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

Author's avatar By Jonathan Gabay 11 May, 2018
Essential Essential topic

Facebook is about to offer brands the chance to add an additional dimension to their online campaigns

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

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

Beyond the headset, brands will be able to exploit AR through more traditional platforms including Messenger.

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

It is one of several enhancements aimed to 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 more.  Brands can build experiences that encourage people to virtually customize, try on merchandise, walk through new products, or simply express themselves in a fun way.”

Marcus demonstrated how AR provides Nike with a vital boost by offering consumers the chance to buy trainers from the app and then use AR to brag to friends on Messenger that they have “Got ‘Em”

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

ASUS is bringing the “unboxing experience” to life by giving consumers the chance to get closer to phone features and functionalities.

Kia will give car buyers the opportunity to customize and get up close and personal with its Kia Stinger model.

Nike is using Messenger to offer an exclusive ‘sneak-peek’ at new trainers via a curated and visual red-carpet experience.

Sephora is going to let consumers try out and share make-up looks.

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

Brands will be able to 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 new people, and we want to make that experience better,” said CEO Mark Zuckerberg.

Clear History

As part of its ongoing commitment to protect users, Facebook is introducing a Clear History feature revealing which sites and apps send Facebook information.  Users will be able to delete this information, as well as switch off any ability for Facebook or others to store such data.

Sharing to Stories

Facebook wants to make sharing music on Spotify simpler.  Both Facebook and Instagram Stories will let users share tracks directly without having 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 as well as stickers are coming to WhatsApp.

Author's avatar

By Jonathan Gabay

Jonathan Gabay is one of Europe’s premier creative branding authorities. He is author of 15 books including university textbooks on copywriting. His latest title is Brand Psychology. Jonathan is a regular keynote speaker for major brands around the world. News organizations including: CNN, BBC, Sky and many more trust Jonathan to explain the stories behind the biggest brand news headlines.

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