DIGITAL MEDIA DIGEST: NOV ‘19
A monthly look at the world of digital from NORTH’s point of view
Try Before You Buy: Augmented Reality on Facebook and Instagram
By Caroline Desmond, Director of Media Strategy
Facebook and Instagram are getting serious about Augmented Reality (AR) enabled ads. After a limited launch last year with Michael Kors and Sephora, Facebook recently announced it will be “expanding the AR opportunity to more advertisers, [and] entering open beta for AR Ads globally this fall.”
Meanwhile, Instagram just started to allow a handful of brands who sell their product directly on Instagram to add the new augmented reality “Try It On” feature to product pages. As Mashable reports, “the new AR feature will be limited to cosmetics (Mac and Nars are early partners) and eyewear brands (Warby Parker and Ray-Ban), but Instagram plans to make it available for more products over time.”
The user-experience appears to be fairly straightforward and does not require the user to download anything. When a user is looking at a shoppable “tagged” product and they tap to open product details, they will start seeing the option to “Try It On” at the bottom of the page. Tapping this button will then engage the same technology that allows users to superimpose VR filters that make them look like they have heart eyes or a unicorn horn. These AR camera effects then allow the users to see how those Ray Bans would look or whether that particular shade of lipstick is on point.
The timing is right for this. Consumers are increasingly adopting AR. Moreover, as 5G connection speeds roll out to more consumers, richer mobile media experiences will feel more seamless as connection speeds increase. The Boston Consulting group reported in 2018 that over 80 million people in the US engaged with AR technology and this number is expected to grow to over 120 million people by 2021. More recently, Facebook reported that “in the US, 63% of internet users surveyed say they’ve tried an AR experience created by a brand.”
Preliminary results on AR-enabled ads are positive so far. According to a September Facebook for Business blog post, makeup brand WeMakeUp saw a 27.6 point lift in purchases, and the average person spent 38 seconds interacting with the brand’s AR ads that allowed users to try on WeMakeUp’s latest shade of lipstick.
We’ll be keeping an eye on this trend as it becomes available to more brands. Aside from preliminary results showing increased consideration and sales of product, we also see AR-enabled ads as a useful tactic to increase earned reach on paid campaigns. The idea is that users will “try on” products then share screen captures of themselves to friends seeking feedback. This in turn allows AR-enabled ads to generate earned reach beyond what a brand pays for. In short, we’re optimistic and we look forward to seeing what’s in store as Facebook and Instagram continue to expand AR capabilities.
TikTok Educates Users on Privacy and Safety
By Izzy Kramer, Media Planner
Between TikTok’s continued growth (now 60 million active monthly US users) and an estimated 60% of that audience comprised of users under the age of 20, many fear the looming insurgence of the usual online dangers of cyberbullying, phishing, and more.
So, a few weeks ago TikTok released a safety video series titled “You’re In Control,” to explain what these common internet issues look like on TikTok and how to combat them seeing as TikTok’s exclusively short-form, selfie-based video content sets it apart from other social media sites. These videos complement the previously-released 7 videos that educated users on topics including choosing a private account, enabling commenting and messaging controls, and setting screen time limits.
The “You’re In Control” series emphasize that TikTok’s safety and privacy controls are accessible and easy to understand. The videos star various popular TikTok creators to explain how to use the accessibility and privacy controls. In the press release announcing the video series, TikTok goes on to express the purpose of the app is to “inspire creativity and bring joy” and that their “in-app controls are designed to keep TikTok welcoming for everyone and…to help keep our community safe.”
Mintel, a leading consumer trends and research company, summarized the overall messaging of the video series and how it relates to brands: “the safety videos released by TikTok reflect a commonly understood conclusion which is the frequent misunderstanding and ignorance that users have about their online safety;” however, “while the creators serve the purpose of engagement and visibility, the educational component serves as an example of how brands must make privacy ‘cool’ again, which means tapping into how to make it relevant to consumers.’
It is crucial for TikTok to convey the importance of users to be aware of their privacy, and instead of just slapping all this info into an FAQ page on their site, TikTok is wielding the power of popular memes, the influence of creators, and the eye-catching quality of video. TikTok has also made these videos available via the @tiktoktips account on their platform, making the video by nature far more accessible. As TechCrunch puts it: “they’re not exactly your traditional how-to videos” and it an example other brands can follow.
Mintel goes on to predict that “to reach maximum security and privacy online, consumers would have to forgo some conveniences and be much more conscious about their behavior online. However, we know that consumers will only expend additional effort if they will reap the benefits soon after, while online privacy tactics are largely preemptive. This puts the onus on brands and service providers to make consumers’ responsibilities to keep themselves safe easily understood and easily performed, which starts with digestible content.”
So, outlined below are the top themes and videos TikTok decided to focus on to serve as an example and jumping off point for other brands and service providers:
- Reporting inappropriate behavior: Taking place on a bus ride with a comically inappropriate passenger, this video shows you how to use the in-app reporting feature.
- Blocking a user: Want to turn off the peanut gallery? This tutorial shows you how you can block an individual user from following, seeing your content, or contacting you.
- Filtering comments: Told using a delicious can of TikTokios, this video shows how you can automatically filter words from appearing in your comments — or in the video, the words in your bowl of tastiness.
- Choosing who can duet with you: Told through the lens of a music jam session, this video illustrates how you can disable duets or enable the feature just for friends.
- Being thoughtful about your profile: This tutorial helps users understand the value of being thoughtful about what you choose to reveal in your profile and videos.
- Keeping TikTok positive: TikTok is committed to building an environment for positive creativity, and this video illustrates how to stand up for your community by reporting bullying or harassment.
Personalization: A New Opportunity for Brands to Facilitate Choice
By: Madelyn Engel, Performance Marketing Manager
With the rise of the digital age, consumers are no longer limited to the products carried at their local stores. As retail moves more online, companies are no longer limited to shoppers in their city, state, or even continent. Consumers can now choose from products worldwide. But with so much product competition, brands are having to work harder to distinguish themselves, and consumers are becoming overwhelmed by the sheer volume of products, which according to Mintel trend data, is leading some to “choice paralysis.” This phenomenon is leading to more tools and tactics aimed at helping consumers make more educated and personalized decisions.
With an overwhelming volume of products, consumers began to look toward authentic and knowledgeable figures online to sort through the masses and find products people they trust genuinely recommended. Thus, the rise of influencers began. But as influencers have become highly sought after by brands paying for promotions, their authenticity is now in question, leading the model to evolve again.
One new website, Mira, has launched to fill this gap. Mira is a beauty specific search engine that distills product reviews into “digestible synopses” and allows for easy product and price comparisons. According to Mintel, this site allows users to “ask specific questions about products or features and get advice and recommendations from users with similar skin types, skin tones, and aesthetic preferences: real answers from real consumers.” This streamlined and personalized solution allows users to easily gather information, narrow down their options, and make a decision.
Other mainstream websites are also offering ways to personalize a user’s experience. Rather than simplistic tools like filtering by price and color, brands are utilizing AI and algorithms to create personalized recommendations. For instance, suggestion features, based on a user’s past decisions, are popping up everywhere; think Netflix’s movie suggestions or Spotify’s “Made for You” playlists.
Even smaller websites are creating tools to help users with their product selection. For instance, Manduka has a tool to help users choose the right yoga mat. Users take a short “quiz” and select from pre-set answers for questions about their joint pain, travel frequency, what type of yoga they practice, and their budget type. The tool then gives them three options with a short description of why each mat would be a great fit for them.
Beauty brands seem to be ahead of the curve when it comes to incorporating new technology to facilitate choice. From trying on lipstick shades with AR, to diagnosing acne issues with AI and getting personalized product recommendations for treatment. These brands are great examples of how to incorporate technology to give users the personalization they are becoming accustomed to.
So what should you focus on to drive your brand forward?
1. Personalization: Consumers are overwhelmed with making decisions and they are looking to brands to help them make choices. Ultimately, consumers want it both ways: plenty to choose from and shortcuts that make the decision-making process faster, and more personal.
2. Authenticity and Values: Millennial and Gen Z consumers are more commonly making purchases that align with their values and ethics. This means brands need to be transparent, forthcoming, and genuine.
3. Education: Consumers are eager for information to be educated purchasers and will prioritize brands that educate them in easy-to-understand language. As peer reviews are creating a lot of confusion and noise, there is an opportunity for the return of expert curation.
Ultimately, brands need to be a resource for their customers, not just a set of products. Consumers want to be educated. They want to expand their horizons with product recommendations. They want to build a sense of community. But they want to be the center of that relationship.
