Instagram AR vs. Web AR (& How They Can Work Together)
A few years ago, apps like Instagram, Facebook and Snapchat were the best avenues to host an Augmented Reality marketing campaign. These apps indisputably provided the most expansive variety of Augmented Reality experiences.
But more recently, Web AR has opened the doors for AR marketing. Web AR allows users to experience AR through a web page on their smartphone without the use of an app. Web AR’s tech has advanced to the point of offering the same amount if not more innovative AR features that brands can use to connect with consumers as those on Instagram.
While Instagram AR vs. Web AR each have their own unique advantages, Web AR’s rise is actually good news for Instagram users. The two distributors can actually work in tandem.
Read on to discover what makes Instagram AR and Web AR campaigns successful and which release strategy would work best for your brand.
While Instagram used to reign supreme at hosting robust and complex AR campaigns, Web AR has caught up as smartphones’ processing power and internet speeds improved.
As a result, there is almost complete overlap technologically-speaking for what is possible on Instagram vs. Web AR. For example, both specialize in face filters, in which the AR gives the user customizable filters to adjust what shows on their phone’s camera. Both Instagram and Web AR have strong face-tracking technology to effectively apply computer-generated creative imagery to interact with the user’s face in real time.
Other AR experiences such as games and incorporating three-dimensional objects into the user’s environment are also supported on both Web AR and Instagram.
The most significant overlap between the two is the continuous commitment to innovation. Instagram’s parent company Facebook recently updated Instagram to make AR more engaging than ever.
Clearly, Facebook sees the value in further developing this tech. Their commitment to AR only highlights how brands have succeeded in reaching the consumer, with an even greater potential in the future.
Web AR is the most seamless, convenient method for a user to interact with AR. All the user needs is a smartphone with a camera and a connection. Removing the extra step of downloading an app in order to experience the AR translates to more eyeballs.
For example, a consumer looking for sunglasses or make-up could come across AR in their search that instantly utilizes face filters to virtually try on the brand’s products. This innovation in “shopping from anywhere” builds trust and positive feelings with the brand. And it’s more likely to stay in the consumer’s memory in the future.
For one, Instagram has around 500 million daily active users. Around 70% of these are under age 35, a coveted demographic for certain brands.
Since around 80% of Instagram users follow a brand, this indicates a desire for customers to connect with brands they like. This provides an opportunity to give brands with an established following a platform to share AR to promote a certain product.
A large component of social networking is sharing content, so inventive AR experiences benefit from being worthy of sharing with others. This helps to expand the brand to new customers.
Since Instagram in large part relies on users sharing content with one another, brands benefit from Instagram AR. This is especially true if they already have an established following with a customer base.
Instagram is after all designed to connect users to branded content. When scrolling through Instagram Stories, users see posts from the brand they already follow, which advertises them to a new AR experience.
This is where Web AR comes in to work together with Instagram. Web AR would be linked by the brand through Instagram Stories, prompting the customer to “Swipe Up.” The user would swipe up and send them directly to the Web AR.
This is the advantage of using Web AR - the flexibility to post it to several mediums at once. Instagram shares the Web AR link to its followers, along with Facebook and other social media platforms. Even a product itself with a QR code could direct customers to this same Web AR experience Instagram users are accessing.
Depending on your needs, you may not need to choose between Web AR and Instagram AR. Both working together can promote a memorable experience for the consumer. This way, the immersive AR experience can help promote the brand to its existing followers, while having the flexibility to be linked anywhere, and grow its base even further.
Aircards has worked with entrepreneurs and Fortune 500 companies to develop effective AR marketing experiences. According to a 5G and AR advertising research report, 70% of consumers want to see more AR ads in the future. There is a strong demand for AR and Aircards helps meet that demand.
To take full advantage of all AR has to offer, Aircards can create an AR experience you can share on social media, printed materials, product packaging, and so much more!
Learn more about Aircard’s Augmented Reality Services.
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