With the continued technological advancement, we are finding ourselves on the verge of a new revolution driven by artificial intelligence. From Facebook, Instagram, and Snapchat, it is clear that virtual and augmented reality is taking over social media. Integrating these technologies into social media is changing how we use these apps. 

Features such as TikTok filters and Instagram effects have become extremely popular, which is a good indication of AR in action. In addition to the fun, AR has also changed how we connect, shop, and share. According to one study, AR engagement has increased by 20%, and consumers who use AR convert 90% more.

For brands to remain competitive in modern social media marketing, they need to know how to use these technologies and determine where the technology is headed. In this article, we will look at the use of virtual and augmented reality on social media and its future.

What is Augmented Reality?

Augmented Reality (AR) is a cool technology that accentuates our real-world lives with digital staff, ensuring that everything is more exciting. The main difference with Virtual Reality (VR) is that it takes us to a completely virtual world. AR adds some digital elements to your actual surroundings. Features like real-time interactions blended with the real world make you feel like you are experiencing the future.

Social media sites have incorporated these innovations into their sites. Some of the standard AR features on social media are:

• TikTok filters and effects. TikTok has arguably one of the biggest libraries of AR filters and effects. These allow users to add various video features, such as interactive elements, animations, and creative overlays. These features are one of the reasons for TikTok's high popularity, as they increase user creativity and engagement.
• AR effects on Instagram. To compete with TikTok, Snapchat also allows users to enhance their videos and photos with AR effects. They can add Sparkle to stories or create interactive scenes that add interest to their posts and ensure that their audience remains hooked.
• Try-On Feature on Pinterest. AR features aren’t only for entertainment. Serious platforms such as Pinterest are also adding these features. This has made shopping more manageable, allowing users to virtually try out products such as furniture in their homes before shopping, enabling them to make buying decisions quickly.
• Social media virtual tours. While virtual tours have existed for a long time, AR has taken them to another level. It enables users to experience the product without visiting a physical store.
• AR live events. AR has also taken how we attend events to the next level, allowing social media users to attend events from the comfort of their homes. Already, we have organizations such as PGA that allow fans to download the AR app and indulge in the event.

From experiencing how your home will look with the new sofa to bringing a digital character in an AR game, there is a lot that augmented and virtual reality can do to enhance a user's experience. Even though some people see AR as a means for endless fans, such as creating photo filters, the technology also has endless potential. It's already disrupting many industries, such as education, healthcare, manufacturing, and marketing. This will continue happening as the technology develops and is broadly adopted.

Benefits of Integrating AR and VR on Social Media

Integrating AR and VR has helped creators take their content to the next level. It has also offered significant benefits for users and brands. Here are some of the ways AR shapes the future of social media:

Increased Interactions and Engagement

AR and VR can make social media more fun and interactive. You can think of the ability to add cool filters, try your clothes on virtually, and even experiment with 3D objects. These experiences indulge users, enabling them to engage more with content. When users find content to be interactive, they will love it more and the engagement rate will be higher. Therefore, this is among the right strategies for increasing reach and engagement on Facebook.

Better Brand Recall and Awareness

Using AR and VR in your social media campaigns can help generate buzz and attract the right audience to your brand. The technologies offer a noble and unique experience, enabling users to share and talk about the high-quality content created by the brand. This can help increase brand awareness among different social media networks.

Brands can increase engagement on Instagram and Snapchat by using features such as AR Lenses and filters. They can also develop branded filters that align with the brand's identity or promote a product. 

Content Personalization

Both AR and VR can allow for hyper-targeted experiences as the technologies take users to a virtual environment where they can interact with content in a highly personalized way. Through features such as location-based offers, custom product suggestions, and personalized filters, the technology can make content relevant to each user’s needs. This also enables brands to connect deeply with audiences.

For instance, a luxury clothing brand can create a VR experience for users, allowing them to try new clothes, explore different outfits, and walk down a virtual runway. This can connect users with a brand, interest them, and increase customer involvement, engagement, and excitement.

Businesses can leverage user data to create content tailored to the user's interests and preferences. For instance, if you run a travel agency, you can use AR to offer your customers a personalized virtual tour to different destinations depending on the preferences and travel history of the users. Such a personalization level increases engagement and creates a more impactful and memorable brand experience.

Challenges of AI in Social Media 

With social media getting integrated with AR and VR, specific challenges are also experienced that need to be addressed. These include:

Technical Challenges

Using AR on social media isn't as easy as it looks. For the technology to work optimally, it requires a powerful device, a fast processor, and a strong internet connection. Some devices can struggle to handle the technology. Developers need to work harder to ensure the smooth running of the technology. This is on top of creating an interactive and seamless experience, something that can take more time and skills.

Privacy and Ethical Concerns

Many AR features, such as location tracking and facial recognition, collect the user's data. This often raises the question of whether the user data is really safe with the technology. The technology can also be used in the creation of deepfakes. There is a need for social media platforms to be more proactive.

People can also use AR to create AI avatars and deepfakes on social media, raising legal and ethical concerns about virtual influencer marketing. Therefore, social media platforms must protect other people's privacy and prevent the spread of harmful content.

Low Accessibility Level

As noted earlier, AR often requires high-end devices. If a person has a limited budget or an older phone, they may be unable to access these cool features. AR technology must be accessible to all users rather than just those with the latest devices. This may require optimizing AR for various devices or finding alternatives to close the gap.

Business Opportunities Brought by AR and VR Technology

Integrating social media and AR technology has created new business opportunities. It has changed how businesses interact with their customers, providing them with a better and more interactive experience.

As we noted earlier, due to the use of AR and VR on platforms like Instagram and TikTok, businesses cannot provide virtual tours for product try-ons. That means customers can see how products look in their homes before they can buy. This level of personalization can help take their shopping to the next level as they engage with the product in a fun way and increase their chances of buying.

Brands can also use immersive storytelling to let consumers choose narratives aligning with their interests and values. When the immersive nature of AR and VR is combined with the predictive capability of AI, this can result in a personalized marketing campaign that leaves users engaged in an unmatched way. When customers experience such a unique brand experience, this is likely to increase conversion and loyalty.

If you are a brand, you can use AR to stand out from your competition, showcasing your products in a fun and more personalized way. On the other hand, as an influencer, you can engage with your followers in a fun way by using virtual experiences and branded filters that will easily resonate with your audience.

The more AR and VR are adopted, the more customers can expect these interactions, resulting in higher brand loyalty. Businesses can have deeper connections with their audiences when they offer a more immersive and personalized experience. Therefore, AR is the future of social media engagement. Brands that want to set themselves apart must embrace it to keep an engaged audience.

AR in Social Media Trends to Watch

With AR's continued growth, we will see a more interactive, exciting, and immersive experience. Here are some of the future AR trends in social media:

Providing a Hyper-Personalized Experience

As a social media user, you would be excited to scroll through a personalized feed that feels like it was personally made for you. This is where AR and VR are taking us. In the near future, we will have social media platforms that allow users to personalize their experiences using interactive content and custom avatars. Therefore, AR will end the era of passive scrolling and put users in control of their experiences.

Improved Live Streams

One of the social media trends catching on platforms such as TikTok is live streaming. AR and VR will even make this more exciting. For instance, social media users will access more interactive live streams, enabling them to stay longer. This means AR will take live content to the next level. 

Interactive AR Ads

AR is going to upgrade social media ads too. Unlike today, when users just watch an ad, they will be able to interact more with it in the near future. For instance, they will be better positioned to try out the new product or unlock remarkable futures. Therefore, AI will start feeling like an experience rather than an interaction. Brands will be able to connect with customers in a fun and interactive way that will leave a lasting impression.

Spatial Storytelling

AR and VR will make storytelling more immersive than what images and videos have been able to deliver. This is because users can experience stories from different angles as they step into the real world, making them feel like they are part of the action. Whether it is a personal experience or a brand story, spatial storytelling will increase the engagement on content.

Examples of Brands Successfully Using AR and VR in Social Media Marketing 

While AR and VR are relatively new concepts in social media marketing, some brands are already using the strategy successfully. Examples of such brands are:

Instagram

The Instagram Spark AR Studio enables creators to add AR filters and effects to their Instagram stories, making it an excellent tool for running branded campaigns. Through the AR filters on Instagram stories, users can add effects such as animated objects, face filters, and 3D effects, making their content shareable. Through the Try-On feature, users can try cosmetics, accessories, and other clothing items from different brands before buying.

Facebook

Facebook has a social VR platform known as Social VR that enables creators to develop their virtual worlds, play games, interact with others, and even attend events in various virtual spaces. Facebook also has port devices for users, enabling them to add masks, filters, and other interactive elements to their video chats.

Examples of Brands Running Branded VR Campaigns and Experiences

We have other brands that are also leveraging AR and VR in their marketing strategies. Examples of such brands include:

• IKEA. The IKEA app uses AR technology to help potential customers visualize how the furniture they are shopping for will look in their rooms. This enables customers to determine if the furniture is the right choice for them and provides them with a better shopping experience. On the other hand, the brand experiences higher conversion rates.
• Nike, the sports and fitness brand, has also incorporated VR in its marketing effort, taking users into a virtual environment where they undergo realistic training. This is a good marketing strategy for fashion brands as it provides users with an exclusive experience that helps them connect emotionally with the brand.
• Pepsi. During its outdoor advertising campaign, “Pepsi Max Bus Stop,” the soft drink brand used AR to create a full digital experience in a traditional bus stop, bringing great scenarios to life.
• 1-800 flowers. This is another brand that utilizes WebAR to showcase 3D floral models. Customers can zoom in, rotate, and visualize the flowers before buying.
• Google Search AR. Not even the education sector is left behind in AR as the Google Search engine also has an AR feature that allows students to see 3D models of scientific concepts, historical artifacts, animals, and more. This has helped to enrich the learning experience.

In addition to the above brands, others have launched AR and VR apps. These include Amazon, Target, Home Depot, Houzz, and Wayfair. Most of these apps aim to help users visualize their products in 3D. Customers can also leverage visual searches for products.

The Future of AR and VR in Social Media

With expected technological advancement, exciting developments in AR and VR are about to appear on the horizon. Innovations such as virtual try-ons might become a reality, allowing social media users to try out accessories and clothing from their feeds using AI-driven recommendations. Here are the predictions of how AR and VR will be used in marketing:

Integration of AI into AR and VR

AR and VR have benefited from AI technology in areas such as enhancing rendering, tracking, and processing. This area has been key in developing 3D characters and virtual environments. On social media sites such as Twitch, AI will help create different interactivity and game scenarios.

Creation of Digital Avatars

In the future, we will see the creation of digital avatars that will provide shoppers with the same experience they can expect in a social media store. For instance, when you enter a virtual store, you will find a realistic-looking assistant who will welcome you and answer all your questions.

Digital avatars are AI-driven 3D characters creating more efficient, engaging, and personalized experiences. A good example of a brand leveraging AI-powered avatars is Skoda, which uses them for customer service. The virtual assistance has helped them answer questions related to their products and enhance their customer service.

When doing social media marketing, these avatars can serve as your brand’s face. A good example is virtual influencers such as Lil Miquela, who have a large following on Instagram and TikTok. These can be excellent choices for helping brands in different areas, such as:

• To connect with younger audiences
• Taking customers on virtual tours of showrooms
• Hosting product launches
• Creating immersive and interactive campaigns

Digital avatars are also used in virtual spaces such as the Metaverse as customizable user profiles. We even have websites like Decentraland that enable users to create avatars to shop, collaborate with other people on projects, and even join a virtual shop. The avatars are suitable for creating profiles in virtual spaces, including meetings or virtual concerts.

When VR and AR are integrated with AI, this will open up even more possibilities. For instance, brands can use avatars to onboard new employees, give feedback, or guide them through team-building workouts.

Gamification

The use of AR and VR to enhance the gaming experience has been around for some time, and we are likely to see it being used in other industries, such as education and fitness, in the future. Brands will be in a position to mix fun with functionality to make what would be ordinary tasks exciting and immersive experiences that leave users motivated and engaged.  Virtual and augmented reality should be part of a good Twitch marketing strategy.

To add to the engagement, AR will help to add some game-like elements to activities such as shopping, learning, or working out. A good example is a tool like ClassVR that enables students to indulge in 3D scientific concepts, visit historical landmarks, or learn life skills in a virtual environment. This indicates that AR in gamification can turn learning into exploration and make it easier for students to grasp concepts due to the interactive and hands-on concepts.

Regarding workouts, apps such as FitXR and Supernatural are already helping to redefine them. These apps allow users to engage in different activities, such as dancing, boxing, and meditation, in the virtual world. The enhanced workout experience enables users to remain committed to their workout, and the rewards they get also enable them to remain committed. 

Final Thoughts

AR and VR have transformed our interactions in the real world, blending the physical and digital worlds to create great tools and experiences for users. From improving the shopping experience on social media to transforming workouts and education, these two technologies leave a lasting impact. 

On the other hand, they still have several challenges that need to be addressed, such as the cost of complaint devices, data privacy, and more. The good news is that with continued technological innovations, we are going to see an increase in the accessibility of VR and  AR, and these technologies will become a critical part of our lives.

That means the future of VR and AR is filled with hope. As they focus on solving user needs and dealing with current limitations, the technologies will continue to offer a more meaningful, technological, and immersive experience, changing how we work and play. Therefore, brands should begin positioning themselves for AR and VR in social media strategies.