Snapchat has partnered with Tinuiti to uncover how social media content and more specifically, AR, naturally fits into online conversations and facilitates a more modern word-of-mouth.
Social media users are, by nature, prolific content sharers. Nearly 19 billion texts are being sent every single minute and specifically for Snap, over a billion Snaps are being posted publicly every month, with a far greater amount privately. The reason why there’s so much communication happening is because there’s a desire to create social and emotional connections, with 91% saying that it’s their primary motivation for sharing content. They are sharing most with their inner circle, made up of their close friends and family, who share content back with them in return. AR in particular is shared more with and by their inner circle compared to any other type of content.
Why do social media users share content
- To spread joy
- To express how I’m feeling in the moment
- To update others about my day/life
- To discuss shared interests/hobbies
- To create shared memories
Snapchat found that AR content is on top when it comes to building attachments and special moments, like wanting to make others laugh or smile, to start a conversation, or to strengthen the friendship. For Snapchatters in particular, as native users of AR, perceive the impact of AR sharing to be stronger than app users.
The strong emotional impact that AR can have amongst users may be a core reason as to why AR can keep pace in purchase influence relative to video, even though advertisers invest far more in video than AR.
Brands Can Drive Word-of-Mouth Through AR
The analysis of historical AR campaigns revealed that sharing AR content is a strong leading indicator of brand performance, more so than time spent. Snap also found that when brands harness core AR sharing motivations – emotional connection and entertainment – they gain a significant advantage in driving share rates and brand lift. However, overt branding seemed to diminish share rates, so finding the right balance is key.
Recommendations for Brands
To harness the full potential of AR in word-of-mouth marketing, brands should:
- Foster Emotional Connections: Leverage AR to enhance the quality of social interactions, making sharing a more meaningful and emotionally engaging experience.
- Integrate AR Seamlessly: Make AR a natural extension of everyday conversations and plan it alongside their video campaigns.
- Capitalize on Discovery Through AR: Use AR not just for engagement but as a tool for product discovery and exploration, aligning new products with consumer interests and current trends.
