Why Influencers Are The Future of VR and AR Marketing

If you stop to think about all that has occurred within the past few years, your brain is likely inundated with a barrage of flashing images. From social unrest and a global pandemic to technological advancements beyond our wildest expectations, it has been an unpredictable past few years, to say the least. But one of the most profound things to happen within that timespan has been the growing power of VR and AR marketing. 

The power of VR and AR is more than a trend—it’s a shift redefining the future of marketing. With a market size expected to reach $96.32 billion by 2029, brands are moving beyond traditional tactics, using these technologies to create dynamic, immersive experiences that leave a lasting impact. As VR and AR continue to evolve, they’re unlocking bold new ways for brands to engage audiences on a very personal level, blending storytelling with cutting-edge interaction.

Why Virtual and Augmented Reality Are Vital for Brands

Using the digital realm rather than the real world to interact with influencers may sound like science fiction. But the reality is that this is where the influencer marketing industry is heading, and it’s happening at warp speed.

Virtual and Augmented Reality (VR and AR) are the future of influencer marketing, and both VR and AR are becoming mainstream much faster than most people realize. Don’t believe us? Well, consider this: Global AR & VR revenues have grown from $4Bin 2016 to $40B in 2024. Additionally, Enterprise AR is also growing exponentially, expanding from $829M in 2016 to a projected $364B by 2030

Expanding VR and AR Technologies In Digital Marketing

Numerous companies are using VR and AR technologies as an essential part of their digital marketing strategy in order to create a more modern, multi-channel brand in the market.

One great example comes from a heavy hitter: Coca-Cola. The world’s most famous brand has been using VR technology for years to create unique marketing campaigns designed to engage customers and increase its already massive market share.

In 2014, Coca-Cola took advertising to a new level by introducing the first-ever “Drinkable” Advertising campaign. The soft-drink giant collaborated with the music identifying software company Shazam to execute the campaign. By simply “Shazaming” the ad, users could watch as Coke poured in the screen of their phones and filled a glass. The promotion could be redeemed at any retail store in the US.

But how exactly do you “drink” a commercial, you ask? Easy! Users simply had to turn on the Shazam app to record the sound whenever you would see or hear an ad on TV or billboard. Coca-Cola’s slogan for the campaign was, “next time you’re thirsty, drink an ad!”

The first origin of the “video social world” came from a titan in the social media space; Snapchat. The platform is popular for its ability to allow users to add effects and filters to their posts. But in many ways, the origins of the VR/AR revolution in social media can be traced back to the rise of the game “Pokemon Go,” where users were running all over their towns and neighborhoods to “catch” rare virtual creatures.

Pokemon Go was crucial in sparking the new wave of augmented reality explosion. Brands and marketers alike took note of the success and engagement created by games like Pokemon Go. They focused on ways to enable consumers to experience their products (like vacation destinations) before making a purchase.

Incorporating AR and VR into their marketing strategies allowed brands to create an impulse-friendly purchasing experience for the user. The best part? It allowed them to do so on any device or platform. Both AR and VR technologies present unique opportunities for brands to create a more immersive, engaging customer experience.

Snapchat Is All In On AR

Snapchat is a self-proclaimed “camera company” that realized its business takes advantage of the camera’s central role on smartphones. This focus on camera functionality has fueled its push into augmented reality, where Snapchat has been a major innovator with features that redefine user interaction.

World Lenses & Spectacles

Snapchat has been developing augmented-reality experiences for some time – though it doesn’t actually refer to them as AR. The original Lenses feature was the first example, with iconic features like the infamous puppy dog ears or the hilarious face swap feature.

Additionally, Snapchat released “Spectacles” back in November of 2016. The high-tech glasses allow users to take photos and share snaps directly to the application. Spectacles are essentially sunglasses that feature a built-in camera that can be enabled with a single touch. The camera shoots a circular, panoramic-like video similar to a person’s field of vision.

Spectacles first released via bright yellow vending machines referred to as “Snapbots,” and following its initial release saw great success. In turn, brands started jumping on the Spectacles wagon immediately and developing their own experiences.

Snapchat’s fifth-gen Spectacles are aiming to redefine AR with their standalone, see-through design powered by Snap OS. Through Lens Studio 5.0, creators and brands can bring immersive, collaborative AR experiences to life—perfect for engaging audiences in fresh, interactive ways.

How AR and VR Will Change Influencer Marketing

Though the technology is developing rapidly, VR and AR technologies are still relatively new to the influencer marketing world. Regardless, marketers embrace this new form of communication with open arms, diving in headfirst to the endless possibilities it presents. Both VR and AR are expected to become larger parts of the overall machine that drives influencer marketing.

In the past, AR and VR were viewed more like singular parts in an overarching experiential marketing ecosystem. But over the past few years, the game has changed dramatically. Let’s put it into context; virtual reality replaces the real world, whereas augmented reality adds to the real world. And soon, the way we fraternize on social media will also look and feel much different from today.

VR is going to revolutionize influencer marketing as we know it. How? By catapulting influencer content into a whole new stratosphere, taking it in a completely new direction with live streaming VR and AR sessions.

Think about it; influencers will have the ability to share their 360 degree live videos as a shared experience with their audience.  People simply wearing VR headsets will be able to walk and talk with their favorite social media stars, experiencing their view and vantage point in real-time – all within a social platform. This will be more engaging than influencer content ever has been.

Just about every marketing or advertising playbook will tell you that experiences that create an emotional response from the user are far more likely to result in a purchase than those that do not elicit the same reaction. In a world where it’s more difficult than ever to capture the attention of consumers, utilizing VR and AR provides brands with seemingly endless possibilities for creating the above mentioned emotional response needed to attract and retain consumers.

We get it. Not every brand is positioned to begin exploring VR or AR, and in many ways, the industry is still somewhat in its infancy. But quite soon, VR and AR promise a more trust-based relationship between influencers and their audience. With that in mind, brands that have already adopted these technologies will have a huge leg up in this ultra-competitive industry.

An Opportunity For Early Adoption

For influencers, VR and AR present vast opportunities in both the short and long term, making it a prime sector for early adoption. As is the case with nearly all futurism, the expected outcomes are hard to accurately project and certainly not set in stone. However, the convergence of two growing trends seems all but inevitable: AI and aspirational influence.

Early adoption of VR and AR gives brands a chance to reinvent engagement as we know it. Imagine a virtual product launch that feels like you’re stepping into a branded world. Or AR try-ons that let customers demo a product in their living room—all in real time, all on mobile.

By being proactive and leveraging these technologies with AI, brands have the opportunity to serve up hyper-personalized interactions that can instantly adapt to user preferences. As these tools continue to evolve, brands seizing the moment now won’t just be marketing—they’ll be crafting essential, lasting experiences at every touchpoint of the customer journey.

But it’s not just brands and creators hopping on the VR and AR train. Celebrities too are embracing VR and AR with digital avatars, bringing the in-person fan experience closer than ever. Icons like Ariana Grande and Travis Scott have taken this to new heights, using VR for live concerts while stars like Lil Nas X and Bella Hadid create lifelike avatars, offering immersive endorsement moments that feel almost personal.

Unlock AR and VR Marketing with Viral Nation’s Expertise

The rapidly growing AR and VR industry is a goldmine for businesses of all sizes. However, entering this space successfully often requires expert guidance. Agencies like Viral Nation bring extensive experience to AR and VR influencer marketing, helping brands tap into new audiences with proven strategies. If you’re ready to leverage influencers in the VR and AR space, reach out today to discuss an ROI-driven approach that works for your brand.