Augmented Reality in Social Media: definition, benefits, and its future

What is Augmented Reality?

Augmented reality (AR) is a digitally augmented representation of a real-world physical area created by the use of digital visual components, audio, or other sensory inputs made available by technology. It has now been an increasing trend among businesses in a variety of industries. This technology’s market size has grown at an exponential rate in recent years, as it is increasingly being used by enterprises. From $6.12 billion in 2021 to $97.76 billion in 2028, the sector is predicted to grow at a compound annual growth rate (CAGR) of 48.6%.

Augmented Reality and Social Media Platforms

As customers now seek more customised, integrated experiences, new technologies such as augmented reality have become essential and are playing a significant role in making them happen.

For instance, Snapchat has shown a strong interest in investing in augmented reality (AR). It may even be argued that it is the most AR-driven platform available, constantly reimagining what AR experiences on mobile and beyond might be. The company is also introducing augmented-reality glasses, spectacles, that will allow some content creators to place digital works in the real world. In this example, augmented reality is a combination of computer visuals, such as 3D models, layered over the real environment. These emerging spectacles are an extension of the already-established Snapchat lens concept that allows designers to reflect their works onto the environment around them.

Another social platform that has been introducing augmented reality to its operations is Instagram. Instagram AR experiences kicked off with some basic face filters that users could use for entertainment purposes. It then developed to engage overlapping images or movements over the real, physical space. More recently, creators went far ahead from just making virtual objects appear on a mobile device. They are now making use of augmented reality technologies on Instagram for storytelling purposes. With an entirely fictional world visually created, users can move around and direct their mobile devices to discover the pillars of the story being told.

Benefits of Augmented Reality Integration in Social Media

The reality is that there are several methods to use AR to boost social media marketing and develop a brand.

Face filters are popular among younger social media users. This AR technology is available on social media allowing users to morph their faces into animals or add items such as flower crowns or glasses to their photographs. However, such filters are not only for entertainment purposes, but businesses can also advertise their products and/or services by using branded filters.

Augmented Reality in brands’ online stores on social media can also satisfy users’ experience. With a try-before-you-buy option, visitors can visually try on products, providing them a clearer understanding of how this item would fit them, reducing purchasing hesitancy, and increasing sales and trust.

Additionally, a static picture or a typical video can only hold people's attention for so long. Augmented reality, on the other hand, offers consumers a genuinely immersive experience that may keep them interested for a longer time. For example, instead of designing a billboard or a regular social media ad to promote a company, AR can be used to bring it to life. Businesses may use this technology as a vital component of their social media marketing strategy as social media platforms develop their AR features.

Future of Augmented Reality on Social Media

With Facebook and Snapchat concentrating heavily on AR, this automation and social media are set to explode on the market soon. How marketers employ AR coupled with social media to engage customers on smartphones and mobile devices will revolutionise the brand-customer relationship. Therefore, all brands must hop on this rapidly evolving trend to keep up with the competition.