AR use is growing, that much is certain. Snap recently reports that over 250 million of its users – or 72% of its active user base – engage with AR elements in the app every day. As AR tech continues to evolve, so too do the ways in which it can be used for more creative and engaging applications, including promotions. As more brands lean into these types of advanced activations, that then raises the bar for others to follow.
Stick To The Basics
However, the catch is that AR creation isn’t as easy as, say, writing a blog post or shooting a TikTok. No, creating AR requires a bit more technical knowledge and system know-how; it takes professional skill to create unique brand experiences in this more advanced medium, right?
Well, maybe not entirely. Snapchat, which is perhaps the definite leader in AR, says that you can create basic AR experiences, even branded ones, via its Lens Web Builder platform, which provides access to a range of 3D objects, animations, and templates to facilitate the creation of AR campaigns. There are also more advanced options within the Lens Studio, which does require more technical knowledge, but will produce a better, more customized, more unique result.
But which is better? Do you really need to go all-in on AR to create a resonant, effective campaign? That’s what Snap sought to figure out with its latest research report, partnering with Kantar to survey 7,800 people from the US, UK, France, and Saudi Arabia, to get their responses to simple AR Lenses, versus more sophisticated AR creative.
According to Snap:
“The research found that simple AR can be just as performant as a sophisticated, custom Lens in driving both upper and lower-funnel metrics like brand awareness and purchase intent. Brands with the resources to execute a more sophisticated Lens will see additional benefits in mid-funnel brand metrics, including favorability and consideration.”
So it seems that you don’t really need to go deep into 3D architecture to create resonant AR campaigns for your business – though if you can, it’ll likely help out a lot. However, Snapchat does note that the results vary by industry, and likely by the campaign. Again, you don’t need to have the most amazing, world-transforming AR execution to derive optimal benefits, but you should at least have an understanding of how that activation drives audience response.
The Wrap
From what we can derive, there are valuable ways in which you can utilize simple AR executions within your promotions, which, fortunately, doesn’t require a doctorate degree in digital architecture or technology. It’s not necessarily bare-bones simplicity, but with a little persistence and effort, you can create reasonably good-looking effects that might just spell wonders for your promotions.
You can check out the Lens Web Builder or download the Lens Studio for a more in-depth feel of what’s possible.
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