In a world where consumers are bombarded with content every day, it’s no longer enough to just create good content—you need to create something memorable. And with experts advocating for immersive formats like AR/VR and personalized content strategies as a way to break through the noise, capturing attention and fostering deeper connections with your audience.
With 67.5% of the global population now online, it's more important than ever to craft campaigns that stand out and truly engage. By leveraging social media marketing to boost your Augmented Reality and Virtual Reality offerings, you’re not just promoting products; you’re creating experiences that people want to interact with and share.
In this article, we’ll explore how immersive social media marketing strategies are redefining AR & VR products and experiences, with real-world examples and practical insights that you can use to elevate your own campaigns.
- Social Media Marketing Strategies for AR & VR
- 1. Encouraging User-Generated Content through Social Sharing
- 2. Leveraging Social Media Influencers to Drive Engagement in Virtual Campaigns
- 3. Building Communities Through Hashtag Campaigns
- 4. Creating Location-Based Social Engagement through Gamification
- 5. Engaging Audiences Through Viral, Interactive Content
- 6. Building Anticipation and FOMO Through Limited-Time Offers & Exclusivity
- Immersive AR & VR Experiences Are Your Brand’s Competitive Advantage
- Frequently Asked Questions
Social Media Marketing Strategies for AR & VR
In a world overloaded with content, standing out means creating unforgettable experiences. Social media is the game-changer in this space, allowing brands to turn any immersive adventure into a viral sensation. Ready to break through the noise? Here’s how you can leverage these strategies in your marketing to captivate and engage like never before.
1. Encouraging User-Generated Content through Social Sharing
Want to make your brand go viral? Get your customers to do the heavy lifting. That’s the power of user-generated content (UGC). When people start sharing their experiences with your product, it’s like you’ve found a social media cheat code. It’s authentic, it’s personal, and most importantly, it feels real—way more powerful than any polished ad you could ever put out.
But here’s the trick: You need to create something fun, shareable, and ridiculously easy to interact with. That’s how you get people to hit that “share” button without a second thought. The more your audience feels like they’re part of the experience, the more they’ll shout about it from the digital rooftops.
And Jameson did just that for their "Snap & Swap" campaign. Game days + beer? Too easy. Game days + Jameson Ginger & Lime cocktails via a custom AR lens on Snapchat? Now we’re talking.
This wasn’t just a gimmick; it was a perfect storm of timing, fun, and shareability. Fans were invited to swap their usual beer for something a little more exciting—and the AR lens made it all feel interactive, fresh, and fun. But here’s the magic sauce: influencers. Jameson got a bunch of top sports creators to jump in and share their own experiences using the AR filter. And what do you know? Their followers followed suit, flooding the social feed with their own AR experiences.
The numbers speak for themselves: Over 27 million users engaged with the campaign. People weren’t just having a good time; they were sharing their experiences, creating an avalanche of user-generated content that made this campaign feel organic, exciting, and downright contagious.
In the end, it wasn’t about the AR lens. It was about getting people to make it their own and turn a casual game-day moment into a viral social experience. Jameson nailed the social-sharing game, and their followers delivered the brand’s message without even trying. That’s UGC at its finest.
2. Leveraging Social Media Influencers to Drive Engagement in Virtual Campaigns
Let’s face it: Online shopping just isn’t cutting it for Gen Z and Gen Alpha anymore. These hyper-connected, trend-chasing crowds don’t want a boring, static shopping experience—they want something more. And Walmart’s got the memo with Walmart Realm, a full-on immersive shopping experience that’s less about products and more about creating an experience they want to share.
Walmart didn’t just throw up a virtual store and hope for the best. Oh no, they got social media influencers in the mix to breathe life into it. Instead of just having influencers toss out product links, Walmart brought them in to curate the vibe, essentially making the influencers a part of the experience itself. They didn't just promote; they created.
Walmart teamed up with influencers like Mai Pham, Nava Rose, and Makenzie & Malia Fowler, tapping into their loyal, highly engaged followings. These influencers didn’t just post about Walmart Realm—they took their audiences inside the experience. With virtual worlds like the "mermaidcore" coral reef and the "Y’allternative" Wild West, they helped set the tone, giving Walmart Realm the authentic, on-trend, and social-first feel that young shoppers are craving.
@maiphammy Putting together outfit + hair inspired by my So Jelly store with @Walmart . Y’all I would’ve never ever thought in a million years, I’d have my own virtual realm with Walmart. I GREW UP ON WALMART. This is so insane. Check it out link in bio #WalmartPartner #WalmartRealm ♬ original sound - maiphammy
This was no ordinary influencer marketing campaign. These influencers weren’t just showing off products—they were curating the shopping journey. The AR worlds they helped promote felt like social media experiences in their own right, making the whole thing feel much less like an e-commerce site and more like a social adventure. It became shareable, it became Instagrammable, and it became something to talk about.
The result? A campaign that got people to not just shop, but interact, engage, and share. Walmart Realm wasn’t just a shopping site; it became an experience you wanted to show off. And the more people shared their experience, the more buzz Walmart got. Social proof skyrocketed.
3. Building Communities Through Hashtag Campaigns
Hashtags have become a fundamental part of any social media strategy because they do more than just categorize content—they can create entire communities around a cause, brand, or event. By leveraging a hashtag campaign, brands can encourage user participation, amplify engagement, and drive conversations that connect a broader audience to the message.
The Dallas Mavericks capitalized on the power of community-building by using hashtags to rally their fanbase around an important social cause—combating hunger. But they didn’t just stop at creating a hashtag. They knew that to make this initiative resonate, they needed to make it something fans could own—something they could actively participate in and share with their own followers.
So the Dallas Mavericks partnered with Groove Jones to launch the #KrisStops campaign, blending charitable action with fan engagement. The goal was to raise awareness about hunger in the Northern Dallas area, with Kristaps Porzingis committing $500 for every block he made during the NBA season to support hunger-fighting organizations.
But what really gave this campaign traction on social media was the hashtag itself, which became a rallying point for both fans and local communities. To promote the initiative, the Mavericks placed a massive mural of Porzingis in Downtown Dallas, which encouraged fans to visit Mavs.com/AR, interact with the game, and share their experience on platforms like Instagram, Twitter (X), and Facebook.
This wasn’t just about raising awareness—it was about creating a social conversation that encouraged people to take action, share their moments, and become part of the larger campaign. The hashtag turned every interaction into a collective experience. Fans didn’t just engage—they shared their engagement with others, spreading the campaign far beyond the physical mural in Dallas.
4. Creating Location-Based Social Engagement through Gamification
To capture the attention of younger, tech-savvy audiences, brands need more than just eye-catching content—they need to create experiences that bridge the gap between the digital and physical worlds. Location-based gamification, where users interact with real-world spaces and share their experiences on social media, is a kicker strategy for driving engagement and boosting brand visibility.
It’s all about creating an experience that encourages social sharing while letting people compete, explore, and connect with the world around them.
Nike’s Victory Mode AR experience in Paris is a perfect example of how this strategy can be executed flawlessly. With the goal of engaging local youth and driving participation in sports, Nike turned the city itself into a competitive playground. By leveraging Snapchat’s AR technology, Nike created a virtual sports competition across iconic Parisian locations.
Users could take part in basketball and soccer challenges, earn points, and even navigate the city using AR wayfinding—but what made the experience truly social was how it prompted users to share their victories and progress across social media. With hashtags like #VictoryMode and #NikeParis, the brand built a community around the experience.
This weekend, @Nike partnered with Arcadia to launch the world’s first AR spatial competition: Victory Mode! Live at the Champs Élysées, we transformed the Paris sky into an interactive field of play in prep for the 2024 Summer Olympics. https://t.co/iIsOb53jCL pic.twitter.com/IlG5Qfasp4
— Snap AR (@SnapAR) May 7, 2024
As participants interacted with the social challenges, they posted their results on Instagram, TikTok, and Twitter, fueling organic buzz. Nike’s use of location-based engagement didn’t just get users active; it got them posting, tagging, and sharing—making each post a little advertisement for Nike in the process. The campaign turned Paris into a real-world game board where users competed for bragging rights and visibility, amplifying the brand's presence with every share.
5. Engaging Audiences Through Viral, Interactive Content
The key to this strategy is to create memorable, shareable experiences that encourage people to engage with your brand and share the content with their friends. Think about the things that go viral—funny, unexpected, or slightly outrageous moments that people can’t help but talk about. When you tap into that quirky, interactive element, it becomes something users actively want to share on their own profiles, generating buzz without needing to heavily push the campaign.
Brands can leverage tools like filters, AR lenses, or interactive elements to create experiences that users will enjoy, snap a picture of, and then broadcast to their followers. The idea is to get people involved, making the campaign part of their social media content, rather than just passive viewers.
A great example of this is Taco Bell’s Cinco de Mayo Snapchat filter, which turned users into giant tacos. It sounds bizarre, but that's exactly why it worked. The filter was fun, odd, and something that people couldn't resist sharing—good for laughs and good for social media attention. Some people were absolutely terrified, while others embraced it wholeheartedly. Either way, it sparked conversation.
The campaign took off with users sharing their taco-faced photos and videos, fueling the hashtag #TacoBell and driving Taco Bell into the spotlight. It was the perfect storm of engagement, shareability, and a little bit of absurdity. Everyone was talking about it, whether they loved it or hated it—and that's exactly what Taco Bell wanted: to stay top-of-mind and be part of the conversation.
6. Building Anticipation and FOMO Through Limited-Time Offers & Exclusivity
One highly effective social media marketing strategy involves leveraging FOMO (fear of missing out) by creating limited-time offers or exclusive experiences that encourage immediate action. This strategy works by creating a sense of urgency and exclusivity that motivates users to engage quickly. It thrives on scarcity—whether that’s exclusive content, limited-edition products, or flash sales—which drives both engagement and conversion.
The goal here is to use teasers and countdowns on social media to generate excitement before the launch and then provide followers with exclusive access or special deals that they can’t get anywhere else. This drives engagement, keeps the audience on their toes, and increases the chances that they will take immediate action—whether that’s making a purchase, sharing the post, or tagging friends.
Nike has mastered the art of creating anticipation and exclusivity through their SNKRS app, particularly when it comes to releasing limited-edition sneakers. The brand taps into FOMO with countdowns, pre-launch sneak peeks, and special notifications that alert users when a highly anticipated release is about to drop.
For example, with the release of the Off-White x Air Jordan 5 sneakers, Nike used their social media platforms to tease the release date and give followers early access through the SNKRS app. The campaign focused on driving anticipation and excitement by showcasing limited-edition designs through Instagram stories, tweets, and posts leading up to the drop. Nike created a sense of urgency by reminding users of the scarcity of the product, making sure they knew that the shoes wouldn’t be available for long.
Nike SNKRS App
As soon as the sneakers dropped, social media exploded with posts from users proudly showing off their new kicks. Nike encouraged followers to share their exclusive AR experiences on social media with unique hashtags and giveaways. This not only amplified their reach but also built a community of sneakerheads who shared their experiences with friends and followers, creating a viral effect.
Immersive AR & VR Experiences Are Your Brand’s Competitive Advantage
Innovative, immersive strategies are redefining the way brands connect with audiences on social media. By focusing on social media marketing to promote your AR and VR offerings, you can create memorable experiences that truly resonate with consumers.
Whether it's gamifying city streets, enhancing retail experiences, or making shopping more fun, these immersive formats have the power to engage and inspire like never before. The future of social media marketing is immersive—don’t miss the opportunity to be part of it.
Frequently Asked Questions
How can social media be used to enhance AR and VR products and services?
Social media can be used to enhance AR and VR products by sharing immersive content, engaging users through interactive experiences, and leveraging influencer partnerships to create buzz. Platforms can also offer previews, user-generated content, and real-time feedback to boost visibility and engagement.
What are the best social media strategies for marketing VR and AR products?
The best strategies for marketing VR and AR products on social media involve creating interactive and shareable content. Using AR filters on platforms like Instagram or Snapchat lets users engage directly with the product. For VR, hosting virtual events or product trials on Facebook and YouTube can immerse users in experiences.
How can social media be used to help offer virtual product trials and demos for AR & VR brands
Social media can help offer virtual product trials and demos by using live streams, AR filters, and interactive posts that allow users to experience products virtually. Brands can also use stories or reels to showcase demo videos and provide links to try the product through VR experiences.
Which social media platforms work best for marketing VR and AR products?
Instagram, Snapchat, Facebook, and TikTok are the best platforms for marketing VR and AR products. Instagram and Snapchat allow AR filters and lenses for user interaction. TikTok's short-form video format is perfect for showcasing immersive experiences, while Facebook’s virtual reality tools and live streaming make it ideal for VR events and product demos.
How can influencer marketing be leveraged to promote VR/AR experiences?
Influencers can create immersive content by using AR filters or experiencing VR products themselves, showing followers how they work in an entertaining or educational way. Influencers help make VR/AR experiences more relatable by sharing their personal experience with the technology, driving authenticity and trust. Engaging influencers with a strong following in tech, gaming, or lifestyle niches can significantly expand reach and visibility.
What are some effective ways to encourage user-generated content with AR/VR?
Encourage user-generated content (UGC) by creating engaging AR filters or VR experiences that users can share directly on their social media profiles. For example, Jameson’s “Snap & Swap” AR filter on Snapchat invited users to swap their beer for a Jameson Ginger & Lime cocktail and share the experience with their friends.
Running challenges or contests where participants use a specific AR filter or post a VR experience on platforms like Snapchat can boost engagement and creativity. Offering incentives like exclusive access, prizes, or shout-outs can further motivate users to share their content and spread the brand message organically.
How do gaming and immersive content trends influence AR/VR social media strategies?
Gaming and immersive content are major drivers of AR/VR social media strategies. As gamers seek more interactive experiences, social platforms are incorporating AR/VR features that align with gaming culture. Brands can leverage this trend by creating AR games, virtual challenges, or integrating VR environments into campaigns that appeal to a gaming-centric audience. This can increase engagement and position a brand as tech-forward and innovative.
What role does content personalization play in AR/VR social media marketing?
Content personalization is key in AR/VR social media marketing as it creates relevant, tailored experiences for users. Personalized AR filters, virtual product trials, or exclusive VR content based on a user’s preferences, behaviors, or location make the experience more engaging. By offering customized interactions, brands can create deeper connections, leading to higher brand loyalty and better conversion rates.
