Masks on Instagram: why are you needed for business?
In June 2019, the network of restaurants of Russian cuisine “Teremok” released a mask in Instagram, which turned the face of users into a pancake. It doesn't sound very hard, does it? According to the company, two months later, the mask in the story saw the first million users, three thousand of whom shared it and signed up for “Teremok” in the social network. Today, Zide explains in simple answers how to create augmented reality in Instagram and Facebook and use it for business development.The masks appeared on Instagram in 2017. Then the service tried eight quite primitive options: the ears of cats and dogs, black and white and color filters. They were so liked by users that soon accounts with beta testers status were allowed to create their own masks. And only after a long trial stage in August 2019, Instagram opened access to the Spark AR platform – a service for developing and downloading masks – to all users. This was the beginning of super-popularity not just animations in which people grow horns out of their heads or glare from the eyes, but really effective business tools. By the way, the Belarusians have done a lot for such a mask boom: it was the purchased technology of Belarusian IT workers from MSQRD that Facebook built into its products. Spark AR grew out of it.
What?
AR masks are a tool for creating shopify website designstories that uses augmented reality technology. Users think that virtual objects on the screen are with them in the real world, and therefore you can interact with them. Such technologies made it possible to bring augmented reality from “elite” products like Google glasses or Microsoft helmets to the phone to ordinary users.
Presentation of virtual reality
Why is this brand?
Using an augmented reality tool will allow the brand to be in trend and receive additional coverage of the audience. This opens up new horizons for business for interactivity: the reaction to the mask can better understand the mood of the audience and respond to it in the right way.
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In addition, the mass entertainment that works for coverage today will allow business to make its product closer to the person, to give it a try and feel it - even if only virtually.
Users go to the creator’s profile when they use masks and stay if they like. The only thing that cannot be controlled is the spread of the mask. And if on the one hand, it gives the opportunity to reach more audiences, then on the other hand, it does not allow you to focus on your target audience. Therefore, you need to be careful: masks with your malin latte in Ghomel can be loved by users in San Francisco.
Lots of people in different T-shirts
So what exactly are the AR masks of Instagram and Facebook give to business?
High user engagement in processes, which gives the brand a high viral effect. In simple terms, if people are interested in content, they are actively divided into their accounts. This allows businesses to spread information about themselves faster than usual.
The coverage of users can be increased due to the new format of collaboration: subscribers can use the mask of the brand in their torsis, thereby referring to the product and bringing new subscribers to the brand. In the settings, you can also note the brand as a partner. Such actions may require additional financial costs for advertising, but they will definitely pay for it.
It is easier to track the mood of users when interacting with the company. When users share masks in stories, the brand sees what they pay attention to, what signatures they add, what emotions express, etc.
Masks can diversify the content plan and oversteer the audience when there are not enough activities. This will play into the hands of “seasonal” brands, when in the usual time of the calm you can arrange an interesting PR campaign.
Augmented reality technologies allow you to promote a new product or event with the help of unusual ways. For example, to “try” on a new lips, as Sephora did with AR.
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