Snapchat made waves within the creator financial system by taking a daring step towards revolutionizing shoppable AR experiences. The social media large opened up native commerce to its prime creators, together with the likes of Kylie Jenner, permitting them to transcend easy “Store Now” buttons in Tales and combine AR Lenses with buying options. Probably the most talked-about moments got here when Nicki Minaj partnered with Snapchat to advertise her album Queen utilizing an AR Lens with a “Store” button that permit followers buy her unique $25 necklace instantly inside the app.
This seamless buying expertise made it simpler than ever for followers to have interaction and purchase with out ever leaving the platform.
The strategic purpose behind Snapchat’s Shoppable AR initiative was clear: to reinforce creator-driven commerce whereas making AR buying an immersive, accessible, and fascinating expertise for customers. By permitting creators to include “Store Now” buttons instantly into their AR Lenses, Snapchat eradicated the friction that comes with redirecting customers to exterior web sites, making purchases quicker and extra built-in.
The marketing campaign’s success was grounded in its capability to mix leisure with commerce—over 70 million folks use Snapchat’s AR Lenses day by day, spending a median of 3 minutes participating with them, making it the right platform to roll out native commerce. Because of this, Snapchat not solely positioned itself as a hub for creators but additionally as a direct competitor to Instagram, all whereas bolstering its e-commerce choices by means of AR.
Now, let’s pivot again to how this all ties into the broader image of influencer advertising, particularly in rising sectors like Digital Actuality (VR) and Augmented Actuality (AR).
Snapchat’s method to integrating buying with AR Lenses provides a glimpse into the way forward for influencer campaigns inside VR/AR ecosystems. As VR and AR applied sciences develop into extra prevalent, manufacturers might want to adapt these methods—leveraging immersive experiences, influencer partnerships, and seamless commerce integration to create distinctive, participating buying journeys.
Finest Influencer Advertising Methods for AR/VR Experiences
Influencer advertising has entered a brand new frontier with the rise of Digital Actuality (VR) and Augmented Actuality (AR), providing manufacturers unprecedented alternatives to have interaction customers in immersive and interactive methods. From digital try-ons to gamified experiences, manufacturers are discovering artistic methods to merge tech innovation with influencer storytelling to spice up engagement, drive gross sales, and construct lasting emotional connections. Let’s dive into a few of the finest methods for leveraging VR and AR in influencer advertising and the way real-world examples convey these methods to life.
1. Scaling World Engagement for AR/VR Manufacturers with At all times-On Influencer Methods
The “Hero, Hub, Hygiene” content strategy is crucial here: Hero content garners attention with premium, high-budget productions like big reveals or event activations; Hub content keeps the brand in conversation with regular updates, livestreams, or video series; and Hygiene content ensures there’s always something new, such as tutorials, community shout-outs, or product updates.
By mixing these content types, AR/VR brands can create a steady stream of content that captures both broad attention and deep engagement.
Oculus put this strategy into action with one of their global influencer campaigns. Partnering with 450+ creators, many of whom were gaming and YouTube creators like Markiplier, they distributed VR hardware, accessories, and game codes to influencers worldwide. The influencers were asked to review the Oculus Quest VR headset and explain the revolutionary technology that makes virtual reality accessible to everyone.
Oculus also used the branded hashtag #OculusPartner to score points on social media and hopefully drive user-generated content that they can repurpose and reuse as promotional content. The results were impressive: 295 million views and over $48 million in earned media value.
They used relationship-building with creators to drive not just immediate views, but long-term brand loyalty, helping to solidify Oculus’ presence in the expanding VR space. With real-time dashboards and KPIs, the team optimized the campaign’s performance at every stage, making sure they maximized their share of voice and kept the conversation around Oculus alive.
Focus on building long-term relationships with influencers, not just one-off collaborations. By working with creators on an ongoing basis, you can foster deeper brand loyalty and generate consistent, authentic content that resonates with your audience over time.
2. Leveraging Mid-Tier Influencers to Drive Engagement
When promoting AR/VR products, sometimes it’s not about reaching the biggest names—it’s about getting to the right audience. Mid-tier, micro-, and nano-influencers often offer more personalized, relatable content with higher engagement rates, making them ideal partners for tech companies targeting niche markets. By working with a range of influencers, brands can maximize their reach across different communities while fostering authentic connections with potential customers.
For PlayStation’s VR2 headset, the brand focused on smaller-scale influencers in Canada, leveraging their dedicated fanbases across Instagram and YouTube. The goal? Increase awareness of PlayStation VR and boost engagement with its regional Canadian audience. By partnering with influencers like Karl Conrad, Justin Tse, and Erin (aka The Girly Geek), PlayStation tapped into a mix of tech enthusiasts and gaming fans who had strong influence within their communities.
The influencers shared their personal experiences with the PlayStation VR, often incorporating personalized captions and gameplay reviews. With a mix of sponsored posts and authentic content, they were able to generate solid engagement, with some posts reaching up to a 5% engagement rate. This campaign proved that smaller influencers could drive big results, with the brand successfully cultivating genuine interest around their AR/VR tech.
Don’t underestimate the power of micro-influencers! Their more engaged, niche audiences can often provide higher return on investment and build more trust with your brand.
3. Using Influencer-Led Storytelling to Drive AR/VR Engagement and Acquisition
Influencer-driven campaigns thrive when they tap into authentic, relatable storytelling that resonates with a targeted audience. For AR/VR brands, crafting narratives that speak to the personal experiences of consumers is a powerful way to generate interest and engagement.
The key is to build content that feels personal, relatable, and shareable—especially when paired with influencers who embody the brand’s values and connect deeply with their followers.
Pokémon GO’s #CatchYours campaign used storytelling as the core element to drive user engagement and acquisition during the pandemic. By identifying Gen Z females as the target audience, the campaign leveraged influencers from across the globe—Australia, Brazil, Chile, and the US—who authentically connected with their communities. These influencers worked with local creators to capture their unique experiences with the game, showcasing the AR magic of Pokémon GO in relatable, culturally relevant ways.
.@_ZoeTwoDots and her Togepi have racked up nearly ONE THOUSAND kilometers collectively on their journey. Inform us about your go-to buddy right here. #CatchYours pic.twitter.com/WBAfXjOvcp
— Pokémon GO (@PokemonGoApp) June 22, 2021
The marketing campaign was designed to make Pokémon GO really feel private to every viewer, utilizing distant artistic route to securely orchestrate influencer collaborations throughout lockdown. The end result? A music-driven anthem video and an enormous 100M+ views throughout all channels, together with YouTube and TikTok, the place the model capitalized on trending content material to succeed in new audiences and develop its following.
The marketing campaign’s success lay in its capability to create an aspirational life-style message that resonated deeply with the goal demographic.
For AR/VR manufacturers, deal with creating campaigns that enable influencers to share private, relatable tales. This not solely will increase engagement but additionally fosters a deeper emotional connection together with your viewers.
4. Blurring the Traces Between Digital and Actual By means of Influencer-Pushed Immersive Experiences
For AR/VR manufacturers seeking to interact audiences on a deeper stage, the important thing lies in seamlessly merging the digital world with actuality. As an alternative of merely showcasing the tech, the technique entails crafting experiences that enable influencers to actively immerse their followers in these digital realms. It’s about creating narratives that unfold each just about and bodily, drawing folks right into a story they will expertise firsthand.
By leveraging AR or VR tech in real-world environments, influencers can showcase the true potential of those immersive applied sciences, making the expertise relatable and tangible. This method faucets into the ability of experience-driven content material, the place influencers don’t simply speak in regards to the product—they reside it, breathe it, and invite their audiences to do the identical.
An progressive instance of this technique in motion got here from the RAID: Shadow Legends marketing campaign. As an alternative of pulling gamers right into a purely digital world, the model introduced its journey instantly into the true world by means of an augmented actuality expertise. Gamers, armed with solely their in-game IDs, may use their telephones to open a portal into the sport’s universe and embark on an AR quest to discover a hidden dragon egg.
WE ARE GOING ON AN EGG HUNT!🥳🥚💖!
However not simply any eggs! Dragon eggs!🐲🔥😤
COME JOIN TOMORROW! IN RAID SHADOW LEGENDS!
Ready room up!⏬
🕗: 5pm PST | 8pm EST | 9am JSThttps://t.co/tMrbROZtrnInstall Raid: Shadow Legends for Free Mobile and PC: https://t.co/PAbSiLIkUr #PR pic.twitter.com/ORGXWPwlGA
— Scarle Yonaguni💋💅 NIJISANJI EN (@ScarleYonaguni) April 21, 2023
To amplify the expertise, gaming influencers and bloggers have been recruited to information their audiences by means of the journey, showcasing how the sport’s mix of actual and digital worlds created a totally new, immersive expertise.
The end result? A worldwide phenomenon the place gamers embrace the sport’s digital treasure hunt, deepening their connection to the model whereas having influencers instantly interact with their communities by means of this cutting-edge AR expertise.
When crafting immersive AR/VR experiences, make certain to companion with influencers who can totally embody the expertise, not simply put it up for sale. Search for influencers who’re naturally interested by know-how and might talk the magic of those worlds in a method that feels private, participating, and thrilling for his or her followers.
5. Leverage Influencers for Genuine Product Demos that Drive Motion
Overlook dry tutorials—as we speak’s AR/VR merchandise shine brightest when influencers present their audiences how they really work. The magic occurs when these influencers put the product by means of its paces in actual, on a regular basis conditions, offering real, on-the-ground demos that spotlight the product’s true worth.
A key technique right here is letting influencers reveal options naturally with out the stress of excellent, scripted performances. Whether or not it is testing the system in motion or strolling followers by means of how they use it day by day, product demos ought to really feel genuine, not like a gross sales pitch. It’s about letting their followers see the product come to life, giving them an actual sense of what to anticipate once they strive it themselves.
For AR/VR manufacturers, these demos are a possibility to break down the complicated and make the tech really feel accessible, straightforward, and—most significantly—price investing in.
Take Apple Imaginative and prescient Professional, for example. Influencers like Casey Neistat and Zac Alsop turned product demos into real-life content material that resonated with their audiences. Casey hit the streets of Manhattan, electrical skateboard in tow, giving his followers an up-close look on the Imaginative and prescient Professional’s capabilities as he effortlessly used it in a dynamic surroundings.
Equally, Zac posted a playful, relatable Instagram video of him strolling his robodog, all whereas carrying the headset, making the know-how really feel pure and a part of on a regular basis life. These demos didn’t simply exhibit the product—they introduced it to life for hundreds of thousands of viewers, racking up 4 million views for Casey and 120K likes for Zac.
Give attention to real-world situations in your product demos. The extra pure and natural the demo feels, the extra seemingly it’s to resonate together with your viewers and drive curiosity.
6. Crafting Genuine, Interactive “First-Impression” Experiences with Influencers
Creating genuine, interactive experiences is vital when introducing AR/VR merchandise to the market, particularly within the early phases of launch. The first impression issues—it isn’t simply in regards to the product itself however about the way you invite your viewers to expertise it. On this case, influencers are the right companions to information customers by means of that preliminary expertise.
The technique is to leverage influencers to create interactive, first-hand encounters together with your product—whether or not it’s AR filters, product demos, or digital worlds. The objective is to make the expertise really feel private, immersive, and hands-on. This method ensures the product is not only promoted, however actively skilled by the viewers in a method that’s participating, shareable, and memorable.
As an alternative of a easy demo or tutorial, you’re permitting your influencers to construct interactive worlds that present a deeper connection between their followers and the product. These worlds aren’t simply enjoyable—they provide followers a style of the product in a method that feels actual and first-person. This might be by means of AR filters, VR worlds, or reside digital interactions.
Let’s break it down by Garnier’s #GarnierVitC marketing campaign to advertise its new Vitamin C Glow Enhance Night time Serum. As an alternative of merely counting on influencers to advertise the product by means of primary content material, Garnier created a customized AR filter that allowed customers to step into an immersive “Vitaverse”, a serene, futuristic spa-like world that introduced the serum’s advantages to life.
This was not a conventional product demo. Influencers like @kristiinesloth and @jenniesofie didn’t simply put up static images of the product; they led their audiences into this interactive world. By utilizing the AR filter, followers may discover completely different facets of the product, switching between evening and day modes to visually perceive how the serum works at completely different occasions of day.
This was a first-impression technique in motion—slightly than simply telling followers what the serum does, Garnier allowed them to expertise it. The influencers grew to become guides on this digital area, serving to followers join with the product in a private, dynamic method.
To craft actually genuine interactive experiences, don’t simply create a product demonstration—make it an expertise that fosters real exploration. Enable influencers to personal the narrative, and make sure the expertise feels private and immersive for his or her viewers.
The Way forward for Influencer Advertising is Immersive
Moving forward, AR/VR brands must focus on creating authentic, interactive first-impression experiences, leveraging influencers to guide audiences through immersive virtual worlds. By merging entertainment with commerce, brands can build deeper emotional connections and drive sustained engagement, ultimately making AR/VR technology feel both accessible and exciting.
Frequently Asked Questions
How can AR and VR be used effectively for influencer marketing?
AR and VR can be leveraged in influencer marketing to create highly engaging, interactive, and immersive brand experiences. Here’s how:
- Product Demos & Virtual Try-Ons: Consumers can engage with products through AR/VR, experiencing them in a digital space before purchasing. For instance, beauty influencers can demonstrate virtual makeup try-ons or fashion influencers can showcase clothing or accessories through AR filters.
- Immersive Experiences: AR/VR allows brands to craft environments or experiences that are engaging and shareable, amplifying social media buzz. For example, VR events or virtual tours enable influencers to bring products to life in creative ways.
What are the benefits of using VR and AR in influencer campaigns?
There are several key advantages to incorporating AR and VR into influencer campaigns, both in terms of consumer engagement and overall brand impact:
| Benefit | Description |
|---|---|
| Increased Interaction | Users interact with products or content in an engaging, hands-on way. |
| Authentic Brand Experiences | AR/VR creates memorable moments that align with brand narratives, fostering stronger emotional connections. |
| Wider Reach and Shares | AR/VR experiences are highly shareable, generating social media buzz and increasing visibility. |
How can AR/VR enhance customer engagement in influencer marketing?
AR and VR boost customer engagement by making interactions more personal, dynamic, and immersive. Through influencer collaborations, brands can:
- Offer Interactive Experiences: By using AR filters or VR try-ons, influencers can lead their audience through a unique experience, offering a fun and personalized journey.
- Foster Real-Time Engagement: Live-streaming AR/VR events with influencers can directly connect brands with their audience in real-time, making consumers feel involved and valued.
Are virtual influencers effective in AR/VR campaigns?
Virtual influencers can be highly effective in AR/VR campaigns, especially when targeting younger, tech-savvy audiences. They offer brands full creative control and the ability to craft tailored, futuristic narratives. Here are a few reasons why they work well in AR/VR:
- Consistency and Precision: Virtual influencers can convey specific brand messaging without the unpredictability that comes with human influencers.
- Appealing to Digital Natives: They resonate well with younger audiences who are already immersed in digital and AR/VR spaces.
Can AR/VR campaigns drive conversions for luxury brands?
AR and VR are powerful tools for luxury brands looking to create unique, high-end experiences that resonate with consumers. By using these technologies, luxury brands can:
| Strategy | How It Drives Conversions |
|---|---|
| Immersive Product Demos | Allows customers to engage with products in an exclusive, detailed setting, boosting confidence. |
| Virtual Showrooms | Creates an exclusive, high-end shopping experience, increasing the likelihood of purchase. |
| Personalized AR Filters | Enables customers to see products in real life, helping them visualize ownership and driving decision-making. |
How do influencers create AR/VR content for brands?
Influencers can create AR/VR content by collaborating with brands to design experiences that align with their style and audience. Typically, this involves:
- Using AR/VR Platforms: Influencers work with brands and developers to create custom filters or VR experiences on platforms like Instagram or Snapchat.
- Guiding Audiences: Influencers create walkthrough videos, tutorials, or live streams that showcase the AR/VR features, encouraging audience participation.
Which platforms are best for AR/VR influencer marketing?
When it comes to AR and VR influencer marketing, certain platforms stand out for their immersive capabilities and wide reach.
| Platform | AR/VR Capabilities |
|---|---|
| AR filters, interactive Stories, and IGTV for live-streaming VR events. | |
| TikTok | AR filters, viral challenges, and short-form AR-based influencer content. |
| Snapchat | Innovative AR lenses and interactive branded AR filters. |
How can AR/VR improve brand storytelling in influencer campaigns?
AR/VR can revolutionize brand storytelling by immersing audiences in interactive, experiential narratives. Influencers can use these technologies to bring a brand’s message to life in a way that static posts and traditional ads simply can’t.
- Creating Immersive Worlds: Brands can transport audiences into a story with virtual reality, allowing influencers to guide them through an engaging narrative.
- Interactive Product Storylines: AR allows consumers to explore a product’s backstory or key features through a digital layer, providing more context and fostering deeper connections.
Can AR and VR increase brand awareness for niche products?
Yes, AR and VR can significantly boost brand awareness for niche products by offering unique, memorable experiences that encourage social sharing. These technologies allow smaller or niche brands to stand out by delivering high-impact, interactive campaigns that captivate their target audience and generate buzz across platforms.
About the Author
Writer
Koba Molenaar brings nearly a decade of rich experience in content writing, specializing in digital marketing, branding, SaaS, and eCommerce. Her passion for helping brands, from solopreneurs to established companies, connect with their audiences shines through her work. As a member of the Golden Key International Honor Society, Koba’s commitment to excellence is evident in her work, showcasing her as a relatable and knowledgeable voice in the industry.
