Snapchat’s AR Lenses have long been a cornerstone of user engagement and interaction within the app. Recently, the company reported that these Lenses are used over 80 billion times per month, with 85% of Snapchat users engaging with its AR elements. As augmented reality (AR) continues to gain traction, it’s becoming increasingly clear that virtual experiences hold significant potential for deeper engagement and social connectivity.

In a recent move to understand the impact of AR on social media, Snapchat partnered with Tinuiti to conduct a comprehensive, multi-phase research study. The study involved responses from 5,000 social media users and aimed to examine how AR fits into online conversations and facilitates modern word-of-mouth marketing.

“Ultimately, this study aims to more deeply understand how and why people are using AR as a catalyst of conversations and how brands can meet the desires of Snapchatters in starting a conversation with their community.”

Snap

The research revealed that AR experiences are shared more frequently than other types of social media posts, particularly among close friends and family. This highlights the connective value of AR and suggests significant opportunities for enhancing social connectivity in the future.

Snapchat users also leverage AR features to create emotional bonds, finding particular value in Lenses for this purpose. This emotional connection may explain why AR experiences are viewed as being nearly as influential as video content.

The study also found that brands can capitalize on these key elements to drive campaign performance. However, there are limits to how much branding people will accept in AR experiences. We found that when brands harness core AR sharing motivations – emotional connection and entertainment – they gain a significant advantage in driving share rates and brand lift. However, overt branding seemed to diminish share rates, so finding the right balance is key.

These insights underscore the value of AR as a brand and advertising tool. As Snapchat continues to simplify AR creation with a range of templates and AI tools, the potential for brands to leverage AR in their marketing strategies becomes more accessible.

For instance, consider the success of Snapchat’s AR filters during major events like the Super Bowl. Brands like Taco Bell and Doritos have used AR Lenses to create engaging, shareable content that resonates with fans. These examples illustrate how AR can be used to enhance brand visibility and foster community engagement.

However, it’s important to note that while AR offers significant opportunities, there are also challenges. Over-branding can diminish the effectiveness of AR experiences, as users may feel overwhelmed or turned off by excessive promotional content. Brands must strike a delicate balance between engagement and intrusion.

Looking ahead, the future of AR in social media is promising. As technology advances, we can expect to see more innovative uses of AR, from virtual try-ons in e-commerce to immersive storytelling in entertainment. Brands that embrace AR early and effectively will likely see significant benefits in terms of engagement and customer loyalty.

In conclusion, Snapchat’s AR Lenses are not just a fun feature; they are a powerful tool for driving engagement and social connectivity. As AR continues to evolve, brands and marketers have a unique opportunity to leverage this technology to create meaningful, shareable experiences that resonate with audiences.