Augmented Reality (AR) in Social Media: Shaping The Future Together
WE/AR Studio ????
The XR development agency based in Ukraine. AR/VR prototyping, production, and integration for startups and corporates.
Learn how AR could shape the future of social media, from helping create more immersive stories and experiences to connecting people worldwide in new ways.
The phrase ‘Augmented Reality’ has captured our imagination, bringing a futuristic landscape of unimaginable possibilities to life. As more and more of our lives shift online, the implications for social media are profound, particularly as AR technology continues to evolve. We are now beginning to witness the emergence of an immersive user experience, taking social channels to a new level and transforming our interactions with one another in ways that would have been impossible not long ago.
With all that said, what exactly do the possibilities of AR mean for us and our understanding of social platforms? Let’s look at how this new technology may shape the future of social media. Join us as we explore AR in social media and take action to prepare your business for this breakthrough technology.
Social Media Behavior
Social media behavior has changed drastically over the past decade, with Augmented Reality technology affecting these changes even further. While most social media users are still aged 18-29, it is projected that the number of users aged 55-64 will triple. This shift in demographics, combined with the new possibilities of AR, suggests how we use social networks will likely unfold in the coming years.?
A recent survey of U.S. consumers found that over 40% are interested in using AR as it can improve their experience on social media . And as early adopters of social AR technology begin to leverage it more often, such increased usage will ultimately lead to elevated trust and acceptance from others.?
In terms of how people interact with each other on social channels, AR is expected to shift behavior away from passive scrolling and towards more active engagement through creative expression. For example, immersive experiences like 3D videos and holograms provide more engaging ways for users to consume content, resulting in longer attention spans and more profound and prolonged engagement.?
In addition, AR opens up a world of possibilities for user-generated content. People are already experimenting with new ways to generate something new on social platforms. They practice overlaying virtual elements on top of real-life images or designing entire digital environments from scratch that other users can explore. This level of creativity allows people to engage with one another in exciting and immersive ways.?
Overall, AR is pushing the boundaries of how we use social networks, and it will likely lead to significant changes in user behavior soon. With more creative opportunities for expression, next-level experiences, and user-generated content, the possibilities for what AR technology can do for social media platforms are limitless.
How Big Brands are using Augmented Reality? Examples
From virtual movie screenings to digital hangouts with friends to interactive product demos, AR is revolutionizing how we spend time on social channels. This section shows how AR is being used to add depth and amusement to the social media landscape.
Snapchat
Snapchat has been a leader in AR social media, and we see why. Since its launch in 2011, Snapchat has consistently introduced new AR features that have helped differentiate it from other channels and keep its users entertained. The platform’s lenses became incredibly popular and helped make Snapchat a household name. The trick with these filters is that users can add a plethora of facial changes, from puppy ears and noses to virtual makeup and glasses .?
Snapchat has also incorporated AR through its Snap Map, which uses AR technology to show users what’s happening in real time at different locations worldwide. This feature has been particularly popular with those who want to stay up-to-date on events and happenings in their local area or around the globe.
Using Augmented Reality, Snapchat users can completely change their look instantly. While such filters have gained traction as a means of entertainment and killing time, they have also been instrumental in online shopping. The corporation allows Snapchatters to use AR lenses for e-commerce, even beyond the app itself. By doing that, Snapchat hopes to popularize try-on experiences and enhance users’ shopping errands.?
Facebook has also taken advantage of AR, being among the first companies to put effort into disseminating the technology.?
One way the corporation has integrated AR is through its Spark AR platform, which allows developers to create custom Augmented Reality social media experiences and publish them on Facebook. These experiences range from simple face filters and stickers to more complex 3D animations and interactive games.
In addition to Spark AR, Facebook has introduced numerous AR features for its core platform, including AR Ads, which enable advertisers to create captivating and immersive ads that users can interact with using AR. For example, people can virtually try on a pair of shoes or see how a piece of furniture would look in their home before making a purchase.
Facebook’s use of AR has helped keep the platform fresh and engaging for its users and has allowed it to stay ahead of the curve in emerging technologies. Spark AR Hub platform allows anyone to create virtual experiences and share interactive videos, 3D objects, and filters . The platform has been particularly successful, as it has already been used by top companies such as Sephora, Nike, and Warner Brothers. According to Facebook, over 400 thousand creators utilized the branded AR social network in 2019, and this number keeps growing .
Instagram is another popular social media channel with over 2 billion monthly active users. In recent years, Instagram has embraced AR to enhance its platform and give users new ways to express themselves.
One of the most popular ways that Instagram has integrated AR is through its face filters, which let users apply digital makeup, hats, glasses, and other virtual accessories to their faces in real-time. These face filters have become a staple of the Instagram experience and have spawned their subculture of creators and users who specialize in creating and sharing custom filters.
Besides face filters, Instagram offers social media AR stickers, digital overlays that users can place on top of their photos or videos to add an extra layer of creativity and fun. These stickers can range from simple emoji and text to more complex 3D objects and animations.
Instagram has also incorporated AR through its “shoppable” feature, letting anyone purchase products directly through the app by using AR to visualize how the products would look in their own space. This feature has been prevalent for fashion and home decor brands, giving users a more realistic sense of how a product will look and fit before they commit to a purchase.
Pepsi recently used Instagram’s AR filters to create a creative and interactive experience . The brand made an AR filter with an animated sunflower that users could share as a selfie or with friends. Although simple from the technical perspective, millions of people utilized the filter, boosting an engagement rate tremendously. This demonstrates that leveraging AR can be an effective (and not necessarily difficult) way for brands to expand their presence on the platform.
Overall, Instagram’s use of AR has been a significant factor in its continued success and has helped differentiate it from other social media platforms. As AR technology expands and becomes more sophisticated, Instagram will continue to find new and innovative ways to incorporate it into its network.
How have Ukrainian Brands successfully used Augmented Reality to stay ahead of the competition?
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One of the best examples is OKKO, gas & petroleum business. WE/AR Studio ???? created a social AR app?that will set the right Christmas mood at OKKO ’s gas stations. As a result, they received a Karaoke solution?with voice recognition and a scoring system (with no Unity plugins available at that moment)
Augmented Reality Trends
As more networks and devices become enabled with AR technology, the opportunities for businesses, marketers, and consumers are becoming more abundant and varied. Let us take a closer look at the current trends and developments in AR that are helping shape social media’s future.
New Interactive Content
AR is helping revolutionize the way digital content is consumed and shared. Users can interact with digital objects placed in physical space, creating immersive, interactive experiences, thanks to AR. For example, anyone could place a digital chair in their living room and sit in it to see how it looks before buying it.?
This new form of content has the potential to secure deeper amusement for people. Inventive content producers can design 3D models of their artwork and provide viewers with a detailed look and, thus, a more interactive observation. AR also has the potential to create a whole new level of collaborative content creation across multiple mediums.
AR Virtual Stores
The convenience of shopping from home has driven the growth of online retail, and now AR is making online shopping even more accessible, letting anyone make purchases single-handedly. Advanced AR can provide shoppers with a riveting virtual store experience that replicates the feeling of being in an actual store. This technology can create 3D models of products and allow anyone to interact with them in a fictitious setting before making a decision.?
AR can also provide people with product recommendations and detailed information, making the shopping experience even more customized and user-friendly. Plus, you don’t need to carry bags full of goods — another no-brainer that tips the scales in favor of AR. Recent stats show that more people are down to trying AR for shopping purposes .
AR Live Events
AR is changing the way we experience live events as well. It lets event organizers create larger-than-life and impossible-to-replicate experiences for their audience. For example, some events have used AR to bring iconic performers and characters to life on stage, providing fans with unique, one-of-a-kind emotions.?
Learn how WE/AR Studio created an immersive AR Filters Solution for Atlassian's corporate event.
In linking AR and social media, the former could also be used to create virtual tickets that allow users to access live events through their accounts. It could be beneficial for high-demand events, as it could help reduce scalping and ensure that tickets are distributed fairly. Besides, AR could be used to create social media campaigns that promote live events and engage users in the lead-up to the event. For example, a concert promoter could use AR to craft a virtual scavenger hunt that leads users to hidden easter eggs related to the event.
Virtual merchandise is another thing where AR can work wonders. It can design virtual merchandise that users can purchase and share on social channels. For instance, a sports team could use AR to create scannable team jerseys that fans can wear on their social media profiles to show their support.
AR Videos
One of the most exciting AR trends is this technology’s use to create extraordinary video experiences. AR video production allows people to create high-quality animations and special effects that add a new level of depth and engagement to their videos. This technology also empowers creators to take videos out of the traditional format and into a world full of interaction.?
AR videos can be used for multiple purposes on social media, including:
Viral Marketing
Viral marketing has become increasingly popular for spreading word of mouth about products and services. Augmented Reality social media marketing enables creators to provide robust, shareable experiences designed to go viral. For instance, a company could create an interactive experience that features their product in some way, such as a 3D product model or a related mini-game. This approach has the potential to spread quickly, driving interest and engagement in their products.?
AR could also create social media content with various AR elements, including but not limited to filters and 3D objects, that capture attention and encourage sharing. For example, a brand could utilize social AR marketing tactics to create a viral challenge that stimulates people to participate and share their versions of the challenge with friends and followers. It can help develop a sense of community and drive more engagement with the brand.
Summing up?
Social Augmented Reality has opened up a vast array of possibilities to keep users amused, connected, and informed. As AR advances and becomes more accessible, social media will continue to be a part of that evolution. From interactive experiences to enhanced user engagement, AR will be the bridge that takes us into the future of social media. By putting us at the center of our narrative, this groundbreaking technology is capable of creating more meaningful exchanges, enabling us to access content in more meaningful ways.
In the future, the collaboration of AR and social media will create an innovative and enjoyable environment that will create limitless possibilities for anyone. And with the proper guidance and support, AR will provide us with life-changing experiences on social platforms, whether simple users, artists, or brand owners.
At WE/AR Studio ???? , we believe in creating adventures that captivate and engage your audience! Our professionals utilize the latest AR technology to design memorable experiences for your customers.
Get in touch with us today to learn more about our AR services and how we can turn your vision into reality and take advantage of the exciting opportunities of Augmented Reality!