Study examines the digital evolution of
consumer decision-making and word-of-mouth influence, driven by AR
and social media content
LOS
ANGELES, Feb. 20, 2025 /PRNewswire/
-- Word-of-mouth marketing, long considered one of the most
trusted drivers of consumer decisions, has entered the digital age.
A new study by Snap Inc., Tinuiti, and Alter
Agents reveals how augmented reality (AR) and social media
content are transforming how consumers connect, share, and
influence each other online. The findings demonstrate that AR has
emerged as a key enabler of modern word-of-mouth, blending
emotional, shareable experiences with product discovery.
"Our collaboration with Snap continues to uncover how AR is
reshaping consumer behavior in real time," said Heather O'Shea, Chief Research Officer, Alter
Agents. "This study offers a fascinating look at the evolving role
of AR in word-of-mouth marketing, giving brands new ways to connect
with consumers through immersive, shareable experiences."
The research employed a multi-phase approach, including
qualitative ethnographies, coding and performance analysis of 741
branded AR lenses, and a survey of 5,000+ social media users from
the U.S., U.K., France,
Canada, and Saudi Arabia. The results provide an in-depth
understanding of how and why consumers share AR content and its
impact on brand outcomes. Key findings:
- Word-of-mouth becomes social: With 18.8M text messages sent every minute and over a
billion Snaps shared publicly monthly, many are driven by desire
for social and emotional connections. AR content plays a vital role
in fostering these social and emotional connections, particularly
among close friends and family.
- AR drives product awareness and purchase: 81% of
Snapchatters agree that AR is a fun way to discover new products.
Snapchatters are 2.4x more likely to buy CPG food and beverages
after engaging with branded AR, followed by entertainment (2.1x),
apparel (1.7x) and beauty (1.6x).
- AR enhances emotional engagement: AR creates deep
emotional bonds through immersive experiences, enabling users to
spread joy, share feelings, discuss interests, and create shared
memories within their inner circles.
- AR-driven word-of-mouth drives brand outcomes: Sharing
branded AR Lenses delivers stronger brand outcomes than metrics
like time spent or impressions. 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.
The findings underscore the need for brands to integrate AR
strategically into campaigns. Marketers can unlock AR's potential
by focusing on emotional engagement and balancing branding with
entertainment. AR also provides a powerful tool for product
discovery, with Snapchatters demonstrating strong purchase intent
after engaging with branded AR experiences.
Jeremy Cornfeldt, President of
Tinuiti, said, "Our long-standing partnership with Snap, an
undisputed market leader in augmented reality, has been
instrumental in driving full-funnel performance campaigns that are
also on the cutting-edge of innovation. Leveraging AR experiences,
like Snap's branded Lenses, represents another valuable tool in our
toolkit, empowering our clients to push boundaries and our teams to
think bigger, ensuring brands continue to connect with users in
meaningful, authentic, and inspiring new ways."
About Snap Inc.
Snap Inc. is a technology company. We believe the camera presents
the greatest opportunity to improve the way people live and
communicate. We contribute to human progress by empowering people
to express themselves, live in the moment, learn about the world,
and have fun together. The Company's three core products are
Snapchat, a visual messaging app that enhances your relationships
with friends, family, and the world; Lens Studio, an augmented
reality platform that powers AR across Snapchat and other services;
and its AR glasses, Spectacles. snap.com
About Tinuiti
Tinuiti is the largest independent full-funnel marketing agency in
the U.S. with $4 billion in digital
media under management across the media that matters most.
Tinuiti's patented tech, Bliss Point by Tinuiti, measures what
marketers previously struggled to measure, delivering unprecedented
clarity in today's murky marketing world. With industry-leading
expertise in Commerce, Search, Social, TV, and more, Tinuiti drives
meaningful, measurable business outcomes for brands.
tinuiti.com
Alter Agents
Alter Agents is a full-service strategic market research
consultancy reimagining research in an era of shifting
decision-making. Deep creative thinking and innovative solutions
help Alter Agents' clients understand consumer needs. Alter Agents
adapts research to help brands overcome challenges brought by
trends like shopper promiscuity and brand narcissism.
alteragents.com
Media contact: Marie Melsheimer,
390514@email4pr.com, +1-541-815-3951
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SOURCE Alter Agents
