Each augmented reality platform comes with not only different benefits, but also features and use cases.
There are three main types of Augmented Reality platforms available to you: social media apps, browser-based AR (WebAR) and native mobile apps. Each of these comes with its own set of benefits and will be best suited to different types of AR campaigns:
SOCIAL MEDIA PLATFORMS
Social media platforms are fantastic tools for organic reach and sharing, and can result in more followers, better engagement and higher brand recognition. This is because of the inherent shareable nature of AR content such as face filters. As long as you create a good filter that people love, you can be certain it will be shared.
Social media is therefore great for AR campaigns that have the goal of maximising a brand’s reach organically. Additionally, social platforms such as Snapchat and Facebook allow you to promote your content, meaning that you can put ad spend behind your filters and maximise your reach even further. This can be targeted to very specific audiences, making them very powerful tools for reaching the right people.
WebAR is revolutionary in just how accessible it is, making it the augmented reality platform with the lowest barrier of entry for end-users. This is because all WebAR experiences require is a web browser, so anyone with a mobile device can easily access them.
Web AR is very effective for physical activation experiences, such as event-based or in-store AR campaigns.
AR experiences can also be delivered within a custom mobile app. This might be part of a wider branded app. For example, the app may include AR-powered mini-games or face filters as one of its many other features.
Probably the most compelling use case for AR within a native app is virtual try-on in shopping apps, which is a powerful use of AR that can lead to more sales. Brands that already have a native shopping app might consider incorporating an AR-powered virtual try-on element into them, so that customers can “try on” products using their phone’s camera before buying them.
When thinking about what augmented reality platform to choose, we recommend that you consider what the goal of your AR strategy is. Do you want to reach more followers? Create an effect that is physically activated at a particular place and time? Sell more on your mobile app by allowing users to try on your products?
Or you might choose a platform based on the specific features that are available. For example, if you wish to create an AR face filter that allows users to capture video, WebAR won’t be able to support that.
Ultimately, the most important thing to take into consideration is how AR fits within your wider marketing strategy. If you want more tips on how AR can support your marketing efforts, we have written a handy guide to get you started.