Scrolling through social media used to be all about static posts and short videos. Today, it’s becoming a place where digital and real worlds blend.
Augmented reality (AR) adds a playful, interactive layer to how people explore content, making everyday feeds feel more engaging and alive. Brands are starting to catch on by using AR to turn casual moments into memorable experiences.
Think filters that react to your face, products you can try on virtually, or games that pop up right on your screen. In this article, we’ll explore how AR is shaping the future of social media marketing and why it’s gaining major traction.
Table of Contents
Key Takeaways
- AR blends digital elements into real-world environments, creating interactive experiences on social media that feel fresh and memorable.
- Brands use AR for filters, virtual try-ons, and gamified content to boost engagement and reach.
- You can leverage AR through branded filters, AR ads, and UGC integration, even without a huge budget.
- Collaboration with AR creators or developers helps bring polished, on-brand experiences to life.
- Major brands like L’Oréal, IKEA, and Gucci have successfully used AR to drive visibility and conversions.
- WebAR and AI-powered experiences are shaping the next wave of immersive, app-free content.
- AR commerce is growing, letting users explore and buy products without leaving the app.
- Brands that adopt AR are more likely to stand out, connect meaningfully, and stay relevant in an ever-evolving digital space.
What is Augmented Reality Social Media Marketing & How Has It Been Used
Augmented Reality (AR) in social media marketing adds interactive digital elements like filters, effects, or animations over a user’s real-world environment using their phone’s camera.
It combines fun and functionality, allowing people to engage with branded content in a more personal and playful way. Instead of scrolling past, users get to tap in, react, and often share the experience with their own audience.
5 Augmented Reality Usage Highlights
Here are a few standout ways AR has been used across social platforms:
| AR Implementation | Description |
| Instagram & Snapchat Face Filters | Brands create filters that align with campaigns or product launches, making it fun for users to engage and share. |
| Facebook AR Ads | Interactive ads where users can try on sunglasses, apply makeup, or explore a product in 3D directly in the app. |
| TikTok Branded Effects | Viral challenges powered by AR effects, allowing users to remix content while showcasing the brand creatively. |
| Virtual Product Try-Ons | Beauty and fashion brands use AR to enable users to try on makeup, shoes, or glasses virtually before making a purchase. |
| Location-Based AR Experiences | AR campaigns triggered in specific locations such as pop-up stores or events create buzz and drive foot traffic. |
6 Ways to Leverage Augmented Reality into Your Social Media Marketing
Want to make AR work for your brand? Here are some tactical suggestions to bring it into your social media strategy:
1. Create Branded AR Filters
Develop custom filters or effects that reflect your brand’s identity, campaign theme, or product features.
Platforms like Instagram, Snapchat, and TikTok make it easy for users to discover and share these filters with their followers. It’s a playful way to boost visibility and build organic reach, especially during product launches or seasonal campaigns.
2. Offer Virtual Product Try-Ons
One of the most practical uses of AR is allowing users to try products on virtually. Whether it’s makeup, glasses, sneakers, or home décor, customers can see how something looks or fits before they make a decision.
This effort reduces hesitation, increases time spent engaging with your content, and helps drive higher conversion rates, especially for e-commerce brands.
3. Build AR Mini-Games or Challenges
Gamified AR experiences are highly shareable and often go viral when executed well. These can be as simple as tapping objects on the screen or using facial expressions to control animations.
They’re a great way to tie your brand to entertainment, making the experience memorable and fun enough to be shared around.
4. Use AR in Ads for Immersive Storytelling
AR-powered ads on platforms like Facebook and Instagram allow users to interact with your brand in real-time.
Viewers can explore a product in 3D, activate special effects with their camera, or engage with dynamic features that highlight what makes your offering unique. It’s a more immersive way to communicate value while encouraging clicks, shares, and stronger recall.
5. Partner with AR Creators or Developers
Collaborating with AR developers or creative studios can take your execution to the next level.
These professionals understand the technical capabilities of each platform and can help you create polished, high-performing effects that align with your brand objectives. They may also contribute fresh, trend-aware ideas that elevate your campaign.
6. Incorporate AR into User-Generated Content Campaigns
Encourage followers to use your AR effects in their own content and tag your brand. This expands your campaign reach and creates authentic user-generated content you can feature.
It also fosters a sense of community and excitement around your brand, as users feel connected to the experience.
Wondering how brands are making AR work in 2025? Explore these latest AR trends that are changing the way marketers capture attention and spark engagement.
6 Examples of AR Social Media Marketing
Many famous brands have already tapped into AR to create campaigns that stand out and spark real engagement. These are some of the best examples worth noting:
a) L’Oréal Virtual Makeup Try-On (Instagram & Snapchat)
L’Oréal launched AR filters that let users test lipstick and eyeshadow shades directly on their faces. It boosted product confidence and shortened the buying journey.
b) IKEA Place + Instagram Stories Campaign
IKEA used AR to help users visualise furniture in their own homes. The campaign encouraged users to snap and share their setups, driving engagement and sales.
c) Burger King “Burn That Ad” Campaign
Using AR, users could scan rival fast food ads and virtually “burn” them on their screen, revealing a free Whopper coupon. It was cheeky, bold, and earned significant attention.
d) Gucci AR Sneakers on Snapchat & TikTok
Gucci let users try on exclusive virtual sneakers using AR filters, blending high fashion with playful digital expression. The effort sparked conversation and strengthened their brand relevance among Gen Z.
e) Maybelline Mascara Try-On
Maybelline introduced a branded AR effect on TikTok and their website for users to try on their latest mascara virtually. It led to a measurable spike in product interest and video shares.
f) Pepsi “Unbelievable” Filter on Snapchat
The brand launched an interactive AR lens that transformed everyday surroundings into unexpected scenes, such as a lion walking down the street, mirroring their TV ad theme in a shareable way.
The Future of AR in Social Media Marketing
AR in social media is heading toward faster, more seamless experiences. WebAR is removing the need for apps, while smarter tracking and AI are making interactions more personalised and responsive.
As AR commerce grows, users will be able to explore and buy products within the same platform. With the rise of AR glasses and improved analytics, brands will also soon have more ways to deliver engaging, real-time content that feels personal and immersive.
Conclusion
AR adds a fresh layer to how people connect with content on social media. It invites curiosity, encourages interaction, and turns everyday browsing into something more memorable.
For brands looking to stay relevant and spark genuine interest, this is a tool worth exploring. The tech is here, and the audience is ready. All it takes is the right idea to bring it to life.
Itching to turn scrolls into stops and likes into lasting impressions? Newnormz digital marketing is here to make that happen with bold ideas, sharp strategies, and campaigns people would care about. Contact Newnormz today and let’s build something worth sharing.
