Navigating New Realities: The Future of Brand Engagement in AR

Authored by Sohamm Thakkar, Co-Founder & CEO, ARtmeTech

As Meta announces the discontinuation of third-party AR filters effective January 14, 2025, this change will significantly affect brands that use these tools to enhance consumer interactions on Facebook and Instagram, where approximately 600 million users engage with AR filters monthly. Brands accustomed to leveraging these tools for consumer engagement will have to rethink their digital marketing strategies.

Historically, these AR filters have allowed brands to create highly interactive experiences directly within user feeds. For example, companies like Boat have used these features to allow users to create and share their own music, transforming simple interactions into an immersive, creative activity. Such dynamic interactions help strengthen brand recall and deepen user engagement by transforming passive viewers into active participants.

The significant impact of Meta's decision is evident in the extensive scale of AR content creation. More than 400,000 creators in 190 countries have developed over 1.2 million AR effects, illustrating the widespread adoption and creative potential of these tools.

With the discontinuation of third-party AR filters, brands need to explore alternative platforms and technologies to maintain and enhance their digital marketing strategies. The removal of these tools from Meta platforms opens up opportunities for brands to innovate and possibly improve their consumer engagement through other means.

As brands adapt to this change, they can consider several alternatives for AR creation and engagement. Platforms like Snapchat Lens Studio, Unity, and UniteAR offer varied capabilities for continuing AR innovation without relying on Meta's infrastructure. Additionally, investing in proprietary AR applications could provide brands with more control over their digital engagements and data analytics, allowing for tailored consumer experiences that align closely with their marketing goals.

The future of AR in marketing remains promising despite these challenges. Brands that quickly adapt to new platforms and technologies will not only mitigate the impact of losing Meta’s AR capabilities but could also discover new opportunities for growth and engagement in the evolving digital landscape. This transition may also inspire a wave of innovation as brands seek to differentiate their AR experiences in a competitive market, potentially leading to more personalized and interactive marketing strategies that could redefine consumer engagement in the digital age.

Also Read: Navigating the ad tech landscape in 2025: What marketers need to look out for