Measuring the joy: How AR-fueled word-of-mouth reshapes consumer engagement

Word-of-mouth marketing has driven success for some of the world’s most influential brands. Apple’s product launches generate intense anticipation and discussion before a single ad airs. LUSH cosmetics sales steadily rise without any traditional advertising strategy, relying on organic social reach and in-store experiences to spread the word. TOMS shoes became an international sensation based on people sharing its charitable mission with others.

Traditionally powered by personal recommendations, word-of-mouth is now amplified by social media. Augmented reality (AR) is taking it one step further—turning engagement into immersive, shareable experiences that drive product discovery, create joy, and strengthen connections between friends and family.

A recent study by Snap Inc., Tinuiti, and Alter Agents examined how AR is transforming consumer interactions. The research employed a multi-phase approach, including qualitative ethnographies, coding and performance analysis of 741 branded AR lenses, and a survey of over 5,000 social media users across the U.S., U.K., France, Canada, and Saudi Arabia. This methodology provided a comprehensive look at how and why consumers share AR content and its impact on brand outcomes.

The findings underscore the growing role of AR in shaping modern word-of-mouth, demonstrating that branded AR content not only strengthens emotional bonds between users but also drives significant business outcomes for brands, blending entertainment with product discovery and social engagement.

The new word-of-mouth: Social and immersive

Social media has supercharged word-of-mouth marketing, turning everyday moments into shareable, real-time interactions that shape consumer perceptions and influence decision-making. For researchers, this shift means looking beyond simple engagement metrics to understand why people share and how those interactions translate into deeper consumer relationships.

According to the study, consumers send 18.8 million text messages per minute, and over one billion Snaps are shared publicly every month. But more importantly, much of this sharing is not just about spreading information—it’s about creating moments of joy and connection. People share AR experiences to make each other laugh, to engage in playful interactions, and to bring loved ones into shared experiences no matter where they are.

Branded AR experiences amplify this trend, making product discovery more interactive and shareable. Snap, a pioneer in AR technology, has played a key role in driving this shift by offering immersive, engaging experiences that encourage consumers to interact with brands in entirely new ways. The study found that 81% of Snapchatters agree that AR is a fun way to discover new products, and that these experiences often become a reason to reach out and engage with close friends and family. In fact, after engaging with branded content, Snapchatters are:

●      2.4x more likely to buy consumer packaged goods (CPG) like food and beverages

●      2.1x more likely to purchase entertainment products

●      1.7x more likely to buy apparel

●      1.6x more likely to purchase beauty products

Emotional engagement fuels brand advocacy

Unlike traditional static or video ads, AR fosters deep emotional engagement through interactivity. The study found that AR content is uniquely positioned to:

●      Spread joy and humor by creating playful, entertaining moments that bring lightheartedness to everyday interactions.

●      Enable self-expression and shared experiences, providing a way for people to creatively engage with their close friends and family.

●      Create shared memories and emotional connections as people share inside jokes, celebrate special moments, and strengthen their relationships.

●      Facilitate real-time interactions through instant sharing, encouraging engagement and conversation within close-knit social circles.

This emotional engagement is particularly valuable in driving brand advocacy. The research shows that AR-driven word-of-mouth delivers stronger brand outcomes than traditional metrics like time spent or impressions. In fact, subtle branding within AR content encourages higher shares and drives purchase intent at rates comparable to video ads, despite video ads outspending AR by 33x.

As brands look to harness the power of AR for word-of-mouth marketing, strategic execution is key. The study emphasizes that AR content designed for emotional connection and entertainment outperforms heavily branded experiences. Whether it's a fun lens that makes people laugh or an interactive one that allows friends to co-create content, these experiences become a form of digital play—and that makes them inherently shareable. While branding is essential, subtle and seamless integration into AR experiences ensures that users remain engaged and motivated to share.

The future of word-of-mouth marketing

With AR proving its ability to drive social sharing, emotional engagement, and purchase intent, its role in marketing strategies is only expected to grow. For insights professionals, these findings emphasize the importance of measuring both quantitative engagement metrics and qualitative emotional connections when evaluating AR-driven word-of-mouth. Understanding the interplay between shareability, emotional resonance, and brand recall can provide a more nuanced view of AR’s effectiveness. Marketers looking to maximize the impact of AR should:

●      Focus on emotional connection: Develop AR experiences that enhance social interactions and deepen engagement.

●      Integrate AR seamlessly into digital strategies: Treat AR as a natural extension of video and social media campaigns.

●      Leverage AR for product discovery: Use AR not just as a tool for showcasing products, but as a means of creating moments of joy that people want to share.

As digital interactions continue to shape consumer behaviour, AR stands out as a key driver of modern word-of-mouth marketing. Brands that embrace AR strategically will not only capture attention but also foster lasting relationships with consumers by helping them share joy, playfulness, and connection with the people who matter most.