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Creative Best Practices & Platform Guides

August 4, 2019

Creative Best Practices

Camera marketing is no different than social or content marketing. It’s all about the content, and it’s all about knowing your role in the eyes of your audience. You know your brand best, so think carefully about why, what and when it should express something. 

Camera marketing gives you the privileged opportunity to co-create and play with your audience. Remember in the camera your AR experience is a tool for self expression, communication and storytelling. 

The best performing AR Experiences do one or more of the following:

Additional suggestions:

  • Design for repeat use. For example, expressions of love have many use-cases, whereas seasonal AREs have a shorter window of opportunity. 
  • Consider context –  such as where I am, who I am, what I am up to and how I am feeling.
  • Plan for discoverability up front by creating content that begs to be shared across social channels. 
  • The Experience should be a reflection of your brand. Create authenticity and echo your brand’s existing personality. 
  • Design for your superfans. If resonantates with them, new audiences will love it too.  #superfansfirst
  • Keep the front and back camera in mind whenever possible. 

Things to avoid:

  • Avoid obstructing the face entirely.
  • People don’t want to look bad, unless it’s funny 
  • Don’t over brand it with logos — remember this content is coming from your account.

Instagram & Facebook Creative Guide

With approval for AR taking anywhere between 3-5 business days make sure you follow these guidelines as best as possible to insure your effect gets published in time.

Text & Logos

  • You can only use one logo in an effect, or short catchphrase that’s less than a sentence long.
  • Dont obscure any part of the face with txt and logos
  • Make the logo appear as a natural part of the effect, for example a logo on a jersey – not as part of an overlay

Splash Screens

A splash screen is an overlay featuring text or logos, that obscures the view of what the camera can see. Effects featuring splash screens won’t be approved.

Obscuring the Face

Avoid taking over the majority of the camera view or making people unrecognizable to themselves. If you do make a mask effect that covers the face, it should react to the users actions.

Community Standards

your effect should fall in line with facebooks community standards and platform policies.

Snapchat Creative Guide

Snapchat is a little more flexible than Instagram when comes to integrating brand logos and text. However, make sure you follow these guidelines and DO NOT include the following content:

  • Uses or is suggestive of Snap’s trademarks or products. This includes references to our properties or products, including but not limited to “Snap,” “Snapchat,” “Spectacles,” “Lens,” “Lenses,” “Bitmoji,” the Ghost Logo, the Spectacles Logo, and the Snapchat user interface.
  • Suggests any partnership with or endorsement by Snap.
  • Depicts or promotes regulated products or content from regulated industries.
  • May incite or glorify violence or the use of weapons.
  • Includes obscene language or imagery, depictions of nudity, sex acts, or profanity.
  • May be considered offensive by a particular group of individuals, or that could foster negative stereotypes, such as slurs or other derogatory language.
  • Promotes dangerous, harmful, or illegal activity, or that encourages Snapping while driving.
  • Contains hashtags or usernames.
  • Threatens to harm a person, group of people, or property. We don’t tolerate bullying, threats, or harassment on Snapchat.

Want learn more about Camera Marketing and how AR could help your business objectives?  Drop us a line 🙂


Read More:

Gif Creative Guide

Organic AR Best Practices

FabFitFun Case Study

Telemundo Case Study

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