There are those who made fun of Instagram for copying the Snapchat stories feature. Some of us saw it as a step towards saving Instagram from going the way of MySpace. Today, they’ve announced that the stories feature has 200 million daily users. That’s 40 million more than Snapchat announced this winter when they took their company public. To celebrate this momentous occasion they’ve added a few more features that Snapchat has had for a while. You can now add more stickers to your stories and even pin them to something in your video so they’ll move with you. They’ve also included Geostickers for several new cities.
These stickers, no matter what social media platform they’re on, are causing a term to enter the conversation that may have some parents scratching their heads. AR. AR stands for augmented reality which is exactly what it sounds like. Using your camera, these apps view the real world and then change it in whatever way you choose. Whether it’s a dog mask that pants when you open your mouth or stickers of bunny ears to celebrate easter, AR allows you to apply animation or illustrations to your images and videos. This is a popular feature that folks have been using for a while and it’s now been spotted by advertisers as a major opportunity for promotions. That’s why you’ll see masks featuring the latest movie release or a filter that has the logo of a make up product or beverage in the corner. AR is the new Television commercial but people are actually paying attention to it. Instagram’s celebration of these numbers with more AR features is guaranteed to bring in more users and more advertisers.
What Parents Should Know
Your kids and teens love nothing more than making silly faces in their selfies and sharing them with their friends. It’s good fun and usually not a big deal. Obviously advertising is everywhere and it was only a matter of time (it’s already been happening for a while) until marketing companies caught on that this was the best way to gain access to young people. I would expect more and more advertisers to jump on this bandwagon in the near future. The thing for parents to keep in mind is that these social media options allow marketers to identify their niche audience more easily and reach them more frequently. They can target age groups, locations, and even specific likes and dislikes to cater their marketing for that audience.
AR is just where entertainment is right now for our young people. Advertisers have always looked to target them in the cheapest and most direct way possible. My advice is simply to be aware of the amount of time your kid is spending on social media. There are always dangers that we want to keep them from but, while I wouldn’t call it dangerous, the constant barrage of advertising can become worrisome for some kids. My strongest advice is for you to get an account on the social media services your children use and get to know them a little bit. At worst you’ll have to see some dumb ads and lots of dog faces, at best you could have something in common to talk with your teenager about.