Guest Post: NordVPN Discusses If Augmented Reality Will Harm The Influencer Business for Good

Gucci, an Italian luxury brand, is the first to get on the potential Generation Z market, shifting their efforts to Snapchat’s augmented reality (AR) shopping features. The app now offers lenses allowing users to virtually try on Gucci sneakers and purchase them directly through a “Shop now” button. 

As AR offers an effortless try-on of brand products, it technically eliminates intermediaries between brands and prospective consumers. This innovation makes Snapchat users self-influenced. 

Another iceberg approaching influencers’ fleet

The advertising industry values influencers for their ability to integrate brands into personal experiences in a way that speaks to their customers. People crave to have the same experience, which makes them want to buy things and eventually leads to successful sales. With the opportunity to self-influence by trying on lenses with different outfits, there is a chance that brands will no longer need influencers. Friends and family trying on designer pieces for free without leaving their apartment might become more inspiring and influential.

“There are multiple businesses that were once threatened by digitalization. Books, newspapers, and magazines were expected to vanish from the face of the earth, but are still here. What digitalization has done is created an omnichannel consumption and expanded audiences for the same products. The same might happen to online try-outs: they will become a convenient tool for making shopping decisions, but will not replace influencers. People will still be looking for ideas and inspirations outside their own imagination,” says Ruby Gonzales, Head of Communications at NordVPN.

The youth’s increased digital vulnerability 

As exciting as technology is, it has its own drawbacks. Snapchat reaches at least 105 million people a month in the United States alone, including over 90% of 13-24-year-olds and over 78% of 18-24 year-olds. According to Pew Research Center, Generation Z is the most vulnerable to phishing attacks.

“Every new tool means more sharing. Each shared picture is a disclosure of personal aspects of life, making people more vulnerable. Oversharing fuels cybercrime. It is advised to always think twice before taking a picture, making sure the snap doesn’t reveal the home address or other information that can be used to trace a person,” says Ruby Gonzalez.

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