Global Marketing

The Role of Augmented Reality in Social Media Marketing

Over the past several years, marketers have discovered the value of integrating augmented reality (AR) technology into their social media strategies. From Pokémon GO and Snapchat to Facebook and Instagram—AR has quickly shifted from a novel development to an entirely standard feature on most mobile social media platforms.

As a brand manager, you may be wondering how augmented reality can benefit your business. By considering the following practices, you may be able to significantly enhance your brand value and increase sales through mobile engagement.

1. Try Before You Buy / Greater Sale Retention

Customers who are accustomed to making all purchasing decisions in-store will need extra reassurance before placing an order online. Using AR technology, they can digitally try on a pair of sunglasses—or even view an armchair in their apartment—to ease trepidations around online shopping. Meanwhile, a tech-savvy consumer with a habit of purchasing (and quickly returning) products online may make more long-lasting, substantiated decisions with guidance from an AR feature.

IKEA's augmented reality app allows you to place virtual furniture in your living space

2. Increase Buzzability Through Branded Filters

Immersive promotional tools have capabilities far beyond Snapchat filters. Memorable brand experiences, such as the Jack Daniels' virtual distillery tour, create value by setting the bar for creative storytelling in the AR medium. This type of feature is not meant to immediately drive purchasing behavior; rather, it keeps the brand relevant and strengthens its long-term image.

Jack Daniels AR experience / Image Credit: Tactic

3. Boost B2B Marketing

In B2B transactions, AR technology can significantly increase buyer confidence by allowing a firm to demonstrate value at early touch points and accelerate sales cycles. By showcasing products virtually, augmented reality allows buyers to easily visualize the features of a tool and how they could benefit their organization. This degree of interaction allows businesses to make decisions faster—and with greater confidence.

Three-dimensional equipment trial with AR technology

How do you think immersive experiences will expand in the aftermath of COVID-19?