AR try-on! Nike's new shoes virtual try-on event is popular in TikTok community

British sports retailer JD and Nike partnered with TikTok to launch this event . The 3D AR function allows consumers to try on three colors of new Nike training shoes for free without leaving home . Users can participate through the tag #JDVaporMaxShuffle .

In addition to the AR try-on, JD and Nike also customized the audio for this event . Audio is extremely important on TikTok, a platform that is shaping the way we consume music today , and good music will attract more people to participate in the event .

The two sides of AR in social media marketing

AR is a major innovation in technology, and many predict that it will become a common marketing tool on social media . However, some situations require the effects that AR can provide, while others require people to actually feel it.

Providing virtual try-on for brands like Nike through AR technology is a good attempt . Consumers may not be able to try on shoes in person for some reason, but they can try them on and buy them through AR, which is the advantage of AR .

Since Nike is a trustworthy brand, consumers not only do not have to worry about the quality of the shoes, but can also visually see the wearing effect before purchasing , reducing potential risks after purchase. This may be the future development direction of social commerce .

However, in some cases , authenticity is still important, such as beauty products and medical beauty products. Some software allows consumers to view virtual effects through filters , but when consumers actually make a choice, they will still choose to seek advice from real people around them.

TikTok is building its own AR platform

It is reported that TikTok is building its own AR platform --- TikTok Effect Studio. Following Snap and Facebook, TikTok recently launched a new creative toolset, which is still in the testing phase and will allow developers to launch more AR effects.

TikTok Effect Studio is not designed for third-party use , but for use by TikTok users . Developers can now register on the Effect House website , where they will need to provide information such as their TikTok account, company and AR building experience , and work experience.

Overall, I think that although the development of AR is forward-looking and futuristic, there is still huge room for development of untapped real and tangible content in social media marketing .

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