Latest / Social Media Marketing with Fexingo: Instagram, TikTok, LinkedIn, and Platform Strategy / Why Brands Are Using Augmented Reality Try-Ons for Social Commerce
Transcript
- Lucas: So, you're scrolling through Instagram, and an ad for sunglasses pops up — but instead of just a product shot, there's a button that says 'Try On.' You tap it, your camera opens, and suddenly those sunglasses are sitting on your face, turning as you move your head. You tap 'Add to Cart.' Luna: That moment between seeing and buying — brands have been chasing it for years. And augmented reality try-ons are making it feel almost frictionless. Lucas: Right. And it's not just sunglasses. We're talking makeup, furniture, even cars. Augmented reality try-ons have moved from novelty to serious conversion tool. Warby Parker started this back in 2016 with their app, but now the tech is baked directly into social platforms. Luna: I think Sephora was early too — their Virtual Artist let you try lipstick shades through the app. But today, you're seeing it natively on TikTok and Instagram without downloading anything extra. Lucas: Exactly. And the numbers are hard to ignore. According to a study from 2024, brands using AR try-ons see a 94% higher conversion rate from users who engage with the feature compared to those who don't. That's almost double. Luna: Wait — 94%? That's massive. But I wonder, is it that the AR convinces people, or does the kind of person who uses an AR filter just happen to be more ready to buy? Lucas: It's a fair question. Some of that is self-selection bias for sure. But controlled studies where the same ad was shown with and without the AR option showed a significant lift. So the interaction itself builds confidence. Luna: It makes sense. When I'm buying a lipstick online, I'm always worried it'll look different in real life. If I can see it on my own face, even through a screen, that uncertainty drops. Lucas: That's the core insight. AR try-ons reduce the 'last-mile anxiety' of online shopping. For categories where fit or appearance matters — apparel, accessories, home decor — that's huge. IKEA's Place app lets you see furniture in your room. Walmart has a virtual try-on for clothes. Luna: And the social aspect is fascinating too. Users can share their try-on photos or videos with friends, getting instant feedback. It turns a solo decision into a social one, which plays right into the platforms' strengths. Lucas: Brands are seeing that sharing rates for AR try-on content are way above average. Gucci had a campaign where users could try on sneakers via Instagram filters, and the user-generated content from that campaign outperformed their professional ads in engagement. Luna: Let's talk about the tech side. How accurate are these try-ons? I've tried some where the lipstick bleeds outside my lips, or the glasses float off my nose. Lucas: It varies. The best experiences use what's called 'hand tracking' and 'facial mesh mapping' — the phone's camera maps hundreds of points on your face or body in real time. Apple's ARKit and Google's ARCore have made it much better. But it's not perfect. Luna: And there's a hardware limitation. Not every phone has the depth sensors needed for high-precision AR. So brands have to decide whether to build for the 'good enough' experience that works on most phones or the premium experience that works on fewer. Lucas: Most brands go for broad accessibility. They'd rather 80% of users have a decent experience than 20% have a flawless one. And the social platforms have been investing heavily — Spark AR on Facebook and Instagram, TikTok's Effect House. They make it easy for brands to create custom filters without coding. Luna: But then there's the data side. To use an AR try-on, you're giving the app access to your camera feed. That makes some people nervous. Are brands storing that data? Lucas: It's a valid concern. Reputable brands process the video feed on-device — it never leaves your phone. Apple and Google have built frameworks that explicitly keep the data local. But not every third-party AR provider is that transparent. Luna: So the privacy angle is a real barrier. If a brand isn't clear about how they handle camera data, users might bounce. Lucas: And that's where trust matters. Look, if today was actually useful to you, the way these episodes stay ad-free is listener support. It's simple — buy me a coffee dot com slash fexingo. Keeps us independent, keeps us focused on what works. Luna: Yeah, honestly, these deep dives take real research. If you've gotten value, that's the best way to make sure we keep doing them. Lucas: So back to AR — I think the next frontier is full-body try-ons. Right now, most experiences are face or hand based. But companies like Zelig and Snap are working on real-time body mapping that can show how a dress fits, moves, and drapes. Luna: That's where the tech gets really interesting — and complicated. Fabric behavior is hard to simulate. But if they crack it, returns could drop dramatically. For fashion, return rates are around 30% online. AR try-ons could cut that in half. Lucas: Exactly. And that's not just a win for brands — it's a sustainability win. Fewer returns means less shipping, less packaging, less waste. So there's an ESG angle too. Luna: Are there any cautionary tales? Brands that jumped into AR and it backfired? Lucas: A few. Some luxury brands tried AR try-ons but the filters were too cartoonish, which actually devalued the brand perception. If you're selling a three-thousand-dollar handbag, a cheap-looking filter hurts more than it helps. Luna: So it's about polish. The AR experience has to match the brand's quality standard. Lucas: Exactly. Another pitfall is complexity. If the user has to download a separate app or go through too many steps, they'll abandon. That's why native social filters win — you're already on the platform, one tap to try on, one more to buy. Luna: I've also seen brands over-rely on AR as a gimmick rather than a utility. Like, 'hey, here's a fun filter' but it doesn't actually help you make a purchase decision. Lucas: Right. The successful implementations tie directly to the shopping funnel. Nike's SNKRS app uses AR to unlock limited drops — you point your phone at a certain image and it reveals a product. That's gamification plus utility. Luna: Let's zoom out — where does this fit in the broader social commerce trend? Is AR a must-have now, or still a differentiator? Lucas: I'd say it's moving from differentiator to table stakes, at least for certain categories. Eyewear, beauty, and sneakers — you almost expect it. For others, it's still a competitive edge. But by 2026, I think any brand selling visual products will be expected to offer some form of virtual try-on. Luna: That aligns with what I'm seeing in ad platforms too. Both Meta and TikTok now offer AR ad formats as standard options. They're pushing brands to use them because they know engagement is higher. Lucas: And the cost is coming down. You can build a basic AR filter for a few thousand dollars using tools like Spark AR. For a small brand, that's accessible. The big question is measurement — how do you track whether someone who tried on the sunglasses actually bought them? Luna: That's where platform integrations help. If the try-on happens within the ad, and the purchase happens within the same platform, you get a closed loop. But if the user tries on Instagram and buys on the brand's website, attribution gets messy. Lucas: So we're still in the early innings of understanding ROI. But the early signals are strong enough that most brands I talk to are experimenting. They'd rather be in now and learn than wait and catch up. Luna: One last thing — what about regulation? Are there any rules around AR try-ons? Like, if a filter makes a lipstick look brighter than it actually is, is that false advertising? Lucas: It's a grey area. The FTC has guidelines about digital alterations in ads, but it's not specific to AR. I think we'll see more clarity in the next couple of years. For now, brands should make sure their filters are as accurate as possible. Transparency is the best defense. Luna: So the takeaway: AR try-ons boost conversion, reduce returns, and are becoming expected. But execution matters — accuracy, brand fit, and privacy all factor into success. Lucas: And the best part is, the barrier to entry keeps dropping. If you're a brand, there's really no excuse not to try it. Even a simple filter can give you data on what customers want to see. Luna: I'm curious — have you actually used an AR try-on yourself and bought something? Lucas: Yeah, I bought a pair of Warby Parker glasses through their app back in 2022. I was skeptical, but they fit perfectly. That experience made me a believer. How about you? Luna: I tried a lipstick on Sephora's app and ended up buying three shades. So the conversion rate works on me too.