Brands are in a continuous adaptation of their marketing methods as social platforms become a playground for so much creativity and self-expression. Experiences are more popular than ever, with entertainment patterns that can follow, in a sense, the one of Pokemon Go.
The average consumer comes across approximately 5000 ads every day. In the digital world, most of them are displayed based on certain targeting principles provided by social media platforms. Even if the algorithms are selecting the right people based on interests and behavior, we have to admit that in the end, this is a disruptive experience for many users.
Coming together with a change of dynamics between the brand and their consumers, perhaps now there’s more encouragement than ever to communicate with audiences in spaces that are comfortable and engaging for them (private conversations, stories etc.)
Take younger audiences, for example.There’s less chance that they will be impressed with an advertisement that does not include them or isn’t engaging at any level. Many of the strategies addressed to this target audience have the consumer at the center of attention. They are the ambassadors of your brand.
It’s an experience that they actively seek to have and pay more attention to, as a consequence of their particular interest.
Not to exclude any other age category considering that, perhaps, many of us had fun at some point using Instagram & Facebook filters. Take the latest craze with the male/female face filter on Snapchat and imagine how this would have been if it was coming from a brand.
In the end, sending a video to a friend using Kyle Jenner’s lip filter on Instagram is basically free advertising, but we don’t mind it, do we?
With augmented reality the playground seems endless for both brands and creators. Now, Spark AR Studio Creator supports now both Windows and Mac platforms. This means more opportunities for creators and a clear response from Facebook to the vast popularity it has reached in the past 12 months with this feature – marking at the same time a change in the way we experience advertisements.
As Matt Roberts (product manager for Spark AR) declares:
“We think that’s a very big strike for the technology. When we talk to advertisers for brands–we’re running an advertising beta right now with AR on Facebook. You can see an ad in your news feed, open the camera, and preview a product there. We’re working with 20 brands on that right now. Things like glasses and makeup and other consumer goods, or brands in media and film.”
This adaptation brings a nicely developed practical side to any static ad that we might encounter in our daily scrolling. Even if it’s about product testing or simple brand awareness, the creative possibilities seem endless.
There are two possible reasons why consumers might engage more in ads that follow this strategy:
Here, everything is under control. They are in the comfort of their own bubble, there is no pressure in making decisions right away and they can also ask for opinions and give a purchase more thought.
Brands can behave like an intermediary. Their consumers are in a continuous process of shaping their online persona and now brands can give them even more freedom to do so.
Keeping everything in mind, here are 3 questions to ask next time when proposing a marketing campaign where using AR is a feasible option:
Interaction can mean entertainment. Entertainment can mean discovery and novelty. When something brings playfulness to the table it automatically gets more interesting, inspiring curiosity. As the attention span of your users shortens, this might be something to seek further on.
Deliver something that can provide content for your audience as well. Something that they can share with their friends, that can help them showcase brand affinity and self expression.
Become a trusted adviser and provide all the necessary means for them to make a decision. Easy doesn’t necessarily mean fast. Many users value a simple process even if it takes more time for them to decide.
To sum it up, get creative and empathetic before everything else. In the end, we are consumers as well, with the possibility of turning any shopping experience into a research session.
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