The recent launch of YouTube’s Interactive Try-On experience has sparked much excitement about the future of beauty tech innovation. By marrying video content with interactive augmented reality (AR) virtual try-ons, a new category of “Shoppertainment” has emerged.
AR has quickly evolved from nice-to-have, to need-to-have and brands like YouTube have tapped unique ways to seamlessly combine beauty tech with content to offer enriched consumer experiences that make the shopper journey more useful. As consumer behavior continues to evolve, the utility of beauty tech becomes more apparent. During the pandemic, the market saw an accelerated shift toward e-commerce, with 60% of smartphone shoppers turning to AR to avoid shopping in-store.
Recommended Reading: Read this article to learn How to Launch Your YouTube AR Interactive Brand Experience.
YouTube AR Virtual Try-on Is Helping Beauty Brands Connect with Users
In order for AR to be effective in serving the consumer, it must be true-to-life, making the use of hyper-realistic AR effects, like those offered by Perfect Corp., essential to the experience. By working with Perfect Corp., YouTube has made it easy for brands to participate in the AR try-on experience, and has subsequently helped marketers deploy immersive engaging experiences to YouTube’s mere 2 Billion monthly active users.
To engage the YouTube AR Try-On experience, viewers simply click the try-on button that opens a screen in portrait mode and allows viewers to virtually try on products featured in the video content, with a direct link to purchase. Similarly, the experience is easily accessible for brands thanks to a seamless integration from within the Perfect Corp. brand console that allows brands to share product assets directly with the YouTube universe to implement the virtual try-on. Any beauty brands interested in leveraging the AR virtual try-on experience on their YouTube content can contact Perfect Corp. for details on how to set up a corporate account in the brand console. This experience helps brands connect with users in a more impactful way. With more than 70% millennial and Gen Z consumers wanting to try on products before buying them, this interactive try-on delivers.
YouTube AR Campaigns Drive User Engagement, Lower Bounce Rate, and Improve Video Ad Performance
As consumers are turning to YouTube as a trusted shopping companion, they are also relying on YouTube creators as an influential voice when making purchasing decisions. This has made the new interactive YouTube try-on experience even more valuable, helping brands engage and connect with viewers to tell richer and more engaging stories about their offerings, and one that’s proven to drive results. YouTube reported seeing AR campaigns drive a more engaged user to the site, resulting in a 21% lower bounce rate compared to their evergreen campaigns, and driving more than 19% traffic to the site immediately after viewing our YouTube video ads, compared to evergreen video ads. Perfect Corp. and YouTube see this as the first step in continuing to build upon an enriched consumer journey that delivers high touch experiences at home and through mobile.
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