The end goal of marketing is to satisfy customer needs. Whether generating awareness or pitching products, every step of the purchase journey culminates in meeting what a buyer needs (even if that includes creating need).Naturally, marketing must then adapt to constant technological changes. That’s the only way to stay up to date with trends, reach as many consumers as possible and resonate with them. Enter augmented reality (AR) filters.
What exactly are augmented reality (AR) filters?
AR Filters are computer-generated effects that have become popular on Facebook, Instagram, Snapchat, and TikTok lately. They superimpose graphics or sounds to real-world objects.
Seen those bunny ears on pictures, GIFs, and videos? Or a brand logo added to a content creator’s IG Story? Both are examples of AR filters. They are essentially social media’s version of augmented reality. You’ve likely used one already, like the dog overlay filter.
Exploring augmented reality filters as an online marketing tool
But even creators, particularly mega-influencers and celebrities are losing their influence. Not to mention, campaigning with them burns a hole in your budget. Smaller creators have picked up the slack, astonishingly so, but surviving the flood of online content is not easy for brands.
And that’s why brands need to explore AR filters as a marketing tool. They are immensely engaging, create a unique user experience, and have the potential to generate unbelievable impressions. Besides, they can be custom-made, quickly and be cost-effective.
Try it before you buy it experience
Customers have always been drawn to sampling products before purchasing them. From fitting rooms to test drives, it’s a crucial aspect of the shopping experience and an effective sales strategy.
AR filters allow the consumer to simulate a product in real space and customise features like size, colour, and texture. That’s why they are a perfect match for modern retail brands.
With a filter, you can show prospective customers how your product looks on them right from their phones. Take, for example, Kylie Cosmetics, which allows consumers to try on their lipstick colours. With a simple filter on social media, the brand captures consumer attention, and offers personalised and interactive service, generating higher sales.
AR filters generate brand engagement
AR filters can also be used as part of indirect sales and marketing, enhancing the brand status and creating a lasting impression on the target audience. Because the filters make use of social media, they build a novel and fun experience.
The curiosity to “try the filter” generates buzz for a brand, gets people talking and develops more brand recall. Walt Disney’s filter for adding Mickey Mouse ears to photos and videos is a perfect example of it.
Try AR filters for your next marketing campaign
AR filters are a bugle call to consumers. They attract audiences not just because they are a new experience but also because they’re available where consumers spend the most time – online and on social media.
For brands, AR filters can act as a trampoline to jumpstart a campaign. With endless creative possibilities and the ability to reach diverse audiences, success is all but guaranteed. So, for your next influencer campaign, create a filter, share it with creators through DYT and then watch the numbers rack in!