For decades, word of mouth (WOM) has been marketing gold. It’s trusted, organic, and often more persuasive than any ad campaign. But as our conversations move from coffee shops to camera apps, so too does the power of influence. Enter Augmented Reality (AR)- not just a visual tool, but a social one, rapidly becoming the new frontier of modern WOM marketing.
Snapchat’s latest report, “Augmented Reality: The Modern Word of Mouth,” dives deep into this shift, uncovering how AR is not just enhancing experiences but turning users into brand messengers. Here’s what every brand needs to know.
The Big Takeaway: AR is Trusted, Shared and Action-Driving
Snapchat’s findings paint a clear picture: people trust what comes from their social circles far more than ads and AR is the medium driving that trusted exchange.
- 50% of Snapchatters say they’re more likely to trust a brand after a friend shares it through AR.
- AR content shared by friends is 3x more trusted than traditional advertising.
- 66% of users feel emotionally connected to brands they experience through AR.
What’s more, AR content doesn’t just entertain– it motivates. Users are 1.5x more likely to make a purchase after seeing AR shared by friends compared to watching a brand video.
Why AR Works: Emotion, Exploration, and Connection
So what makes AR such a powerful word-of-mouth vehicle?
1. Emotionally Resonant
AR is playful, surprising, and deeply personal. Whether trying on sunglasses or stepping into a holiday-themed Lens, users are emotionally engaged. That emotion drives action.
2. Shared with Close Circles
Unlike public posts, AR is often shared directly with close friends or family. That creates intimacy and trust, making the recommendations feel more authentic.
3. Drives Discovery
AR turns passive viewers into active participants. It lets users discover products and experiences by using them, not just watching them and then pass that discovery along.
The Challenge for Brands: Shareability Over Showiness
But here’s the catch: AR only works when it fits naturally into conversations. Over-branded or gimmicky experiences fall flat.
What Brands Must Nail:
- Balance branding and creativity. Users won’t share an AR filter that feels like an ad.
- Design for moments, not just impressions. Think about how your AR Lens might fit into a friend’s Snap exchange, not just a product demo.
- Emotion is the hook. Users share what moves them– joy, nostalgia, surprise– not just what looks good.
Best Practices for Brands Using AR as Word of Mouth
If you’re a marketer looking to tap into the power of AR, here are some smart strategies:
- Create for the camera, not the feed. AR thrives in real-time communication, not static scrolling.
- Tie AR to product exploration. Think virtual try-ons, tutorials, and sneak peeks.
- Pair AR with your video content. Snapchat reports a 20% lift in ad awareness when AR is used alongside video.
- Prioritise share metrics. Engagement, completion rate, and share rate tell a better story than just reach.
A Real-World Example: Aéropostale’s Holiday AR Lens
Snapchat highlights Aéropostale’s holiday campaign as a case study in successful AR-driven WOM. Their festive Snap Lens felt playful and on-brand, sparking joyful interactions that users wanted to share.
The result? A boost in brand sentiment, increased awareness, and stronger engagement– proving that the right AR experience can deliver both heart and ROI.
Final Thoughts: The Future of WOM Is Immersive
Augmented reality is no longer just a gimmick or a gimmicky add-on. It’s a core part of how younger consumers discover, trust, and talk about brands. In a world where trust is the new currency, AR offers brands a way to earn it– through experience, emotion, and authentic social sharing.
If your brand isn’t exploring AR yet, now’s the time. Not just to be seen, but to be shared.