Clear objectives, measurable goals and continuous learning are some of the points raised by VidMob for brands to invest in immersive experiences
Many brands have been wondering what can be done to create augmented reality experiences that truly engage consumers. That’s because the true magic of social media ads, videos, etc., lies in the new ways in which companies can tell a story to connect with their audience. And with augmented reality, it couldn’t be any different.
This technology has unlocked new and immersive ways for brands to captivate audiences. “As with any new practice, there are numerous challenges regarding the best way to impact an audience that is on multiple digital platforms with different purposes on each of them. In addition, there is also a great concern about how and where to start developing these actions,” comments Camilo Barros, Head of Sales and Partnerships Latam at VidMob, a leading Creative Intelligence platform.
Another point, which at first does not seem to be an sri lanka whatsapp data obstacle, is that the resources in each of the networks are practically the same, however, there are technical differences that can determine the success or failure of a campaign, such as the fact that TikTok does not yet have a horizontal plane tracker in its toolkit or Snapchat's ability to recognize physical landmarks.
With this in mind, VidMob has put together some tips for brands to prepare to use technology to benefit their businesses.
1. Be clear about your goal with the campaign: Just like any other marketing campaign, you need to set goals to have a direction to follow. For example, what is your goal with the post? Should brands wait for someone to “tap” on something to convert? You need to implement your strategies to allow your creative vision to take off.
2. Understanding how technology works is part of the strategy's success: Any action involving augmented reality requires a 3D model to be developed. If you are creating a campaign for an armchair, you need to have a 3D model of that piece of furniture so that the public can unlock it and place a full-size 3D replica of it in their living room, for example. And this applies to any other similar action, such as watches, cars, etc.
3. Sometimes simple is what works: In some cases, like the NBA’s “All-Time Starting Five” AR experience on Instagram, a simple 2D AR randomization experience might be the right choice. While it’s a fairly simple build from a technical standpoint, it’s been a huge success on the platform. However, marketers need to keep in mind that the entire AR experience, including the 3D, needs to be under 4MB to work well. This requires a balance between super-accurate 3D product replicas and their actual asset size.
4. Start on a single platform: Despite very similar usability, each platform has its own technical specificities that will help the campaign run as smoothly as possible. In other words, creating a generic model that doesn't work well on any platform is not a good strategy. Therefore, a good approach is to focus on a single platform at first. Once a concept works well on one of them, the brand can take the same concept to another and see if it can be adapted.
5. Explore the possibilities and learn along the way: To truly understand what works and what doesn’t in an augmented reality campaign, it’s going to take testing more than anything else. Every creative process can provide insights that make it easier to understand what works on different platforms versus what elements are unique to individual platforms. This way, brands can gain intelligence that will make the process easier and more successful over time.
6. Have measurable goals: Although it may seem complicated to measure some types of strategies, to really know what “worked”, brands need to have measurable goals that can be linked to KPIs. Metrics such as performance and impact are elements that can be measured, helping to understand the comparable lift driven by an augmented reality experience. The ideal is to collaborate directly with the platform team to get the right measurement. And there is no right formula. A clothing brand may care about the number of people who buy a piece after trying it on virtually, while a chocolate company that is launching a new flavor may care more about having as many people as possible watch a virtual show to maximize reach and brand awareness.