How mobile photography changed advertising in Smartphone field
Recently most smartphone companies focus its advertising on camera phones and how powerful they can be while launching a new phone. Today we are going to talk about how camera phones changed the rules of advertising in smartphones field.
1) Cameras becoming an aperture, for users to discover the world
The everywhereness and universality of the smartphone usage and its integrated camera has brought a new era in consumer behavior. Users are engaging more and more with the real physical world through a digital lens. Spending most of their time with their smartphone and camera. Sharing pictures and moments they appreciate through Instagram stories, snapchat or Facebook posts. The number taken of photos taken last year by phones is nearly four times the number of photos taken in 2010.
People are starting to see themselves using a phone for more than just texting, calling, or using it just for its multitasking features, they starting to rely on the mobile camera a lot. And smartphone companies are using this as a marketing strategy to market the launch of new phones and maximizing their profits.
If we take IPHONE for example, at the launch of every phone series they recruit many artists, cinematography specialists and talented people to help them advertise the camera performance and quality of their new phones “And it works everytime”. We always notice artists, art students and photography passioned buying their new products due to their powerful camera and how it can make their life much easier.
With the rise of people working as influencers, using Instagram, Tiktok and snapchat as their daily routine of work. Smartphone camera quality became more than just a useful feature that can facilitate their life but as an essential tool to gain the trust of sponsors and more followers.
“Good IG (Instagram) pics means more followers and more followers means more sponsors which means Gaining more money”.
I have noticed lately that most people while trying to decide to buy a new phone, one of the first things they ask about or test, its Camera quality. Lately we starting to see on YouTube new channels specified only in camera phone reviews with million of views at each video uploaded. Youtubers also goes in depth with camera details, explaining and highlighting the strong points and weaknesses of each camera phone. Personally, before buying any new smartphone, I usually watch many reviews on YouTube about its camera performance.
“Unbox Therapy”, “Marques Brownlee” and “Uravgconsumer” are one of my favorites with millions and millions of followers on their channels. They do not just test the phone and its camera but compare it also to its competitors while giving you advices on which phone it’ll suit your needs better.
2)The importance of AR (augmented reality):
The use of augmented reality (AR) has gained lot of attention the past two years as it was demonstrated by “Pokémon Go” success with more than 50 million users for its first weeks after the launch.
AR is offering unique ways for marketers to interact with consumers (virtual showrooms, trying makeup before buying it “L’oréal” and navigation).
The AR audience is growing fast, and consumers are adapting rapidly to this new form of marketing. Advertisers are always looking for new chances and ways to reach consumers using this new form of advertising. Smartphone companies are now focusing all its research, resources, and innovation to capitalize on the opportunities in AR.
Combining the power of cameras and AR, smartphone companies can introduce features and options that will help them mark their spot in this competitive field. Since customers are now looking for devices that help them gain time and do many tasks easily.
It’s time to say goodbye, stay tuned for more posts, and don’t forget to follow me on Instagram for more content.
Written by :
Abdelkarim Ennakhla a 24 year old Digital marketing student at Audencia, passioned about mobile photography and in love with the beauty of sunsets.
https://www.bcg.com/fr-fr/publications/2018/augmented-reality-is-camera-next-big-thing-advertising