Facebook Allows Consumers To Test Products Through AR-Enabled Ads
After creating augmented reality ads with Michael Kors, Facebook is working with beauty brands like Sephora and NYX to offer all-important pre-purchase virtual trials for online sales, helping to build customer confidence
Facebook is looking to help brands better connect customers to products through the implementation of augmented reality (AR) ads. Users will be able to test specific products through the ads with the optional “tap to try on” feature.
Michael Kors, a U.S. based fashion brand, was the first retailer to offer this tool. Now, other beauty brands, such as Sephora, NYX Professional Makeup, Bobbi Brown, Pottery Barn, Wayfair and King work, are creating their own AR-enabled ads to run on Facebook later this summer.
Facebook previously has allowed for brands to use its AR feature to experience products via Messenger. However, these more immersive ads will be right on users’ newsfeeds, which will allow for a more streamlined purchase experience. Consumers value convenience and are attracted to features that allow them to save time. Facebook’s new AR ads enable consumers to more accurately test products online than ever before, and function as an attempt to close the remaining gap between on and offline sales by providing pre-purchase trials that build customer confidence.