless of their physical abilities.
Practical Applications
You already know how useful AR can be for your social media marketing. Now, it’s time for some examples. We created a list of practical applications of this technology you can integrate into your processes. Check them out below!
Virtual Try-Ons
If you work in the fashion or beauty industry, this feature can be particularly useful. It allows people to visualize how certain products will look on them.
For example, the global makeup company MAC Cosmetics offers to try different swatches of their products to see which one is the most suitable.
Source: MAC Cosmetics
Seeing how your offering will look can make your clients more confident about purchasing. Actually, 71% of people say that they would shop more when they see this AR feature.
Also, these try-ons can result in more UGC. Your followers might share the experience on their profiles. It can become valuable social proof for your brand, as people tend to trust peer recommendations.
Interactive Ads
Interactive advertisements are also a great way to connect with your audience. Unlike traditional passive ads, they allow people to participate in the process. It makes their experience more memorable, which leads to higher engagement rates.
You can gamify these ads. For example, you might create a mini-game within them. Your followers may “catch” virtual items related to the brand or participate in a branded challenge.
Here are a few other examples of how you can use AR ads in your social media ads:
- Snapchat lenses for try-ons;
- Instagram and Facebook filters for challenges;
- Interactive product demos for visualization.
Branded Filters
Source: Medium
Another great tool for promoting your brand on social media is custom filters. We’ve already mentioned them briefly. They’re animations and effects users can apply to their creations.
You can incorporate simple filters that will add branded logos or color schemes. Or you can use more complex ones that will alter people’s appearance and surroundings.
These effects can be really useful for the promotion of new products. They will create excitement around the launch. Plus, they have viral potential which can amplify your reach even more.
Remember that these filters should reflect your brand’s identity. Also, we recommend to keep them simple and easy to understand. Plus, you can collaborate on these effects with influencers to promote them even more.
Live Events
You can incorporate AR into your live events as well. You may add interactive elements to your live streams that viewers can engage with directly. Or they can access the virtual backstage and see your internal activities.
Also, you might use this technology to create anticipation about your upcoming physical events. Your followers might use it to visualize themselves in the actual place. It will encourage them to visit it later.
We recommend using AR to create exclusive content that is only available during live events. You may offer interactive quizzes with prizes that unlock during a stream. It will motivate them to tune in and interact with your brand more often.
Challenges of Implementing AR
Source: Depositphotos
We can all agree that AR offers some exciting opportunities for social media marketing. However, its integration comes with a set of challenges. You need to understand these obstacles to prepare yourself for a successful campaign.
Technical Complexity
Some AR experiences are pretty simple to create. However, if you want more complex alternatives, you’ll need technical expertise.
You may need some advanced programming and design skills. If you don’t have an internal professional, you’ll have to spend more money and time on hiring a specialist.
Platform Limitations
Different platforms have varying capabilities and restrictions regarding AR. For example, Snapchat and Instagram have strong AR features.
However, other options have limited functionalities. Plus, they often update their policies and restrict certain types of interactive content.
User Adoption
This technology is becoming more popular every year. However, many people still don’t feel comfortable using it.
Especially older people might find it confusing or difficult to interact with. So, you have to ensure it is intuitive and accessible. Try to demonstrate how to use it through videos or simple instructions.
Device Compatibility
This development often depends on the hardware capabilities of users’ devices. Not all gadgets have the necessary specifications to support AR features. This can limit your reach and exclude potential users who lack those technical capabilities.
Data Privacy
AR applications often collect data from users, like their camera feeds and location information. So, there might be some privacy concerns among them.
You have to ensure proper protection for all this info. Also, remember that you have to comply with all the current privacy regulations.
Creative Constraints
You have to find a balance between creativity and practicality when designing AR content. It might be hard when you’re trying to stand out in the overfilled social media space.
Remember that your creations should be innovative, but they also should align with your brand messaging.
UX Issues
Just like with any other technology, you may face some technical problems. Technical glitches or poor interface design can frustrate your users. So, you need to constantly test your initiatives and eliminate these issues.
The Future of AR in Social Media Marketing
We believe that this development will only continue to evolve in the future. AR has a huge potential to enhance storytelling. It gives you the chance to bring it to a whole new level.
Standard storytelling relies on static images and videos. However, AR will introduce a new dimension. It will let your consumers become a part of the story.
You can design campaigns that allow users to interact with characters or elements from a story. It usually creates memorable experiences that leave a positive impression. It will urge them to come back to your brand over and over to learn how this story will unfold.
Also, this advancement is becoming even more accessible. We expect integrations into more marketing tactics.
For example, some brands have already begun the trend of virtual storefronts. Users can interact with products and purchase items without leaving the app. It can be really useful if you’re utilizing your social media for commerce.
Moreover, we think AR could play a huge role in the development of the metaverse. It will be a 3D virtual environment where social media might evolve.
You could build an entirely new world where your followers will experience the lifestyle and narratives of your brand.
For example, a sports brand might create an environment where users can train alongside digital versions of their favorite athletes. Or a travel company can offer tours of exotic locations, complete with interactive elements.
It’s important to keep up with all these tendencies that appear. Try to continuously explore new ways to use this technology.
Final Thoughts on Augmented Reality (AR) in Social Media Marketing
Today, more than half of the population is using social media. These platforms are a perfect venue for promoting your brand. However, you need a strong social media marketing strategy to stand out.
Traditional methods are not as useful and interesting anymore. You always have to find new solutions that will enhance them. One of the best alternatives is AR technology.
With its help, you can provide your followers with a more immersive and fun experience. It can boost your engagement levels and help you differentiate yourself.
Also, AR features, like filters, lenses, and more, are highly sharable. They are a great tool for natural promotion.
We hope that our guide was useful. Try incorporating AR features in your social media and you’ll be surprised by the results!