AR filters: New Eldorado of Expression for Brands
15 April 2020
Skyrocketed by social networks such as Snapchat and Instagram, AR filters have become a mainstream phenomenon and a trend that many brands are surfing in order to expand their channels of expression.
If nowadays Augmented Reality has become more and more democratized, the adoption of filters associated with this technology has been increasing and are of interest to many brands: According to e-marketing media, filters serve to engage users, since they spend an average of 15 seconds using a brand lens.
Towards mass adoption of RA filters
Besides the explosive growth in the utilization of Augmented Reality in marketing strategies and the massive usage of mobile phones around the world – the preferred medium for the use of AR – two filter creation applications have contributed to the mass adoption of AR filters: Snapchat’s Lens Studio and Instagram/Facebook’s AR Spark.
And while Lens Studio has been offering anyone the ability to create their own lens in real time since 2017, the democratization of filters has accelerated with the availability of Spark AR to the public. Indeed, until now the application was only available to certified personalities. But since August 2019, Instagram made it public, allowing all users – whether they are regular users or companies – to take advantage of this technology and create their own filters with complete freedom.
This phenomenon leads to a surge in demand, developing a real market:
- Some brands rely on the services of creators to create their filters.
- There is also an emergence of digital agencies specialized in the creation of AR filters.
A new area of expression and creativity
Being a new form of communication, the filter is a format offering a wide range of possibilities in terms of actions, language elements and interactions for the creation of interactive and immersive experiences!
Superimposition on a member, frame, background scenery, 2D/3D object or portal, represent so many ways for a brand to design their own filter and adapt it to their universe and storytelling for various objectives.
Raising brand awareness
Like never before, brands need to compete with each other on social media and emerge among the mass of companies on these platforms if they want to attract attention. For that reason, Augmented Reality filters are an excellent solution to stand out from the rest while trying to capture, retain and exploit the public’s attention.
Indeed, a well-executed creatively speaking filter that is easily accessible by everyone, will arouse the interest of the consumer who will share it with his community so that another curious person can try it and then share the result in turn etc. This virality will thus not only serve to meet the branding objectives, but also for quick visibility.
It goes without saying that the preponderance of new technologies at all levels of our lives has made it easier for the general public to accept augmented reality.
Moreover, consumers have an irresistible attraction for animated and interactive elements. However, one of the main characteristics of augmented reality is the real-time aspect that ensures fluid interaction with the user and/or his environment.
Finally, when they are integrated into the creative process, in a user-centric approach, their appeal is further amplified.
Immersing into the brand’s universe
Unlike purely visual content, AR filters can transpose users into the brand’s universe in a more entertaining and unique way.
For instance, in February 2019, the French house Dior was one of the first brands to use AR filters on Instagram during Fashion Week. Moreover, the filter allowed followers to try on headbands and glasses virtually in a kaleidoscopic setting with colors inspired by the spring-summer 2019 collection.
AR filters are a great resource for followers and consumers to have fun with the brand’s codes and make them their own while building a certain affection for the brand.
Advertising in a more interactive and captivating way
It’s a known fact, Augmented Reality is a technology perfectly adapted and adopted by and for professionals. Its easiness of implementation and its various uses make it an innovation that interests more than one in the commercial domain.
Therefore, AR filters are particularly relevant for purchasing and promotion, since they will enhance the product or service by delivering an original and intriguing experience.
Following the case of Dior, according to the brand, sunglasses sales increased by 200% in the three weeks following its launch and the filter generated more than 5.4 million impressions in two weeks and 48 million in five months.
This success can be explained by the fact that augmented reality has allowed subscribers to try the products without even moving and directly at their fingertips. This “Produc Try-on” feature has thus become a powerful tool for customers to simplify and improve their purchasing experience.
What’s more, some brands are going a step further and will exploit the filters to their full potential by adding a call-to-action purchase.
For example, in 2018, Nike managed to sell all its pairs of Air Jordan III sneakers in only 23 minutes thanks to an AR filter available on Snapchat in the United States. There is also the Domino’s Snapchat campaign, where the filter not only allowed viewing a pizza in AR, but also allowed buying it directly from the social network.
Light & Shadows believes in the potential of AR and 3D technologies. We strive to better meet the needs of each of our customers, in order to provide them with a memorable virtual experience for both them and their customer.