Social networks are going full steam ahead with immersive technologies: focus on AR, VR and metavers!

Technology and innovation are major issues within social networks, as they are powerful marketing levers. And if augmented reality has proven itself, virtual reality still needs time to penetrate these applications. At the same time, the race for the metaverse is starting between the web giants. So let's focus on these different technologies: metavers, AR, VR!

Augmented reality has conquered social networks

Augmented Reality (AR) is already an integral part of the main social networks, Snapchat, Facebook, Instagram or even Tik Tok. Snapchat had opened the ball with its various filters, which we mentioned in a previous article to boost its marketing strategy.
Moreover, Snapchat has recently bought Vertebrae as indicated in thearticle of The Verge. It is a company specialized in 3D product modeling.
Vertebrae has already worked with Facebook to integrate 3D purchasing technology. He also counted Toyota and Adidas among his major clients.
Aware of the stakes surrounding this technology, the objective was obviously to capture the new generations likely to go to the checkout with their smartphone. In addition, taking this step also meant preparing to provide content for the metaverse.

Some examples of the use of AR

In fact, we can cite several recent augmented reality launches in social networks:

• In 2020, Snapchat had launched the "Try-on" option with Gucci. It allowed users of the app to virtually try on iconic models of the brand.
• The same year, Instagram used the Spark AR application. It allows you to add different features, whether through effects, sounds or animations.
• More recently, in August 2021, Tik Tok launched the TikTok Effect Studio tool to ride the wave. It offers users to create their own filter and experience in this area.

If the issues around augmented reality are no longer to be defined, what about virtual reality? Indeed, always looking for novelties, will social networks turn to this technology?

Virtual reality, the next step?

Snapchat's numbers

A forerunner in AR, Snapchat revealed in its March 2021 report* that it has great confidence in new user consumption habits, especially thanks to Generation Z, i.e. people born after 1995. Indeed, 94% of the 100 million shoppers who would make purchases with AR online and in-store would be willing to use it more. Moreover, the company estimates that by 2025, 75% of 13-69 year olds using social apps will be frequent users of virtual reality. So, eloquent figures for this fast growing sector.

The activity of the parent company of Tik Tok

For its part, ByteDance, the parent company of Tik Tok, is moving up a gear by acquiring Pico, one of the major players in the Chinese VR market, as indicated in another article by The Verge. The creator of virtual reality headsets is known for its product Neo 2, a possible competitor to the Quest 2 from Oculus, and more recently for the Neo 3.
This new acquisition seems promising for the social network given the popularity of these technologies lately. However, Pico seems unlikely to mix with ByteDance's TikTok service for the moment. Could Facebook's recent announcements make them change their mind? To be continued.

Heading for the metaverse

While the parent company of Tik Tok is moving forward with its pieces, Facebook (Meta from now on) unveils itself and announces the color: the metaverse at the heart of the company's DNA.

A term from the 20th century

The term metaverse appeared in 1992 with the novel Snow Crash. It represents a fictitious virtual world created artificially by a computer program. This parallel world would allow users to move, interact socially and sometimes economically, in the form of an avatar.

Facebook becomes Meta

Very recently, the company continued its policy regarding the metaverse and changed its name. Thus, the company Facebook becomes Meta, a name that reflects the objectives of the company, namely to "bring the metaverse to life"as Mark Zuckerberg confided to The Verge.
At present, the company is composed of different products for communities, creators or business. We also think of their subsidiary Oculus VR, the famous virtual reality company. Meta even plans to create 10,000 jobs in Europe over 5 years, to accelerate the development of this massive project. In parallel, augmented reality glasses were announced on Thursday, September 9, 2021 in a tweet, in collaboration with the famous brand of glasses Rayban.
We mentioned the democratization of virtual reality in a previous article and the objectives of Facebook at that time. From now on, the giant Meta is heading towards what could be the next major innovation of this beginning of the century in terms of immersion: the metaverse.

Where are the others?

Microsoft: heading for the metaverse!

In a tweet, Microsoft has already planned the integration of its solutions with the metaverse. Indeed, CEO Satya Nadella announced that Microsoft Teams will allow users to create their own 3D digital avatars, and collaborate in virtual spaces by plugging into a virtual reality headset such as Microsoft's HoloLens and Facebook's Oculus. These animated avatars can mimic your voice using artificial intelligence. This would allow for face-to-face conversations and free movement in virtual space. The feature, which is expected to launch in 2022, is powered by Mesh, a virtual collaboration tool launched this year.

Apple: other plans in mind?

Apple is reportedly working on a mixed reality (MR) headset, which mixes virtual and augmented reality. According to thearticle in The Information, this product would even be ready for "trial production". If the article talks about a standalone mode for the least demanding tasks, it is nevertheless unable to operate without the computing power of a Mac or an iPhone. Indeed, it requires connecting to a companion device for demanding experiences. Until now, the Cupertino firm was still very shy about these technologies. However, the launch of this headset would be planned for 2022. Recently, the analyst Ming-Chi Kuo announced that the headset could be delayed. Thus, the augmented reality glasses Apple Glass could be pushed back to 2023.

Epic Games: heading for the metaverse!

Epic Games, the publisher of the video game Fortnite, said that part of the billion dollars raised this year from investors would be devoted to its development. First concrete tastes: virtual concerts of international stars. We could see the American rapper Travis Scott in Fortnite or the pop singer Zara Larsson in the game Roblox. These concerts were followed by tens of millions of players.

Google: doubts?

Google represents a powerful combination of software serving a large number of users. Alphabet, Google's parent company, had invested $24 billion in 2015 in ambitious projects like Loon, Nest and Waymo. But many of its projects failed, gobbled up money or were reabsorbed by Google. Former executive chairman Eric Schmidt was speaking to CNBC recently. He was not as complimentary on the subject of metavers as his compatriot Mark Zuckerberg. Indeed, if the economic stakes seem massive, the concern around the metaverse and the consequences that it could lead to on human relations worry Eric Schmidt (the former CEO of Google):"The world is going to become more digital than physical and this is not necessarily the best thing for human society.

To be meditated on.

Consumers are fond of immersive technologies and are becoming more and more familiar with their use. When used wisely, these tools are a powerful conversion lever, allowing them to try before they buy, without having to go anywhere and at any time. It is therefore a good way toadapt your marketing strategy and to stand out, you are right to be interested in it!

Improve your processes and boost your sales with virtual and augmented reality.

Discover our solutions

As the web giants move into the metaverse, start with augmented and virtual reality. Contact us now! We have all the elements to accompany you in the metaverse: content creation, 3D platform, we are the recognized specialists in 3D applied to retail. So, if you want to dive into this world, in order to maximize your processes and your sales, join us!

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