Augmented reality filters help a brand when they give people a reason to use them on their own photos and videos: trying something on, playing a quick game, or marking a moment such as an event or launch. They do little when they are simply a logo floating over someone's face. The best filters feel like a small gift to the user, with the brand present and quiet.
AR filters have been on social platforms for years now, and most people have used one, even if only to give themselves dog ears. For brands, they can be a clever way to be shared by customers. They can also be an expensive novelty that nobody opens twice. Here is how to tell the difference.
Filters work when they let people try something.
Some of the most useful brand filters let people preview a product on themselves or in their space. Eyewear, make-up, hats and jewellery work well on faces. Furniture, art and décor can be placed in a room. The user gets a practical answer to "would this suit me?" and the brand gets a moment of real consideration.
This type of filter is more involved to build, because it needs accurate models of real products. For the right business, though, it shortens the distance between curiosity and purchase. We explored related ideas in integrating AR and VR into customer experiences.
Do try-on filters need to be perfectly realistic?
They need to be accurate enough that people trust the preview. If colours or sizes are badly off, customers may be disappointed when the real product arrives. Test with real people before launching.
Filters work when they mark a moment.
Events, openings, festivals and seasonal celebrations are natural fits. A filter that frames a photo with the event name, adds themed decorations or plays on a local tradition gives attendees a reason to post and tag you. Their friends see it, and your event reaches people who were not there.
Good event filters are:
- Simple enough to understand in a second.
- Flattering, so people are happy to share the result.
- Clearly tied to the occasion, with the brand present but light.
- Promoted on site, for example with a QR code on signage or tables.
Filters work when they are a quick game.
Small interactive filters, such as a random result generator, a catch-the-object game or a quiz, can be fun to share. They work when the mechanic is genuinely enjoyable and connects to the brand in a clever way. A bakery might build a game where you catch falling pastries. A travel brand might randomly assign your next holiday destination.
The risk is that games can feel generic. The best ones have a twist that only makes sense for your brand.
How long should a filter game last?
Seconds, rather than minutes. People use filters to make short clips and stories. If it takes longer than a few seconds to understand or finish, most will give up.
Filters rarely help when they are just advertising.
A filter that only adds a logo, a slogan or a product image to the user's face rarely gets used. People share filters that make them look good, laugh or feel clever. They do not share filters that turn them into a billboard. If the main purpose of your filter is to show your logo, rethink it.
Plan how people will find the filter.
Publishing a filter is only half the job. Without promotion, very few people will discover it. Ways to get it used include:
- Using it yourself in posts and stories so followers see it in action.
- Asking staff and partners to share it during launch week.
- Placing QR codes in your shop, at events or on packaging.
- Working with a few creators who naturally fit your brand.
Track how often it is opened, used and shared. Platforms provide basic statistics for published filters, which will tell you quickly whether it is catching on.
Consider the cost before you commission one.
Simple frame-style filters are fairly quick to produce. Try-on filters with 3D product models and accurate tracking take much more time and testing. Before investing, ask:
- What do we want people to do after using it?
- Is there a clear moment, event or product that suits a filter?
- How will we promote it?
- How will we know whether it worked?
If you cannot answer these, a well-made short video or a good photo shoot might be a better use of the same budget. At Digiredo we would rather tell a client that honestly than build something that sits unused.
Keep the brand recognisable without overdoing it.
Your colours, style and personality should run through the filter, so people associate the fun with you. A subtle logo or name is fine. The aim is that someone who sees a friend's story recognises the brand and wants to try it too, without feeling sold to.
Frequently asked questions.
Which platforms support brand AR filters?
Several major social platforms offer tools for creating and publishing filters. Availability and rules change, so check each platform's current guidelines before building.
Can a small business afford an AR filter?
A simple event or frame filter can be quite affordable. More complex try-on experiences cost more. Start small and see how your audience responds.
How long should a filter stay live?
Event filters can run for the event period. Evergreen filters, such as try-ons, can stay live as long as they are used and the products are still available.
Curious whether a filter suits your brand? Ask Digiredo.
The Age of Attention Scarcity
We live in an era where the commodity most scarce is not oil, gold, or even Bitcoin. It's attention. With millions of websites, billions of social media posts, and a never-ending stream of content vying for our gaze, capturing and keeping someone’s attention is akin to finding water in the desert. Omnipresence in marketing means ensuring your brand appears across multiple platforms and touchpoints, increasing the chances of capturing that precious attention. But it's not just about being seen; it's about creating consistent, valuable interactions that keep your audience engaged across all channels.
Crafting a Seamless Brand Experience
Imagine you're on a treasure hunt, but instead of one map, you have several, each showing a part of the journey. Your online presence should work the same way. Whether a customer encounters your brand on social media, through a Google search, or via an email, the experience should be seamlessly connected. Each interaction should feel like a continuation of the last, telling parts of your brand’s story. Omnipresence ensures that no matter where your audience turns, there you are, ready to engage them with a coherent and compelling narrative.
The Power of Being Everywhere
Being omnipresent isn’t just about digital domination; it’s about creating a web of touchpoints around your audience, making your brand an integral part of their online (and offline) world. This doesn’t mean invading every possible space with your message but choosing the right channels where your audience lives, breathes, and engages. It's about leveraging data and analytics to understand where your message will be most impactful and then tailoring your content to fit those spaces perfectly. This strategic omnipresence makes your brand feel like a familiar friend in a sea of strangers.
Omnipresence and the Personalization Paradox
One might think that being everywhere leads to a dilution of personalization. However, the opposite is true. With today’s advanced analytics and AI-driven marketing tools, brands can deliver highly personalized content across multiple platforms, making each interaction feel unique and tailored. Omnipresence doesn't mean broadcasting the same message everywhere; it's about using the nuances of each platform to convey your message in a way that resonates with the individual preferences and behaviors of your audience.
Building Trust Through Consistent Presence
Trust is built on consistency and reliability. By maintaining a consistent presence across multiple platforms, you're not just increasing brand recognition; you’re also building trust with your audience. Each interaction, each piece of content, contributes to a larger picture of your brand. This omnipresent strategy ensures that your brand becomes a reliable resource, a beacon of trustworthiness in a volatile online world.
Leveraging Omnipresence for Competitive Advantage
In the crowded online marketplace, omnipresence is your competitive edge. It allows you to cut through the noise, reach your audience wherever they may be, and stay top of mind. This constant visibility ensures that when a need arises, your brand is the first that comes to mind. Moreover, by analyzing the data from your omnipresent marketing efforts, you can refine and optimize your strategy, staying one step ahead of the competition.
The Challenges and How to Overcome Them
Achieving omnipresence is no small feat. It requires a deep understanding of your audience, a strategic approach to content creation, and the ability to analyze and adapt quickly. The key is not to stretch yourself too thin but to focus on the channels that offer the most return. Utilize automation and AI to manage and personalize your content across platforms, and always keep the end goal in sight: to create meaningful, engaging interactions that build a lasting relationship with your audience.
Your Roadmap to Omnipresence
So, how do you embark on this journey towards omnipresence? Start with a thorough audit of your current online presence. Identify the gaps and opportunities for expansion. Next, define your audience and their online habits. Where do they spend their time? What kind of content resonates with them? Armed with this knowledge, craft a content strategy that spans across the identified channels, tailored to each platform's unique characteristics. Implement, measure, learn, and adapt. Remember, omnipresence is a dynamic strategy, ever-evolving as your audience and the digital landscape change.
In Conclusion: Embracing Omnipresence for Future Success
As we forge ahead into the future, the concept of omnipresence in online marketing will only grow in importance. It’s no longer enough to have a great product or service; you need to be where your audience is, always. By adopting an omnipresent approach, you ensure that your brand not only survives but thrives in the competitive online arena. It’s a commitment to being visible, engaging, and relevant, no matter where your audience turns. So, take the leap, weave your brand into the fabric of the online world, and watch as your brand reaches new heights of competitiveness and success.
