Instagram is testing an option to let users try-on a product with AR functionality, generating an immersive experience.
Reportedly, the feature is being tested with a limited number of brands as of now, only specified to cosmetics and eyewear brands. Mac and Ray-Ban are a couple of the brands that got an early hands-on.
The option might be available to more brands from other sectors in the future. The feature is powered by Facebook’s Spark AR that also powers the majority of Instagram’s Camera Effects.
Users will be able to try on the product while checking them out via shoppable tags on a brand’s post. They can try them out before adding them to the cart. Users would also be able to share this AR Experience through Stories and the Story will link back to the original product.
Srilatha Raghavan, Product Manager, AR Commerce at Facebook mentions, “You can share it through Stories with friends, and brands can create Stories — that’s definitely one of the primary ways in which we think that people will shop”.
This is definitely a beneficial addition for brands who heavily advertise on the platform and also for small businesses that only market through Instagram. Influencers and Creators too would discern this feature as advantageous, as they would be able to share product reviews and more content around such products with a visual sketch.