With AR filters, augmented reality is also in the results!
From big brands to smaller entities, the need is always the same: to stand out on social media and engage the target audience with increasingly innovative solutions.
And this is where Instagram, Snapchat and TikTok come in, which in response to this need have introduced the possibility of using AR filters, forever rewriting the rules of brand competition on digital platforms.
AR filters, the benefits for companies
With the introduction of AR filters, the user experience has reached unprecedented levels of engagement, bringing companies numerous benefits, including:
- increased audience engagement: AR filters create interactive and memorable experiences;
- improved buying experience: some filters allow customers to preview products, increasing the likelihood of conversion;
- brand awareness: generate visibility and brand awareness through user engagement and content sharing.
- differentiation from competitors: by using unique and creative AR filters, companies can stand out from the crowd and create a unique brand identity.
In short, with the introduction of AR filters, companies have the opportunity to make the user experience more and more interactive and engaging, generating a positive emotional association during use and sharing, to contribute to the building of corporate brand awareness by exploiting a completely in-organic dissemination mechanism, and thus free of sponsorship costs, that transforms followers from passive observers into participating spectators and active creators.
One technology, different applications
Given the infinite possibilities of customisation, filters are very versatile and can support the needs of different industries.
For example, Nike used AR filters on Snapchat that allow users to virtually try on shoes. All to enhance the online shopping experience and strengthen the emotional connection with the brand.
Stepping out of the clothing sphere, another example of the application of AR filters comes from the world of food. McDonald's, in order to increase the attachment of its customers to the brand, used a TikTok filter that transformed users into the characters of its most famous advertising campaigns: not by chance, in the period immediately following the launch, the platform was swarming with Ronad McDonald.
And also on TikTok in the same industry, the hashtag #GuacDance, achieved staggering results in the promotion of the fast-food chain Chipotle, with 104 million uses of the filter in less than six days since its release.
A real business tool
The trick behind this marketing tactic? One of the most widely used tools is Facebook's Studio Spark AR, a unique (and free) tool that provides everything needed to create unique and original AR filters, Snapchat's Lens Studio, and TikTok's AR functionality offer users advanced tools for creating customised filters.
And with the ability to measure filter performance through insights, track metrics such as impressions, the number of times an effect was displayed on screen, shares, and content publications using the effect, filters are complete marketing tools.
In short, whether big or small, the future of brands is within reach of AR. All you have to do is unlock your phone and grab it.
Increase your results!