Before we create a brand mask, let's understand what an AR is and why companies need it.
AR (Augmented reality) is an augmented reality technology, which involves superimposing computer layers on a person's real space. In turn, AR masks are a special Instagram filter or any other social network, with the help of which you can change your photo or video as you like. For example, add cat ears, makeup or other complex animated effects.
Back in 2019, when the threshold for entering AR effects development was very high and you had to go through a long verification process to place them, the statistics for their use were staggering:
- 400,000 creators in
- 190 countries
- 1.2 million AR effects
AR effects quickly gained popularity among Instagram and Facebook users and became a powerful promotional tool. Consequently, the functionality of the Spark AR development environment grew.
Today a mask is an image tool. Its use helps additionally draw users' attention to the brand with AR, increase interaction with the company and expand the audience.
How do you use masks to promote a brand
Everything depends on the imagination of marketers and masks creativity. Some examples of working cases:
- Hold a contest among your subscribers for the most original photo with a mask. The audience will pay attention to your page and by clicking on the creator of the mask will learn more about your products or services.
- Create a 3D mask with a product (furniture, clothes) so that the user will check how this product fits in their environment and make a purchasing decision.
- The use of masks for cosmetics brands is excellent. They solve the problem of selecting a product shade for each user. And the likelihood of purchasing the product increases, because the customer is already confident in the choice.
- Game masks, randomly showing different pictures and stopping at one, can also incline the user to buy. Here's a great example from a food delivery service: if a person wants to order, but can't choose a dish. The mask will do it for him. Gamification awakens positive emotions and excitement.
In the examples, we are mainly talking about complex masks, for the development of which you will need to turn to specialists with experience or spend time to get this experience yourself. Nevertheless, the creators of Spark AR have tried to maximize the availability of development, adding to the program templates and tutorials Spark AR, as well as posting video tutorials.
Let's get to development
Consider a simple 2D AR sticker with a logo.
You will need a company logo in PNG file format with transparent background, the recommended size is 1024×1024 px. We used 2 versions of the logo:
Instagram and Facebook authorization is also required, the accounts must be linked.
- Install the free program Spark AR from the official source.
- Immediately after launching the program, we see a huge library of ready-made AR effect templates. Choose 2D Stickers from them.
On the right we see an example of how the mask works, how it will be displayed on the device. Note that the template has 3 mask options that users can change.
Next you need to change the images from the template to a file with the logo. To do this, there is a file named replaceMe0 in the Assets list in the bottom left corner.
Right-click and select Replace and then the logo file.
If the file in the mask preview changes, then you have done everything correctly. If you need to, you can replace the rest of the files with replaceMe.
If you have one logo option, you need to remove the switches to options 2 and 3. Find them in Assets, right click and choose Delete.
We're close to the result! Click Publish in the lower right corner.
And in the Upload modal window that opens.
Redirect to the page with the description of the created mask. Fill it with data, add a logo.
Click Save and then Test on device to test the mask.
Done! Now you can run a contest for customers using the company mask or just diversify your stories.
In the future we plan to show the creation of more complex and even game masks, so stay tuned.