No matter how you think of it, augmented reality is poised to be the technological innovation of the decade, radically transforming the way we see the world. Apple CEO Tim Cook also predicted that AR “will be as important as eating three meals a day” over the next 10 years.
Understanding that technology can be so disruptive (think: the introduction of the iPhone in 2007), it’s time for marketers to notice it. In fact, Ad Age recently defined AR as a trillion dollar opportunity for those who plan ahead and gain consumer confidence.
However, there is no doubt that the introduction of RA could seem an intimidating and technical task for those who do not know it. Fortunately, social media platforms provide an effective and accessible access point, with Facebook and Snapchat offering native Augmented Reality solutions to brands up to now. This means that it is easier than ever to create meaningful connections with online customers and to offer tangible experiences with your product.
Social Provides Multiple Options To Bringing Augmented Experiences
Although Snapchat is widely known as the AR pioneer in social networks, Facebook has taken aggressive measures to compete. More recently, the platform launched Facebook AR Studio, a series of self-service tools that allow developers to create reactive 3D effects that can be accessed via the Facebook camera. This marks an important change in AR for social media, which was previously limited to the expensive advertising units of Snapchat with a few useful metrics behind them.
Now, early reports suggest that Facebook is experimenting with metrics that will better link its AR effects directly to the desired actions. This means that a consumer could interact or know a product using AR, then buy or subscribe directly from there.
It is also possible to integrate more complex experiences, created by third parties on social platforms. For example, Estee Lauder created a Facebook chatbot that would guide customers in the process of choosing a lip color and then allow them to test the different shades using augmented reality before purchase. In the end, you will be able to direct customers to a URL to unlock AR experiences, which further opens up distribution opportunities.
AR As A Piece Of The Puzzle
Keeping up with AR’s expansion capabilities on social networks is only part of the battle and does not necessarily translate into a winning strategy. It is essential to approach AR in the same way you would do with other types of content in your toolkit, as an opportunity to enhance a customer’s experience with their brand and drive action at various points in the pipeline. AR can help a customer quickly locate items on the shelves of crowded stores or educate them on how to set up and use a new device. Make an extra effort to make consumer life a little easier and you will be rewarded with their loyalty.
Do you think you would add augmented reality to your social strategy?
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