What are AR filters
Augmented reality (AR) filters are computer-generated images, models and effects designed to be superimposed in real life and launched through one of the major social media platforms e.g. Instagram, Snapchat, TikTok, etc. AR filters work with your mobile phone or tablet camera, adding media and effects to the foreground or background of a real world experience.
AR filters for business
AR is increasingly shaping brand-customer touchpoints. On social media, brands are developing AR filters to assist with customer purchase decision, articulate a unique value proposition or simply drive organic engagement and awareness. Results from a recent peer-reviewed study have shown that branded AR filters generated higher perceived originality, aesthetic quality and interactivity opposed to non-branded AR filters. And for branded AR filters, usefulness (determined mainly by interactivity) fostered behavioural intentions towards brands; while enjoyment (determined mainly by aesthetic quality) enhanced behavioural intentions towards social networks.
AR filter industry examples
AR is being utilised by the sports industry drive organic fan engagement, build awareness and increase social media followers. The sports industry has been some of the earliest and most enthusiastic adopters of this technology, motivated by the need to engage with fans and create new ones. AR has been instrumental in reconnecting with fans post Covid-19 bridging the gap between the in stadium and at home experience. More recently, the ability to incorporate logos and branding in AR filters on platforms such as Instagram has also meant that sports teams can now actively collaborate and share costs with corporate sponsors driving business value and attracting new sponsors.
AR is also increasingly being utlised by the fashion industry to assist with customer purchase decisions, articulate value propositions and promote engagement and awareness. Fashion brands have also been some of the earliest adopters of this technology, motivated by the need to always be ahead of the game. AR has quickly helped to boost sales, modernising the shopping experience and filling the void of ever shrinking bricks-and-mortar shopping options and in-person experiences by allowing customers to effectively try before they buy. It’s made the online shopping experience more interactive and eliminates concerns that customers have when shopping in the digital space, such as style or fit.
AR can also be used as a tool for change and to raise awareness. AR is providing new ways for people to interact and share information about the efforts of not-for-profit organisations. Connecting with people in spaces like social media can spark important conversations, and drive action around important issues like the environment. Platforms like Facebook and Twitter have long been powerful tools in the arsenal of change-makers and it’ll be interesting to watch how new features like AR support those efforts.
Why use AR filters
Here are 6 key reasons why you should consider AR filters for your brand:
- Engage with your brand – about 80% of social media users follow at least one company page. This means that people generally like to follow brands they like on social media apps. This development is encouraging for brands to grow their following and engage directly with customers.
- Longer engagement – AR filters have an average engagement of 75 seconds. This amount of time is four times more than video content. This is because watching a video is more of a passive experience. AR filters require the viewer’s attention.
- Target the right audience – as an existing brand, there may already be an active social media presence. AR filters directly reach those already following that company and engage them with those assets. Your company could also use an AR filter to express a certain tone.
- Users share your message – the more immersive and creative the AR filter, the more shareable the content. Rather than paying for outreach, allow social media users to do this heavy lifting for you.
- Brand loyalty – due to their engagement, AR filters are designed to leave a lasting memory. Done right, the user will come away from using your filter more educated about your company. Ideally, they are driven to check out your products or services. This leads to more new paying customers.
- Low cost investment – a brand’s marketing strategy can be an expensive proposition. With AR filters, there is far less financial risk in devoting resources toward their creation and implementation. AR filters are simpler projects than other AR experiences, like AR portals.
Brands should not sleep on this method of advertising. AR filters are effective at assisting customers with the purchase decision, articulating value propositions, driving engagement and awareness and all the while building a larger social media following. Brands need to take AR filters seriously before the competition does.
Emersiv AR is a digital marketing agency at the forefront of AR providing strategic, creative and implementation assistance to retail, commercial and industrial clients seeking to integrate AR into their business and generate value. If you would like to speak to us about how AR can change your business, get in touch today.