Snapchat Releases AR Social Media Ad Performance Report

Snapchat has released a new report highlighting the unique advantages of augmented reality (AR) campaigns compared to traditional video ads. The study, conducted in partnership with Wpromote and Lumen, analyzed 38 AR campaigns that garnered over 219 million impressions. The findings emphasize the power of AR to engage users, deepen brand awareness, and drive more intentional consumer actions.

One key insight from the report is AR’s ability to capture user attention more effectively than static or video ads. Unlike passive ad formats, AR invites users to actively engage with branded elements, fostering stronger and more memorable impressions. This interactivity, the report suggests, not only boosts ad recall but also strengthens brand association and ensures that the campaign is more memorable in the long-term.

Additionally, the study found that AR encourages slower, more deliberate decision-making. AR campaigns led to a swipe-to-purchase ratio 6.4 times higher than non-interactive ads like video commercials. This suggests that the immersive nature of AR experiences can deepen users’ consideration, prompting more intentional actions rather than impulsive responses.

Snapchat also shared best practices for optimizing AR campaigns. Creating shareable experiences and incorporating prominent branding, sound-on design, and recognizable talent were shown to significantly enhance user engagement. For video campaigns, the focus should be on generating urgency, while AR campaigns should

Snapchat recommends combining video and AR campaigns to maximize impact. While AR excels in building brand association and engagement, video can complement these efforts by driving and getting faster engagements. AR may become a much stronger campaign option in 2025 onwards, as users continue to “zone out” when confronted with traditional video or still image ads and simply wait until they can skip or scroll past them.