This article is Part 6 of a 9 Part series titled Immersive 101: AR for Marketing. You can download the PDF version here.

As we continue to explore the frontiers of technology, one marvel that has profoundly impacted our interaction with the digital world is Augmented Reality (AR). AR has gained immense popularity, particularly in the realm of social media, where AR Social Filters have become a part of our daily lives. But what is an AR Social filter, and how does it work?  

THE THREE TYPES OF AUGMENTED REALITY

Augmented Reality (AR) refers to a technology that overlays digital information or virtual objects onto the real world, enhancing our perception and interaction with our surroundings. AR blurs the line between the physical and digital realms, creating immersive and interactive experiences. There are three primary types of augmented reality: SocialAR, NativeAR, and WebAR. Each type offers distinct features and applications.

SocialAR

Social AR, where our AR Social Filters reside, is the application of AR on social media platforms. The integration of AR on these platforms allows users to create and share augmented reality experiences, promoting user engagement and interactivity. Social AR is designed to be easily accessible and shareable. It typically operates within the social media apps themselves, such as Instagram, Snapchat, or Facebook, eliminating the need for additional applications. Users can apply AR filters in real time, capturing photos or recording videos with augmented elements. They can then share these AR-enhanced creations directly within the social media platform.           One of the key characteristics of SocialAR is its emphasis on user engagement and interactivity. Social AR filters often respond to users’ movements, gestures, or facial expressions, creating a dynamic and immersive experience. Users can interact with the augmented elements, such as by tapping on the screen to activate virtual objects or triggering animations through specific actions. Social AR fosters creativity and personal expression, allowing users to customize their content and showcase their unique style. An AR Social Filter, simply put, is a digital overlay that augments our physical reality, typically used on social media platforms to transform or enhance real-world imagery. By leveraging AR technology, these filters add a layer of interactive and entertaining elements to users’ photos or videos. AR Social Filters can transform users’ appearances, add virtual objects or effects to their surroundings, or apply interactive elements to their content.

WebAR

Web AR brings augmented reality experiences directly to web browsers without the need for dedicated applications or downloads. It allows users to access AR content by simply visiting a website, making it highly accessible and convenient. Web AR leverages the capabilities of modern web browsers, enabling users to experience augmented reality on a wide range of devices, including smartphones, tablets, or desktop computers.

NativeAR

NativeAR refers to augmented reality experiences that are built into dedicated applications or software specifically designed for AR interactions. Native AR takes advantage of the advanced capabilities of mobile devices or dedicated AR hardware, offering more complex and immersive AR experiences compared to SocialAR. However, it typically requires users to download and install specific applications, limiting the reach and accessibility compared to SocialAR’s integration within popular social media platforms.  

THE HISTORY OF AR SOCIAL FILTERS

While Augmented Reality itself has a long history, dating back several decades, the integration of AR into social media platforms took place more recently. The first significant milestone in the history of AR Social Filters can be attributed to Snapchat, a popular social media platform. In 2015, Snapchat introduced “Lenses,” which were the earliest form of AR Social filters. These lenses allowed users to apply real-time effects and overlays to their selfies, transforming their appearance with features like animated masks, filters, or 3D objects. This introduction of AR Social Filters on a mainstream social media platform revolutionized the way people interacted with their own images and videos.                 Snapchat’s success with AR Social Filters inspired other social media platforms to follow suit. Facebook, Instagram, and later TikTok, all integrated AR capabilities into their platforms, enabling users to create and share augmented reality experiences. Each platform developed its own set of filters and effects, providing users with a range of options to enhance their content and engage with their audiences. Over time, AR Social Filters became an integral part of social media culture. Users eagerly awaited the release of new filters and trends, and AR Social Filters became a means of creative expression, entertainment, and communication.   

HOW DOES IT WORK?

The mechanics of an AR Social Filter are grounded in computer vision and machine learning. The technology recognizes specific features in the real-world image (like a face or background) and overlays it with a digital object or effect. The filter dynamically adjusts with the movements in the video or changes in the image, creating an immersive and interactive experience for users.

Hardware

The hardware components used in AR Social Filters include a camera and a display. The camera serves as the primary hardware element, capturing real-world images or videos that form the background for the AR overlays. The display is responsible for presenting the augmented imagery to the user.  It showcases real-world imagery seamlessly blended with digital objects or effects, creating an immersive AR experience. The camera and display work together in smartphones, webcams and monitors, and tablets. They enable users to interact with AR Social Filters and bring augmented content into their physical reality.

Software

AR Social Filters leverage a range of software components to deliver captivating augmented reality experiences. These filters are developed using specialized AR development platforms that equip developers with the essential tools and frameworks needed to create immersive AR applications. Within the software ecosystem, computer vision algorithms play a vital role by analyzing real-world images or videos, identifying specific features, and facilitating accurate overlay of digital objects. Additionally, machine learning models enhance the filters’ dynamic adjustment and interaction capabilities, enabling them to respond seamlessly to user actions. Together, these software components work harmoniously to bring AR Social Filters to life, providing users with engaging and interactive experiences in the world of augmented reality. Meta Spark Studio, Lens Studio, and Effect House are among the top software tools used to create AR Social Filters. They offer a wide range of features, ease of use, and integration with popular social media platforms

Meta Spark Studio

  Meta Spark Studio is a widely recognized AR development platform specifically designed for creating AR experiences on Facebook and Instagram. It provides a user-friendly interface and a comprehensive set of tools and features to build interactive and immersive AR filters. Meta Spark Studio enables developers to leverage various capabilities such as face tracking, gesture recognition, and 3D object integration, allowing for the creation of captivating AR Social Filters.

Lens Studio

  Lens Studio, on the other hand, is an AR development platform developed by Snapchat. It empowers creators to build AR experiences and filters for use within the Snapchat app. Lens Studio offers a range of templates, 3D modeling tools, and scripting capabilities, enabling developers to craft unique and interactive AR filters. With Lens Studio, creators can incorporate face tracking, environment mapping, and other advanced features to enhance the user experience and bring their AR Social Filters to life.

Effect House

  Effect House is a significant software platform in the AR space. It is TikTok’s proprietary AR development platform designed for creating AR effects and filters on the TikTok platform. Effect House provides a suite of tools, resources, and templates for creators and developers to build unique and engaging AR experiences. With its extensive library of 3D objects, animations, and effects, creators can design captivating AR filters that enhance TikTok content and engage with the platform’s massive user base.  

INDUSTRY USE CASES

AR Social Filters find widespread application across various industries, revolutionizing how businesses and individuals engage with augmented reality. These filters have proven to be valuable tools in marketing and advertising.  By integrating AR Social Filters into their strategies, industries are unlocking new avenues for user engagement, enhanced experiences, and innovative approaches to problem-solving.

Fashion and Retail

In fashion and retail, AR filters allow customers to virtually ‘try on’ products such as clothes, glasses, or makeup before purchasing. This enhances the online shopping experience, increases customer confidence, and potentially boosts sales .Retailers have found that using AR technology can lead to a 94% increase in conversion rates and a 20% increase in consumer engagement.  Outside of try-on’s AR Social Filters can also provide the fashion industry fun and engaging way for customers to connect with the brand, such as Steve Maddenverse Big Head Girls filter.  The Instagram filters enabled users to see what they would look like as 3D avatars of Normani, Nessa Barrett, Jordan Alexander, Sydney Sweeney, and Justine Skye in Steve Maddens iconic “Big Head Girl’ style from the ’90s and early ’00s. The filter quickly gained traction, accumulating over 675,000 impressions and more than 17,900 uses in just seven days.

Consumer Packaged Goods (CPG)

In the Consumer Packed Goods (CPG) sector, AR Social Filters allow companies to enhance their marketing strategies and engage with costumes in innovative ways. By integrating AR technology, brands can create immersive and personalized experiences that educate and inform consumers about their products An example of this is Kiehl’s Retinol Micro-dose Serum Filter, which showcases the product in a unique and engaging way. Through the Instagram filter consumers were able to take a quiz that broke down their concerns, and ultimately revealed why the new Micro-dose Retinol Serum was right for them. An AR Instagram filter like this one has a high chance of engagement as 62% of Instagram users gain interest in a brand once they have see it in a story. Additionally,  70% of Instagram users watch stories daily and 40% post stories daily.

Food and Beverage

AR Social Filters have transformed the way food and beverage businesses engage with their audience, providing entertaining and valuable experiences. These filters offer a range of possibilities for brands to showcase their products, educate consumers, and create unique interactions. One notable example is the Tic Tac Spearmint Jungle Snapchat filter. This filter transports users into a retro video game jungle environment, where they can “chew” to swing from vine to vine. This immersive filter not only entertains users but also allows them to engage with the brand in a playful and memorable way. and data shows that users are 1.5x more likely to interact with gamified Snapchat AR filters.

Entertainment

Entertainment industries are also capitalizing on AR Social Filters. From interactive game filters to movie and TV promotions. Studios and streaming platforms create filters that allow users to become characters or participate in interactive experiences related to their favorite content. These filters enhance fan engagement, generate buzz around new releases, and provide a fun and shareable way for users to connect with their favorite entertainment franchises. An example is the Grey’s Anatomy Memorial Hospital TikTok filter. Inspired by the popular medical drama, this filter transports users into the iconic Grey Sloan Memorial Hospital. Users can become a part of the staff with their own ID badge and feel connected to their beloved characters. Tiktok AR filters have grown increasingly important, due to Tiktok’s rapid growth, with data showing a 100% user growth rate from 2020 to 2022. That growth also means that now Tiktok reaches 17.9% of internet users 18+, and 64% of TikTok users have tried AR filters on the app.  

THE POWER OF AR SOCIAL FILTERS

The beauty of AR Social Filters lies in their versatility. They’re not just about adding dog ears to a selfie or changing the color of your eyes. They’re powerful tools that can transform industries, enhance user experiences, and bring about a paradigm shift in how we interact with the digital world.  So, whether you’re a consumer enjoying a new filter on your favorite social media app, a business exploring new ways to engage with customers, or a developer pushing the boundaries of what’s possible with AR, one thing is certain – AR Social filters are here to stay. They’re transforming our digital interactions today and shaping the augmented reality of tomorrow.

Read the rest of the Immersive 101: AR for Marketing series:

What is Extended Reality

What is Augmented Reality

What is Virtual Reality

What is Mixed Reality

What is the Metaverse

What is an AR Social Filter

A Comprehensive Guide to Virtual Reality vs. Augmented Reality

9 Types of AR and How You Can Use Them For Your Business

5 Ways to Prepare Your Firm to Boost ROI with AR Marketing

This article is Part 5 of a 9 Part series titled Immersive 101: AR for Marketing. You can download the PDF version here.

The concept of a “metaverse” has been around for decades, but in recent years, it has gained increased attention and interest as a new frontier for technology and human interaction. With the continued development of its technologies, the metaverse is becoming increasingly sophisticated and realistic. For businesses, the metaverse presents a new way to connect with customers, collaborate with colleagues, and innovate in ways that were previously impossible.  

WHAT IS THE METAVERSE?

The metaverse is a fully immersive digital world where users can interact with each other and the environment in real time, using avatars, 3D graphics, and advanced interfaces. It is not just a single platform or technology, but a network of interconnected virtual worlds that can be accessed and experienced by users worldwide. The metaverse offers a wide range of experiences, from social interactions and gaming to education and commerce. Users can create and customize their avatars, explore virtual environments, interact with other users, and conduct transactions using virtual currencies. In this virtual space, the boundaries between the physical and digital worlds are blurred, providing new opportunities for social interaction, entertainment, and business development. Although the metaverse is still in its early stages, it is rapidly evolving, and companies are investing heavily in its development. As technology continues to improve, the metaverse has the potential to become a central hub for human interaction and commerce, opening up new possibilities for the future of the internet and the way we interact with each other.  

THE HISTORY OF THE METAVERSE

The concept of the metaverse originated from science fiction, specifically Neal Stephenson’s 1992 novel Snow Crash, which depicted a virtual reality space called the Metaverse. In this virtual world, people could conduct business and interact with each other in a fully immersive environment. The novel’s portrayal of the Metaverse had a significant impact on the development of virtual reality and online gaming. Image Source In the late 1990s and early 2000s, the metaverse began to take shape in online gaming communities and virtual worlds. Second Life, which launched in 2003, was one of the first virtual worlds to gain widespread attention. Second Life allowed users to create their own avatars, explore virtual environments, and interact with other users in real time. It quickly became a popular platform for social interaction and creative expression. Image Source In the years that followed, other virtual worlds and online gaming platforms emerged, each with unique features and capabilities, including World of Warcraft, EVE Online, and Minecraft, among others. The development of Virtual Reality (VR) and Augmented Reality (AR) technology in recent years has led to the creation of more sophisticated virtual worlds, expanding the possibilities of the metaverse beyond gaming.  

HOW DOES THE METAVERSE WORK?

The metaverse is a complex system that enables user interaction with the virtual environment through a combination of software and hardware. It operates on a set of protocols governing data sharing and transaction processing. Key technologies employed in the metaverse include virtual reality (VR), augmented reality (AR), artificial intelligence (AI), blockchain, and cloud computing. While often confused with the metaverse, VR and AR are merely components of it. VR provides a fully immersive experience, while AR overlays digital content onto the real world. In contrast, the metaverse transcends these technologies by establishing a persistent virtual environment accessible from anywhere. At its core, the metaverse operates as a decentralized network utilizing blockchain technology. This ensures secure and transparent transactions, vital for establishing trust and reliability within the virtual economy. AI complements this infrastructure by generating intelligent virtual agents capable of interacting with users, providing information, and assisting with various tasks. The metaverse relies on the computing power of cloud technology to create and sustain its immersive virtual environment. Furthermore, cryptocurrencies like Bitcoin and Ethereum hold the potential to facilitate seamless virtual transactions, enhancing the metaverse’s functionality and economic ecosystem.  

METAVERSE SOFTWARE 

The metaverse requires a combination of software and hardware to function properly. On the software side, several platforms provide access to the metaverse. These platforms represent a diverse range of metaverse experiences, from user-generated content creation to immersive social interactions. Each platform offers unique features and opportunities for users to engage, create, and explore within their respective virtual worlds.

Roblox

Image Source Roblox is a prominent metaverse platform that allows users to create and play games within a virtual world. It boasts an extensive user-generated content ecosystem, enabling developers to create their own experiences using Roblox Studio. With over 200 million monthly active users, Roblox has a thriving economy where players can buy and sell virtual goods.

Fortnite (Epic Games)

Image Source While primarily known as a popular battle royale game, Fortnite has expanded its metaverse-like elements through in-game events, collaborations, and a virtual social space called Party Royale. Fortnite’s immersive experiences, live events, and creative mode allow users to interact, socialize, and engage with various forms of entertainment within the game’s virtual world.

The Sandbox

Image Source The Sandbox is a blockchain-based gaming platform that empowers users to create, share, and monetize their gaming experiences. It utilizes voxels, a 3D pixel art style, and offers a user-friendly game-maker tool that allows creators to design interactive experiences. The Sandbox also operates on a cryptocurrency model where users can own and trade virtual assets using its native currency, SAND.

Horizon Worlds (Meta)

Image Source Horizon Worlds, developed by Meta (formerly Facebook), is an immersive social metaverse platform. It aims to provide a seamless and accessible virtual reality experience for users. Horizon Worlds offers tools and resources for creators to build their own worlds and experiences, emphasizing social interaction, creativity, and exploration.

Decentraland

Image Source Decentraland is a blockchain-based virtual world that allows users to create, buy, and sell virtual land and experiences. Powered by the Ethereum blockchain, Decentraland enables users to develop and monetize their virtual content using its scripting language. It also has its own cryptocurrency called MANA, which is used for buying virtual land and trading virtual assets within the platform.  

METAVERSE HARDWARE

On the hardware side, the metaverse requires devices that can display and interact with the virtual environment. These devices range from smartphones and computers to VR and MR headsets. VR headsets provide a more immersive experience, while MR headsets overlay digital information in the real world.

Virtual Reality Headsets

VR headsets are a key component for experiencing the metaverse in an immersive manner. Devices like the Meta Quest, HTC Vive, and PlayStation VR offer high-quality VR experiences, allowing users to explore virtual environments and interact with them using motion controllers.

Meta Quest

Image Source The Meta Quest is a standalone virtual reality headset. It offers a wireless and all-in-one VR experience without the need for a PC or external sensors. The Quest features built-in tracking sensors and motion controllers, providing users with freedom of movement within virtual environments. With its high-resolution displays and intuitive user interface, the Quest delivers a compelling and immersive VR experience for gaming, social interaction, and other metaverse activities.

HTC Vive

Image Source The HTC Vive is a PC-based virtual reality headset known for its room-scale tracking capabilities. It utilizes external base stations that track the user’s movements and position in physical space, allowing for precise and immersive VR experiences. The Vive offers high-resolution displays, comfortable headsets, and motion controllers for intuitive interaction. It also supports a wide range of VR applications, from gaming to architectural visualization, making it a popular choice for metaverse enthusiasts.

PlayStation VR

Image Source PlayStation VR (PSVR) is a virtual reality headset designed for use with the PlayStation 4 and PlayStation 5 gaming consoles. It provides an accessible entry point to VR for console gamers. The PSVR features a comfortable headset, motion controllers, and an external camera that tracks the user’s movements. While the resolution may be slightly lower compared to PC-based VR, the PSVR offers a range of immersive gaming experiences and integrates seamlessly with the PlayStation ecosystem.

Mixed Reality Headsets

Mixed reality (MR) headsets, such as Microsoft HoloLens and Magic Leap One, blend virtual content with the real world in a more interactive and immersive manner. By combining real-world mapping with virtual elements, Mixed Reality headsets enable users to interact with and manipulate virtual objects within their physical environment. 

Microsoft HoloLens

Image Source The Microsoft HoloLens blends virtual content with the real world. It features transparent lenses that allow users to see and interact with holographic objects superimposed on their surroundings. The HoloLens employs advanced sensors, cameras, and spatial mapping technology to provide an interactive and spatially aware experience. It is widely used in enterprise and industrial applications, offering unique opportunities for metaverse experiences that merge virtual and physical elements.

Magic Leap

Image Source Magic Leap is an extended reality company that has developed the Magic Leap One headset. It is designed to provide a seamless and natural experience by superimposing digital content onto the user’s real-world environment. Magic Leap employs a combination of sensors, cameras, and waveguide technology to create realistic and interactive experiences. The headset includes a controller for input and navigation, allowing users to interact with virtual objects and applications in their surroundings.

Smartphones and Tablets:

While not dedicated metaverse devices, smartphones and tablets play a significant role in accessing metaverse applications and experiences. Mobile devices often feature AR capabilities, allowing users to engage with augmented reality elements and applications, making them accessible entry points to the metaverse.  

INDUSTRY USES OF THE METAVERSE

One of the most significant benefits of the metaverse for businesses is the ability to create immersive brand experiences. This not only provides a unique and engaging experience but also allows businesses to showcase products in ways that were previously impossible.

Fashion

The fashion industry is embracing the metaverse as a platform for innovative and immersive experiences and is expected to grow by $6.61 billion from 2021-2026. Fashion brands can create virtual showrooms and fashion shows within the metaverse. Users can customize and try on virtual outfits, explore virtual boutiques, and make virtual purchases. Virtual fashion collaborations and limited-edition virtual items can also be introduced, creating unique opportunities for brand engagement. Image Source In 2022 Decentraland hosted the first annual Metaverse Fashion Week.  The event was held again this year in 2023 and featured brands such as Adidas, Coach, Tomy Hilfiger, Dolce & Gabbana, and more. The brands’ experiences ranged from Adidas hosting a runway show debuting 16 digital pieces,  to Coach’s virtual showroom inside a giant floating spaceship of their iconic Tabby bag. Image Source  By embracing virtual fashion, designers can push the boundaries of design, experiment with innovative concepts, and offer unique digital fashion experiences to a broader community.

Food And Beverage

The food and beverage industry can leverage the metaverse to create immersive and engaging consumer brand experiences. Through the metaverse, brands can connect with their target audience, increase brand awareness, foster loyalty, and generate new revenue streams. Virtual product launches and tasting events within the metaverse offer brands an opportunity to reach a wider audience and generate buzz ​​ Image Source In Decentraland Jose Cuervo has created their Cuervo Metadistillary. It is a metaverse experience that brings the essence of the tequila production process to life in a virtual environment. Users can explore the virtual distillery, learn about the history and craftsmanship of Jose Cuervo tequila, make their own custom cocktail, and socialize with others.

Retail

In the retail industry, the metaverse offers new opportunities for virtual shopping experiences. Virtual shopping experiences can offer personalized recommendations, interactive product showcases, and social shopping. The metaverse provides a dynamic platform for brands to showcase products in realistic settings, generate excitement, and bridge the gap between online and offline shopping, fostering customer engagement and loyalty. It is expected that e-commerce value in the Metaverse will be $2-$2.6 trillion by 2030.  Image Source On Roblox, West Elm hosts their West Elm’s Home Design Experience. The experience enables users to virtually explore and design their dream homes using the brand’s products and designs. Customers can customize virtual spaces, experiment with furniture layouts, and visualize how West Elm’s items would fit into their real-world environments. This interactive approach enhances the shopping experience by allowing customers to make informed decisions and reduces guesswork.   

THE FUTURE OF THE METAVERSE

The metaverse holds immense potential to reshape how we interact, collaborate, and experience digital spaces. It promises to redefine the boundaries of digital interaction, unleashing a new era of interconnectedness and possibilities for individuals and businesses alike. With the collective efforts of technology companies, content creators, and industry leaders, the metaverse is poised to become an integral part of our digital future.

Read the rest of the Immersive 101: AR for Marketing series:

What is Extended Reality

What is Augmented Reality

What is Virtual Reality

What is Mixed Reality

What is the Metaverse

What is an AR Social Filter

A Comprehensive Guide to Virtual Reality vs. Augmented Reality

9 Types of AR and How You Can Use Them For Your Business

5 Ways to Prepare Your Firm to Boost ROI with AR Marketing

This article is Part 2 of a 9 Part series titled Immersive 101: AR for Marketing. You can download the PDF version here.

Augmented Reality (AR) has emerged as a transformative technology in recent years, revolutionizing the way people interact with digital content. From fun Snapchat filters to the ability to visualize furniture in your home before making a purchase, AR has found its way into almost every industry. With the ability to create immersive experiences, businesses now have a unique opportunity to increase engagement, drive sales, and build brand loyalty. It’s no surprise that AR has become a popular topic of discussion among businesses and consumers alike.   

WHAT IS AR?

Augmented Reality (AR) is a technology that allows users to overlay digital content onto the physical world in real-time. AR enhances the existing environment by adding digital elements to it. This technology is typically accessed through a mobile device or a wearable, such as smart glasses. AR works by using the device’s camera and sensors to scan and map the physical environment. The AR software then analyzes this information and superimposes digital elements onto the user’s view of the real world. These digital elements can be anything from 3D models to text to video and can be interactive, allowing users to manipulate or interact with them.  

A BRIEF HISTORY OF AUGMENTED REALITY

Image Source 

The concept of Augmented Reality dates back to the 1960s when Ivan Sutherland, a computer scientist, developed the first head-mounted display, which he called “The Sword of Damocles.” The device was bulky and expensive, but it laid the groundwork for future AR technology. It wasn’t until the 1990s that AR began to gain mainstream attention, with the development of the first AR application, called Virtual Fixtures, by the US Air Force.

Image Source

The early 2000s saw the emergence of AR as a commercial technology, with the launch of ARToolKit, an open-source software library that enabled developers to create AR applications easily. Since then, the technology has evolved significantly, with advances in computer vision, graphics, and mobile computing enabling the creation of more sophisticated AR experiences.  

TYPES OF AUGMENTED REALITY

There are three main types of Augmented Reality: NativeAR, WebAR, and SocialAR. Each type has its unique features and capabilities, and businesses can choose the type that best suits their needs.

NativeAR

NativeAR refers to AR experiences that are created using native app development tools for specific platforms like iOS or Android. Game development tools like Unity and Unreal provide the ability to build AR experiences for both major platforms at the same time. These native experiences typically provide the most advanced features and capabilities, such as 3D object recognition and tracking as well as offline access. That said, creating a NativeAR app can be time-consuming and costly and requires users to download an app which can take several minutes.

Image Source

Ikea makes use of NativeAR through their app Ikea Place. Through advanced 3D object recognition and tracking technology, this app enables customers to preview furniture in their homes before making a purchase.

WebAR

WebAR refers to AR experiences that are accessed through a web browser, without the need for a dedicated app. This type of AR is typically easier and more affordable to create than NativeAR and can be accessed on a wider range of devices. However, WebAR experiences are limited by tracking (they require a horizontal plane so no wall tracking) and require an internet connection. One example of WebAR is the Moët-Hennessy Virtual Concierge activation. This experience allows users to place the concierge in their home/space, and then answer a series of questions that lead to their perfect product recommendation.

SocialAR

SocialAR refers to AR experiences that are integrated into social media platforms, such as Snapchat or Instagram. These experiences are designed to be shared with friends and can be used to promote products, services, or events. SocialAR experiences are typically easy to use and accessible to a wide audience, but they may be limited in terms of functionality. One example of SocialAR is the Steve Maddenverse Big Head Girls AR filters. The Instagram filters enabled users to see what they would look like as 3D avatars of Normani, Nessa Barrett, Jordan Alexander, Sydney Sweeney, and Justine Skye in Steve Maddens iconic “Big Head Girl’ style from the 90’s and early 00’s.  

TOP AR SOFTWARE 

Augmented Reality Software applications are essential for creating immersive AR experiences. The software offers developers the tools and resources necessary to create AR experiences that meet the demands of modern consumers. Here are some of the top development platforms for AR:

8th Wall

8th Wall is a cloud-based development platform for creating WebAR experiences. It stands out from other platforms by providing developers with a set of tools that can help them create AR experiences that are highly responsive, reliable, and scalable. With 8th Wall, developers can create AR experiences that work seamlessly on both iOS and Android devices, and can be customized to meet the needs of any brand.

Zappar

Zappar is an AR development platform that provides developers with tools for creating both marker-based and markerless AR experiences. It offers an extensive analytics suite that enables businesses to measure the impact of their AR experiences on their audience. 

Blippar

Blippar is an AR development platform that provides businesses with tools for creating immersive and interactive AR experiences. It provides a wide range of customization options and templates, making it easy for businesses to create AR experiences that are tailored to their brand and audience. 

ARToolKit

ARToolKit is an open-source software library for creating marker-based AR experiences. It is easy to use and provides developers with a range of features and customization options that enable developers to create AR experiences that are highly customizable and interactive.   

INDUSTRY USES OF AR

AR has found a place in almost every industry, and its potential use cases are vast. Some of the top use cases for AR include:

Retail and Fashion

In the Retail and Fashion Industry, AR has the potential to enhance the customer experience by providing an immersive and interactive way to shop for products. Retailers can use AR to create virtual showrooms, allow customers to try on virtual clothes and accessories, and enable customers to visualize products in their own space before making a purchase. The technology allows retailers to create immersive experiences that bridge the gap between online and in-store shopping, and help customers make more informed purchase decisions. Research has found that these informed online purchase decisions,that AR enables, has led to a 25%–66% decrease in returns, a 50% increase in product sampling time, and a 44% increase in likelihood to add an item to the cart.            An example of this is Bloomingdale’s 150th Anniversary AR Catalog, which brought their collection to life. Customers could scan AR-enabled looks within the catalog to see how they look and move in real life, not to mention click to purchase inside the experience. This experience had a 23.4% conversion rate and a 38% engagement rate

Education 

For Black History Month this year, ROSE created our Marching Forward AR exhibition, which commemorated moments of Black resistance in recent history. Users can tap to place the exhibit anywhere and walk along the iconic Black Lives Matter street art text, commemorating the 10th anniversary of the founding of the movement, while looking at and interacting with statues corresponding to these moments.             This experience highlights how augmented reality can be used as an important tool for immersive and accessible educational experiences. Augmented reality can be used to teach in the classroom and alongside, or instead of, IRL museum exhibits making educational resources available to all.

Food and Beverage

In the Food and Beverage Industry, augmented reality has been leveraged to personalize the purchase experience and offer consumers a unique and memorable experience. Through AR, Consumer Product brands can set themselves apart from competitors and be successful in increasing consumer engagement and driving sales.  An example of this is ROSE’s Patrón Tequila Virtual Gift Wrapper activation. This experience allows consumers to personalize their bottles of Patrón tequila with custom messages and virtual ribbons. The user can then share their bottle on social media or purchase it directly from the Patrón website. This activation had an average session duration of 1.5 minutes, and 53% of users clicked through to purchase Patrón before exiting.

Tourism

Augmented Reality can enhance the tourism industry by providing a more interactive and engaging experience for travelers. AR can also provide travelers with information and context about the places they are visiting in a fun and immersive way.             AR can also be used to create virtual tours of destinations, allowing travelers to explore new places without ever leaving their homes. For example, in partnership with the Miami Design District, Mastercard™ has provided cardholders with an AR-powered virtual tour of the area. Using their mobile device, users are transported to the Miami Design District and can experience a 360-view of selected art pieces.  

AR AND THE FUTURE

Augmented Reality is a technology that has the potential to transform the way we interact with digital content and the real world. With its ability to enhance learning, create memorable consumer experiences, and provide innovative solutions across a range of industries, AR is a technology that businesses cannot afford to ignore. By understanding the different types of AR, their industry uses, and the software available, businesses can leverage this technology to create engaging and immersive experiences that delight their customers and drive business growth. Read the rest of the Immersive 101: AR for Marketing series:

What is Extended Reality

What is Augmented Reality

What is Virtual Reality

What is Mixed Reality

What is the Metaverse

What is an AR Social Filter

A Comprehensive Guide to Virtual Reality vs. Augmented Reality

9 Types of AR and How You Can Use Them For Your Business

5 Ways to Prepare Your Firm to Boost ROI with AR Marketing