Updated: Oct 22
The benefits of a brand creating a custom AR Filter for a brand is now an undeniable opportunity to engage with their fans at the deepest level. But, if you were ever in doubt, and why you keep seeing big brands like Netflix, Gucci, Lego, Adidas and H&M continue to create their own social AR experiences. Read on...
What is an AR Filter/Augmented Reality Filter?
Augmented Reality (AR) is an interactive experience that allows us to put digital objects into a real-world environment. These effects can improve our perception of real-life in an entertaining and educational way. And AR Filters are social media's version of Augmented Reality. They're hyper-immersive, available on Instagram, Facebook, Snapchat and TikTok and can be custom-made, cost-effectively and quickly to however you wish. They're hugely engaging with some AR Filters getting billions of impressions.
Brands like Adidas, Lego and H&M are making AR Filters
1. Augmented Reality is more engaging than video and video is HUGE!
There are over 1bn worldwide users on Instagram which makes it the biggest platform for branded Augmented Reality AR Filters. It's a colossal amount of eyeballs looking for engaging content. And research shows that people who use AR Filters use them on average for 75 seconds - 4X longer than mobile video.
Brilliant Benefits of Branded AR Filters infographic [Gloam 2020]
2. Facebook AR Ads are here and Instagram AR Ads are coming
It's well known that Facebook ads are a afforable means of reaching your target audience (£0.03/$0.04 per impression approx.) and driving brand awareness and online sales. You can already create AR Filters ads on Facebook which allow the user to use your AR Filter within their newsfeed. And on 16 September, Facebook announced Instagram AR Ads are coming which will also let the platform's users do fun things like place furniture in their homes.
£0.03p/$0.04 approx. to reach your target audience
How to upload an AR ad in Facebook Business Manager
3. Customers can 'Try Before THEY Buy'
AR Filters are getting more dynamic, and fast. Every two weeks or so, Facebook update their AR platform [Spark AR] and with it - new fancy features. This is why the 'Which Character Are you?' AR Filters made viral waves at the same time in late 2019. It was part of the new iteration of features made available to creators at the same time. Expect to see a lot more of these features coming and the first brands to use them have an advantageous headstart.
Example of a Try Before Your Buy AR ad on Facebook
4. 80% of users follow a brand on Instagram
Instagram users want to see more branded content. With 80% of users following a brand on the social networking app.
5. 60% of users regularly discover new products on Instagram
Social media is the go-to medium for people to discover new products from brands.
6. Brilliant AR Filters are cheaper to create than you think
You don't need to blow your marketing budget on one AR Filter (unless you'd like to). Augmented Reality Filters are an inexpensive alternative to other media platforms as no specific media needs to be purchased. They can be made for as little as £1,000/$1,300.
15 Instagram AR Filters in 15 Seconds [Gloam 2020]
7. Instagram Stories are used by 500m people daily and AR Filters work great in Stories
8. Augmented Reality has a 70% better memory recall than non-ar content
According to Zappar, Augmented Reality experiences are uniquely memorable. What this means is that AR can be a particularly powerful way to deliver information that is subsequently retained. This means advertisers and brands can achieve 70% higher levels of memory recall compared with non-AR such as video for any potential customers who use their Augmented Reality AR Filters.
Instagram and Facebook effects are made in Spark AR
9. You'll be in great company. Big brands are expected to spend a LOT more on AR and AR Filters.
Ad revenue in AR is projected to grow from $68 million in 2019 to $13 billion in 2022.
H&M has gone big on AR Filters
10. AR Filters are coming to Facebook Messenger and Facebook Portal
Mark Zuckerberg believes in AR. At Facebook's CONNECT 2020 event in September, he confirmed they will open up AR Filters for users and brands within Messenger and Facebook Portal
Mark Zuckerberg beleives in AR at Facebook's CONNECT 2020 event
11. TikTok is opening up their AR platform for more brands. And AR Filters work great in TikTok clone, Instagram Reels.
TikTok's follower growth has been immense. It launched in 2016 and now has over 800m users worldwide. One of the residing factors is their creative and ease-of-use of TikTok AR Filters. And it's caught the attention of Instagram. In August they launched Reels [creative short-form videos] and Instagram's AR Filters are right there for anyone to use.
How to use AR effects in Instagram Reels
12. AR Filters are FASTER to create than you think
Depending on the level of detail you'd like in your AR Filter, delivery times can be as little as 1-5 days. Subject to Facebook's publishing approval time which is 10 business days (some effects can be live in two hours). This makes them perfect for agile marketing and campaigns.
1-10+ days turnaround for an Instagram AR Filter
13. AR Filters can do More for your brand than you think
AR Filters are getting more dynamic, and fast. Every two weeks or so, Facebook's Spark AR update their platform and with it new fancy features. This is why the 'Which Character Are you?' AR Filters made viral waves at the same time in late 2019. It was part of the new iteration of features made available at once. Expect to see a lot more of these features coming and the first brands to use them have an advantageous headstart.
Front and back camera effects
Add music and SFX
Make 3D and 2D objects reac