The Impact of Augmented Reality on Social Media Marketing
When we talk about social media marketing, we usually think of strategies that leverage online platforms to create engagement and drive traffic. However, with the advent of augmented reality technology, the scope of social media marketing has expanded to include immersive experiences that can bring brands closer to their audience in new and exciting ways.
Augmented reality (AR) technology superimposes computer-generated images on a user’s view of the real world, often through the use of a smartphone camera or a wearable device. This technology has already started to revolutionize the way brands interact with their customers on social media, and its impact is only going to grow in the coming years.
The Rise of AR on Social Media
One of the biggest drivers of the adoption of AR on social media has been the rise of Snapchat and its popular ‘Lenses’ feature. Lenses allow users to add interactive and animated filters to their photos and videos, transforming their photos and videos into fun and engaging experiences. According to Snapchat, more than 75% of its daily active users play with Lenses every day, and this popularity has paved the way for other social media platforms like Facebook, Instagram, and TikTok to incorporate AR into their platforms.
The Benefits of AR for Social Media Marketing
AR offers several benefits to social media marketing that make it an attractive option for brands looking to create engaging and memorable experiences for their customers. Some of these benefits include:
Increased Engagement
AR experiences on social media are highly interactive and fun, which can boost engagement levels and encourage users to spend more time interacting with a brand’s content.
Better Brand Recognition
AR allows brands to create unique and memorable experiences that can help increase brand recognition, loyalty, and advocacy.
Data Collection
AR experiences can also be used to collect valuable data about a user’s preferences and behavior, which can then be used to inform future marketing campaigns and improve customer experiences.
AR in Action: Examples of Successful Campaigns
Several brands have already harnessed the power of AR on social media to create innovative and engaging campaigns that have resonated with their audiences. Here are some examples:
Pepsi Max’s ‘Unbelievable Bus Shelter’
In 2014, Pepsi Max created an AR experience at a bus shelter in London, where a screen appeared to show a live view of the street. However, the screen suddenly came to life, showing everything from a tiger on the loose to a meteor crashing nearby. The campaign was a huge success, with the video of the experience going viral and garnering millions of views.
Nike’s Air Max Day
To create an immersive and engaging experience for its customers, Nike used AR in its Air Max Day campaign. Users could use their smartphone camera to scan special promotional items which revealed AR versions of the iconic Nike Air Max sneakers, complete with animations and product information.
Conclusion
Augmented reality is changing the face of social media marketing by creating immersive and engaging experiences that bring brands closer to their customers. As AR technology becomes more accessible, we can expect to see even more innovative and exciting campaigns that use AR to create unforgettable brand experiences on social media. Brands that embrace AR on social media today will be at the forefront of this exciting trend, poised to reap the benefits of increased engagement, better brand recognition, and valuable data collection.
