Why social media platforms are AR trailblazers

Snap Inc recently announced the launch of its global creative studio - Arcadia. Launched with brands including P&G Beauty, WWE, and Verizon already on board, it will create AR advertising and experiences for clients, while offering client facing workshops and trend reporting to help clients optimise their content.

This marks another milestone for the AR industry. When Snap rolled out its novelty front-camera face filters in 2015, it planted the seed that would make AR a familiar digital presence. Capturing high user engagement, the company acted as a catalyst for AR adoption among users. AR today owes a lot to Snap’s work familiarising audiences with the technology and its capabilities. Snap already has over 180 million users engaging with AR daily, and this figure is only set to grow. 

Now, Snap’s creation of Arcadia confirms that the AR and wider metaverse opportunity is huge for businesses. And that opportunity is bigger than Snap alone.  

Another step into the metaverse 

The metaverse is an incredibly exciting concept of epic proportions, representing the next monumental shift in what technology is capable of. In a similar way to how we moved from desktop PC’s to over 4 billion of us having access to a computer in our pocket at all times, the metaverse represents the potential of a new, immersive, experiential version of the internet. I’ve discussed previously what is needed to make the metaverse a reality, but Snap’s announcement begs the question — could a major AR entity monopolise this space from the outset?

In short, my answer is no.

We have made great strides in decentralisation and democratisation of the internet in recent years, with the advent of technologies including the Internet of Things (IoT), cryptocurrencies, and blockchain (which AR and AR content creation are a fundamental part of). If any one entity sought to have full control over the metaverse, this would go against the grain of that progress. To make a slightly nerdy comparison, we can view the metaverse and its potential like the force from Star Wars - as an ally, a force for positive change, surrounding us and connecting us to one another. 

There is a ‘light side’ to this technology - one of unfettered opportunity, connections, and communication. During my time at early Skype between 2004 and 2007, I watched as the technology transformed communication and brought families, friends, and colleagues together across distances and time zones, the metaverse will take this further. People will be able to explore any opportunity, unobstructed by restraints like location or social class. A very bright student from Mexico city would have the opportunity to potentially teach others in Manchester or Manhattan through the metaverse. We may see a new generation accelerate, success no longer being determined by capital and privilege but by intelligence, creativity, and effort.

But there is a potential ‘dark side’ should a metaverse monopoly take hold. One that  tracks us, trades our data, and does not respect privacy - one that, like current social media echo chambers, amplifies fake news and hostile voices. This is why it’s vital that, to be a force for good, the metaverse must never be monopolized, but stand as a bastion of community, shared development, and interoperability.

Facebook is serious about the metaverse business

Snap isn’t the only big name with the metaverse in its sights. Facebook (or, as the parent company is now known, ‘Meta’) announced plans that the company would rebrand at its annual Connect conference. The name change will reposition the business as a parent company for Instagram, Whatsapp, Oculus, and its titular social media app. Similar to when Snapchat became Snap Inc. at the launch of its smartglasses, Spectacles, Facebook’s decision highlights the brands’ commitment to the metaverse in clear terms.

Another clear sign of Facebook’s metaverse focus is the company’s announcement that it would hire 10,000 EU based workers to support its metaverse projects, including Horizon Worlds, its virtual reality (VR) social platform, and its collaborative virtual meeting service, Horizon Workrooms. 

It’s difficult to pinpoint where the supply of 10,000 dedicated VR and AR personnel will come from, however. Following Facebook’s statement, AR businesses might need to renew their focus on sourcing, training, and retaining talent. On a positive note, by making the industry more attractive, big-tech companies making AR inroads will nurture the next generation of talent that will be integral to building the metaverse. 

Why Facebook and Snap are progressing AR

With the AR market booming — and forecast to expand at a Compound Annual Growth Rate of 31.5% between 2021 and 2026 — Snap and Facebook’s decisions herald a time of opportunity for the wider ecosystem. Arcadia will help big name brands get up to speed with AR and seize its potential, increasing the demand for content across digital platforms. 

While Snap’s launch of Arcadia introduces another avenue for brands and developers to explore in AR creation (and a step towards the metaverse), it’s worth remembering that it’s not the only route - nor is it the first. Bespoke AR content creation studios, including our StudioB, have been supporting brands in developing immersive AR experiences and campaigns for some time. 

It’s vital for creatives and brands to have a range of options to explore when developing for AR, and it’s equally important those options include developmental tools at all levels - from bespoke studio-based development for brands with a budget, to no code toolkits even casual creatives can engage with. These tools must allow AR experiences to be published and shared across a variety of platforms, such as WebAR-based experiences that can be accessed and engaged with via a range of methods, including Facebook, WeChat, TikTok, WhatsApp, and web browsers like Chrome and Safari.

Snap’s creative studio and Facebook’s dedication to the metaverse will accelerate the progression of the AR industry. Their decisions will support AR’s rise to ubiquity and expand user familiarity with the technology and its capabilities. As the ecosystem consolidates, developing AR content will become as normal and accessible as editing videos or photos for the web is today.