Immersive Technologies Transform Social Networks
Social Media Brands Embrace Integration of Virtual and Enhanced Reality Technologies
The digital landscape is steadily evolving with the integration of immersive technologies such as virtual reality (VR) and augmented reality (AR) into social networks. This transformation is reshaping promotion, communication, and entertainment on these platforms.
Augmented Reality (AR) Gains Ground
AR has become a significant player in social media marketing, offering dynamic and engaging experiences that augment interactions between brands and consumers. The use of personalized filters and interactive advertisements creates memorable experiences, enhancing user engagement [1].
For entertainment, AR filters and effects have become popular on social media platforms, fostering deeper user engagement and immersive experiences. For example, AR can enable shared experiences through interactive filters, encouraging users to engage more profoundly with content.
Virtual Reality (VR) Stakes Its Claim
While VR lags behind AR in social media, its role is growing in specialty applications. VR offers immersive storytelling experiences that engage users more deeply than traditional media [3].
Entertainment-wise, VR provides immersive experiences that can be shared on social media platforms, yet its use is comparatively limited compared to AR. Social VR platforms like Facebook's Horizon aim to bridge the gap by offering social interaction and shared virtual experiences.
Standalone VR Headsets and Social VR Platforms
Devices like the Oculus Quest and other standalone headsets are gaining popularity for gaming and entertainment, but their role for social interaction or professional use remains confined to specific niches, like training or education.
Facebook's Horizon, a social VR platform, is designed for social interaction and creativity, allowing users to build and share virtual worlds. However, its popularity and professional use are still developing and have not yet reached wide-scale adoption.
A Future for Social VR and AR
As social networks invest in VR technologies, the possibility of merging the digital and real-world social experiences seems imminent. This shift in emphasis addresses new needs, particularly in the professional sphere, as witnessed by Facebook's beta release of its workspace in August 2021 - a new platform for collaborative, virtual workspaces.
[1] source for promotional purposes of AR in social media[3] source for specialized uses of VR in social media[1] source for promotional purposes of AR in social media[2] source for the emergence and growth of AR filters in social media[4] source for the use of AR in brand marketing strategies[5] source for the entertainment and engagement aspects of AR in social media[6] source for the growing interest in VR and its specialized uses in social media[7] source for the immersive storytelling potential of VR in social media[8] source for the entertainment aspects of VR in social media[9] source for the potential of merging social networks and virtual worlds[10] source for the ongoing development of Facebook's Horizon and its potential in professional use[11] source for the popularity of Social VR and AR during lockdowns[12] source for the evolution and potential of Horizon Workrooms as an alternative to traditional video conferences.
Artificial Intelligence plays a role in enhancing user experiences on these platforms by analyzing user behavior and preferences to tailor content and interactions, thus bridging the gap between technology and art.
In the realm of entertainment, the merger of technology and social media could lead to the creation of immersive, interactive, and shared virtual experiences, revolutionizing how we engage with popular culture.
