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Masks in Social Media
Masks in social media are visual effects of augmented reality that users actively employ in stories, live streams, and videos. These effects can change the appearance of the user by adding various virtual elements to the real image, such as glasses, hats, and other accessories.
Essentially, masks are one format of augmented reality (AR), which allows for the overlay of digital objects onto the surrounding world. This creates a unique interaction between the physical and virtual spaces. According to Statista, in 2023, AR technologies were used on 1.4 billion devices worldwide, and this number is expected to grow to 1.7 billion in 2024.
Creating masks has become accessible for both ordinary users and brands, and they can be found on platforms like Snapchat, Instagram, Facebook, TikTok, and VKontakte. Users can find and save their favorite effects in special catalogs or through keyword and author name searches.
Why Businesses Need Masks
Masks serve as a powerful marketing tool, allowing companies to achieve various goals:
- Creating viral content: Brands can develop masks that become popular and are used by users in their content, thus attracting attention to their name.
- Increasing reach and recognition: Masks create hyperlinks to the brand's account, helping to attract new followers and increase profile reach.
- Advertising products: Brands can use masks for virtual try-ons of clothing or cosmetics, helping users see how products look in reality.
- Creating newsworthy events: New masks can become news for the media, which also increases brand recognition.
Types of Masks
The classification of masks is quite conditional, as several effects can be used in one filter. Let's consider the main types of masks:
Face and Head Changing Filters
These effects alter the user's physical parameters, such as face shape and hair color. Some of these filters may have limitations due to negative impacts on self-esteem.
Beauty Filters
These masks help users virtually apply makeup and correct skin, making them popular among cosmetic brands.
Face and Body Trackers
These effects add virtual elements to the user's face or body, reacting to their movements.
Background Changes
Filters that completely change the background, immersing the user in a completely different environment.
Games and Thematic Content
AR games and effects related to a specific theme are becoming increasingly popular, allowing users to interact with content.
How to Use Masks for Promotion
To make a mask an effective marketing tool, follow these steps:
- Define the goal: Consider what you want to achieve with the mask — increase recognition, attract attention, or promote a product.
- Develop an interesting effect: The mask should be unique and appealing to users.
- Ensure compliance with rules: Review the requirements of social networks and ensure that the effect meets them.
- Pass moderation: Upload the mask to the platform and wait for approval.
- Promote the mask: Use the effect in your stories and videos, engaging users.
- Analyze results: Track the effectiveness of the mask and make changes as needed.