Once seen as a futuristic concept, augmented reality in social media marketing has become the new standard for marketing campaigns across various companies. Today, potential customers can actively try the AR-boosted promotion materials out due to the blurring of boundaries between the physical and digital worlds.
While many platforms like Facebook and Instagram have been around since 2017, it’s only in recent years that their use of AR in social media campaigns has exploded, transforming how brands connect with audiences.
Key Takeaways:
AR features in social media apps transform how brands connect with audiences by blending entertainment, utility, and engagement. Here are some of the most impactful AR features in social media apps today:
Boosting engagement and conversion is one major appeal of augmented reality in social media marketing. As stated in Rock Paper Reality, brands that integrate AR see a 94% increase in sales conversions, and virtual try-on users are three times more likely to purchase.
Beyond driving purchases, AR fuels share-worthy moments: over 40% of users are more likely to share AR brand experiences, and filter-led campaigns enjoy 17% higher watch-through rates. Together, these effects amplify engagement, spark organic reach, and make brands more visible in crowded social feeds.
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Take a closer look at how top brands are using AR to engage users, drive sales, and set new marketing benchmarks.
IKEA Place revolutionized furniture shopping by allowing customers to virtually place over 2,000 products in their homes with 98% accuracy. Built on Apple’s ARKit technology, the app automatically scales products based on room dimensions and lets users see texture details and lighting effects.
Sephora’s Virtual Artist tool transformed their digital shopping experience by using AR filters for brand engagement to let users try on thousands of makeup products virtually. Customers who used the tool were three times more likely to purchase, returns dropped by 30%, and average app session time quadrupled from 3 to 12 minutes.
Christian Dior Parfums’ AR campaign for Dior Addict Lipstick reached more than 4 million people over 21 days, with 41% of consumers interacting with the Beauty Try-On panel.
Users tried on different lipstick shades over 400,000 times, taking more than 2,000 mobile screenshots, demonstrating the campaign’s viral potential and user engagement.
Maybelline created the world’s largest AR mirror spanning 43,000 square feet in Kyiv, Ukraine, generating 3 million organic views and mentions. The installation allowed visitors to virtually try on mascara while appearing on the giant screen, creating a memorable brand experience that combined physical and digital elements.
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Warner Bros partnered with Snapchat to create Barbie-themed AR experiences, including a Wardrobe AR lens and landmark transformations. The campaign allowed users to visualize themselves in Barbie-inspired outfits and see global landmarks transformed into pink versions, perfectly aligning with the film’s marketing strategy.
Coca-Cola’s innovative digital out-of-home campaign integrated augmented reality in social media marketing, allowing smartphone users to interact with and change AR visuals on screens in real time. By scanning QR codes, users could collect digital bottles and Tesco vouchers, connecting online engagement with in-store purchases.
L’Oréal Garnier launched its first Instagram AR filter to promote Vitamin C Glow Boost Night Serum across the Nordics. The filter opened a portal to the ‘Vitaverse’, a futuristic spa experience that users could explore, with local influencer support amplifying the campaign’s reach and engagement.
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Circle K partnered with Niantic to promote coffee through Pokémon Go, with the AR campaign achieving an average engagement rate of 76% and a 95% completion rate. Players interacted with floating balloons that opened sponsored AR experiences, earning in-game items while being exposed to the brand message.
Toyota collaborated with Yahoo Advertising to create an immersive AR experience for the 2023 Toyota Crown launch. Consumers could explore vehicles in 3D, test drive virtually, and gather data on preferred colors and features.
Over 245,000 people played Vodafone’s 2022 Christmas AR game, capturing 270,000 elves and winning up to 20,000 prizes. This festive campaign blended outdoor activations with interactive social media experiences with AR, creating a seamless omnichannel engagement strategy.
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With the many functions of augmented reality in social media marketing serving today, the technology will only become more sophisticated as brands keep perfecting its use. As brands from IKEA to Toyota have used the technology to considerable success, others will soon follow their examples, starting from this year and beyond.
