Introduction to Digital Evolution
The way consumers make decisions and share information with one another has modified significantly with the rise of digital technologies. A recent study by Snap Inc., Tinuiti, and Alter Agents explores how augmented reality (AR) and social media content are transforming word-of-mouth marketing. The study reveals that AR has develop into a key driver of contemporary word-of-mouth, enabling consumers to share emotional and immersive experiences with others.
How AR is Changing Word-of-Mouth Marketing
The study found that AR content plays a significant role in fostering social and emotional connections amongst consumers, particularly amongst close family and friends. With over 18.8 million text messages sent every minute and over a billion Snaps shared publicly every month, many consumers are driven by a desire for social and emotional connections. AR content helps to facilitate these connections, enabling users to spread joy, share feelings, and create shared memories.
Key Findings of the Study
The study employed a multi-phase approach, including qualitative ethnographies, coding and performance evaluation of 741 branded AR lenses, and a survey of over 5,000 social media users. The key findings of the study include:
- Word-of-mouth marketing has develop into a social phenomenon, with many consumers sharing information and experiences with others through social media.
- AR drives product awareness and buy, with 81% of Snapchatters agreeing that AR is a fun technique to discover latest products.
- AR enhances emotional engagement, creating deep emotional bonds through immersive experiences.
- AR-driven word-of-mouth marketing drives brand outcomes, with sharing branded AR Lenses delivering stronger brand outcomes than metrics like time spent or impressions.
The Power of AR in Marketing
The study underscores the necessity for brands to integrate AR strategically into their marketing campaigns. By specializing in emotional engagement and balancing branding with entertainment, marketers can unlock the potential of AR and drive meaningful business outcomes. AR provides a robust tool for product discovery, with Snapchatters demonstrating strong purchase intent after engaging with branded AR experiences.
Expert Insights
According to Heather O’Shea, Chief Research Officer at Alter Agents, "Our collaboration with Snap continues to uncover how AR is reshaping consumer behavior in real time. This study offers an interesting have a look at the evolving role of AR in word-of-mouth marketing, giving brands latest ways to attach with consumers through immersive, shareable experiences." Jeremy Cornfeldt, President of Tinuiti, added, "Leveraging AR experiences, like Snap’s branded Lenses, represents one other invaluable tool in our toolkit, empowering our clients to push boundaries and our teams to think greater, ensuring brands proceed to attach with users in meaningful, authentic, and galvanizing latest ways."
About the Companies Involved
The study was conducted by Snap Inc., a technology company that believes the camera presents the best opportunity to enhance the best way people live and communicate. Tinuiti, the most important independent full-funnel marketing agency within the U.S., partnered with Snap Inc. to conduct the study. Alter Agents, a full-service strategic market research consultancy, also contributed to the study.
Conclusion
In conclusion, the study highlights the numerous impact of AR on word-of-mouth marketing and consumer decision-making. As AR technology continues to evolve, it’s more likely to play an increasingly necessary role in shaping consumer behavior and driving business outcomes. By understanding the facility of AR and its potential to drive emotional engagement and product discovery, marketers can develop effective strategies to attach with consumers and drive meaningful business results.
