Brands to supply richer AR experiences via Facebook’s portfolio of apps

David Linder

David Linder

MSc in Marketing from the University of Salford. Facebook Certified Planning Professional Facebook Certified Buying Professional
2 min read

Facebook is approximately to provide brands the opportunity to add yet another dimension with their online campaigns

At F8 (Facebook’s annual developers conference) the social media titan announced its next iteration of Oculus Go.  It’s the company’s first standalone virtual reality headset, available online and via retail partners in 23 countries.

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Oculus Go’s features include new social apps that let consumers experience live events from the personal perspective.  For instance, enjoying the very best seats inside your home at a launch show…to exploring social issues.

Beyond the headset, brands can exploit AR through more traditional platforms including Messenger.

“We’re launching the power for brands to integrate AR camera effects to their Messenger experience,” announced David Marcus, who heads Messenger.

It is one of the enhancements aimed to greatly help businesses develop brand connections through augmented reality camera effects, within the app.

“This feature, launching in closed beta, helps people get valuable, instant feedback about purchases, and much more.  Brands can build experiences that encourage visitors to virtually customize, put on merchandise, walk through services, or simply go to town in a great way.”

Marcus demonstrated how AR provides Nike with an essential boost by offering customers the opportunity to buy trainers from the app and use AR to brag to friends on Messenger they have “Got ‘Em”

Brands like ASUS, Kia, Nike, and Sephora are launching Messenger-based AR effects.

ASUS is bringing the “unboxing experience” alive giving consumers the opportunity to get nearer to phone features and functionalities.

Kia gives car buyers the chance to customize and obtain close up and personal using its Kia Stinger model.

Nike is using Messenger to provide a special ‘sneak-peek’ at new trainers with a curated and visual red-carpet experience.

Sephora will probably let consumers try and share make-up looks.

Beyond Facebook, AR camera effects will undoubtedly be on Instagram.

Brands can design interactive camera experiences, including face filters and world effects for Instagram followers.

Other announcements made at F8 include:


After much anticipation, Facebook is finally building separate dating profiles accessible from within the Facebook app.

“People already use Facebook to meet up new people, and you want to make that experience better,” said CEO Mark Zuckerberg.

Clear History

As section of its ongoing commitment to safeguard users, Facebook is introducing an obvious History feature revealing which sites and apps send Facebook information.  Users can delete these details, in addition to turn off any ability for Facebook or others to store such data.

Sharing to Stories

Facebook really wants to make sharing music on Spotify simpler.  Both Facebook and Instagram Stories will let users share tracks directly without needing to connect a Facebook or Instagram account to other apps.

Instagram Video Chat

Available in Instagram Direct, people will soon connect via real-time video in one-to-one or groups.

WhatsApp Group Calling

Group calling and also stickers are arriving at WhatsApp.

David Linder

David Linder

MSc in Marketing from the University of Salford. Facebook Certified Planning Professional Facebook Certified Buying Professional

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