Why Augmented Reality is Taking Over Marketing
What is Augmented Reality?
Augmented reality (AR) seems to be the new buzzword in the world of marketing and social media. What exactly is it, and how is it changing the world around us? Essentially, AR uses real-time information from the world around you and augments layers to it, whether it be texts, pictures, graphics, audio, or other virtual enhancements like Instagram face filters. If you are new to this, you might wonder what the difference is between AR and virtual reality (VR). Unlike AR, VR is a fully immersive environment, meaning that you won’t see any real-world elements during the interactive experience.
Take this illustration as an example. While virtual reality allows you to be Superman in a virtual environment using a headset, augmented reality allows Superman to fly around in your room using your mobile phone.
History of Augmented Reality
How is Augmented Reality Used Today?
Today, AR can be seen in almost every industry. As technology is becoming more and more advanced, scientists are also discovering new ways to implement AR in various new fields.
Currently, doctors use AR to learn about human physiology instead of using cadavers or watching live operations. Fighter pilots all around the world use AR to see weapon systems information, targeting systems, and a 360-degree view around their plane. In the automotive industry, industry giants like Porsche are using AR for their servicing engineers, giving them the ability to get real-time assistance with HQ to diagnose particularly tricky technical problems. If you haven’t been living under a rock, you would have also heard about Pokemon Go!, which is an AR mobile game that has grossed over $3 billion dollars in gross revenue—making it one of the most successful AR integrations in the video games and entertainment industry. Moreover, AR benefits any activity that has an element of spatial design, which proves to be immensely helpful for interior designers, engineers, and city planners alike. This list just goes on and on.
However, one of the most interesting sectors that augmented reality has really benefited as of late is the retail and marketing industries. Because of the worldwide pandemic, marketers are trying to find new ways to market their products and services when in-person interactions with customers are so limited. They have been turning to AR because of its capabilities with creating immersive experiences using Instagram face filters, 3D Models, AR games, and other AR assets.
Ways Augmented Reality is Impacting Retail and Marketing
The numbers say it all. According to Deloitte, 88% of mid-sized companies are implementing AR into their marketing strategies to boost customer engagement. Mobile AR ad revenue is forecasted to exceed $2 billion by 2022 through channels like Snapchat and Facebook. Global mobile AR users are expected to reach 2.4 billion by 2023. These statistics show the power and growth potential of AR.
Right now, two of the most important uses of AR in the retail industry are virtual try-ons and Instagram face filters. As the pandemic deters potential customers from going into stores and trying on products, virtual try-ons are a solid alternative. With this technology, customers can try out different products without needing to go to a brick and mortar store. Take Ray-Ban as an example. On their website, they offer virtual try ons, giving customers the ability to try on different styles, sizes, and colours without ever needing to leave their house.
This speeds up purchasing decisions and increases conversions through impulsive buying. Instagram face filters are very effective for marketers because of how shareable they are. They have proven to be exceptionally more effective than traditional paid social media ads. In fact, in a study conducted by 3D model marketplace Sketchfab, it was found that using 3D ads increased sign-up conversions by 633% and increased the click-through rate (CTR) by 376% when compared to traditional static ads. The reason why augmented reality has been so successful in marketing and social media lies in the fact that it is so immersive. Essentially, the more immersive experience is, the longer time that customers will spend engaging with the brand, ultimately translating into more direct sales for the company.
Additionally, interactive AR experiences such as Instagram face filters are also effective because of its tendency to spur user-generated content (USG) and word-of-mouth marketing. In fact, a famous example is Taco Bell’s Cinco de Mayo Snapchat Lens, an AR filter that simply turned people’s faces into tacos. In a single day, this filter brought in more than 224 million views. It was also revealed that the average user played with the filter for 24 seconds before sending it as a snap… 24 seconds of a potential customer's full undivided attention focused on just Taco Bell. What traditional ad format can compete with that?
These hard statistics show that filters are brand assets that will work for you, even with minimal maintenance efforts. Imagine how digital assets like fresh Instagram face filters will improve your brand recognition and awareness.
Want your own IG filter of your own? Please reach out to us at firstname.lastname@example.org. We specialize in creating Instagram face filters and other digital assets to revitalize growth in brands. Check out our other articles here, and see our past client work.