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Augmented Reality Filters – Why do Marketing Managers need them?

For Marketers
Augmented Reality Filters – Why do Marketing Managers need them?
avatar By: CrossCreators 4 Min read 88 Views

Augmented Reality Filters – Why do Marketing Managers need them?

4 Min read 88 Views

Can some simple and fun filters help your brand build customer-brand connections and create immersive experiences engaging even more consumers? Before you know the answer, can you remember at least one person who has posted some pictures or videos of them doing face filters or shooting out rainbows from their mouth on social media? Most probably, yes, and thanks to Augmented reality (AR), the answer to this first question is also yes.

According to Spark AR studio, there are 600 million people using AR filters every month. Also, the report of Snapchat showed that 76% of its users used the app’s AR filters every day in 2020.

What Are AR Filters?

AR filters (or lenses) are computer-generated effects based on responsive interactions applied to the user’s face or surroundings and add a layer of imagery in the foreground or background of the image. Nowadays, many brands and social networks are implementing AR filters into their marketing campaign, which can be seen as not a “toy” tool but a powerful marketing tool. AR filters create new connections with users and trigger engagement transforming filters into communication and engaging tool.

Why Use AR Filters for Your Brand? 

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There are several reasons why using AR filters is beneficial for your brand.

  • Entertaining
  • Playability
  • Interactivity

 

Entertainment is the chief driver of playability. Both influence the user’s satisfaction and create interactivity. These three reasons are enough to know why brands use AR filters for their marketing campaign and what was the reason they became so much popular, especially among Gen-Z.

There are some more technical benefits you should think about implementing AR filters into your brand.

For example, did you know that AR filters are 4X more engaging than mobile video? Also, the content that uses AR filters is 70% more memorable than non-AR content. 

What’s more important, if you own a start-up and want something within budget but with powerful content, use AR filters because they are way cheaper and faster than any other traditional marketing tool.

On Which Platform Can You Use AR Filters?

AR filters are available on Facebook, Instagram, Snapchat, and TikTok. Let’s discuss each of them:

Facebook

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AR filters are now on Facebook, Messenger Facebook Portal. Everyone knows that to reach your target audience and drive brand awareness or online sales, you need Facebook ads which are affordable tools. From 2020, you can create AR filter ads, and users are allowed to use them. Other statistics show that compared to 2019 statistics, AR AD revenue is growing from $68 million to $13 billion. One of the reasons the numbers for 2022 are so high is that Facebook AR ads cost £0.03/$0.04 per impression. In this case, it is affordable not only for massive brands but also for small or medium businesses.

Facebook has its platform, Spark AR, where Facebook and Instagram filters are made. This portal helps any business to create their own AR filters in the fast and easiest way. Due to Facebook’s publishing terms, which are ten business days, in the case of AR filters, delivery time decreases to 1-5 days, and some effects can be live even in two hours. So AR filters are the perfect tools for your agile marketing and campaigns.

Instagram

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Identical to Facebook, AR filters on Instagram are the fastest, cheapest way to drive brand awareness and increase sales. Instagram is the biggest platform for branded AR filters. Despite 1 billion worldwide IG users and massive competition, AR filters stand out from the ‘crowd’ and win any races. Studies show that AR filters are 75 seconds more engaging than mobile videos.

Most influencers use Instagram, and more people turn to the latest trends via the app.

Therefore, brands market their products in Instagram stories, posts, reels, and videos. According to Instagram, 80% of users follow at least one brand on this platform, 60% often discover new products, and 75% visit the website. This data is really magnificent but logical: 500 million people use stories every day, and Instagram reels combining AR filters are always eye-catching.

TikTok

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Despite the fact that Instagram is the biggest platform for brands, many businesses try to capture the attention of TikTok’s much younger audience. With 1 billion users on TikTok, they opened their AR platform ‘effect house’ for brands and creators giving them the opportunity to express themselves, raise the brand’s voice, and share stories in the most engaging and immersive ways.

The benefit of TikTok is its high interaction rate and short video format. When they are combined with AR filters, you only need a maximum of 10-15 seconds to promote your brand on TikTok. What does it mean? It means that companies can market products to a billion-user base within seconds. Keep in mind that 80% of TikTok users say that UGC content has a massive influence on their purchasing choice.

Snapchat

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It can be said that Snapchat is a pioneer in using AR filters. In 2016, Snapchat even had the most popular filter ‘dog ears’. In 2020, the platform made the first shopping campaign and added a ‘shop now” button. Despite having a ‘try-on’ lens in the past, this button made purchasing easier.

From now, brands or creators can create any AR filter via Lens studio without having programming skills.

In the end: everyone loves using AR filters. They are fun, entertaining, interactive marketing tools bringing success to businesses. Fortunately, many massive social platforms suggest to brands how to create their own unique brand AR experience. Such a good time to be a social media AR brand when everything is beginning.

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