AR Filter : the most effective metaverse marketing from Instagram to TikTok #2


The useful marketing tool in the essentially upcoming metaverse era.

I think you understood why the AR filter is a metaverse in the last episode(click). Let's get to the bottom of it!

So, you are getting and getting interested in the AR filters?
WE-AR, a great mento, will make Instagram AR filter easier to understand for you with just five alphabets.



S. P. A. R. K

*Spark AR is a program which creates the Instagram AR filters.

1. So, What is AR Filter?

AR stands for Augmented Reality. It is one metaverse scene that adds graphic elements to the reality where we live in, creating a different level of experience.
(WE-AR Portfolio_brand AR filter campaign)


The AR filters expand the daily life of consumers through AR contents, allowing to have various experiences. You can jump into the four-season scenery of Gwanghwamun,in just one second, transform to be Younghee in Squid Game, receive a passing neckless of Hip-Hop contest with own unique rap, and easily wear virtual galsses and mini game.

2. Point of view is moving!

: Let’s make all of your customers to brand creators!


Now, I will go deeper with it into the marketing industry.The biggest difference between the AR filter and previous marketing tools is who the “main character” is. The characteristics of GenZ now is that they view the world as “I ❤️ ME”

Therefore, consumers should be the main characters of the stage, rather than showing off brands on the splendidly decorated stage. Such as the examples above, the main character of the scenes who is using the AR filters literally becomes the user.


3. A new way of brand communication

: A new way of delivering brand messages.
 
Then let’s find out what elements are needed for the AR filter marketing. Basically, we need a variety of brand-related 2D/3D assets, and interaction effects to realize them, right?


(WE-AR Portfolio_brand AR filter campaign)

However, there is no distinctive difference from traditional marketing when simply delivering a one-sided message with brand assets. Therefore, the AR filters need a harmonious combination of “branding” and “creative” under the goal of communication. It can be simply understood by WE-AR studio team formation, which is specialized in creating the AR filters.


[WE-AR production team]
    • The planning team : Accurately analyze the purpose and goal of the brand to plan the composition and flow of filters.
    • The design team : Expand the ideas from the planning team and derive them into 2D/3D designs that users can adjust.
    • The development team : Add programming to the Spark AR tool to complete the AR filters with various natural functions.

    But, still you are not completely familiar with the idea yet, are you? Let’s simply understand it with the examples of Black Pink, bam bam, treasure and seventeen that come to mind when we think of K-POP.


    (WE-AR Portfolio_brand AR filter campaign)



    Rather than just explaining the details of their title songs, their album names will naturally appear above the user’s head or cheeks. When the user blinks, the background art of the albums change, and a popping effect like a fireworks appear.


    In this manner, depends on user’s interaction, consumers can naturally experience brand messages. Shall we move to the next example?


    (WE-AR Portfolio_brand AR filter campaign)

    A new snack with the atmosphere of Paris, France, has been released. Just saying “we are Paris-like snack blah blah” is enough? Why don’t consumer take pictures of Paris, eat snacks, play games and take a selfie with the night view of the Eiffel Tower?

    Snack package that appears briefly at the beginning -> More fun to eat snacks because a game is a bit tricky -> If succeed, take a selfie with the Eiffel Tower! Through the AR filters, consumers are able to enjoy the concept and message that brands committed to build and deliver in a more amusing and intuitive way.

    4. Ready to go? Nooooo!

    : Then, how should we plan the brand filters?

    Below is a matrix that shows brand exposure level X brand message persistence that WE-AR refers to when planning the filters. Approximate direction can be determined based on the goal of brand communication.

    For example, if a yammy copbop is newly released, take the ‘Promotion’ direction for short-term high yield strategy, and if want to introduce the natural look of eyeliner, you can consider the direction of “Campaign Push”!


    (AR filter_brand impression x brand message community matrix)

    If you have decided which AR filters to create for your brand, Now, it’s time to think about what type of filters to make. In fact, there are no official types of AR filters. It’s because you can create anything with brand creativity. Even so, they can be classified into categories for convenience. By browsing them, take a time to consider how to deliver your brand concepts to users.



    (brand AR filter type)
    • If you need more detailed information, click here to download an AR filter instructor.
    • If you are curious about the process flow, try to watch the video on the above WE-AR official website that shows how to apply filters and try to follow it by yourself.


    5. Keen to meet user

    :The Instagram AR filters that you dedicate to create, how to meet customers? 

    Official meeting on the effect tab of brand account, and direct search on stories and reels, And the posts of users who used the filters! In such a way, your AR filters will be exposed, shared and expanded continuously in various channels of Instagram. Use more various ways to reach more users by conducting advertising and events.

    From Instagram Tiktok, 

    the best globally loved  metaverse platform

    which deeply connect consumers and brands


    Instagram is one of the four major platforms among Facebook, YouTube and WhatsApp. Also, TikTok's global market share is rising very fast. Especially, Instagram and Tiktok are the social media where AR filters are most actively used.


    *article1 : Instagram Demographic Statistics: How Many People Use Instagram in 2022?

    *article2 : TikTok User Statistics (2022): How many TikTok Users Are There?


    Begin a global trending metaverse marketing on Instagram and Tiktok, which are the social media platform with the largest number of consumers. The metaverse markeing that anyone feels free to experience, the essential key for now is the AR filters.




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