Social media marketing has rapidly evolved over the past few years, beginning with an emphasis on community building, followed by data-driven marketing and influencer expansion, and most recently, the rise of short-form video and real-time engagement. So, what’s the next big trend in social media marketing? The answer is Augmented Reality and Virtual Reality in social media campaigns.
In this blog, we’ll leave the physical world and explore how AR and VR have emerged in social media campaigns, the advancements this strategy has reached, successful examples of AR and VR in social media campaigns, and how to benefit and differentiate yourself from your competitors.
Augmented Reality (AR) in Social Media Campaigns
Brands use AR in their social media campaigns to create fun, interactive experiences that bring products to life, letting you see before buying. Platforms like Instagram and Snapchat already have AR filters, making it easy for businesses to connect with you in a personal way. Also, the AR Advertising market according to Statista in the United Arab Emirates is expected to see a significant increase in revenue, reaching a projected amount of US$17.7m by 2024.
Furthermore, The market is anticipated to continue growing at an annual growth rate of 9.29% from 2024 to 2029, resulting in a market volume of US$27.6m by the end of 2029.
Curious about how AR will keep changing social media? Let’s discover this in the next sections!
What is AR?
Augmented Reality (AR) overlays digital visuals onto the real world using devices like smartphones or AR glasses. It lets users see and interact with digital objects, making it popular for applications like virtual try-ons and home decor previews.
Who Was the First Platform to Introduce AR?
Snapchat was the first to introduce AR to social media In 2015, Snapchat pioneered augmented reality (AR) technology in social media with the launch of Lenses, which allowed users to add animated effects to their faces and surroundings in real-time.
It quickly went viral, making AR fun and accessible. To users every day This success has led other platforms like Instagram and Facebook to adopt their own AR features.
Examples of AR in Social Media Campaigns
In this section, we’ll cover how brands use augmented reality (AR) in social media campaigns to create interactive experiences. With AR, users can visualize items like furniture in their space, driving both engagement and conversions. We’ll look at successful AR campaigns across industries, showcasing how brands increase awareness and customer interaction on social media.
Ikea – Place App (2017):
In 2017, IKEA launched the IKEA Place app, using augmented reality (AR) to help users visualize furniture in their homes. This AR app, built on Apple’s ARKit, here’s some benefits of Ikea using AR in digital campaigns:
- Virtual Furnishing: Users can try over 2,000 IKEA products in their homes.
- Accurate Visualization: The app scales furniture to 98% accuracy for a perfect fit.
- Realistic Details: Users can see textures and lighting effects for a lifelike experience.
By enabling users to experiment with IKEA’s catalog in their own space, the app enhances the furniture-buying experience, helping customers make confident design choices. The campaign’s success is reflected in its popularity, achieving 994,048 views on YouTube, and showcasing the strong engagement and interest generated by the innovative use of AR marketing technology.
Red Bull – World Series Cliff Diving (2023):
The 2023 Red Bull Cliff Diving World Series wowed fans with elite divers performing from heights of 27 meters in iconic locations like Boston and Paris. The series showcased complex dives and impressive athletic skills, amplified by live broadcasts and immersive experiences that brought fans closer to the action. Here are some benefits of Red Bull using AR campaigns:
- AR Dive Experience: Red Bull’s WebAR campaign lets users experience a 70ft dive via their smartphones by scanning a QR code.
- Extreme Sports Access: The campaign makes the thrill of cliff diving accessible to fans at home.
- Innovative Engagement: This initiative highlights Red Bull’s use of AR technology to enhance consumer interaction.
For more detailed insights, you can check out the full event coverage on Red Bull’s official site: Red Bull Cliff Diving 2023.
If you’re considering incorporating augmented reality into your next marketing campaigns, contact Dot IT team today to figure out the best strategy for your brand!
Virtual Reality (VR) in Social Media Campaigns
VR is reshaping social media marketing by offering immersive experiences that engage users in novel ways. Brands can create interactive environments for consumers to explore products and services, enhancing emotional connections and boosting engagement. As more companies embrace VR, its potential to revolutionize marketing strategies continues to expand, making it a vital tool in the digital landscape.
What is VR?
Virtual Reality (VR) creates a fully immersive digital environment. With VR headsets, users enter simulated worlds, often used for gaming, training, and virtual tours that provide lifelike or fantasy experiences.
Who Was the First Platform to Introduce VR?
The concept of VR has roots dating back to the 1960s, but Facebook’s acquisition of Oculus VR in 2014 marked a pivotal moment for VR in marketing. This acquisition opened the door for Facebook to explore the use of VR experience in social networking and advertising campaigns, laying the groundwork for immersive social media experiences.
Example of VR in Social Media Campaigns
Virtual reality (VR) is revolutionizing social media campaigns by providing immersive and engaging experiences that capture user attention. By enabling brands to create interactive environments, VR enhances storytelling, allowing users to connect with products and services in many ways, notable examples include:
Marriott Hotels “Teleporter” experience (2016):
Marriott Hotels launched the Teleporter, an immersive 4-D virtual world reality experience that allows guests to explore stunning destinations worldwide. This innovative concept uses VR technology to create engaging, multi-sensory experiences, inspiring excitement and travel among users. By combining storytelling with advanced tech, the Teleporter showcases how hospitality brands can connect with travelers in a new way.
This innovative Marriott VR campaign demonstrates how it can significantly enhance user engagement and provide practical applications in marketing.
How to Implement AR and VR in Social Media Campaigns?
- Define Your Goals: Determine what you want to achieve, such as increasing brand awareness or driving sales.
- Choose the Right Platform: Select social media platforms that support AR and VR, like Instagram, Snapchat, Facebook, and YouTube.
- Create Engaging Content: Develop interactive experiences like AR filters, 360-degree videos, or virtual environments that showcase your products.
- Technical Implementation Ways:
- QR Codes: Create a QR code that links to your AR experience. Users can scan the code with their smartphones to access the content instantly.
- AR Development Tools: Utilize platforms like Spark AR or ARKit to build your AR filters or experiences.
- Integration: Ensure your VR or AR content is easily accessible through social media links or embedded directly into posts.
- Encourage User-Generated Content: Motivate users to share their experiences, enhancing authenticity and community around your brand.
- Promote Your Campaign: Use social media ads and influencer partnerships to spread the word about your VR/AR experiences.
- Analyze Performance: Measure engagement, shares, and reach through analytics tools to refine future campaigns.
Benefits of VR and AR for Social Media Campaigns
Brands can make a lasting impression by using VR and AR in social media campaigns. With so much content on every platform, giving your audience something fresh and interactive can set your brand apart. Want to stand out and keep your followers engaged? VR and AR add a layer of fun and value that they won’t get anywhere else.
Here’s how AR and VR can differentiate you from your competitors:
- Create Unforgettable Experiences: Engaging AR in social media campaigns makes lasting impressions, helping customers form a strong connection with the brand.
- Gain Valuable Insights: AR tools track user interactions, providing useful data on customer preferences and behavior.
- Stand Out in the Market: AR offers a competitive edge, positioning brands as innovative leaders in their field.
- Try Products Virtually: AR lets customers see how a product looks or works before they buy it, and think virtual “try-ons” for makeup, glasses, or even clothing.
- Boost Engagement: Interactive AR elements increase customer interaction, keeping users engaged longer and driving social shares.
- Educate Your Audience: AR lets brands explain complex products or services in a fun, interactive way, making information more accessible.
What’s New in the Virtual World?
The landscape of virtual technology is continually evolving, with exciting advancements that enhance user experiences across various platforms. Two notable concepts gaining traction today are Mixed Reality (MR) and Extended Reality (XR):
- Mixed Reality (MR) combines elements of both AR and VR, allowing real and virtual objects to coexist and interact in real-time. This means users can manipulate virtual objects while still being aware of their physical surroundings.
- Extended Reality (XR) is an umbrella term that encompasses AR, VR, and MR, referring to all real-and-virtual combined environments and human-machine interactions generated by computer technology.
If you’re thinking of adding AR or VR to your next campaign remember to define your goals, choose the right platforms, and use great content. The opportunities for increased engagement, brand recall, and sales are massive.
Get in touch If you’re interested in using AR or VR in your campaigns, book a marketing consultation with DotIT today!
