Facebook has announced to expand third-party augmented reality effects creators’ reach to Messenger and Portal

Facebook is all up for integrating augmented reality to its full effects on the platform. Last year only, Facebook introduced ‘Spark AR,’ which is Facebook’s AR platform for Mac and Windows that allows users to easily create AR effects for mobile cameras.

Spark AR Studio helps the creators to create amazing augmented reality effects, and Spark AR Hub is a product that helps the creators to publish, manage, and track how their effects are performing across all the apps and devices owned by Facebook.

Creators who create effects through Spark AR already have access to Facebook Messenger and Portal, but now Facebook has announced that it is expanding the reach of third-party creators of AR effects to Messenger and Portal too. The Facebook team said in a ‘Facebook Connect’ event recently that this update will most likely start rolling out in early 2021.

In the same event, Facebook gave some statistics about how much popularity Spark AR is gaining since its launch last year. There are more than 400,000 creators who create augmented reality effects on Spark AR, and they all belong to more than 190 countries. They have published over a million AR effects on Facebook and Instagram, and these effects are being used by a lot of accounts. In the past three months alone, more than 150 accounts have managed to generate over a billion views on these effects on Instagram’s platform.

Many brands are incorporating the augmented reality effects in ads too, and through the AR technology, they allow users to try different things on virtually before they buy them. Facebook mentioned in this Connect event that the company is working on bringing the augmented reality technology to Instagram Checkout soon too. It will allow users to buy things within the app and will most probably give them a virtual ‘feel’ of the products they are buying from both Facebook and Instagram Shops.

Facebook’s CEO, Mark Zuckerberg has often cited his full support for ventures that integrate augmented reality through his platform, and he believes that this technology, if fully utilized, can actually minimize the need of employees coming to offices for work and rather they can continue working from home more effectively. Facebook also announced in the Connect event about its intention in bringing smart glasses in 2021 as a branded Ray-Ban product.

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