At its core, AR is a tool for your audience to express themselves and tell better stories — and that extends beyond the Selfie camera. Living in a camera-first era, also means sharing the world around us. Luckily, nearly all of the Camera IQ tools and behaviors you’re familiar with in the front-facing camera work in the rear-facing camera as well. Below, we’ve highlighted five creative tips for a world AR experience that your audience will be excited to play with and share.
#1 There’s a world of possibilities.
First let’s start with what is possible when creating an experience for the rear-facing camera. The answer is ALMOST everything. With the exception of backgrounds, you can use any of the component types you might use in the selfie camera in the world. “But, um, what about makeup effects, head objects, or an ‘open mouth’ trigger?,” you ask. As long as there is a face in the frame, the AR technology will apply your content to the face.
#2 Define the overall campaign objective.
While AR is a storytelling tool for your audience, it can contribute to driving your brand’s marketing goals. If your goal is reach and top of funnel awareness, then perhaps leave out literal branding and create a “vibe” that aligns with how you want to make your audience FEEL. Think: decorative frame, rainbow prisms, color overlays, and VHS effects. If your goal is education or conversion: product visualization is key.
#3 Complementing the selfie experience.
Choosing between a selfie or world AR experience isn’t mutually exclusive. Your AR experience can have both. As long as you’re still within the 4MB total file size, you’re free to create as rich of an experience in the rear-facing camera as you have in the front-facing camera.
Creating a lipstick for your audience to virtually try-on? Use the world view to show an animated kiss mark in the same shade. Doing a randomizer? Create one in the world experience too so that your audience can play with a friend as a guessing game. What’s more important is not to try and duplicate the experience in both cameras, but instead to complement it.
#4 Test in different real world environments.
While you might have an ideal use case for your audience to use this AR experience, keep in mind that they could be anywhere the first time they open this in their camera. Be sure to test your experience in several environments (indoors and outdoors) to make sure your concept translates and is intuitive to use.
#5 When in doubt: Add custom instructions.
Don’t leave your audience guessing. If you need to have someone in the frame for a head object to show up — let them know! Does this AR experience work best indoors? Tell them. Want them to tap to change through product visualizations? Be specific. The goal is to make the experience as intuitive as possible.