Social media companies are expanding their use of augmented and virtual reality technologies to create more immersive experiences for users. Snapchat pioneered AR filters and lenses and is now using AR for virtual try-on experiences. Facebook allows users to create their own AR effects and publish them, and is developing Horizon, a virtual reality social platform where users can explore virtual worlds and interact with avatars of other users. As AR and VR tools continue to advance, companies are finding more ways to enhance customer experiences through virtual social media platforms and interactions.

1. Augmented & Virtual Reality
In Social Media

2. © 2020 Bernard Marr, Bernard Marr & Co. All rights reserved
Title
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Introduction
Introduction
Immersive social media experiences are already a huge part of social media
users' lives – and social media VR is expanding rapidly. Here are some ways
social platforms are using VR and AR technology to connect users and create
engaging experiences.
Augmented and Virtual Reality in Social Media

3. © 2020 Bernard Marr, Bernard Marr & Co. All rights reserved
If you’re longing to experience an enticing virtual world that looks like the one
from the book Ready Player One, you’ll be happy to hear that Facebook and
other social media companies are developing tools that move us closer to that
reality.
With the increased engagement in social media during the height of the
pandemic, paired with a surge in development in AR and VR technology, we see
fascinating advances in augmented and virtual reality in the social media realm.
Let’s take a closer look at some of the ways companies are making social media
more immersive for users, with the help of AR and VR.

4. © 2020 Bernard Marr, Bernard Marr & Co. All rights reserved
AR Filters and Lenses Provide Big Opportunities
Seamlessly integrated augmented reality is already a part of many social media users'
online experiences. In fact, AR has become such a popular feature of social media that
these tools are helping to drive the widespread mainstream adoption of AR.
Snapchat pioneered the use of AR filters and lenses that add overlays like mustaches,
sunglasses, rainbows, or rabbit ears to users’ faces, allowing them to view those features
moving with them as they snap photos or shoot videos. Now that AR technology is being
harnessed to provide more immersive shopping experiences and potentially turn Snapchat
into an e-commerce platform.
Snapchat has already partnered with big brands like Gucci and American Eagle to provide
try-on experiences in the app, and plan to expand to more companies. One of the selling
points of virtual try-on rooms, Snapchat says, is the potential to reduce return rates
because customers can see how things look before they pull out their credit cards.

5. © 2020 Bernard Marr, Bernard Marr & Co. All rights reserved
AR Filters and Lenses Provide Big Opportunities
People are also using AR through mobile-first formats like Stories. Facebook reports that
across the entire Facebook app family, including Facebook and Instagram, users are
sharing over 1 billion stories every day. Many of these users personalize their Stories with
fun animations or filters before sharing them with friends and family.
Facebook’s studio tool, Spark AR, enables people and brands to create their own AR
effects for Facebook and Instagram, then publish those effects to the social platforms and
view metrics on impressions, captures, and shares. Creators can bring in their own 3D
objects to insert into projects, or choose Spark AR's library of ready-made objects. Anyone
with interest in AR to access essential functions and create effects, with or without code.
It’s a great way for brands to be creative and engaging as they experiment with ways to
provide immersive experiences for their customers.

6. © 2020 Bernard Marr, Bernard Marr & Co. All rights reserved
Facebook’s Big Leap Into Virtual Reality
When Facebook and other social networks started, they were a way for us to post
online or catch up with friends with text, photo, or video content. Now virtual reality
has the potential to provide a more immersive experience, allowing users a large
variety of ways to interact and explore.
Virtual social media users can create avatars, then don headsets to walk around
within customized virtual worlds, build places they want to visit, meet up with friends,
play games, or explore other users’ published worlds.
Social VR has been around for a while, with companies like VRChat, AltSpace, and
Rec Room increasing in market share.

7. © 2020 Bernard Marr, Bernard Marr & Co. All rights reserved
Facebook’s Big Leap Into Virtual Reality
Now Facebook is offering its own virtual reality social networking platform
called Horizon. Facebook has stated that Horizon's mission is "to create
meaningful connections between people and foster a strong sense of
community for everyone who joins Horizon." They also offer easy building tools
that let users collaborate with others to bring ideas to life within the VR.
Facebook Horizon is currently in invite-only public beta, but since Facebook
owns Oculus, it seems likely that Horizon may eventually come pre-installed on
all Oculus devices.

8. © 2020 Bernard Marr, Bernard Marr & Co. All rights reserved
Creating New Customer Experiences with Virtual Social Media
The opportunities to expand augmented reality (AR) and virtual reality (VR) in
social media are endless.
As new tools and platforms develop, and virtual social possibilities expand, I
recommend all companies determine how and when AR and VR can provide
immersive customer experiences at all stages of the buying journey.
For more real-world examples of how extended reality is being used right now,
check out my new book, Extended Reality in Practice: 100+ Amazing Ways
Virtual, Augmented and Mixed Reality Are Changing Business and Society.

9. Bernard Marr is an internationally best-selling author, popular keynote speaker, futurist, and a
strategic business & technology advisor to governments and companies. He helps
organisations improve their business performance, use data more intelligently, and
understand the implications of new technologies such as artificial intelligence, big data,
blockchains, and the Internet of Things.
LinkedIn has ranked Bernard as one of the world’s top 5 business influencers. He is a frequent
contributor to the World Economic Forum and writes a regular column for Forbes. Every day
Bernard actively engages his 1.5 million social media followers and shares content that
reaches millions of readers.
Visit The
Website
© 2020 Bernard Marr , Bernard Marr & Co. All rights reserved
© 2017 Bernard Marr , Bernard Marr & Co. All rights reserved
© 2020 Bernard Marr, Bernard Marr & Co. All rights reserved
Bernard Marr is an internationally best-selling author, popular keynote speaker, futurist, and a
strategic business & technology advisor to governments and companies. He helps
organisations improve their business performance, use data more intelligently, and
understand the implications of new technologies such as artificial intelligence, big data,
blockchains, and the Internet of Things.
LinkedIn has ranked Bernard as one of the world’s top 5 business influencers. He is a frequent
contributor to the World Economic Forum and writes a regular column for Forbes. Every day
Bernard actively engages his 1.5 million social media followers and shares content that
reaches millions of readers.
Visit The
Website

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