Selling with augmented reality? Yes, we tell you everything.

Don’t lie to us, at tigrz we know you’re a filter user. Since Snapchat’s dog filter, technology and creativity have come a long way.

While all platforms have anchored the use of filters, what opportunities are there for brands & how can AR become a branding and business accelerator?

Filters can be found on all platforms that place the camera at the heart of their use, mainly Snapchat, Instagram and TikTok, which made them stars. A feature that largely explains the success of Stories, of content creation (Reels and TikTok) but also of messaging.

On some platforms, usage has become so significant that it has been rolled out as an advertising format: Snapchat users try on average 30 augmented reality filters a day.

Here are 3 good reasons to integrate filters into your media strategy:

To the question, “can all brands develop augmented reality filter experiences?”, the answer is yes!

Branding & engagement

If you are looking to gain visibility while engaging your audiences, creating and deploying filters can be an accelerator. The filter is an opportunity to engage your audiences in experiences that exude your brand’s DNA or the products concerned.

Your filter will be linked to your organic accounts to activate your fans & the audiences closest to the brand, and you will also have the option of promoting it or creating traffic to the experience to go after a prospect target.

A good filter is one that creates earned media and maximises non-paid visibility.

The tigrz’ tips:

• Be quickly identifiable by integrating your logo or top-of-mind products.
• Keep an eye on aesthetics: users mainly share filters they feel good with.
• If you have to add text, keep only the essentials.

Consideration & education

To get your offer or products understood, the interactivity of filters is a great opportunity. You can create sequenced experiences that highlight, for example, the composition of your products, the steps of a routine / explanation of use, the different USPs, or recreate a pop-up / store graphically.

On these experiences, time spent using the filter and interaction rate will be key to judging the effectiveness of the creative.

The tigrz’ tips:

Keep an entertaining and aesthetic dimension even on your education objectives. The user films themselves and must be encouraged to share the photo or video content.

E-commerce & Try-On

Use filters as an accelerator to sell your products. Users are more inclined to buy after trying a product, even in digital (+94% conversion rate on average after using the filter).

With ever more advanced Try-On technologies, it is possible to map objects in space (furniture, decorative objects, cars…) but also directly on users, face and body (make-up, glasses, watches, bags, clothes…)

Here, time spent using the filter is a good indicator of interest, but interactions and clicks to the site, where possible (depending on platforms), are the most sought after to ensure deeper consideration on site direct from filter.

The tigrz’ tips:

• Your products must be very realistic to maximise impact on users.
• Favour “wow” animations and product selections to optimise retention in the experience.
• Think of the experience as meant to be shared. The brand logo must remain discreet so as not to encroach too much on the user.

How to boost the use of your filters?

Once your filter is live, activate visibility relays to ensure wide usage. 3 axes to favour for assisted virality:

• Play PR by activating authoritative creators/influencers on the platforms so that they try your filter and share it with as many people as possible.
• Promoting your filter is a sure growth relay, with the ability to precisely target your prospecting audiences or re-engage your commercial audiences. On Snapchat it is possible to appear preferentially among the first filters; on other platforms we prefer redirecting to the experience (a nice intro video, embodied by a model or an influencer, boosts the format’s impact).
• Integrate a QR code / Snapcode on your POS material, packaging and other displays to create a maximum of redirections from your more traditional communications.

A few creative tips from tigrz:

• To get started on filter creation with complete peace of mind, it is key to be supported by experts who know the specificities of the different platforms, their possibilities and technical constraints.
• Including a 3D artist is a real plus for more immersive experiences and Try-On.
• Plan 3 to 4 weeks of production to avoid any disappointment, with several checkpoints on the first models and above all back-and-forth phases when the Lens is ready to calibrate the different elements in space.
• Tastee has already produced several filters and would be delighted to support you on your next projects.

Has anyone told you about our Alain Afflelou Try-On filters yet? The campaign was praised at the Snapchat Back-to-School Grid.

Alain Afflelou wanted to focus its communication on its new collections and work on product desirability in complement to its Drive-to-Store set-ups focused on in-store offers.

It all started from a simple observation: although the offers are very attractive, the user must first prefer the brand and its products before moving to the act of buying in store.

We therefore fully integrated the try-on of the new optical and sun frames in Try-On filters on Snapchat and Instagram.

Excellent results, as users massively tried on the Afflelou frames but also shared them

• 12 seconds of filter use on average (benchmark 9-11 sec)
• 1.48% share rate (benchmark 0.4% – 0.6%)
• 1.02% click rate (benchmark 0.7% – 1%)

Direct impact on performance: the Shopping Lens makes it possible to create redirection directly to the site’s product pages. This represents several hundred thousand arrivals on product pages in 3 months.Want to test the Snapchat lens? Go here!

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