Tim van der Wiel, Founder & CEO of social-first marketing agency GoSpooky
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When we talk about augmented reality (AR), we tend to focus on the “new” and the future. The speed at which the industry has grown has us eagerly awaiting new technologies, capabilities and experiences that continue to expand our physical world with endless possibilities.
As founder of a social-first marketing agency, my team and I work hard to develop innovative AR experiences for clients that keep them at the forefront of social media. I know how important it is to be ahead of the curve, which often means taking the leap before anyone else does. However, we sometimes overlook what we have at our fingertips when we move at such a fast pace.
The reality is, AR already has so much to offer. It is grown up and waiting for us to embrace its full potential. ARInsider estimates that there will be 811 million AR active devices by the end of 2021 alone. The technology has evolved from something of a novelty to one of the most powerful storytelling formats since film, and the playbook has yet to be written.
That is why I think it is important for brands and creators to know what makes the current AR landscape so exciting and which opportunities they can already take advantage of.
Bigger Than the ‘Front-Facing’ Camera
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AI and machine-learning capabilities are already mature enough to develop AR experiences that extend beyond the front-facing camera. Add LiDAR and 5G into the mix, and the scope for creativity is huge. However, many businesses are still hesitant when it comes to working with the technology.
If Google’s ZooAR feature can place life-size animals in any space, and users can interact with holograms of artists wherever they are in the world, then AR is ready to facilitate a dialogue between brands and consumers that is bigger than filters and logos.
The key to developing a great AR experience today is to leave enough room for the user’s creative storytelling abilities. Unlike other content formats, not all the pixels belong to you when it comes to AR. They belong to the user, too.
By creating something that the user can enhance with their own creativity, they can elevate your brand story from one-dimensional to an ever-evolving conversation.
Not only that, but it also gives you the chance to social listen, gain inspiration and engage with users in real time. AR experiences generate 45% more engagement than TV. A rich AR experience can give you important insights into how the future of your brand looks in their hands.
Beyond Entertainment to Utility
The onset of Covid-19 has accelerated the shift in AR application from entertainment to utility.
In the retail sector, AR technology continues to successfully bridge the gap between physical and digital, allowing customers to try-before-buy in the virtual world without touching products at all.
Almost half (47%) of consumers say immersive technologies really make them feel more connected to products. The next step for innovators who want to use AR to offer real value to users is to consider the extra educational layers that can be built into the experience.
A few examples: Snapchat’s foot tracking lenses and 3D full-body tracking are opening up new possibilities for the apparel industry. Users can now scan food and wine labels to see nutritional information using Snapchat.
USA Today continues to experiment with interactive in-app and web layers for immersive articles to add context or impact to news stories — for example, with their AR guide to social distancing, a gamified experience created to help educate readers about safe social distancing practices.
There are so many ways in which you can deliver meaningful experiences with educational value using AR. Not only can we use AR to show users what products look like, but also explain how to use them, what they are made of, and even the story behind them.
With the technology not being limited to a single medium or industry, the boundaries of AR can continue to be pushed and the rules redefined.
By keeping in mind the deeper value that AR offers us, and by taking risks, brands can already reach new depths of interactive storytelling — right now.
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Author: Tim Van Der Wiel, Forbes Councils Member
