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Whether visiting a museum as per Corona's requirements or presenting the latest products on the market: augmented authenticity is becoming more and more important and also meets influential marketing. What impact does augmented reality have and where does it find its place in the influencer industry? Let's take a closer look at AR filters. Games, fun and excitement, or more? construction bolts
Social media virtual
trends: how AR has proven itself so far
The desire for an AR solution for social media has been overwhelming. Starting with Snapchat, other social networks followed suit and became familiar with AR. Meanwhile, "augmented reality" has become indispensable on social media, not to mention online shopping.
In 2019, Goolge was the first player to give this trend a shot and created augmented reality with features suitable for the wider YouTube audience.
This is called AR Beauty Try-On and has been available through Google Ads Manager ever since. The brand also switches AR to a matching Youtuber * in video. Beauty brands like NARS and MAC have proven that the new AR feature can already be implemented. It's clear here what potential AR carries with it in influencer marketing.
VR on YouTube
The influencer presents the respective product in a classic and familiar video format. A new feature has already been mentioned with the heading "Virtual Fitting". For example, the lipstick shown in the video can now be virtually applied to your lips using the front camera.
The video does not freeze on startup. Viewers can try different lip colors from the brand, while their favorite beauty influencer tests the same lipsticks on a split screen. For the beauty industry, this is an absolute milestone in video and influencer marketing and offers many new opportunities for direct product presentation.
AR on Instagram
Nowhere else do so many users experience augmented reality as on Instagram. Similar to what is described below in relation to TikTok, AR on Instagram is often seen as a fun factor, but it also provides a stage for product presentations or for testing new products.
One teenager racked up over a billion Instagram views in just two weeks with one AR filter. The flashing filter is called "Flappy Bird".
Every user can create AR filters on Instagram. The effects are distributed in different ways. There is an opportunity to discover new effects right in the Instagram profile. If a brand or company uses augmented reality effects, when using them, not only their own account is displayed, but also a separate area in the company profile.
AR on TikTok
The hashtag challenge is one of the most popular formats on TikTok. But AR effects are also welcome on TikTok. They are especially presented in the form of calls. Chio's next campaign is a prime example of an augmented reality influencer campaign. TikTokers players will have some real fun with the football filter. Use AR filter and share your Chio flavor. As part of the collaboration, not only an AR filter was created for a specific campaign, but a separate sound was also selected. Here are some examples:
Chio's Chips with Influencer @marionovembre Chio's Chips with Influencer @eyfreundin Chio's Chips with Influencer @ellie_mirelli
This is how AR works in influencer marketing
Storytelling with AR
Successful storytelling is the goal of many brand campaign strategies that work with influencers over the long term. But how do they keep the audience's attention - especially during periods of reduced attention span?
The game design
framework is based on the following features (sorted in descending order from
active to passive):
Gratification of the senses
call
Unopened
cohesion
expression
fantasy
narration
devotion
Eight cornerstones of perfect mobile augmented reality game design in influencer marketing
Gratification of the senses
Most Active Form of Mobile Augmented Reality: Put on the seat of the influencer for the day. Experience the entire daily life of TikToker Tim Schäcker or opinion leader Pamela Reif.