TikTok is preparing to use augmented reality (AR) to directly compete with Snapchat, a key feature of the photo messaging app. This type of advertising will allow TikTok users to create videos with 3D visual effects (in real time).
Augmented reality videos soon on TikTok
After launching two new features to personalize its videos, TikTok is turning to augmented reality videos. Its users will thus be able to have more information about a brand by simply pressing the screens of their smartphone. They will also have musical soundtracks that they can add to their videos. The ad format may have a different name when it is deployed, which is expected to take place worldwide in the third quarter of 2020.
The effects of augmented reality will interact with the surrounding physical environment as seen through a smartphone camera, giving brands a way to embed their digital images into user-created videos. According to Digiday’s example, an automaker might have branded AR content showing a vehicle driving along a kitchen table, or its mascot appearing in videos.
TikTok vs Snapchat: an opportunity for mobile marketing
This new ad format on TikTok targets competitor Snapchat, whose parent company Snap said more than 75% of Snapchatters engage with AR content every day on average.
AR content attracts advertisers because it invites social media users to extend their exposure to a brand experience, helping Snapchat’s offering attract big brands. The content also invites users, Snapchatters and soon to be TikTokers, to share the content with their friends and followers, which helps extend the reach of their social media campaigns.
This novelty is therefore a real boon for mobile marketers since they will be able to make their advertising content more immersive and impacting on TikTok. Moreover, the social video application is starting to have an increasingly growing audience, which is arousing the interest of marketing managers and digital platforms. According to a Sensor Tower study, she recorded more than 2 billion downloads worldwide on the Apple and Google stores.
Granted, Snapchat has more users compared to TikTok, but the short video app has a higher impact. TikTok content has the potential to go viral very quickly, which Snapchat has yet to do …
Source : Mobilemarketer, Digiday, Businessinsider