Snapchat releases AR marketing report: 4 ways to break down AR marketing barriers

Recently, Snapchat released the AR Marketing Report, a joint survey with Ipsos. Based on the responses of 25,000 respondents in 16 countries and markets, it extracted the current status of brands using AR technology for marketing, and consumers. Feedback and demand for AR marketing. (Reply to the keyword [AR Marketing Report] in the background of the official account to download the full text of Snapchat's report.)

We share these core data and attach several methods provided by Snapchat to help overseas brands quickly establish AR strategies and get this marketing ability that directly enhances consumer experience at a simple and low cost.

01

Core data: AR marketing is effective, but the relationship between supply and demand is split

When talking about AR marketing, we can first discuss a question, is AR marketing necessary? Filter development, collocation-related topics, and even need to cooperate with celebrities to start... This series of actions has discouraged many brands. The answer given by Snapchat’s data is that consumers are in desperate demand for AR, and brands are far from enough.

In terms of marketing trends, Snapchat predicts that by 2025, 60% of smartphone users will be heavy users of AR technology. At the same time, AR is also an important means to expand the brand world, strengthen the connection with consumers and enhance the brand.

So how to see the improvement effect of AR on brand marketing from the data?

First, 70% of consumers believe AR makes them happy, and 80% of brands using AR increase their brand awareness.

Seeing this, you may think that AR marketing seems to be more suitable for 2C brands, or even smaller in scope, only suitable for e-commerce brands. But in fact, AR can provide help for brands including customer education, experience improvement and many other aspects.

84% of consumers say they are interested in learning through AR, but there is actually very little supply. If your B-end brand reflects its products or services in the form of AR experience and provides corresponding user tutorials, this will also bring consumers a better customer education experience and shorten the B2B sales process.

02

4 ways to quickly build an AR marketing strategy

Since customers have so much demand for AR marketing, and it can bring so many promotion effects to brands, how can brands quickly establish AR marketing strategies?

In the report, Snapchat also offers 4 simple ways to help brands that have never done AR marketing build their strategies.

01--respond to expectations and take the first step quickly

First of all, we have to realize that there is a huge deviation between supply and demand in AR marketing, so brands can start from the basic elements to understand AR marketing. Not only cool filters can attract consumers, not only complex operations can reflect the value of AR marketing, trying to design an online sticker or an accessory that can follow the change of the face is a step to gain a first-mover advantage.

02--Insight into consumer needs, extending AR to real life

After an initial AR experiment, you can choose to create an immersive experience for consumers through AR - the premise of immersion is that the AR effect should be connected to the real world. For example, allowing consumers to explore the world (such as map navigation), connect with others (such as finding friends), and promote personal growth (such as AR learning), etc., let consumers feel the distinctive reality that AR can provide.

03--Through the complete consumption life cycle

For e-commerce brands, the biggest role of AR marketing is to provide a more seamless shopping experience and facilitate purchases. From color testing and fitting in the early stage to color selection and size selection in the later stage, all settings can be made through the official components provided by platforms such as Snapchat. An AR experience runs through the complete consumption life cycle of consumers, which can achieve the purpose of consumers' one-time experience and direct shopping.

04--Reflect brand value

The sense of experience provided by AR can also transform the abstract "slogan" and "values" of the brand into an experience that can be perceived. For example, through AR, you can show your brand's position on sustainability, diversity and health, so as to establish a deeper connection with overseas consumers.

Epilogue

AR marketing is an inevitable and important trend in future marketing, and social media platforms represented by Snapchat are also actively developing related tools to help brands lower the threshold for AR content production. Reply to the keyword [AR marketing report] in the background of the official account to download the full text of Snapchat's report.

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