According to Snap’s latest Augmentality Shift report with Ipsos, four out of five brands that use augmented reality (AR) say that it helps to drive sales, acquire new customers, and increase performance. These are all metrics that marketers should care about. However, many aren’t driving consistent results from the technology. Worse yet, many are still failing to use it at all. With immersive technologies becoming a mainstay in how we communicate, marketers must start thinking about how they can use AR to increase engagement. Before investing, read these five rules.
1. Don’t use AR because it’s trendy
AR is not for everybody. Nor should it be used only to do a check. Instead, think deeply about the problem you’re solving with AR and how it ties back to your campaign objectives (and wider marketing strategy). If you don’t have a clearly defined objective or measurement of success, don’t do it.
You should be able to communicate the reason you’re using the technology back to the business (or client) before you start thinking about creating any AR solution.
2. Put your audience first
All marketers should be familiar with this rule: put your audience first. This comes down to where they are, who they are, what device they’re likely using, and where they are in the world.
Without this, you can’t use AR effectively. Understanding your audience deeply, and in what context they’ll be consuming your AR experience, is key.
3. Be honest to your brand
As with any campaign, you want it to embody the essence of your brand, your values, mission, and purpose. It’s no different in AR. In fact, the technology heightens this dimension.
Make sure your AR experience fits with your brand values, tone of voice and (to reiterate the second rule) your audience.
4. Think engagement, not reach
AR is great for a lot of things: explaining complex concepts, visualising products in their natural habitats, and delivering greater personalisation at scale.
However, where it really adds true value is engagement. It can be as simple as being able to share a result with a friend on WhatsApp.
5. Invest time in a good CTA
Don’t forget about your call to action (CTA) and how you’re getting people into your AR experience. A great call to action is simple, direct, and to the point. Remember to communicate the unique value you’re offering your audience clearly and simply.
At the end of the day, it’s a value exchange and people want a return on the time they’re investing in your experience. Please, don’t add a basic ‘scan me’ to your AR; it simply isn’t enough nowadays, and you won’t get people into the content you’ve spent so much time creating.
Get these five rules right and you’ll be well on your way to creating more successful marketing campaigns that put AR front-and-center, driving real business value.
