Augmented reality (AR) is transforming the way brands engage with digital-first audiences, creating immersive, meaningful experiences that far surpass the reach of traditional ads. Leading this shift, Snapchat has pioneered social media AR, offering deep insights into how AR can captivate audiences and redefine brand connections in the digital landscape.
The Rise of AR in Digital Communication
As technology continues to redefine communication, AR is steadily integrating into everyday digital interactions, particularly among younger audiences. By 2025, almost all Gen Z and Millennial users in the UK will interact with AR on a weekly or daily basis. For brands, this presents a unique opportunity to connect with consumers in interactive, memorable ways that go beyond conventional advertising. Snapchat’s data on AR usage highlights its potential as a valuable medium for sustained user engagement and brand-building.
How Snapchat’s AR Captures and Holds Attention
Studies show that AR content on Snapchat draws and holds user attention significantly better than standard mobile ad formats. Research from Amplified Intelligence reveals that Snapchat AR experiences capture active attention for an average of 12.2 seconds, compared to just 2.3 seconds for traditional social media in-feed ads. This higher engagement time can be attributed to AR’s interactive nature—users participate actively, rather than passively viewing, creating a dynamic relationship with the content.
Moreover, AR on Snapchat benefits from a "hybrid attention decay" model, where user attention remains high over longer viewing periods. This sustained interaction is valuable for brands aiming to create lasting impressions, especially compared to the rapid attention drop-off typical of conventional ads.
Strategic Insights for AR Campaigns
To create impactful AR experiences, Snapchat suggests a strategic approach that combines interactive, immersive elements with practical, user-focused design. For brands, this means tailoring AR experiences to be both fun and functional—allowing users to engage deeply without losing sight of key brand messages. Additionally, campaigns that integrate AR with other ad formats, such as Snap Ads and Story Ads, achieve greater impact by reaching users at multiple points in their engagement journey. This layered strategy amplifies brand visibility and message retention, positioning AR as an anchor within broader marketing initiatives.
Case Studies: AR in Action
Examples from various brands illustrate how AR can support diverse marketing goals, from boosting engagement to driving sales:
- Florida Lottery: The Florida Lottery aimed to engage younger audiences by introducing a gamified AR Lens where users navigated a virtual sleigh by tilting their heads. This interactive campaign achieved a share rate five times the industry average, emphasizing the potential of immersive design to boost organic reach and engagement.
- Skeidar: Norwegian furniture retailer Skeidar leveraged AR to allow customers to visualize furniture in their homes. Using a catalog-powered Shopping Lens, customers could place and explore virtual furniture in their space, leading to a 15x return on ad spend and significant gains in brand favorability and purchase intent. This example shows how AR can bridge the gap between online browsing and in-person experience, making digital shopping more tangible and personalized.
- William Hill: Betting brand William Hill used Snapchat’s First Story Takeover and AR Lens to create an immersive race-day experience for their target audience. This innovative approach resulted in a substantial increase in new customer deposits and engagement, highlighting AR’s capacity to drive real conversions even in competitive markets.
If you are interested in this topic, then join the upcoming TechIsland MarComms Community Meetup, powered by Snapchat!
The event will take place on 5 December at 19:00 in Limassol, and will feature an exciting panel under the topic "Fueling Fintech: Creative Approaches for High-Performing Marketing Campaigns". Industry leaders will discuss creative marketing strategies that can set fintech brands apart. Discover how data-driven personalization, influencer marketing, and the latest in AI, AR, and blockchain technologies are revolutionizing customer engagement and driving growth in this fast-paced sector.
Speakers include:
● Katia Maevskaia, Client Partner, CEE at Snap
● Xenia Hadjigeorgiou, Senior Performance Marketing Specialist at Exness
● Nancy Koskoshie, Senior Marketing Manager at payabl.
● Anastasiya Zakharina, CMO at Space307
● Moderator: Nadia Ivanova, CCO at Unlimit
Attendance is free by registration HERE
