TECH

Instagram introduces new AR-powered Try On Ads

Beginning today, a handful of brands that sell their products directly on Instagram will be able to add a new AR try-on feature to product pages. Initially, the new AR feature will be limited to cosmetics (Mac and Nars are early partners) and eyewear (Warby Parker and Ray-Ban), but Instagram plans to make it available for more products over time.
The feature is essentially an extension of Facebook’s version of the same, which was also launched with selected brands last year. Instagram’s version, built on Facebook’s Spark AR platform, looks a little more refined, which likely comes from the extra time in development, but is also probably more from a requirement to fit into Instagram’s aesthetic focus.
There're a few ways Instagram users might encounter the new shopping feature. The first is while checking out specific products a brand has tagged in a post. You'll have the option to try out the product via augmented reality filter before adding it to your cart, but Instagram is also hoping users will be inspired to share these AR experiences in stories, which will also link back to the original product.
It's an interesting addition, particularly on Instagram, given the audience's interest in Stories and the heavier focus on visual tools. That could make it a great option for Instagram campaigns. It will require additional platform expertise to create such experiences, but they're quite interesting and brimming with potential.
“Instagram is such an important platform for product discovery, particularly in beauty,” says Dina Fierro, VP of Global Digital Strategy at Nars Cosmetics, one of Instagram’s initial shopping partners. “It's very clear that Instagram impacts purchases whether it's happening online or offline.”

By Airyl Jaszly