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It has been around for years and can often be seen on cell phone displays. Just place an IKEA closet in your four walls or try on some chic glasses at home - augmented reality (AR) offers tremendous growth potential and lots of interactions.
This article will tell you what AR is and how we can present it on social media. In the next article, we'll introduce you to your potential influencer marketing in relation to AR.
Virtual versus
Augmented Reality: What's the Difference?
The two terms are often allied with each other. Virtual reality (VR) refers to the perception of the virtual world, and augmented reality refers to the perception of the expanded real world, which is complemented by virtual elements. The first concrete project for a VR system dates back to 1956. A few years later, another important stage was set in the development of virtual reality - the invention of the first VR glasses.
The first steps towards AR followed about 20 years later, when, during the development of augmented reality, a prototype of the "Super Cockpit" was created - a helmet that expands the pilot's field of view with additional information.
This brings us very close to the essential difference between virtual and augmented reality: while "real" reality is augmented by virtual elements in AR, we hide them in virtual reality and instead completely immerse ourselves in the virtual world.
Augmented reality and
what it can do
The area between the two extremes is called mixed reality. As already mentioned, reality remains with AR and is supplemented only by virtual elements.
This is done with such well-known AR glasses. Such hololens are offered by various vendors in the market. However, users can immerse themselves in augmented reality not only with glasses, but, above all, with smartphones, computers or tablets.
Smartphones and tablets already provide the public with access to information and useful functions at any time. Augmented reality will become increasingly important in the future.
AR has also become indispensable in marketing. It changes the milestones on the buying journey and creates new points of contact, for example when buying furniture or a car. In addition, AR has a significant impact on information processing and also plays an important role in relation to social media.
Augmented reality on
social media
The popular game Pokémon-Go achieved great popularity in 2016 thanks to augmented reality. A child's play that is now entertaining while walking or on the bus. The characters in the game enter the physical world through a smartphone camera using virtual elements, so that they trigger augmentation.
Since then, AR has established itself in the world of social networks and made a certain revolution in it. Various AR apps not only entertain but also make product presentation easier. Since the added value has to be added as well, it cannot be used only in a playful way.
Snapchat used AR in the form of filters back in 2017. Other platforms like Facebook and Instagram quickly followed suit. Today we can find augmented reality on almost all social networks.
Particularly well known are AR filters on the newest trending platform TikTok. The entertainment factor behind the filters is very important here. But companies also love to use AR on TikTok.
A few examples will allow you to get a closer look at the world of AR on social media. On the left is an AR filter for a specific campaign from the Chio brand. More on this in the next article.
Impact on business
Research by 361 / DRX, a subsidiary of the world's leading brand research agency Avantgarde, shows that collaboration between companies and AR positively impacts both recognition value and brand loyalty. Companies use augmented reality to create impressive * brand experiences. While it is becoming more and more important for brands to offer the consumer active engagement, augmented reality also offers the opportunity to be used throughout the purchase journey and ultimately to encourage purchase. Augmented reality companies pay particular attention to creating an immersive experience for the consumer *. It can help potential customers make a decision by suggesting to visualize the product via AR.
Brands will also be able to provide additional content and information about their assets in the future. This shows that AR will make a decisive contribution to the company's future success.