Snapchat’s AR Ads: A Spring Boost for Brand Partnerships

As Spring 2025 blooms, so do exciting new collaborations between brands and Snapchat. In particular, Snapchat’s augmented reality (AR) advertising tools are giving brand partnerships a fresh boost this season. Marketers are tapping into Snap’s playful AR lenses and filters to engage users in interactive experiences that blend the digital and real worlds. This post will break down what Snapchat AR ads are, how they work, and why they’re so advantageous for brands. We’ll also explore current AR ad trends, highlight some successful recent campaigns, and zoom in on how micro-influencer platform Stack Influence is leveraging Snapchat’s AR features for spring campaigns. Finally, we’ll discuss what these developments mean for marketers considering Snapchat AR ads in 2025.

What Are Snapchat AR Ads and How Do They Work?

Snapchat AR ads are interactive advertisements that use augmented reality overlays (known as Lenses or filters) to let users superimpose digital content onto their real-world environment via the Snapchat camera. In practice, this means brands can create custom AR experiences – for example, a Lens might put a 3D product model or effect onto the user’s selfie or surroundings. Snapchat recently introduced Sponsored AI Lenses, a new format powered by generative AI that allows users to see themselves in imaginative, branded scenes. These interactive Lenses essentially “put Snapchatters at the center of unique brand moments,” whether that’s sporting ‘90s hairstyles, stepping into the Wild West, or donning the latest runway styles in AR.

Using a Snapchat AR ad is simple for the user: they might encounter a sponsored Lens in the Lens Carousel (Snapchat’s menu of camera effects) or via a Snap Code or ad. With a tap, the phone’s camera opens and the AR experience begins – users can take a selfie or rear-camera video while the Lens adds virtual elements like animations, product try-ons, games, or scene transformations in real time. For instance, Snapchat’s new AI-powered Lenses even analyze your selfie and then “integrate [you] into an AI-generated scene,” yielding up to 10 different themed visuals within one ad.The result is an immersive ad that doesn’t feel like a traditional ad at all – it feels like a fun activity or creative tool. Crucially, users can then share these AR snaps with friends or post them to their Story, turning personal moments with a brand’s AR effect into social content.

Key Advantages of Snapchat AR Ads for Brands

Why are brands increasingly turning to Snapchat’s AR ads? In short, because they offer an engaging, memorable, and effective way to connect with audiences. Here are some key advantages of Snapchat AR advertising, backed by recent findings:

• Deep User Engagement: AR experiences demand active participation, which leads to longer interaction times. A recent study of 38 AR ad campaigns found that users spent significantly more time with AR Lenses than with traditional video ads, encouraging a slower, more deliberate engagement. In fact, Snapchat reports that its interactive AR ads prompted users to play with the content longer – for example, brands like Uber and Tinder saw higher-than-average playtimes when using the new AI Lenses format. More time with your content often means a stronger brand impression.

• Boosted Awareness & Recall: AR ads don’t just entertain – they deliver measurable branding lifts. That same analysis showed AR Lenses can drive a 2.4× increase in ad awareness, 1.8× increase in brand awareness, and 1.4× higher brand association compared to non-interactive ads. Users pay more attention to AR activations and remember the brand better than they do with standard display or video ads. In Snapchat’s own early tests of Sponsored AI Lenses, the immersive nature led to notably strong recall for Uber and Tinder’s campaigns.

• Interactive Product Trial (Drive to Purchase): AR ads often double as virtual product demos. From makeup try-ons to seeing how a couch looks in your living room, AR lets consumers experience the product. This can translate into real sales: users who engage with AR are 6.4× more likely to purchase (measured by swipe-to-purchase ratios) than those who only see a normal ad. Brands have reported higher conversion rates and even lower return rates when customers use AR try-on features before buying – if you virtually try a product and like it, you’re less likely to be surprised or dissatisfied later. In short, AR ads drive more confident purchase decisions.

• Shareability and Virality: Snapchat’s audience loves to share fun AR moments. When someone uses a branded AR filter, they often send it to friends or post it publicly – giving the brand organic exposure through user-generated content. Stack Influence, which connects brands with micro-influencers, notes that AR filters “create shareable content (free advertising when users post themselves ‘wearing’ a product)”. In fact, Snapchat cites that 81% of Snapchatters agree AR is a fun way to learn about new products, and these users are 1.6× more likely than other app users to invite friends to shop with them using AR experiences. This social multiplier effect means an AR ad can reach well beyond the initial user – it sparks conversations and peer-to-peer recommendations.

• Appeal to Younger Audiences: If your target includes Gen Z or Millennials, Snapchat is a goldmine – the platform reaches over 90% of 13–24 year-olds. This demographic is highly receptive to AR and expects interactive, visual content. Brands using AR ads on Snapchat can connect with this younger audience in their native language of playful visuals and tech. The “fun factor” of AR helps brands appear more authentic and in tune with digital trends, strengthening brand affinity among these digital natives.

• Innovative Brand Image: Lastly, there’s a branding halo effect in simply using AR. Companies that deploy AR ads signal that they are innovative and cutting-edge. In 2025, AR is no longer a gimmick – it’s an increasingly mainstream marketing tool (over 100 million people in the U.S. are expected to use AR by the end of the year). By embracing AR on Snapchat, brands position themselves as forward-thinking storytellers. The technology has also gotten easier to produce – Snapchat’s new AR tools, like generative AI Lenses, “eliminate the need for complex 3D design” and speed up production, lowering the barrier to entry for advertisers.

Spring 2025 Trends: AR Ads on the Rise

This spring has brought a wave of AR advertising activity on Snapchat as more brands experiment with the format. Several trends stand out:

• • Generative AI Meets AR: In April 2025, Snap rolled out its Sponsored AI Lenses to all advertisers, blending AI and AR in a novel way. These high-production Lenses (built by Snap’s in-house team) place users into AI-generated scenes, from fantastical backgrounds to stylized settings. Early adopters like Tinder and Uber used AI Lenses to let users create personalized scenes – e.g. seeing their “2025 Dating Vibe” or “Thanksgiving Vibes” with witty AI visuals. The trend here is AR ads becoming even more personalized and dynamic. Because they’re served in prominent camera slots, these AI Lenses are reaching a huge audience (Snap says ~300 million Snapchatters engage with AR every day on average). The success of AI Lenses suggests we’ll see more brands turn static ads into shareable, AI-fueled experiences.

  (image) Examples of Snapchat’s Sponsored AI Lenses used by brands like Tinder and Uber in late 2024. These AR ads place users into creative scenes (from biker vibes to holiday dinners) with personalized captions, showcasing how brands can invite users to be part of the story. 

  • AR for Retail and Try-On: Social shopping via AR continues to gain momentum. Snapchat’s AR try-on technology has advanced to be more lifelike and easier to integrate with e-commerce. In Spring 2025 we’re seeing more fashion and beauty brands incorporate AR lenses that allow product sampling. For example, makeup brands can sponsor a Lens that lets users virtually test a new eyeshadow palette or lipstick shade, then link directly to purchase. The seamless integration of AR with shopping is improving – brands can now connect a Lens to their product catalog and even enable one-tap checkout from the Lens. The trend is moving towards AR as a full-funnel tool: attract with a fun try-on, then convert with an in-Lens purchase link. Given the boosts in conversion and reduced returns reported by early AR-shopping adopters, it’s no surprise many retailers are hopping on this trend.

  • Real-World Activations with AR: Brands are also bridging physical and digital through AR this spring. A striking example was L’Oréal’s AR-powered vending machine in London (April 2025), a collaborative campaign with Snapchat. For a limited time, shoppers at Westfield London could step up to a special vending machine and use a Snapchat Lens to play a gamified AR experience – by “locking in” their hair color in AR, they’d “unlock” a free shampoo refill. This creative stunt not only delivered samples in a fun way, but also reinforced L’Oréal’s sustainability message of refilling bottles. Snap’s data showed that such experiential campaigns can draw crowds: 81% of Snapchatters find AR a fun method to discover new products and are more likely to invite friends to join in. We’re likely to see more of these AR-fueled real-world events (think AR scavenger hunts, AR mirrors in stores, etc.) as brands explore interactive out-of-home marketing.

  • AR in Sports and Entertainment: Spring 2025 has shown AR ads popping up around major events. During March Madness, for example, brands like Taco Bell jumped on Snapchat to reach college basketball fans with themed AR lenses and content. Snapchat’s Head of Sports Partnerships noted they had “cool Snapchat campaigns across the month of March,” including using the coveted First Lens ad placement for sponsors like Taco Bell. These AR lenses added an extra layer of fan engagement (imagine a Lens that paints your face in team colors or adds a celebratory animation when your bracket wins). Even beyond sports, entertainment brands are leveraging AR – Snap reports that artists such as Coldplay have used AR Lenses to drop fans into immersive worlds (Coldplay created a celestial AR experience to promote their Moon Music album). The trend: AR ads are becoming part of the big cultural moments, enhancing how fans experience concerts, movies, and sporting events through interactive visuals.

  • Micro-Influencers and UGC AR: Another emerging trend is the use of influencers and creators to amplify AR campaigns. Brands aren’t relying only on paid distribution of Lenses; they’re also partnering with Snapchat creators or asking everyday users to participate. Snapchat has been cultivating more creators on the platform (the number of creators posting grew 40% year-over-year by Q4 2024) and now has a Snap Star program for top influencers. In 2025, companies can connect with these Snap influencers to create sponsored AR content or challenges. For example, a brand might sponsor a popular Snap creator to use a branded AR Lens in their Story and encourage followers to try it. This approach can dramatically extend reach via word-of-mouth. Additionally, businesses are turning their customers into creators by incentivizing them to share snaps with AR effects (think hashtag challenges but with Lens usage). The blending of influencer marketing with AR advertising is a natural fit, given the high trust and relatability of creator-driven content on Snapchat. Influencer marketing is one of the key way to amplify brand partnerships. Consider utlizing an influencer marketing platform such as Stack Influence. 

Broader Marketing Implications for 2025

Snapchat’s AR ads are not just a shiny new toy – they represent a shift in how brands and consumers interact. Here are a few big-picture takeaways for marketers considering AR advertising on Snapchat in 2025:

1. Experiences Over Ads: The rise of AR ads underscores that consumers (especially Gen Z) favor experiences over one-way advertising. People are more likely to connect with a brand when they can play, create, or personalize something related to it. An AR lens turns an ad into an experience – it’s user-driven and thus feels less intrusive. Brands that adopt this mindset (prioritizing interactivity and fun) can foster deeper loyalty. As Snap’s head of creator partnerships observed, Snapchat content tends to be more “real and raw” and thus fans find it more relatable. Companies should lean into formats that allow that authenticity, even in paid campaigns.
2. Amplified Word-of-Mouth: AR ads have a built-in social amplification effect. The ease with which a user can share a cool Lens with friends means your campaign can organically reach new eyeballs without additional spend. This has implications for campaign design: make your AR ads share-worthy. Whether through a challenge (e.g. share a snap of you using the Lens for a chance to win) or simply by virtue of being funny/cool, a good AR ad can go viral. Considering that Snapchatters are 1.6x more likely to invite friends when AR shopping, brands should view AR as a catalyst for word-of-mouth referrals. In 2025, the old adage that the customer is your best marketer is truer than ever – give that customer a neat AR tool, and let them spread the word.
3. Integration into the Funnel: AR is moving from novelty to an integral part of the customer journey. Marketers should think about where an AR experience can fit in their funnel. Top of funnel, AR lenses can drive awareness and brand affinity (especially with the large youth audience on Snap). Mid-funnel, AR can educate and inform – for example, showcasing product features or allowing trial. Bottom-funnel, AR can nudge the final sale by instilling confidence (try-before-you-buy reducing purchase hesitation). The L’Oréal campaign showed how AR can even drive an offline action (refilling a product) by coupling digital incentives with real rewards. In 2025, savvy brands will incorporate AR touchpoints at multiple stages, not just treat it as a gimmick.
4. New Metrics of Success: With AR ads, engagement metrics become richer than traditional impressions or clicks. Marketers will look at dwell time, interaction rates (did users play with the Lens features?), shares, and even things like playtime duration or number of shares per user. These can be strong indicators of user interest. Snapchat provides analytics for AR campaigns, so companies should be ready to interpret these and connect them to business outcomes (e.g., did higher playtime correlate with lift in brand favorability?). Also, as AR ads drive multi-step engagement, attribution windows might need adjusting – a user might interact with an AR ad one day but convert later after showing a friend, etc. The takeaway is that AR ads may require a more holistic approach to measurement, focusing on engagement quality over sheer quantity.
5. Competitive Advantage and Creative Learning Curve: Finally, adopting Snapchat AR ads in 2025 can still be a competitive advantage. Not every brand has jumped in yet, so those who do can stand out from competitors in the eyes of consumers. However, success requires embracing creativity and sometimes experimenting with new production methods (working with Snapchat’s Lens Studio or AR developers, for instance). Brands should allocate time for creative brainstorming – what kind of AR experience truly fits your brand and audience? The best AR ads are on-brand and add value. For example, a furniture retailer might use AR to help users visualize furniture in their homes, aligning perfectly with the product use-case. Marketers may need to collaborate with creative technologists or platforms like Snap’s Lens Network to bring these ideas to life. The good news is that barriers are lowering: Snapchat’s generative tools and templates make it faster to produce AR content. In 2025, creating an AR ad is less about heavy R&D and more about imagination. Companies that cultivate this capability in-house or via partners will be well-positioned for the AR-centric future of social advertising.

Conclusion to Snapchat’s AR Ads

Snapchat’s AR ads have emerged as a powerful medium for brand storytelling and partnership activation this spring. They exemplify the marketing zeitgeist of 2025 – interactive, personalized, and driven by creative technology. From global brands like L’Oréal engaging users with gamified AR vending machines, to platforms like Stack Influence scaling campaigns through micro-influencer AR content, it’s clear that augmented reality is opening new doors for engagement. For brands weighing their marketing strategies, Snapchat offers a unique playground where ads become playful experiences and customers become co-creators. As we move further into 2025, embracing AR advertising on Snapchat could very well give your brand the “spring boost” it needs, cultivating deeper connections with audiences and planting the seeds for long-term growth.