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Case Study: Augmented Reality Filters on INSTAGRAM: A key ally for a successful brand strategy

Posted on by lauvane

Case Study: Augmented Reality Filters on INSTAGRAM: A key ally for a successful brand strategy

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Nowadays, technology has advanced since the first uses of this type of experience, since the filters developed in social networks currently allow to recognize not only human faces, but also other parts of the body such as hands, or even be used by several people at the same time. In this way, the creative possibilities provided by the use of Augmented Reality filters are increasing, and it is positioning itself as one of the preferred and essential complements for users in their Instagram stories. Thinking about it, Isource Marketing implemented a filter on the Instagram social network, given the need to see how Extended Reality is a technology in the market that is gaining strength in the world of digital marketing, where both brands and users have managed to get a greater reach. This the most recent Instagram filter developed by Isource marketing, strengthened its experience in the creation of type of tools that the agency has been developing for more than 5 years, carrying out projects for clients and providing greater recognition to the daily use of experiences of Augmented Reality, by developing a filter for -renowned sporting event world that allowed for a greater geographical reach and general interest. 

 

The main challenge of the project focused on the large number of filters created and published on Instagram, however, the objective was to provide a complete, customizable, interactive, differential and current experience with individual or group use to generate greater engagement among users taking advantage of the great reception of the recent sporting event. The first drawbacks when starting to develop the tool on Instagram were of technical origin, since the restrictions that Instagram has, influenced factors such as the weight of the files, the proper use of graphic elements and the textures in the environment or face of the person, the definition of the trigger and the audio. These factors were limiting factors that had to be adequately worked on based on trial/error testing, correcting the development with an internal testing group, which provided feedback to the creative and programming team of the agency, in order to arrive at the correct execution. of the filter, taking into account the technical limitations and weight of the social network mentioned above.

For all these reasons, Isource Marketing relied on the design and implementation of the filter that allowed the optimization of the agency’s engagement and the obtaining of recognition of the company in a faster and more precise way, in addition to providing a fun tool for all users allowing users to share the filter and access it permanently. Despite the great competition in today’s market, for Isource Marketing the development of a good segmentation when developing the project has always been a key element.

Proposed Solution

The initial solution was the implementation of a tool in social networks that would support the need to strengthen the commercial brand positioning tools for the agency, and that were implemented in social networks such as Facebook Ads and Google Ads, to boost the filter of the Qatar 2022 World Cup, obtaining a reach of 55% higher than the average that has been handled in campaigns related to filters and results that were reflected in the use of the same.

Lines of Action

  • Responsibilities and resources: Assign responsibilities and resources, specifying the collaboration framework between the agency’s creative and programming team, well as setting a calendar for the development of the project.

  • The Assuring quality.: objective of this phase was to determine if the development of the filter was of optimum quality, to cover all the requirements defined in its functional analysis for the target audienceFor each metric and analysis dimension defined for use on Instagram, the restrictions were determined, as well as the degree of availability and adequacy of the elements for the development of the filter. The result of these two phases allowed the optimal execution of the tool on the social network and its visibility through reach, use, and interaction with the public.

  • Pilot test: After the validation of the quality of the tools, the implementation of the tool began, but with a sample of significant data based on trial/error.

  • Put into production: After the validation of the pilot test,take the filter was formally implemented on Instagram, in order to advantage of and offer unique experiences and generate greater engagement with digital communities.

  • Final data evaluation: This phase allowed Isource Marketing to determine the metrics of the filter, evaluating factors such as the number of Impressions, how many times it was opened, how many captures it obtained and its reach and the number of times shared. In general, an analysis of the performance of the filter was carried out, as well as the type of public it reached. These figures helped the agency to understand what its community is looking for, but also to improve its next project in the development of filters.

Successful Result

Thanks to excellent teamwork from Isource Marketing, the filter developed by the agency allowed users to interact and get to know the agency by offering a current format linked to the brand. Likewise , it allowed the company to reach a larger audience and new audiences, increasing the scope of the actions, placing Isource Marketing at the forefront in the creation of interesting content and aware of the latest news with the constant use of new narratives and formulas that will distinguish the agency from the rest of its competitors.

PR & Media Coordinator
Passion: Arts, Nature

Augmented Reality in social media: the next step in your digital strategy

Posted on by lauvane

Augmented Reality in social media: the next step in your digital strategy

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What is augmented reality? It is a technology resource that provides users with interactive experiences by combining a virtual component to a real physical environment with the use of digital devices. Although its origins date back to the early 20th century and its term was originally created in the early 1990s, it is now embedded in everyone’s lives and continues to progress at a fast pace.

We use augmented reality on a regular basis, and it is present in our everyday lives primarily for entertainment purposes. However, companies utilize AR to improve sales, enhance product or service presentation, train employees, and even analyze statistical data. Click on this link to visit our blog, where we discuss the benefits of augmented reality, virtual reality, and extended reality in the corporate sector. 

In this blog, we will examine the operations and benefits of augmented reality in social media. Before we begin, let’s look at some numbers. According to Statista, the number of social media users worldwide climbed from 1.22 billion to 3.09 billion between 2011 and 2021. According to eMarketer, in 2020, 30% of users interacted with augmented reality content on social networks monthly. In 2021, that number was predicted to grow 7.2% and reach a total of 46.9 million users. Eye-opening, right?

In 2020, 30% of users on social networks interacted with content relating to augmented reality on a monthly basis.

These statistics demonstrate how social networking through mobile devices has become a part of our everyday lives, making it an important platform for developing immersive augmented reality experiences. There was speculation that Facebook had purchased Oculus in order to become the next large social network. Although significant progress has been made in this direction – remember the last push of Metaverse: Horizon Worlds – there are already communities, applications, and social events for virtual reality, with which augmented reality is without a doubt the number one technology for immersive social interaction.

The most significant advantage it provides in social networks is its distribution, which is far simpler and more widespread than virtual reality. It is compatible with a large number of smartphones on the market. The Snapchat filters, which have over 300 million active users, and Instagram filters, which have 1.4 billion active users, are the most visible evidence of its value.

As a result of the abovementioned, we can conclude that companies from all sectors, both B2C and B2B, have enormous potential to promote their products and services on social networks and platforms that utilize augmented reality.

Augmented Reality might serve as Facebook’s point of entry into the Metaverse.

So let’s take a look at the 5 benefits of using this awesome immersive social media technology in your next social media marketing strategy:

  • Enhances the user’s experience

    Augmented reality merges the virtual and real worlds, dramatically increasing user experience and, as a result, improving consumer satisfaction with a product or service.
  • Keeps the audience’s attention for a longer time.

    According to The Drum, augmented reality can keep consumers’ attention for up to 85 seconds. Additionally, you may enhance your purchase click-through rate by 33% and your engagement rate by 20%. This suggests that, regardless of the quality of the campaign, Internet users are likely to pay attention to and engage with augmented reality experiences.
  • It helps generate buzz around the brand.

    Augmented reality may be utilized to increase indirect sales and boost brand awareness. It contains playful, innovative, and surprising features that, when well executed, may create a pleasant atmosphere around the brand, product, or company itself. A well-designed augmented reality brand experience might just get people talking about a brand and associate it with positive emotions like joy and excitement.
  • Encourage engagement.

    Increase brand engagement by providing consumers with new, immersive experiences that hold their interest longer than a static image or text. Additionally, augmented reality allows for interaction with products and advertisements at various stages of the consumer experience. It may be used at the pre-sale, point-of-sale, and post-sale phases. It may also be utilized in gamification and branding applications to engage consumers.
  • Drive the Playable Ads model

    Instead of promoting a conventional advertisement, brands can have their customers participate in a game centered around a product for a certain period of time. Consumers would be able to touch and rotate objects while an indirect promotional message is communicated and no specific purchase action is pushed. On the contrary: augmented reality aims to provide a preview of the product or service so that the potential customer may use the experience to learn about their qualities. 

Types of Augmented Reality

AR based on projection

AR based on recognition

AR based on location

AR based on superposition

AR based on schemes

Conclusion: It is clear that augmented reality is here to stay on social media. Its ongoing growth and competition among the various platforms that develop it have meant that consumers and businesses alike benefit from it.

And, as a Digital Marketing and Communication agency committed to the development of immersive experiences, Isource Marketing has created a variety of Instagram and Snapchat filters as well as experiences. Here are two that we really like:

HalloSource is a frightening filter that we created for Halloween 2021. It is a fun experience in which the user may choose their preferred mask and give a great terrifying scream with it.

Valentine’s Day is rocking! Long live love! Also, long live rock! To celebrate Valentine’s Day, we put on a rock performance using this filter.

Are you ready to explore the world of augmented reality? At Isource Marketing, we have experts in the development of apps for different viewers and platforms, not just for augmented reality, but also for virtual and extended reality. Contact us at https://old.web.isource.us/#contact!

Front End Developer
Passion: Videogames, Drawing