Snapchat is transforming how brands connect with digital-first audiences, leading the evolution of augmented reality (AR) in social media, according to Katia Maevskaia, Client Partner, CEE, at Snap Inc.

Maevskaia has highlighed how AR is reshaping brand engagement by creating immersive and meaningful experiences.

“Studies show that AR content on Snapchat draws and holds user attention significantly better than standard mobile ad formats,” she stated.

Moreover, she emphasised AR’s unique ability to foster dynamic, interactive relationships with users, setting it apart from traditional advertising methods.

The rise of AR in digital communication is becoming particularly evident among younger audiences.

By 2025, almost all Gen Z and Millennial users in the UK are expected to interact with AR on a weekly or even daily basis.

For brands, this development represents a significant opportunity to forge deeper connections through interactive and memorable experiences.

Indeed, Snapchat’s data underlines AR’s potential as a central medium for sustained engagement and effective brand-building.

Research from Amplified Intelligence supports this, revealing that Snapchat AR experiences capture active attention for an average of 12.2 seconds, compared to just 2.3 seconds for traditional social media in-feed ads.

“Users participate actively, rather than passively viewing, creating a dynamic relationship with the content,” Maevskaia explained.

Furthermore, Snapchat’s “hybrid attention decay” model ensures that user attention remains high over longer periods.

This sustained interaction is valuable for brands aiming to create lasting impressions, especially compared to the rapid attention drop-off typical of conventional ads.

Snapchat’s strategic approach to AR combines interactivity with practicality, which is key to its success.

“For brands, this means tailoring AR experiences to be both fun and functional—allowing users to engage deeply without losing sight of key brand messages,” Maevskaia added.

Additionally, integrating AR campaigns with Snap Ads and Story Ads can significantly amplify impact, as users encounter the brand at various touchpoints throughout their engagement journey.

This layered strategy enhances visibility and message retention, positioning AR as an indispensable component of broader marketing initiatives.

Several brands have successfully demonstrated the versatility of AR in achieving diverse marketing goals.

For instance, Florida Lottery used a gamified AR Lens, allowing users to navigate a virtual sleigh. This approach resulted in a share rate five times the industry average, showcasing the potential of AR to boost organic reach and engagement.

Norwegian furniture retailer Skeidar used a catalog-powered Shopping Lens, enabling customers to visualise furniture in their homes. Using a catalog-powered Shopping Lens, customers could place and explore virtual furniture in their space, leading to a 15x return on ad spend and significant gains in brand favorability and purchase intent.

This example shows how AR can bridge the gap between online browsing and in-person experience, making digital shopping more tangible and personalised.

Meanwhile, William Hill employed Snapchat’s First Story Takeover and AR Lens to create an immersive race-day experience, driving a substantial increase in new customer deposits and engagement.

For those interested in exploring AR’s transformative impact on marketing, the TechIsland MarComms Community Meetup, powered by Snapchat, offers an ideal opportunity. Taking place on December 5, at 19.00 in Limassol, the event will feature a panel discussion titled ‘Fueling Fintech: Creative Approaches for High-Performing Marketing Campaigns.’

The discussion will explore how data-driven personalisation, influencer marketing, and innovative technologies such as AI, AR, and blockchain are reshaping customer engagement and driving growth in the fintech sector.

Speakers include Katia Maevskaia, Client Partner, CEE, at Snap; Xenia Hadjigeorgiou, Senior Performance Marketing Specialist at Exness; Nancy Koskoshie, Senior Marketing Manager at payabl.; and Anastasiya Zakharina, CMO at Space307.

The panel will be moderated by Nadia Ivanova, CCO at Unlimit.

Attendance is free with registration here. Professionals in marketing, PR, and communications who are not yet members of the TechIsland MarComms Community can join by completing the membership form available online here.