After the fall of hype about VR, we have jumped on Augmented reality’s (AR’s) bandwagon. Now self-declared experts list the enormous potential of AR considering its ability to link our digital and physical worlds.
Even if majority of these hyped expert views lack critical and storytelling perspective, it will not be exaggration to note AR’s potential to transform the way we as indivuiduals and brands engage on social media.
Snapchat, Instagram, Facebook are already monetizing this hype for AR with ads and branded experiences, opening the door for brands to use a new means of creativity and immersive storytelling to reach consumers in a way they appreciate and respond to, writes AR in Social Media research report from Business Insider Intelligence.
The report notes the use of AR in social media is still in early stages, but the immersive technology is already becoming impossible for brands to ignore. It further projects that AR ads are expected to generate over $13 billion in revenue by 2022, and, as a result, account for over 12% of all mobile ad revenue by that year. Business Insider’s advice is for brands to map out their AR strategies now to secure an early-mover advantage.
But as in many other new technologies, there is very little talk or take on researching the user side for AR. It is correct that people are very keen to try the very basic AR integration offered by the social media platforms but we are not sure if there is a potential to evolve this love for AR filters into a new way of communication.
There is a need to listen to users not to fall in the failing of VR and create a sustainable AR strategy.
