Bigger, better and smarter AR filters and effects are coming!
Facebook recently unveiled a new Spark AR feature that enables AR video call filters and opens up a number of possibilities in the AR space.
Read on to learn more about the announcement and the exciting ways YouTubers can virtually engage with their audiences.
What are AR Effects on Instagram and Facebook?
If you’ve scrolled Instagram Stories before, you’ve likely come across Spark AR Effects.
Spark AR is the largest mobile AR platform in the world with more than 600,000 YouTubers from 190 countries Published over 2 million AR effects on Facebook and Instagram.
If you’ve participated in a “Which Cartoon Character Are You” filter or posted a selfie with your eyes changing color on Instagram, you’ve used Spark AR.
You took on Instagram Stories – and for good reason. They are a fun, easy, and creative way to build a community and get your brand better known.
Take LaterCon AR filters from Later, for example.
Later’s AR filter was an easy way to build a sense of community for the guests of the virtual event while increasing our brand’s visibility.
AR effects come to video calls
In an effort to strengthen the community and connection, AR filters come too Video calls on Instagram and Facebook.
Announced at F8 Refresh, allows creators to create effects that provide a coordinated experience for multiple call participants.
With accelerated digital events over the past year, the new feature is designed to help creators coordinate shared experiences with their audience through effects that use a variety of objects, segmentations, and sounds.
Last year the Facebook team has Researches and invests in new ways in which AR can “help people feel a stronger sense of presence and togetherness when they are otherwise physically separated”.
And the most exciting development coming out of the AR for F8 this year is the introduction of dynamic and engaging AR filters over video calls.
But what does that mean for brands?
As Facebook opens its doors to create a new beta community of AR developers and designers, Instagram and Facebook will soon see a new wave of AR effects and filters to try out.
Some mega brands like Summer on Fridays and Radiation protection have already jumped on the use of AR filters for brand awareness and recognition.
Ecommerce focused AR filters are just emerging, with makeup brands like advantage and Mac cosmetics Creation of filters with which people can try on their products virtually and experience the product IRL as closely as possible in the virtual space.
And when it comes to video calling, AR filters are a way for brands to offer their community a creative, visual experience in a live setting.
That could be in the form of one-to-many Instagram Live Events or smaller, more intimate Facebook rooms where guests are invited by the host.
And Facebook is referring to this latest announcement as “a fundamental change.”
“It’s a shift that will help move AR from a single-user, single-screen experience to a multi-user, multi-screen experience – and ultimately unlock incredible new use cases for group AR effects.”
According to Facebook, these new features are currently only available in Messenger. With the integration of the Multipeer API, these AR effects will soon be available for video calls on Instagram and Portal.
How creators can get involved
Facebook wants to build a global community of AR creators, which is why they are opening the beta for everyone to join.
“As part of the beta, you will gain access to new tools and features that will allow you to create and publish AR effects for video calls. In addition, we provide templates, documentation, tutorials, coaching and more. “
Follow this link apply for inclusion in the next wave of beta testers who specifically bring AR to live video calls.
And if Create your own AR filters is out of scope, that’s fine. With the new features, it means that there will be plenty of new and fun effects coming your way soon.
Even if you only use them in your Instagram Stories, AR effects can transform the virtual communication of people and companies over a coordinated space.
It seems this is just the beginning of AR effects on Instagram and Facebook – so be sure to check out this section.
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Jessica is a creative problem solver and content writer. Jessica is from Winnipeg, a city in the middle of Canada – but currently lives and works remotely in Paris, France. Follow at @jessicaworb.