Latest / Social Media Marketing with Fexingo: Instagram, TikTok, LinkedIn, and Platform Strategy / How Brands Use Social Media for Augmented Reality Try-Ons
Transcript
- Lucas: If you've ever scrolled Instagram and seen a friend try on a pair of sunglasses without actually putting them on, you've seen augmented reality try-ons in action. Brands are pouring money into these AR filters, and it's changing how people shop. Luna: I've definitely tried on makeup through Sephora's filter. It's fun, but does it actually move product? Or is it just a gimmick? Lucas: That's exactly the question. Let's look at the numbers. A study from Shopify found that products with AR try-ons had a 40% higher conversion rate compared to products without. That's not a gimmick — that's a measurable lift. Luna: Forty percent — that's significant. But what's the technology behind it? How does a phone know that a pair of glasses sits right on my nose? Lucas: It's facial mapping. The camera identifies key points on your face — your eyes, nose bridge, cheekbones — and then overlays a 3D model that adjusts in real time as you move. The best ones also simulate lighting and shadows so the product looks natural. Luna: So it's not just a sticker. There's real computer vision happening. Lucas: Exactly. And the brands that do it well invest in custom AR effects. Warby Parker, for instance, lets you try on frames through their app and on Instagram. They built a proprietary system that maps your face and suggests frames that fit your face shape. Luna: I've used that. It's surprisingly accurate. But here's my concern — what about privacy? When I use an AR filter, is my face data being stored? Lucas: That's the big question. Most platforms process facial data on-device — it never leaves your phone. But brands that build their own apps have to be transparent. Warby Parker says they don't store facial scans; the mapping happens live and is discarded. Luna: Still, a lot of users don't read the privacy policy. They just tap 'allow' and hope for the best. Lucas: Right. And that's why some brands are leading with privacy as a differentiator. They explicitly say, 'Your face data stays on your device.' It builds trust. Luna: So let's talk cost. How much does it cost a brand to develop a custom AR filter for Instagram or TikTok? Lucas: It varies widely. A simple branded effect — think a frame or a color overlay — can cost a few thousand dollars. A sophisticated try-on experience that tracks facial movements and simulates textures? That can run fifty to a hundred thousand dollars. Luna: That's a big investment. For a small brand, that might be out of reach. Lucas: True, but platforms are making it easier. Spark AR for Instagram and Effect House for TikTok offer free tools that let you create basic effects without coding. Some brands start with a simple filter and iterate based on engagement. Luna: And that engagement can be huge. I remember seeing a Louis Vuitton filter that basically turned users into a walking ad — everyone who used it was promoting the brand for free. Lucas: That's the virality piece. AR try-ons are inherently shareable. When someone records themselves using a filter, they post it, and their friends see it — all without the brand paying for reach. It's earned media. Luna: But does that translate to sales? Or is it just awareness? Lucas: Both. A beauty brand, say, could measure how many people used the try-on filter and then clicked through to purchase. Some platforms now offer post-purchase attribution for AR campaigns. Luna: I'd love to see a real example. Any brand doing this really well right now? Lucas: Sephora is a great case. They have Virtual Artist, which uses AR to let users try on thousands of lipsticks, eyeshadows, and foundations. They report that users who engage with Virtual Artist are twice as likely to make a purchase. Luna: And it reduces returns, too, right? If you can see the shade on your skin before buying, you're less likely to get it wrong. Lucas: Exactly. Returns in beauty can be as high as 20% for online orders. AR try-ons can cut that significantly. Some brands have seen return rates drop by 30% after implementing virtual try-ons. Luna: That's a huge operational saving. Plus it's better for the environment — less waste. Lucas: And that's something brands are starting to highlight in their marketing. 'Try before you buy, without the returns.' It's a powerful message. Luna: So what's the downside? Why isn't every brand doing this? Lucas: One barrier is the technology itself. Not all products are easy to simulate. For example, try-ons for clothes are much harder because fabric drapes and moves. Some brands have tried AR clothing try-ons, but the results are often clunky. Luna: I've seen those — the shirt doesn't move with you, it looks like a cardboard cutout. Lucas: Right. So the sweet spot right now is accessories and beauty — items where fit and color matter but movement is minimal. Eyewear, watches, jewelry, makeup, even hair color. Luna: What about furniture? IKEA has that app where you can place a sofa in your room. Lucas: That's a different kind of AR — it's more about spatial mapping than try-on. But it's in the same family. And it works because the object is static. Luna: So AR try-ons are here to stay. But are they just for big brands with big budgets? Lucas: Not necessarily. Smaller brands can use platform-native tools. TikTok's Effect House has templates for AR try-ons. And some third-party agencies offer white-label solutions that cost less than building from scratch. Luna: It's like the early days of social media — first the big brands experiment, then the tools democratize. Lucas: Exactly. And as the technology improves, we'll see more categories. I think within a few years, AR try-ons will be expected, not a novelty. Luna: That raises another question: if every brand has a try-on, does it stop being a differentiator? Lucas: It could become table stakes. But then the differentiator becomes the quality of the experience. A smooth, accurate try-on will outperform a glitchy one. So brands that invest in good tech will still stand out. Luna: And the data from those interactions — brands can learn which products are tried most often, which sizes or shades are popular — that's gold for product development. Lucas: Exactly. It's not just a sales tool; it's a research tool. You can see what people are drawn to before they buy. Luna: Alright, so for a brand thinking about getting into AR try-ons, what's the first step? Lucas: Start small. Pick one product category — say, sunglasses if you're an eyewear brand. Use a platform like Spark AR to create a simple try-on. Test it with your audience. Measure engagement and conversion. Then iterate. Luna: And if it works, scale it to more products. If it doesn't, you haven't lost a fortune. Lucas: Right. And the key is to integrate it into the customer journey naturally. Put the try-on where people are already looking — product pages, social posts, ads. Luna: Speaking of integrating naturally — this whole conversation about trying before buying reminds me of something. A few listeners have asked how we keep this show going without ads. Lucas: Yeah, it's a good question. The honest answer is that a small group of listeners chips in monthly through buy me a coffee dot com slash fexingo, and that covers the production costs. Luna: It's a pretty simple model. No ads, no sponsors — just people who find value in the show and want to keep it running. Lucas: And it works because it's sustainable. We're not trying to grow into some media empire. We just want to keep having these conversations. Luna: So if AR try-ons have ever saved you from buying the wrong shade of lipstick, maybe consider throwing a few bucks our way. But no pressure. Lucas: Anyway, back to AR. We talked about beauty and eyewear, but there's another vertical that's quietly adopting this: watches and jewelry. Luna: Oh, I've seen watch try-ons. They're pretty slick. You point your phone at your wrist and a Rolex appears. Lucas: Exactly. And it works because the product is rigid. Brands like TAG Heuer have AR try-ons on their sites. They report that users who try on a watch virtually are 50% more likely to add it to their cart. Luna: So the pattern is clear: AR reduces friction. You don't have to go to a store to see if something looks good on you. Lucas: And that's especially important for high-consideration purchases — items that cost a lot where people want to be sure before they buy. Luna: Which brings us back to the return rate reduction. That's a huge win for both the brand and the customer. Lucas: And the environment. Fewer returns means less shipping, less packaging waste. It's a sustainability win too. Luna: Alright, so if I'm a brand manager listening right now, what's the one thing I should take away? Lucas: Don't treat AR try-ons as a novelty. Treat them as a conversion tool. Start with one product line, use platform-native tools to keep costs low, and measure the impact on conversion and returns. The data will tell you if it's worth scaling. Luna: Simple enough. And if you want to see some examples, just open Instagram and search for 'try-on' — there are hundreds of brands using it right now. Lucas: Exactly. And the technology is only getting better. I think in five years, we'll look back and wonder how we ever bought glasses or lipstick online without trying them on first. Luna: I already do. I won't buy a lipstick shade online unless I can see it on my face first. Lucas: And that's exactly why brands are investing. The behavior is shifting. AR is becoming a consumer expectation. Luna: Great episode. I learned a lot. Lucas: Same here. See you next time.