The Battle for Ears: The Importance of Audio

November 24th, 2021 by

Audio experiences are huge parts of consumers’ lives. Consider the rise in popularity of podcasts—in the past decade, we have seen a steady increase in regular podcast listeners; 56% of consumers under the age of 35 listen to podcasts at least once a month. Combining this with the impact of TikTok audio (88% of users said that audio was a crucial part of the TikTok experience), it’s understandable that major social and commerce platforms want a piece of the audio pie. 

But who’s getting involved? And what are they doing to differentiate and stand out? 

The Battle for Ears

Amazon reinvents radio

Amazon is preparing for the battle for ears by developing a new audio app. Codenamed “Project Mic”, the app will give anyone the chance to make and distribute a live radio show, complete with selected music. Initially focused on the US, the app aims to democratise and reinvent radio. 

Listeners can tune in through the app, Audible, Amazon Music, Twitch and any Alexa-enabled devices. Through Alexa devices, listeners can interact with their favourite shows using just their voice. The app will be optimised for driving, leaning into Amazon’s idea of reinventing the radio. 

To arrange their own program, users can pull any music available within Amazon’s music catalogue. To launch the app, Amazon is planning to use celebrity talent and smaller artists. Although the app will be primarily music-focused, programming will also focus on pop culture, comedy and sports. It is also rumoured that Amazon is working with big-name record labels to coordinate live events with artists. 

Amazon-reinvents-radio

YouTube gets serious about podcasts

Presently, podcasters looking to publish audio-focused content to YouTube have access to a large distribution platform and traditional RSS feeds. However, the experience for listeners isn’t ideal and the video feed doesn’t really contribute to the podcast discussions. So, in hope to increase its competitiveness in the podcast industry, YouTube has hired someone to lead its podcasting efforts. 

The position has been filled by Kai Chuk, who has been at YouTube for nearly 10 years focusing on media partnerships. It’s not yet clear exactly what his role will entail or what YouTube has in store for its podcasting developments. 

YouTube is a Google company, and Google already has its own podcasting feature (aptly named Google Podcasts). Podcasters already upload and host videos on Google’s servers, and Google monetizes those videos for them based on user data. While YouTube could directly enter the audio-only podcasting space, that’s not what the platform has historically been used for. YouTube does have its own music streaming service that offers ad spaces for businesses and could be looking to expand this service to replicate Spotify or Apple Music by offering podcasts—and even more ad spaces. 

This could be beneficial for podcasters already uploading to YouTube. They would have access to a service designed specifically for audio-only entertainment and could—potentially—still have access to and promote to their pre-existing subscribers. 

Twitter lets hosts record Spaces 

Twitter has rolled out recording and resharing to its Spaces users, allowing users to listen to Spaces after they air. The decision has allowed hosts to extend the value of their work and reach audiences that can’t always keep an eye out for live conversations—especially considering the global timezone differences on the platform. 

Spaces hosts that have access to the recording feature have to actively toggle on “Record Space” before they launch a new conversation. While the Space is ongoing, a recording icon will be visible to everyone—cohosts and listeners. Hosts have access to the recording for 30 days following the initial broadcast and can share and tweet it to their followers to check out if they missed it. Listeners can play back recordings directly within their timelines and can share them to their own followers. 

In adding a recording and reshare feature, Twitter has essentially created its own limited-edition podcasts. The main drawback to live-conversion features is that there is limited reach for the host’s efforts—they can only access the people within the conversation at the time. If a creator has an audience majority that lives in a different time zone, they may not be able to cater their Spaces for them. By having the record and reshare option, creators can still offer semi-exclusive content to their audiences. 

Twitter-lets-hosts-record-Spaces

Spotify launches Clubhouse clone ‘Greenroom’ and works on video podcasting

In summer, Spotify acquired sports-focused audio app Locker Room to help speed its entry into the live audio market. Relaunching the platform as Greenroom, Spotify suddenly had its own Clubhouse clone that operated in, pretty much, the exact same way. 

However, Spotify Greenroom has created six new podcast shows that are focused on music and pop-culture and inspired by popular Spotify playlists. The podcasts air at a set time and are live conversations, similar to a radio show. Due to demand, many of the shows are being published on-demand after the livestream has aired. 

Spotify-launches-Clubhouse-clone-_Greenroom_-and-works-on-video-podcasting

Not only has Spotify been busy creating its own podcast-radio shows, it has also been looking into video podcasting. It announced that it will be providing access to a new tool that will allow creators to publish video podcasts to its service. Provided by the company’s podcast creation platform Anchor, it expands on the global launch of video podcasts in 2020, which was only offered to a select group of creators. 

Now, creators on Spotify can upload their video podcast content in the same way they would upload audio content. Fans can listen and watch the video podcasts across all platforms Spotify is available on. Creators are also able to monetize their content by using subscriptions, similar to how they can with audio podcasts. 

Video podcasts aren’t yet available to all podcasters on the platform—there’s a pretty hefty waiting list to gain access to the feature. The feature is already available to Spotify Originals and Exclusives podcasts, including The Joe Rogan Experience and The Philip DeFranco Show. 

Considering the introduction of these two new features, we can’t help but wonder whether we’ll see videoed live conversations, changing the inspiration from a morning radio show to a morning TV-show. Video podcasting has been available on Apple Podcasts for some time, and with YouTube entering the podcasting space, Spotify should focus on rolling out its video feature as quickly as possible or risk losing out on its share of the pie. 

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Why does Twitter’s Spaces work?

November 23rd, 2021 by

While visual content has dominated social media since its conception, audio content is gaining momentum. As video begins to take precedence over static content, the importance of audio has increased, with many social media platforms introducing their own drop-in audio features. 

Following the initial success of Clubhouse, Twitter began testing its Twitter Spaces to selected users in November 2020, before rolling it out to users with 700+ followers in May 2021. Since then, it has begun rolling out a dedicated Spaces tab, in addition to the Spaces header (where Fleets used to live). 

How does Spaces work?

Twitter describes Spaces as the place “where live audio conversations happen.” Initially described as “a small experiment focused on the intimacy of the human voice,” Spaces follows the once-popular format of Clubhouse where users can get together with another person or group of users to host live conversations. 

When someone you follow on Twitter starts or speaks in a Space, it will appear at the top of your timeline (where Fleets used to live) in a purple bubble for as long as it is active. If you join a Space as a listener, you can react to what is said with emojis, tweets and DMs within the Space or request to speak.  

Twitter has begun rolling out monetization methods for Spaces through Ticketed Spaces and its “Spark” program for creators. 

Ticketed Spaces is a way users can support creators on Twitter and thank them for their time and effort hosting, speaking and moderating the public conversations. Hosts can decide the ticket prices and how many tickets to be sold; hosts will earn the majority of the revenue from purchased Tickets, but Twitter will keep a “small amount”. 

Twitter creators can use Ticketed Spaces to host workshops, conversations or meet-and-greets with their biggest fans. 

Twitter has also introduced a three-month accelerator initiative, designed to discover and reward the best Spaces on Twitter with financial, technical and marketing support. The Twitter Spaces Spark program will give participants $2500 per month, in addition to ad credits and customised Spaces swag. Participants will also receive opportunities for “prioritised in-app discoverability” for their best-performing Spaces, meaning Twitter will highlight these conversations at the top of the Spaces tab, helping creators build their audience. 

Why does Twitter Spaces work? 

Twitter Spaces has gained popularity since it was rolled out to all users globally. The audio feature can be directly compared to the once-popular audio platform Clubhouse, which has since fallen into irrelevancy. But why has Twitter Spaces succeeded? 

While the concept of Clubhouse and Twitter Spaces are essentially the same, the way the platforms are used differs. People use Twitter for specific reasons including hyper-local engagement, niche community engagement, celebrity and influencer commentary, trending news, brand interactions and public venting. What do these all have in common? They are time sensitive. 

Twitter is a social platform for the “now”. It’s where many users go to find trending news and updates relevant to their interests. This means when a big event is happening, users are already actively searching for the latest news on Twitter; Spaces lends itself to acting as an instant-reaction podcast to users. 

Twitter users actively follow other users within their interests, so if they see a Space is active, it’s likely to be on a topic they are interested in and have an opinion on. Opinions run rife on Twitter, but the limited word capacity results in multiple-tweet threads to address an issue or topic. With Spaces, users can share their thoughts easily and verbally, but still receive the same engagement through Spaces’ built-in features. 

Notably, Twitter Spaces has been particularly popular within the sports and gaming communities and is used as an instant-reaction podcast. Prominent figures within sports, gaming and esports have been organic hosts or selected by sports teams/brands to host. As events are taking place, hosts can offer expert, unbiased and uncensored commentary on the state of play. 

This use for Spaces is more engaging that listening to an official broadcast on a TV or radio station as users can respond to commentary in real-time and receive a response in the moment. It creates a sense of momentary community as users of the same interest gather in the same place for a specific event. 

It’s for this particular use that Spaces will have succeeded where Clubhouse didn’t. Although created for similar reasons, Clubhouse was quickly invaded by business-professionals and entrepreneurs that are keen to share their experiences and knowledge to others; it became too formal and censored. 

Spaces also present brands with more opportunities to connect with pre-existing audiences. Brands that have already built a following on the platform can collaborate with relevant creators to host launches, Q&As or use their own employees to host Spaces for relevant cultural events and offer a brand perspective. 

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How Car Brands Can Use TikTok

November 11th, 2021 by

If you think of a car advert, your mind probably goes to luscious green scenery with a shiny car winding through remote mountain roads. Or maybe you think of neon city lights and smooth roads? Either way, with a varying combination of these features, you’ve probably covered every car advert out there—maybe with a smiling family thrown in. 

As consumers become more resistant to traditional advertising channels, auto brands need to find a new way to connect to audiences—particularly younger audiences. They need to learn how to be agile, captivating and authentic in order to foster new relationships. How can they do this, you ask? TikTok. 

The State of Auto

Even before the unprecedented arrival of COVID-19, the automotive industry was experiencing huge changes. Now we’ve entered a new—predominantly digital—normal, we can safely say what used to work, won’t work now. TikTok has already presented brands of all sizes and industries with the chance to reach new target audiences, build authentic connections and win the race for consumer attention.

Disruption 1: Car ownership 

Consumer habits have shifted to favour subscriptions. Outright car ownership isn’t a priority for new vehicle owners; many consumers say they value transportation, but are reluctant to own a vehicle. 

Disruption 2: Smart technology

Where car owners will have once bragged about their car’s horsepower, they now brag about its smart technology. Thanks to big-players such as Tesla, the boundaries of the tech available in a vehicle have been blasted through the roof. Car brands need to showcase their vehicles’ technological power to stay competitive. 

Disruption 3: Sustainability

The fact sustainability is shaking up the automotive industry is no surprise. Consumer interest in sustainable vehicles has grown significantly throughout the pandemic, with many only considering owning electric or hybrid vehicles. 

Automotive brands on TikTok

Several automotive brands have already seen success using TikTok’s creative tools and ever-expanding community. So, who are they and how are they succeeding? 

Hyundai

Hyundai partnered with the incredibly popular K-Pop band BTS to create a Branded Hashtag Challenge #ExpectingGen1, supported with a secondary hashtag #Move4Gen1 to promote its carbon neutral initiative. 

@hyundai_worldwide#광고 Join our #Move4Gen1 challenge now! #BTS #CarbonNeutrality #Hyundai #ExpectingGen1♬ I’m On It (Remix) – Hyundai x BTS

Hyundai created multiple TikToks with the band to explain the initiative and also a fun carbon-zero inspired dance, which have both been boosted with TikTok TopView ads. Hyundai reused these videos and captioned them in different languages for key markets in order to reach wider audiences. 

@hyundai_worldwide#광고 Join our #Move4Gen1 challenge now! #BTS #CarbonNeutrality #Hyundai #ExpectingGen1♬ I’m On It (Remix) – Hyundai x BTS

The hashtags combined have reached over 4.7 billion views and counting, and have housed a large amount of global user-generated content of users recreating the dance—with the branded sound (a remix of BTS x IONIQ I’m On It) reaching over 4590 videos. 

Toyota US

While Toyota has a global account, it is yet to make its first TikTok. Instead, Toyota has used influencer marketing to support its position as one of the Olympic sponsors for Team USA. Toyota sponsored Team USA Olympians and Paralympians to show off their skills, including backflips, pull-ups and other impressive physical activities. 

@davidboudia1…2…3…stitch this video if you’ve got what it takes. #ad #ToyotaTryouts #TeamToyota #Olympics @Toyota♬ Team Toyota Going For Gold – Jessica Long

Using the hashtags #ToyotaTryouts and #TeamToyotaTryouts, Toyota used influencers to encourage users to get involved with the Olympic spirit and share their own impressive skills—or therelackof. 

@calvinandhabs#ad #stitch with @davidboudia Armchair Quarterbacks watching the Olympics @toyota #teamtoyotatryouts #olympics♬ original sound – Calvin & Habs

Honda US

Honda’s TikTok strategy has focused on using TikTok creatives as Honda Partners. These partners create engaging content on their own channels that Honda then collects and reposts to its own account. The content has primarily been focused on the Honda Civic and includes back to school tips to pack your car and futuristic-ly edited, but incredibly captivating, content. 

@hondaThe all-new ##HondaCivic Sedan came to play. ##fyp ##honda_civic ##TikTokCars ##CarTok 📷: @theanimatedpoet♬ original sound – Honda

Content created by Honda Partners was posted on their own channels first, and some videos have managed to reach over 9 million views. 

@katyschlemmerA show of hands for the super stylish 2022 Honda Civic 👋🏼🚙 Honda Partner♬ original sound – Katy Schlemmer

Other Honda content includes tips, tricks and hacks for the Honda Pilot. 

BMW UK

BMW UK entered the world of TikTok using TopView and In Feed ads to drive mass awareness on the platform. Using two Team GB athletes, BMW created eye-catching content with the athletes doing BMX and gymnastics tricks around a BMW 1 Series.

 

The campaign pulled in over 27 million impressions and achieved a click-through rate of 16.08%, as well as an ad recall of 10.7%—all without creating an official BMW UK account. 

MINI

MINI has gained a strong following on TikTok as a result of consistent posting, audience engagement and achieving viral content. On every post, MINI engages with its audience by responding to comments in a friendly, but MINI-way. 

@miniReply to @wierdo9345 Did you guess it too? ##MrBean ##Icon ##ClassicMini ##MINI ##MINICooper♬ BATHTIME MAMBO – Dug

MINI maintains its brand essence across its account and makes many of its TikToks in the same location for continuity. The account also shows off MINI’s proud heritage by showing older versions of their cars, including the well loved Mr Bean Mini.

@miniThere was BIG LOVE all around at IAA Mobility. What was your favourite part? 👇 ##MINIBigLovefromMunich ##MINI ##iaamobility♬ BIG LOVE – Sickickmusic

MINI also created a BIG LOVE campaign, composed of 3 TikToks that received over 43.5 million views combined. 

BMW

BMW has experienced incredible growth on TikTok and is the fastest growing car brand on the platform. With a focus on futuristic/cybertech-inspired content that creates engaging videos, it has already amassed over 283K followers on the platform, despite only joining in August. 

@bmwShall we go for a spin? ##TeamBMW ##BMW @falcopunch ##cars♬ bright – Official Sound Studio

BMW has managed to nail a content style that regularly results in a viral status, with its first 7 videos having at least 3 million views each, with the highest reaching over 10.6 million. 

@bmwCan we ##ReImagineToday ? Watch @dannero try to solve a mystical quest at the ##BMWIAA♬ original sound – bmw

The Opportunity on TikTok

It is impossible to deny the opportunities that TikTok presents automotive brands. While promoting vehicles is typically a primary objective, TikTok gives auto brands the chance to humanise themselves and offer transparency and authenticity to new audiences. Auto brands can use the platform to inform TikTok users of important initiatives or partnerships that will be of interest to them and use paid advertising to ensure the content is seen by relevant audiences from the get-go. While not directly promoting vehicle purchase, this strategy will build an emotional relationship with TikTok users that connect with a brand’s values and activities. 

TikTok users want to discover new brands and products—this extends to vehicles. TikTok has revealed that almost half of US-based TikTok users are planning to buy or lease a car in the coming 12 months. Typically, the household members instigating a car purchase or rental are the decision-maker or highly influential within their home. More interestingly, TikTok has also revealed that 74% of car fanatics on TikTok have taken action (including sharing with a friend, reading reviews or visiting a dealership) after seeing automotive ads or content on the platform. This shows that automotive brands have a place on TikTok, and many users are waiting to be guided towards a brand and purchase. 

TikTok presents automotive brands the chance to be agile and connect with their target audiences directly—something that’s imperative in the new digital era. Where car advertising has become stuffy and overused, using TikTok, car brands can position themselves as culturally relevant and worth investing in. 

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Using Live Streaming To Drive An Omnichannel Strategy

November 8th, 2021 by

As the “new normal” becomes simply “normal”, the retail industry has readjusted to post-pandemic consumer habits. So, what does normal look like? 

New research shows that consumers aren’t necessarily prioritising either online or in-store shopping, but want retailers to meet them wherever they are. In a report by Klarna, nearly 90% of shoppers say they use multiple channels to search and spend. 

A key trend emerging from consumers’ omni-channel demand is live streaming. Also known as live commerce, this trend enables retailers to combine the most important elements of in-store shopping with the convenience of online shopping—think interactive customer service but entertaining. 

Live stream shopping or shopping entertainment has been massively popular in China for the last few years, with sales expected to reach $423 billion by 2022. In the Western market, there has been a slower uptake from retailers getting involved with live commerce, but we are slowly seeing this change. A few brands have begun investing in the medium in order to drive consumer engagement and sales. 

Clarins 

In September 2021, beauty brand Clarins Group confirmed it will extend its partnership with the live video shopping platform Bambuser. In a long-term deal, the partnership will execute shoppable live streams across 10 key markets including the US, Canada and Spain. According to the platform, the initial pilot program resulted in conversion rates of 30% and the live video successfully kept consumers engaged for an average of 17 minutes at a time. 

The main strategy for Clarins is to focus on skincare expertise. It uses live streaming to hold skincare sessions (hosted on its own websites) led by experts and special guests, covering tutorials for specific skincare and beauty topics. Viewers of the live streams could shop the products featured directly, with Clarins’ approach aiming to create “more conversational relationships with shoppers, leading to deeper, more meaningful relationships and higher long-term customer value.” 

Clarins

To amplify meaningful interactions, Clarins also made use of Bambuser’s one-to-one video solutions, in addition to the mass audience live streams. This service is essentially a personal FaceTime with a brand representative and serves to replicate the in-store experience in Clarins stores, helping create a more intimate experience than a simple online live chat. 

Clarks Shoes

While some retailers have been busy integrating live shopping solutions onto their own websites, Clarks Shoes has been welcoming the medium on social media. Clarks has focused on executing a social-focused strategy that uses shoppable videos powered by video platform Smartzer. It’s first livestream event was hosted by influencer Nià Pettit, and allowed users to browse and buy shoes without even leaving Instagram. 

The shoe brand decided to invest in live stream shopping after seeing its success in Hong Kong, and to find a digital-first approach to targeting its audience post-pandemic. The brand had already begun utilising Instagram Live regularly, so introducing a shoppable medium was a natural progression. 

From its first live stream event, Clarks Shoes experienced a large number of click-throughs to its website. Interestingly, these clicks mainly came after the event as people didn’t want to miss what the hosts were saying by clicking through to the shoes immediately. Moving forward, the brand has said it needs to consider how it can track sales subsequent to the event. 

Its social-first approach and use of culturally relevant influencers is helping the brand succeed in attracting a younger female audience—something the shoe brand was keen to do. 

Nordstrom

There’s no doubt that COVID-19 has accelerated the growth of live commerce in Western markets. Retailers are also firm in their beliefs that this will continue due to the buying behaviours of younger consumers, which is mainly influenced by social platforms and the trends and influencers they popularise. 

Nordstrom has launched its own Livestream Shopping channels in order to keep up with the evolving needs of its customers. In order to “serve customers on their own time,” the channel will help Nordstrom deliver on its commitment to do so, and help them shop whenever and however they want. 

In addition to offering live, shoppable content, Nordstrom is also informing its engaged customers of the brands and influencers featured—the Livestream Shopping events typically centre around a designer partnering brand or figure. In June and October, Charlotte Tilbury hosted a Live on the channel and offered viewers her own tips, tricks and favourite makeup products. 

The limited-time Livestream events offer customers a unique online experience that is an authentic progression from an in-store experience. While there is no need for a store, this method is evidence as to why many retailers are using livestream shopping as a consumer touchpoint. 

 Aldo 

Aldo has invested in making live streamed shopping a long-term strategy, piggybacking off the success of its pilot run—once again helped with Bambuser. Hosted by celebrity stylist Mimi Cuttrell and entertainment figure Nate Wyatt, the first live stream allowed viewers to directly shop Aldo’s SS21 collection. 

Following the event, Aldo’s website saw over 17,000 page views, with an average viewing time of over 12 minutes. In addition, the live stream generated an impressive engagement rate of nearly 310%. 

Aldo recognises that livestream shopping doesn’t replace an in-shopping experience, but that it is so successful because it meets customers where they are and can be used in a way that best suits their shopping needs; it offers a new solution to consumers whose shopping habits have shifted. 

When considering livestreaming as a solution, it appears to be an effective way to capture the attention of those whose habits have shifted since the pandemic. This is because it’s not just a solution for immediate sales, but can have a real impact on lifetime customer value. 

Authenticity is key in order to impact lifetime customer value, which is why Aldo has invested in names that have authority within professional styling; this will help them successfully showcase the brand and its products to the desired audience. 

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The Future of Fashion is Digital

October 21st, 2021 by

Technology is developing at an incredible rate. With social media platforms offering in-app shopping, Facebook and Snapchat’s AR glasses, AR in retail stores and live shopping platforms, the Metaverse is creeping closer and closer with each incremental innovation. We’ll soon be spending a significant amount of time in the Metaverse, but we have one important question left: what should we wear? 

Within the past couple of years, the fashion world has actively begun adopting AR and technology—from NFTs and digital garments to AR try-ons in retail to virtual shopping, now including virtual stylists.  

The main way we interact with others nowadays is through digital. We instant message, voice call and video chat. We like, comment and watch livestreams. Living in an era of instant gratification, it’s unsurprising that our shopping experiences are taking a digital turn. 

The rise of digital in retail

Livestream Shopping & Virtual Styling

The concept of blending entertainment with instant purchasing isn’t new—it’s been incredibly popular in China for the past few years. However, it is only just making its mark in the West. Livestream shopping is an immersive experience that keeps shoppers engaged for extended periods of time. The latest development in livestream shopping is the introduction of virtual styling.

Livestream Shopping & Virtual Styling

Hero is a virtual styling platform. Brands can partner with the platform to provide text, chat and video styling assistance to their customers. Using the platform, brand teams can walk customers through key pieces in their physical stores to help identify the right items for the customer. Customers could ask real-time questions about the garments, return policies and even store availability for specific products. 

Hero allows brands to seamlessly blend online and in-store experiences. Many brands—including Levi’s, rag & bone, Nike, and Chloé—have partnered with Hero and seen incredible results. As a result of real interactions between associates and customers, Hero can yield an incredibly high conversion rate of 20%, and for some stores, up to 88% of users make a purchase within 24 hours of a virtual styling session. 

Livestream Shopping

Having the ability to speak to potential customers in real time allows chosen associates (or stylists) to offer their expertise on products they handle day in, day out. A brand’s stylists have the best understanding of the brand’s product offering and can most accurately provide a solution to a customer’s fashion query; stylists can also invite customers in for a private, reserved fitting room session to try on the clothes they discussed in their styling sessions. This not only increases footfall, but the opportunity to create a completely unique and personal experience for customers, increasing the likelihood of conversion. 

With the development of social commerce, it will be interesting to see whether digital styling will take its place on social media. TikTok and Instagram are leaders for in-app shopping, and with livestreaming capabilities where customers can purchase directly from a livestream, we could anticipate that influencers and brands may begin to offer virtual-styling services. 

Virtual Try-ons

Virtual try-ons using AR are bridging the gap between traditional brick-and-mortar retail and ecommerce. This tech allows consumers to achieve an accurate sense of look and fit of fashion items before making a purchase, all from the comfort of their own homes—something that is increasingly appealing to consumers following COVID-19. 

Sneaker and apparel resale brand GOAT launched an AR try-on feature within their app that allows shoppers to virtually try on sneakers. The brand implemented the feature to elevate the experience of discovery and to allow customers to see what some of the most exclusive trainers available would look like on their feet. 

Shopify retailer Tenth Street Hats has implemented AR tech directly onto its ecommerce website, allowing shoppers to try on selected hats on mobile and desktop devices, without having to download an app. The AR works by superimposing a real-time image of the hat onto the user’s head. 

Virtual Try-ons

The tool increased purchasing confidence significantly. For shoppers who engaged with the tech,the conversion rate increased by 52%. Data also showed that the longer a consumer engaged with the tool, the higher their average order value became.

The rise of digital fashion

Digital Clothing

A few years ago, if you suggested to customers they could buy an outfit that didn’t actually exist, you would have been laughed out the door. What’s the point in owning something that doesn’t exist? However, since the rise in popularity of cryptocurrencies and the consumer switch from a physical to digital mindset, the idea of digital fashion has become more accepted and even anticipated. 

Many fashion brands have already bought into the concept of digital fashion by creating branded items Snapchat users and gamers can dress their avatars in—including Adidas, Levi’s, Gucci, Valentino and Burberry. 

Digital Clothing

In more recent years, the fashion industry has been plagued with the issue of sustainability. As fast fashion brands have been boycotted and attacked for encouraging a disposable mindset and inflicting 10% of the world’s carbon emissions, the demand for digital fashion couldn’t have come at a better time; digital fashion could be the sustainable answer to fast fashion. 

With supply chains in tatters thanks to COVID-19, and social media revealing the impoverished worker’s lifestyles and the sad truth behind many “ethical” brands, the appeal of digital fashion has grown. For as little as $35, consumers can have a unique digital garment photoshopped onto their selected photos, which they can then share on their social media profiles. 

Digital fashion has no supply chain, no factories and no delivery delays. All digital fashion requires is a digital designer, a photo editor and a computer. With these three components, the expanse of digital fashion is limitless. Digital fashion presents the opportunity to be highly reactive to fashion trends, without any of the negative impacts of real fast fashion. 

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Digital Fashion & Social Media

The popularity of digital fashion on social media is rising. Popular influencers have begun investing and posting their digital looks on social media and have been met with overwhelming positivity from their audiences.  

In addition, Farfetch has become one of the first large retailers to rest digital sampling by dressing influencers in digital clothing to promote the launch of its pre-order offering from brands such as Balenciaga, Off-White and Oscar de la Renta. 

Digital Fashion & Social Media

Using digital clothing gives brands the opportunity to work with influencers in a new and exciting way, without having to send any physical products. This opportunity saves fashion brands of all sizes money and resources, all while generating a buzz on social media. 

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Top 10 Gaming Discord Servers

October 20th, 2021 by

Discord is a free voice, video and text chat app that’s used by millions of people all over the world to virtually hang out with their friends and communities. Discord users can download the app on their mobile devices or PCs to keep conversations going on the move. 

Discord was designed specifically for the gaming community. For the gaming community, Discord allows users to keep in touch with their teams and strategize mid-game thanks to the voice calling and chat capabilities. The platform benefited hugely from the surge in online, team-based video games (think your Fortnite Battle Royales and Overwatches), and now plays host to thousands of online communities—both gaming and not. 

Gaming Discord servers have become online and active hubs for gaming fans. With over 100 million daily active users, Discord users have access to a plethora of public and private gaming Discord servers where they can interact with others who share their passion for gaming. Users have access to general gaming Discord servers or servers created for a specific game. 

So, what are the best public mobile and PC gaming Discord server names you should be aware of?

Best gaming Discord servers

1. Minecraft Official Discord Server

Minecraft Official Discord Server - gaming discord servers

Minecraft is one of the most popular games within the gaming community and has won many awards hailing it as one of the greatest video games of all time. 

Minecraft’s official server is one of the most popular gaming Discord servers on the platform. Members can discuss the latest Minecraft news and updates, share their own creations and connect with other Minecraft fans. It has a wide range of channels including Survival Discussion, Bedrock Mechanics, Java Mechanics and more. 

2. VALORANT Discord Server

VALORANT Discord Server

Riot Games-owned VALORANT has one of the most active gaming Discord servers on the platform. With just under 800,000 members, it can be tricky to access this server at peak times. But, with a little patience, you can access a global hub of all-things VALORANT. 

There are a range of channels within the VALORANT server including news channels (game news, event news and server news), discussion channels (gameplay discussion, strategy discussion and agent discussion), group-searching channels (grouped by region and type of player) and many more.

3. Official Fortnite Discord Server

Official Fortnite Discord Server - gaming discord servers

Fortnite was released in 2017 and quickly became one of the most popular games in the world. The Official Fortnite server has just under 782,000 members and is split into the following channel categories: Discord Information, Fortnite News, General Community, Battle Royale, Creative, Save the World, How Do I, Imposters, Bug Reporting, Homebase Broadcast and Weatherman Broadcasts. 

All active channels have their own sub-categories that users frequently chat in. 

4. MrBeast Gaming Discord Server

MrBeast Gaming Discord Server

The MrBeast Gaming Discord server is the official server for MrBeast (AKA Jimmy Donaldson) and his crew, who are incredibly popular on YouTube. The MrBeast Gaming Discord server is one of the most in-demand gaming Discord servers as it is only accessible when MrBeast gives announcements or information when filming a video on the MrBeast Gaming channel. 

The server doesn’t include a chat room because of the size of its support base. 

5. TommyInnit’s Discord

TommyInnit's Discord - gaming discord servers

TommyInnit is an English gamer, popular on YouTube and Twitch. He frequently shares Minecraft-related streams and videos, particularly in the Dream SMP, private, whitelisted survival multiplayer (SMP) Minecraft server.

TommyInnit uses his gaming Discord server to inform members when he is going live on Twitch or to let them know he has uploaded a new gaming YouTube video.

6.Animal Crossing: New Horizons 

Animal Crossing New Horizons

The Animal Crossing: New Horizons is the largest Discord-partnered server on the platform that also acts as the official gaming Discord server for the subreddit r/AC_NewHorizons. Its channels are separated into various categories, including Nook Inc, events, Island Life, Game guides and Help, Museum, Able Sisters, Marketplace, Campsite, Stalk Market, Dodo Airlines, Unrestricted Play, and Other topics.

7. r/leagueoflegends

r/leagueoflegends - gaming discord servers

r/leagueoflegends is one of the biggest gaming Discord servers run by its community. Rather than an official server, the r/leagueoflegends was created for the subreddit group. League of Legends is often cited as the world’s largest eSport game with an international competitive scene made up of 12 leagues.

8. Nookazon

Nookazon

Nookazon is one of the unofficial Animal Crossing: New Horizons gaming Discord servers. The server was created as a marketplace to trade Animal Crossing: New Horizons items and more; you can buy and sell items for the game. These are items like art, bushes, clothing, DIY recipes, flowers, fossils, fruits, furniture, materials, NPC, photos, posters, services, songs, tools, and villagers.

9. Games Fanatics Centra

Games Fanatics Centra - gaming discord servers

Games Fanatic Central is one of the gaming Discord servers that has channels for different games. Supporting a range of console and mobile apps, fans come together and share their wins and memorable gameplays. They have channels for Marvel Contest of Champions, War Dragons, Dragon Village M, Star Wars – Galaxy of Heroes, Zelda, Pokémon, and Animal Crossing.

10. Multiplatform Gaming

Multiplatform Gaming

MultiplatformGaming is the Discord server for the website Multiplatform Gaming, which was established in 2016. The community started as a hangout joint for a common group of friends but grew into a home for gamers. The community has amazing perks, game servers, tournaments, stream teams, and giveaways.

FAQs

What is the best gaming Discord server?

The Fortnite Discord server has the most members, so it could be argued that it is the best gaming Discord server. 

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Influencers as Creative Directors: Future or Farce?

September 30th, 2021 by

Influencers have well and truly infiltrated the creative processes of modern brands. Considering their ability to build, maintain and engage a loyal following on social media platforms, it makes sense that some brands have considered using influencers to grow their own online presence and taken inspiration from influencers in regards to content style and posting. However, a new trend we are seeing with influencers is taking their creativity to the next level. Influencers are no longer simply partnering with brands, but are now accepting high-level and coveted roles within brands, such as the Creative Director. 

It’s almost futile to argue that influencer marketing doesn’t have any impact anymore, but inviting influencers into high-level positions has seemingly split opinions down the middle. 

So, who’s hiring influencers in their highest positions and what has been the impact?

Molly Mae and Pretty Little Thing

22-year-old influencer Molly Mae was recently announced as the new Creative Director of UK-based Pretty Little Thing (PLT). This announcement was met with an outstanding amount of coverage across news outlets and organic social media conversations, for both PLT and Molly Mae.

 

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A post shared by FASHION • BEAUTY • LIFESTYLE (@prettylittlething)

Molly Mae already had a well-established relationship with PLT from previous collaborations, so a more permanent collaboration seemed like a natural progression for the relationship. Since the announcement, Molly Mae has confirmed that the role won’t be the traditional 9-to-5 Creative Director role we are used to seeing. In an Instagram Q&A Molly Mae stated that her position as the Creative Director would be a “24/7 role,” where she would be “sharing ideas, coming up with incredible new concepts, having input on shoots, events, you name it…” 

PLT itself has reinforced its decision saying: “Molly is the PLT customer. She is a great fit to join our team to work on our 2022 strategy, and we’re excited to have her input in terms of creative campaigns, signing new brand ambassadors and working on her own collections over the next 12 months.”

While Molly and PLT seem excited to get started on their next chapter, the decision was still met with a large amount of controversy online. The news sparked many conversations about whether Molly was actually qualified for the role—at just 22 will Molly be able to handle the pressure?

While we won’t know the answer to that question for a while, the decision to appoint Molly as the Creative Director seems logical—even if just to act as a PR stunt. Molly’s previous collaboration ranges with PLT have performed exceptionally well, showing that Molly knows what the PLT audience wants. Or is it that the PLT audience wants what Molly Mae has? 

Either way, Molly Mae has already had some major impact on the fast fashion industry and popular fast fashion trends. From the famous Molly Mae Bun to her statement neutral suits, Molly Mae is a fast-fashion trend setter.

Kendall Jenner and FWRD

Luxury e-commerce site FWRD announced Kendall Jenner as its Creative Director. Part of the REVOLVE Group, FWRD claimed that Kendall was the perfect candidate for the role due her position as “the epitome of luxury fashion” and her “style, creativity and overall exquisite taste.” Kendall’s role and duties include leading “The look and feel of the site, curations of brands sold on the site, monthly edits of must-have trends, styles, and looks, as well as marketing ideas, brand partnerships, and brand activations.

 

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Just as with the Molly Mae and PLT announcement, Kendall’s new role received a large amount of organic conversations online. However, this time there was more bad than good. 

Many were frustrated with the choice, saying a role of this level should have been given to someone who worked within creative fashion and had earned the position with previous experience. Although FWRD claims that Kendall is the “epitome of luxury fashion,” many netizens believe there are many more “brilliant people in this business” that are more deserving of the role.

Kendall’s missing influence on luxury fashion - Influencers as Creative Directors

Other netizens also mentioned Kendall’s missing influence on luxury fashion. Although she is a runway model, Kendall herself doesn’t have much influence over fashion trends. As a result of her prolific lifestyle, Kendall also has a stylist to pick her own clothes, so any influence she does have doesn’t actually come from her own creativity. Furthermore, Kendall has been repeatedly criticized for poor choices in advertising (we all remember that Pepsi ad…) and for culturally appropriative fashion choices. 

While crowning celebrities and influencers as creative directors, it does reinforce the power influencers have. However, it also begs the question: is it not enough to be a celebrity ambassador?

Emma Chamberlain and Bad Habit

The internet’s sweetheart Emma Chamberlain was announced as the Creative Director and Global Brand Ambassador for skincare brand Bad Habit at the end of 2020. Emma’s role as Creative Director will involve her overseeing product development and the creative process. 

 

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Emma joined Bad Habit for their launch at the end of 2020. Speaking on the brand, Emma said “Bad Habit is me in a skin-care brand — it’s honest, unapologetic and realistic about the fact that life is far from perfect,” and that she was drawn to the brand for its honest, real and positive stance on skincare. 

Throughout 2020, Emma’s content began to focus more heavily on skincare and lifestyle, likely as a result of the pandemic at-home skincare trend. Emma has always been open and honest on her YouTube channel and Instagram about her struggles with acne growing up and her stint on acne medication. The natural progression into skincare tips was welcomed by her audience following this honesty and openness on her own bad skincare habits. 

 

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Emma’s venture into business wasn’t scrutinised by netizens as a result of the natural progression into skincare and the fact Emma has already created her own successful business Chamberlain Coffee and podcast, meaning she already has experience growing new businesses from scratch. This is also likely why her position wasn’t criticised—there were no pre-existing fans of Bad Habit before Emma joined. This means all the brand’s success has come from Emma’s own effort and strategy (and probably her own audience). Since launching with Emma’s assistance, Bad Habit has gained over 133K followers on Instagram.

Influencers as Creative Directors: Good or bad?

There isn’t really a definitive answer as to whether influencers should be appointed the coveted title of Creative Director or not; it entirely depends on the brand and the influencer. From previous reactions online, it seems to be that brands with an already established audience will likely receive criticism online for appointing an influencer as a coveted role. 

While influencers should be given credit for their ability to draw in and maintain a large and loyal audience, this doesn’t necessarily mean they are the best choice for leading a company’s creative visions. Netizens are just to question the credibility and expertise of influencers when they are given positions like creative director. Being a creative director involves more than just posting artsy and aesthetically pleasing images and videos online at the right time. It’s a demanding role that requires past experience in trend spotting, consumer behaviour, sales, social media and marketing. 

Launching a brand with an influencer as a creative director seems to have the same impact as launching a brand with an influencer as a global ambassador. Consumers are yet to form their own opinions on the brand and haven’t seen the brand perform without an influencer leading them. Launching a brand with an influencer at the creative helm may give the brand a speedier growth rate as the influencer can bring across their own audience. But this still begs the question: why not just make influencers brand ambassadors? This will give brands the same impact and growth opportunities while being directed by an industry professional who has the required experience. 

It is likely that we will be seeing more and more influencers be appointed highly coveted positions within brands. It’s also likely that we will be seeing more and more criticism from netizens over these decisions. 

So, to answer the question of whether having influencers as creative directors is good or bad… It seems to be good and bad. 

Each of the brands mentioned above experienced a huge amount of organic conversations online but the mentions were mixed. While some see the move as innovative, others see it as a robbery—people that have worked hard for those positions have had their chances taken from them. 

One thing is for sure: we’ll be keeping a keen eye on how these positions play out…

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How to Use Finfluencers

September 23rd, 2021 by

A “finfluencer”—or finance influencer—is an influencer that shares financial information and expertise. 

They offer Gen Z and Millennials financial advice in snackable, light-hearted formats and are becoming an increasingly popular source of financial information on social media. Finfluencers have been able to solidify their relevance thanks to the rise of fintech, COVID and unemployment uncertainty and the popularity of cryptocurrency. 

Finfluencers present financial institutions with many opportunities, but they need to be used with the utmost care and responsibility. As a result of fraudulent financial promotions, fake finfluencers and Financial Conduct Authority (FCA) concerns, social media platforms are becoming increasingly strict on the promotion of financial services and products. 

So, how can financial institutions use finfluencers? 

How Plum uses Finfluencers

AI money saving app Plum partnered with finfluencers including Matt Morgan (@moneywithmatt) and Timothy Paul (@tempahtime) who create content on finance, business and entrepreneurship for teens and young adults. Plum ran a series of ads and tutorials on how to save money and safely invest in stocks, alongside a “52-Week Savings Challenge” that encouraged users to save small amounts of money regularly. This use of finfluencers worked for Plum as TikTok users enjoy participation-based marketing. .

@tempahtime#save #saving #savemoney #finance #personalfinance #plum♬ Steven Universe – L.Dre

@moneywithmattAn Easy Way To Invest in Stocks! #plum #invest #investing #ad #stocks♬ She Share Story (for Vlog) – 山口夕依


How Snoop uses Finfluencers

UK fintech Snoop primarily uses TikTok and finfluencers for customer acquisition. Snoop has worked with finfluencer Jatz Naran since 2020 and promotes all his Snoop-related TikToks. The TikToks use simple language and explain real-life situations in an easily understandable way; some of the TikToks have received over 12 million views. Snoop has said that TikTok has been surprisingly successful in acquiring customers in their 50s and 60s, as well as younger audiences. 

@jatznaranLink in bio 🚀 ##snoop ##sponsored ##fyp♬ The Magic Bomb (Questions I Get Asked) [Extended Mix] – Hoàng Read

@jatznaranSnoop is by far the best money management app I have used 🤯🔥 ##snoop ##moneymanagement ##fyp♬ STAY – The Kid LAROI & Justin Bieber

How to use finfluencers


Host educational finance workshops

Finfluencers can be used to host branded financial workshops that provide accurate financial information and tips in a snackable format. Finance is a notoriously tricky topic to understand, especially for those who have no pre-existing knowledge. Having qualified and experienced finfluencers host workshops, mini-series or tutorials on how to use a fintech or traditional financial institution’s services and what benefits it can bring customers. By hosting multiple workshops or videos in a series, finfluencers can go into depth with their advice, offering a well-rounded and unbiased viewpoint. 

Use finfluencers as financial brand ambassadors

Financial institutions can use finfluencers as brand ambassadors. We would recommend that the finfluencers chosen to be brand ambassadors have relevant professional experience in an institution’s financial category. This gives the partnership credibility from the get-go, and businesses can ensure the advice and content created will be accurate and beneficial to audiences. In addition, finfluencer ambassadors are already established within a social media niche and can help businesses reach new and relevant audiences. 

Make your own employees finfluencers

Employees of financial institutions understand the inner workings of the business and will already abide by (and agree with) company values. This means their ambassadorship is as authentic as it can be and a brand will be accurately portrayed and promoted online. Employees have the qualifications needed to work at financial institutions, so they understand how to offer relevant and accurate assistance on social media. In addition, using “normal” people as ambassadors makes a business seem more relatable to social media users; they will also be more inclined to trust a professional opinion. 

Host a money-saving challenge

Social media users, particularly those on TikTok, enjoy participation-based marketing. Hosting a money-saving challenge not only enables users to actively participate in a challenge, but promotes and encourages downloads of a business’ app or services. It allows users to experience, for example, a new fintech money-saving platform that has been demonstrated by reputable finfluencers and gives them a chance to ask for advice as the challenge progresses, increasing engagement. Challenges are highly popular on TikTok and are a surefire way to boost awareness. 

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The Finfluencer Opportunities and Threats

September 22nd, 2021 by

A “finfluencer”—or finance influencer—is an influencer that shares financial information and expertise. 

They offer Gen Z and Millennials financial advice in snackable, light-hearted formats and are becoming an increasingly popular source of financial information on social media. 

What are the opportunities?

Connect with new generations and upcoming spenders

Using social media and influencers is one of the best ways to connect with the Gen Z and Millennials. Traditional and fintech banks can use finfluencers to help connect and teach these generations genuine and helpful financial advice. As a result of COVID uncertainty and high unemployment rates, these younger generations are actively seeking financial advice. These generations are also becoming the largest spending spenders, so banks and fintechs can use finfluencers to explain budgeting and saving advice in bite-sized and understandable ways. 

Prevent high-risk investing and crypto FOMO

FOMO culture dominates social media, but particularly on TikTok. As a result of the popularity of Fintok, many TikTok users have created videos discussing their own success with investment in stocks and cryptocurrency. However, some neglect to inform about the risks of investing in these, leaving the Financial Conduct Authority (FCA) concerned at the number of high-risk investments from young people. Using expert finfluencers, financial institutions can inform TikTok users on how to safely identify and invest in real stocks and cryptocurrencies. This way TikTok users aren’t feeling like they are missing out but are being wise and safe with their investments. 

Crypto FOMO - Socially Powerful

Gain cultural relevance

Using finfluencers can be a great way to show social media users you understand their wants and needs. By using popular and relevant finfluencers, financial institutions can earn a competitive edge over their competitors as they are showing cultural relevance. Using finfluencers that can appear natively in people’s feeds, financial institutions gain social proof and allow viewers to connect with them through the chosen finfluencer. As the world continues to favour digital, using finfluencers is an easy way for traditional banks to get their foot in the social-door. 

Teach younger generations about fintech

Millennials are less financially literate than the generations before them and are also one of the most indebted generations. However, they are the most likely to use fintech. This gives an opportunity to established and upcoming fintech businesses to use expert finfluencers (or perhaps use their own employees as finfluencers?) to promote their services while teaching Millennials about personal finance. Social media offers instant access to financial information, but using finfluencers helps personify fintech companies and makes a typically confusing topic easy to understand.

What are the threats?

Excessive positivity and encouragement for high-risk investments

Finfluencers are actively trying to reinforce their position as finfluencers. They are more likely to gain followers and a viral hit if they explain investment opportunities through rose-tinted glasses. However, by emphasizing the positive wins of investing, these finfluencers are not fully informing their audiences of the risks involved. In addition, as many platforms aren’t regulated, advice finfluencers are giving may not be correct, opening the threat of misinformation and even fraud. This means people are making high risk investments without understanding the incredibly serious risks involved. 

Influencers abusing their position of power

In recent times, many reality stars and influencers have abused their positions of power by promoting dubious finance assistants, debt schemes and cryptocurrencies to their large audience bases. When financial information is provided by a non-financial expert, the likelihood of their audience being well informed on personal finances is relatively low. This means any financial information is incredibly misleading and stands a high chance of being fraudulent; Kim Kardashian has been criticised by the head of the FCA for promoting an untested cryptocurrency on Instagram. As these stars have large fanbases, many of their audience members will follow blindly as a result of misplaced trust.

Influencers abusing their position of power - Socially Powerful

FCA concerns over social-media encouraged investments

The FCA has voiced serious concerns over young people actively seeking out investments online and says social media is responsible for young investors taking on too much risk. Research has shown that more than half of young investors have purchased a cryptocurrency using loans and credit cards. 

Discussing TikTok directly, the FCA has said people should be wary of fake finfluencers “promising high-return investments” and encourages people to do their own research. The FCA has called for social media platforms to create regulations for the promotion of financial products that have not been approved by an FCA-authorised firm. 

Platforms banning the promotion of financial services

As a result of the FCA threatening action if social media sites continue to promote risky, and occasionally fraudulent, investments to inexperienced consumers, many have begun taking steps to protect their users. In July, TikTok globally banned the promotion of certain financial services products including investment services, foreign exchange and cryptocurrency. Google has also clamping down on finance fraud by forcing all financial services advertisers to prove and display they are authorised by the FCA. 

In addition, it is likely the developing Online Safety Bill will include new regulations financial institutions and social media platforms need to be aware of. 

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The Demand for AR in Retail

September 16th, 2021 by

Augmented Reality (AR) in retail isn’t anything new, but it is still exciting. As a result of interactive AR games (think the 2016 Pokémon Go frenzy), consumers have become used to using AR technology in everyday life through their own personal technology. For retailers, this creates a brand new audience of consumers that are ready to be marketed to through the use of AR tech. 

Currently, retail brands aren’t consistently taking advantage of the novelty of AR marketing. Brands within the fashion and cosmetics industries—and the homeware industry—are leading the way by using AR as their audiences habitually use their mobile devices to discover and purchase products. However, many other industries are only using AR as a brand-awareness and discovery tool and not as part of the purchasing funnel. 

Although there is a slower uptake for AR shopping, it has received some major investment from big players. Snapchat recently acquired AR asset creation company Vertebrae in order to solidify its position as the marketing leader in mobile commerce. Vertebrae specialises in 3D digital assets of real life items, helping Snapchat and retail brands erase the barrier to entry for creating AR storefronts. 

Google has also begun investing into AR try-on technologies by working alongside Modiface and Perfect Corp. Working with these has allowed Google to implement AR into its own ecosystem to retain control, but also allows advertising partners to reach the new pro-AR consumers. 

L’Oréal has been leading the AR demand since it acquired Modiface in 2018. During lockdown, L’Oréal took advantage of the advanced move to digital and launched “the first digital makeup line” including filters that applied virtual makeup during calls. They were launched under the Signature Faces brand across Snapchat, Instagram and Google Duo.

Apple and IKEA have also begun using AR to assist the sales funnel by making AR product catalogues that allow users to see what their products look like in their own homes. AR is helping create new products and allowing for effective selling of existing products. As technology continues to evolve, the retail landscape will likely see more AR opportunities. 

As consumers begin to re-enter the new normal and stores are reopening, brands are given the opportunity to blend the demand for AR that developed in lockdown with the demand for being out in society. Brands can give consumers the opportunity to visualise a product on themselves or in their personal spaces before visiting a physical store. Not only does this alleviate the AR demand but heavily assists impulse purchases and keeps audiences engaged for much longer than a static image or video. 

Brands using AR in retail

L’Oréal

L’Oréal created an AR TikTok filter that allowed users to change their hair colour to one available in the L’Oréal Colorista range. Users were encouraged to share their augmented-reality hair transformation using the hashtag #GoBoldColorista. At the time of writing, the hashtag has over 3.1 billion views. 

@lenkalul##GoBoldColorista ##AD trying this cool @lorealparis hair filter! 💗🌸 ##hair♬ #GoBoldColorista – L’Oreal Paris

The AR filter and campaign not only raised brand awareness significantly, but also entertained users and creators by showcasing product results digitally. 

Maybelline

Maybelline Germany used an AR filter to support a TikTok hashtag campaign. The #LiftMyMood campaign saw creators use an AR filter that alternated between 3 Lifter lipgloss shades when they pouted at the camera. Pairing a fun sound with an interactive filter generated over 3.1 billion views to the hashtag.

@maybelline_deWerde auch du Teil der ##LiftMyMood Challenge und zeig uns dein Mood-Uplift!♬ Lifter Gloss gonna Lift My Mood – MAYBELLINE NEW YORK


IKEA

IKEA Place is an AR app that allows users with Apple iOS 11 products to test IKEA products in real time. Using Apple iOS 11’s ARKit technology, the app scales products based on room dimensions with 98% accuracy. Users can browse through over 2,000 IKEA products on the app, decide where they want the product to place in the room and visualise the purchase in AR. The app allows users to save their favourite products and share their selections on social media and facilitates purchases through the IKEA website. 

IKEA - Socially Powerful

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