Facebook celebrated Earth Day this past Saturday with a themed camera frame, marking the latest seasonal frame to debut on the social network. The camera frames, which are static overlays for photos and videos taken in Facebook’s main app and Messenger app, are now open to third-party developers as part of the Camera Effects platform that the company launched last week at its annual developer conference F8. Facebook said the first batch of camera frames created by third-party developers will start to roll out in May, with more selfie lenses and face-tracking effects coming in June.
What Brands Need To Do
The arrival of new camera frames is but one result of Facebook’s launch of the new Camera Effects platform, which enables developers to create third-party mobile AR experiences inside its main apps. While static picture frames may not seem like the most high-tech thing as far as digital marketing experiences go, the fact that brands can use Facebook’s platform tools to easily create branded frames that could reach Facebook’s nearly 2 billion active users worldwide is a big deal. And that is just the starting point for brands to explore camera as the newest platform. In order to properly insert your brand into the media that Facebook users share to earn organic impressions., brands need to work with developers to create fun, interesting, and engaging camera effects that users will want to use and share.
For a more in-depth analysis on Facebook’s announcements at this year’s F8, check out our latest Fast Forward here.