Digital marketing

AR tools are changing digital marketing, creating a “metaverse”

AR tools are changing digital marketing, creating a “metaverse”

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It is no longer necessary to simply pull out a tape measure and visualize how a new dresser will fit in the corner of your bedroom. Instead, many online retailers have added augmented reality (AR) tools to their website, allowing users to hold their phone up to an empty wall space and “place” the dresser, bookcase or cart. of bar in this space before deciding to buy.

But AR hasn’t just been added to online shopping websites. To revolutionize the way content creators around the world explore, design and play, social media platforms are developing their own AR experiences. This includes Facebook and Instagram, Snapchat and, more recently, TikTok.

One social media site is even planning a “metaverse” that would allow people to socialize, work and play together.

Lens studio

More than 5 billion “Snaps” are created every day, making the Snapchat camera one of the most used, according to business thread.

With the logo “Dream it. Build it,” Snap ARLens Studio has over 200,000 lens creators, developers, and partners, 2 million lenses, and over 2 trillion lens views from its creator community.

In May, Snapchat announced new AR tools and camera experiences, including shopping recommendations when scanning a friend’s outfit using Screenshop, recipe recommendations based on ingredients scanned via the Snapchat camera, and even a partnership with the LEGO Group that allows friends to work together to build with LEGO bricks.

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Snapchat AR recipe tool
Courtesy Snapchat

With new tools that detect body movement, users can try on clothes, eyewear, handbags and more and literally say “Show me a full body suit” to view the item on the body of the body. snapchat user. Large-scale luxury retailers love Prada are already taking advantage of this tool which allows users to buy products directly on the platform.

Snapchat AR Global Product Manager Caroline Arguelles says the fashion industry is hugely important to the platform’s AR strategy: “We’re at a precipice where user adoption is already there because you have a powerful camera in the palm of your hand , and you use it to such an extent that it allows us to approach shopping, with the advances in this technology.

Spark AR

Facebook (or Meta) and Instagram’s AR studio, coined “Spark AR” includes not only tools to create your own AR project – like importing sounds and images – but also tutorials, sample projects and a “Spark AR study programme.”

This program is intended to help users develop their skills and learn how to create AR effects. The platform encourages people to become “Spark AR Creators” and includes video courses with step-by-step instructions on how to create and share AR effects on both platforms.

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Facebook AR video call tool
Courtesy of Facebook

With easy-to-use tools, Facebook wants its AR Studio to make becoming a creator more accessible. Users don’t need to know how to code to easily drag and drop custom animations into their curated scene, and Facebook has even partnered with Sketchfab to develop a gallery of downloadable templates to apply to specific projects.

The Facebook Metaverse

In July, Facebook CEO Mark Zuckerberg announced plans for its “metaverse,” which would allow users to play, work, shop, and socialize using AR. The term metaverse, coined in the 1992 science fiction novel Snowfallrefers to a mix of physical, virtual and augmented reality in a single online space.

In a recent blog post, the company highlighted its need for highly skilled engineers to make the Metaverse a reality over the next five years. And on October 18, Facebook announced plans create 10,000 jobs in the European Union to continue its development of the enterprise metaverse.

“At its heart is the idea that by creating a greater sense of ‘virtual presence’, online interaction can become much closer to the experience of in-person interaction,” said the blog post bed. “The metaverse has the potential to help open up access to new creative, social and economic opportunities.”

No company will manage the metaverse, according to Facebook; rather it will be a “internet embodiedand operated by many people to maintain its “openness and interoperability”. On October 28, Facebook announced that it had officially changed its company name to Meta to “reflect the company’s growing ambitions beyond social media.”

effects studio

In August, TikTok announced its own plans to develop an AR platform. Currently in private beta testing, TikTok Effect Studio will allow app users to use AR effects in the platform’s short videos.

TikTok has created a new website, titled “house effectto allow interested developers to register for early access. However, it seems that not everyone will be granted this ability. On the online form, users are asked to fill in their name, email address, TikTok account information, level of experience in creating AR, whether they would use Effect House for work or for personal use, and even examples of their work.

There is currently very little information regarding plans to add AR elements to TikTok and the company has listed Effect Studio as a first experience which may never even take off.

With TikTok’s roots in music and choreographed dances, Effect Studio would likely focus on integrating music and augmented reality.

How AR tools can be used for marketing

Remember how much Pokemon Go was in 2016? It’s proof that it’s possible to make the world our playground using AR and that there are many ways brands can use social media AR tools to increase sales and gain traction. acknowledgement.

For clothing brands, these tools allow users to “try on” clothes. For those who still prefer to shop in physical stores to see how the clothes fit before purchasing, this is a good way.

Any type of business can also use branded Snapchat filters that promote businesses in a fun and approachable way. For example, Taco Bell designed a Snapchat filter that turned users’ faces into tacos – complete with their logo.

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Snapchat filter created by Taco Bell shared on Twitter
Courtesy Belle

Instead of a static ad, AR tools allow businesses to bring ads to life, like this one billboard of rapper Bhad Bhabie promoting his show. When passers-by scan the Snapcode, they gain access to an experience that feels like the rapper is actually talking to them.

AR is everywhere, from Amazon shopping feature for Pattern Tequilaand it will continue to reshape social media, the way we communicate and interact, and corporate branding and advertising.

Image credit: Snapchat

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