Snapchat was one of those social media apps that took the world by storm with its dog and beauty filters, making all of your selfies top-tier. It didn't stop there! Some brands saw these filters as an opportunity to promote their products and brands. With the growth of augmented reality (AR), it all came together in the most incredible way.
What if I told you there was a way to try on a product before you even left your house? If this sounds kind of futuristic and a bit out there, you'd be right — but it does exist!
Marketers have started working with Snapchat to create filters for their products and brands so that people can "try it on" in the comfort of their home and make a decision before heading to the store!
Keep scrolling because media update's Saads Abrahams shares how brands are using AR and Snapchat to market their products!
Before we get into the nitty-gritty, let me just explain what exactly the difference is between AI and AR:
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"Artificial Intelligence (AI) enables computer applications to mimic human-like intelligence and can resolve problems, make predictions and provide solutions.
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Augmented Reality (AR) enhances real-world objects on a virtual platform to create an immersive environment."
AR in social media
All of the technological advancements are taking us to a whole new world — quite literally in some instances. And when it comes to social media platforms, they are always trying to push the envelope and try new things.
When Snapchat came out in 2011, it took our selfies to the next level because of the really cool filters that never existed on any other social media platform.
Sure enough, after Snapchat came with all its cool AR filters, other platforms like Instagram followed suit.
With the growth of AI and AR, Snapchat became a platform that brands started looking at to promote their products.
Marketing and AR
Marketers are constantly on the hunt to find new and innovative ways to boost customer interest and get them to buy their products.
This is where AR comes in as a cool and new way for brands to market their product. AR can help your brand in multiple ways. Here are a few examples:
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Boost brand engagement: AR has the ability to create a cool interactive experience that people can't resist, which ultimately boosts your brand's engagement.
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Increase brand awareness: Using AR creates unique and unforgettable customer experiences that will now always be associated with your brand.
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Increase sales: By giving customers the chance to virtually try on a product, you are giving them the opportunity to check out your product and see if they like it without them having to do much.
According to a study published in The Journal of Marketing,
"Compared to shoppers who sampled lipsticks using product testers, shoppers who sampled lipsticks on the AR interface spent almost 50% more time at the sampling fixture. These shoppers also sampled 7.5 times more products on average."
Ways to use AR in social media
If you are wondering how your brand can make use of AR in your social media marketing strategy, here are a few ways to consider:
Virtual product try-ons: If your brand is in the fashion industry, VR try-ons are a great way to let customers try out your products virtually before they buy them.
Interactive AR filters: These filters can create a fun and engaging experience that can be used to showcase your product. Creating a positive association with your brand through these experiences.
Product demos: Using AR to create virtual environments where clients can see how your products work is brilliant because it helps them make purchasing decisions.
Now some brands have embraced all the technological advancements, and — with the help of Snapchat — have been able to implement this into their social media marketing strategies.
Cartier and Snapchat
One of the most recent brands to partner with Snapchat to create an AR filter is the luxury brand Cartier.
Cartier chose to celebrate its 100 years of The Trinity Collection by working closely with Snapchat. The duo created an AR filter that allows users to try on their Trinity Ring on any finger they'd like.
The design and technology that was put into this filter are quite remarkable, as Cartier wanted it to look as real as possible. By making the ring move when your hand moves, the filter also mimics the exact fit and sparkle of the ring.
For a high-end brand such as Cartier, this was a bold and smart move. Not only does it give everyone the opportunity to "try on" one of its products, but it can help motivate many people to decide to now go and buy it.
Gucci and Snapchat
Back in 2020, another luxury brand Gucci partnered with Snapchat. Throughout the collab, customers could not only try on two different pairs of its shoes, but they could also purchase the shoes from a link on the filter, using Snapchat's new feature at the time — shoppable AR.
This was a brilliant marketing strategy as it was Covid, and people weren't going into shops and buying non-necessities. By creating an AR filter that allowed people to "try on" and buy the Gucci sneakers in the comfort of their homes, the collab worked hand-in-hand with the current state of the world.
Sponsored AR filters
Another way for brands to market through AR on Snapchat is through their sponsored AR filters.
According to Snapchat, "Sponsored AR Filters on Snapchat, a new augmented reality (AR) ad offering that expands brands' reach beyond the pre-capture Lens Carousel. This ad placement occurs after Snapchatters capture their content with the Snapchat Camera, accessible by swiping to the post-capture Filter Carousel."
By making use of these filters, brands can:
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seamlessly integrate themselves into the everyday lives of users — helping you stay relevant
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maximise your brand engagement and awareness, and
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insert CTAs, driving users to your brand off the platform.
What are your thoughts on using AR as part of your marketing strategy? Let us know in the comment section below.
*Image courtesy of Canva