How To Include Augmented Reality In Your Content Strategy

How To Include Augmented Reality In Your Content Strategy

Augmented Reality (AR) is revolutionizing how we interact with digital content, offering a unique blend of reality and virtual enhancements.

This technology, when integrated into a content strategy, can transform the mundane into the extraordinary, engaging users in a more profound and interactive manner.

However, the key to successfully leveraging AR lies in balancing traditional methods with innovative approaches. It’s not just about embracing the new; it’s about harmoniously blending it with the tried and true.

This ensures your content remains accessible while pushing the boundaries of creativity and user experience, providing a holistic and forward-thinking approach to your content strategy.

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What is augmented reality (AR) and how to put it on your site?

Augmented Reality (AR) is a dynamic technology that overlays digital enhancements, like images or animations, onto the real world, creating an interactive experience.

To incorporate AR on your website, you must first identify areas where it adds value, such as product showcases or educational content. Select an AR development platform that integrates with your website’s framework; you can embed AR directly into web pages or link to external AR applications.

For instance, in an online kitchen-remodeling store, AR can enable customers to visualize how a refitted kitchen would look in their home using their smartphone cameras. Develop engaging AR content relevant to your audience and ensure it’s both informative and interactive.

It’s crucial to test the AR features across various devices and browsers for a seamless user experience. By embedding or linking AR effectively, you elevate user engagement and provide a cutting-edge experience, like allowing customers to virtually place furniture in their space, transforming their shopping journey.

Producing innovative webinars with proven and unusual ideas

Augmented Reality (AR) content creation thrives on a blend of proven methods and innovative, offbeat strategies, embodying my “Unusual By Strategy” forte. This approach dictates the need for a mix of reliable and unconventional ideas in AR development.

Start with standard practices like 3D modeling for realistic product visualizations, an effective way to give users a tangible sense of your offerings. Then, infuse creativity with unexpected interactive elements like gamified AR experiences or storytelling that turns ordinary objects into narrative pieces of a larger puzzle.

Incorporate user-generated content in AR, allowing customers to personalize their experience and share it, thereby creating a viral loop. Explore the use of AR for virtual events, creating immersive experiences that transcend physical limitations.

The key is to anchor your strategy in well-established techniques while daring to explore the uncharted territories of AR, crafting experiences that are both grounded and groundbreaking, ensuring your content stands out in a crowded digital landscape.

8 ways to strategically use augmented reality in brand content

Leveraging my 40+ years’ experience as a Brand Content Strategist with a penchant for the unusual, I have crafted eight ideas that blend time-tested approaches with unique twists for effectively including augmented reality in your content strategy.

This approach ensures that while the foundations of your strategy are robust and reliable, the inclusion of creative, unconventional twists will make these ideas work even harder, setting your content apart in the dynamic digital landscape.

How To Include Augmented Reality In Your Content Strategy (Infographic)

1. Try interactive product demonstrations

Interactive product demonstrations using Augmented Reality (AR) offer a powerful tool in content marketing, allowing potential customers to experience products in a highly engaging and immersive way.

Imagine a furniture retailer implementing AR on their website, enabling customers to visualize how a new sofa would look in their living room. Users can change colors, styles, and even layouts with a few clicks, experiencing the product in their own space before making a purchase. This not only enhances the user experience but also significantly reduces the uncertainty that often accompanies online shopping.

Such demonstrations provide rich, interactive content that can be shared across various platforms, increasing the product’s visibility and appeal. By embedding AR into your content strategy, you’re not just showcasing a product; you’re offering an experience that resonates with the audience, elevates brand perception, and drives engagement.

This method effectively bridges the gap between digital content and the physical world, making it a cornerstone strategy for modern, immersive content marketing.


  • Identify suitable products for AR demonstration: Choose products that can significantly benefit from an interactive showcase. Consider items with customizable features or those requiring spatial visualization, like furniture or tech gadgets.
  • Develop realistic 3D models: Invest in creating high-quality 3D models of your products. These models should accurately represent the physical items in detail, including textures, colors, and dimensions.
  • Create an intuitive user interface: Design an easy-to-use interface for your AR platform. Ensure that the process of viewing and interacting with products is straightforward, even for users new to AR technology.
  • Test across devices and platforms: Ensure that your AR demonstrations work seamlessly on various devices and platforms. This includes testing on different smartphone models and web browsers for accessibility and performance consistency.
  • Collect and analyze user feedback: Implement a system to gather user feedback on the AR experience. Use this data to refine the demonstrations, making them more engaging and effective in meeting customer needs.
Unusual Idea


Consider the idea of “Augmented Reality Storytelling” as an unusual enhancement for interactive product demonstrations. This concept involves embedding a narrative into the AR experience, making the product demonstration not just informative but also a storytelling journey.

For instance, in the case of the furniture retailer, as customers virtually place a sofa in their living room using AR, they could be taken through a story of the sofa’s design evolution, the craftsmanship behind it, and how it complements different lifestyle themes. This storytelling layer not only engages customers on a deeper level but also creates an emotional connection with the product, enriching the standard AR demonstration with a memorable and unique experience.

2. Enhance your brand storytelling content

Augmented Reality (AR) breathes new life into brand storytelling, transforming traditional narratives into immersive experiences. Imagine a cosmetic brand using AR to share their journey, from sourcing natural ingredients to the meticulous process of product creation.

Users can virtually visit the fields where ingredients are harvested and observe the production process, all through their smartphone screens. This method not only makes the brand story more engaging and relatable but also fosters transparency and trust.

Such an AR-enhanced storytelling approach allows customers to feel a part of the brand’s journey, creating a deeper emotional connection. In content marketing, this strategy is invaluable as it not only informs and educates but also captivates the audience, encouraging them to spend more time interacting with the brand.

By integrating AR into storytelling, brands can create a rich, multi-dimensional narrative that resonates more effectively with their audience, setting a new standard in interactive content marketing.


  • Craft a compelling narrative: Develop a captivating story that aligns with your brand values and mission. This narrative should be the foundation of your AR content, providing a cohesive and engaging storyline for your audience.
  • Incorporate visual and audio elements: Use AR to add rich visual and audio elements to your storytelling. This could include realistic 3D models, animations, and ambient sounds that complement the narrative and enhance the sensory experience.
  • Ensure interactivity: Make your AR story interactive, allowing users to explore different aspects of the narrative. This could involve choices that lead to different story outcomes or interactive hotspots that provide additional information.
  • Focus on emotional engagement: Design your AR experience to connect emotionally with the audience. Use storytelling techniques to create empathy, surprise, or joy, making the brand story memorable and impactful.
  • Gather insights for personalization: Use data and insights about your audience to personalize the AR storytelling experience. Tailor aspects of the story to resonate more deeply with different segments of your audience, enhancing relevance and engagement.
Unusual Idea


Consider the idea of “Interactive Time Travel” as an unusual enhancement for enhancing brand storytelling content. This innovative approach uses AR to take users on a journey through the history of a brand, allowing them to experience its evolution over time. For the cosmetic brand example, this could involve an AR experience where customers virtually travel back to the brand’s inception, witnessing key milestones and product developments over the years.

They could interact with different eras, exploring how the brand’s values and products have evolved. This not only deepens the narrative but also gives customers a unique, immersive way to understand and appreciate the brand’s heritage and commitment to quality, enhancing their connection and loyalty.

3. Offer virtual product try-ons or previews

Offering virtual product try-ons or previews through Augmented Reality (AR) is a powerful tool in content marketing, allowing customers to experience products in their environment before purchasing. For instance, an eyewear brand can use AR to let customers try on different glasses virtually, directly from their website or mobile app.

This method provides a realistic preview of how the glasses would look on the customer’s face, considering factors like shape, size, and color. It not only enhances the shopping experience but also reduces the uncertainty and hesitation often associated with online purchases.

By enabling customers to visualize products in a personal context, brands can increase customer confidence, leading to higher conversion rates. This approach also encourages sharing on social media, as users are likely to post their virtual try-on experiences, organically boosting brand visibility and engagement.

Integrating AR for virtual try-ons and previews thus offers a direct connection between digital content strategies and tangible customer benefits, setting a new standard in interactive and personalized online shopping.


  • Select products ideal for virtual try-on: Identify products in your range that would benefit most from AR try-ons, such as accessories, apparel, or makeup, where visualization is key to the purchasing decision.
  • Ensure high-quality imaging: Invest in high-resolution and accurate imaging technology to create lifelike virtual models of your products, ensuring that the virtual try-on experience closely mirrors real-life appearance.
  • Simplify user interaction: Design the try-on feature to be user-friendly, with simple navigation and intuitive controls, allowing customers of all tech-savviness levels to engage with the feature easily.
  • Integrate with e-commerce platform: Seamlessly integrate the AR try-on feature into your existing e-commerce platform, making it a natural part of the shopping experience, from discovery to checkout.
  • Gather and utilize feedback: Continuously collect user feedback on the virtual try-on experience to understand its effectiveness and areas for improvement, using insights to refine and enhance the feature over time.
Unusual Idea


Consider the idea of “Contextual Environment Simulation” as an unusual enhancement for offering virtual product try-ons or previews. This enhancement goes beyond just visualizing products on a user, it simulates various environmental contexts where the product might be used. For the eyewear brand example, customers could not only try on glasses virtually but also see how they look in different lighting conditions or settings, like a sunny beach or a dimly lit restaurant.

This provides a more comprehensive understanding of the product’s appearance and functionality in real-life scenarios, greatly enhancing the decision-making process and adding an extra layer of personalization and practicality to the virtual try-on experience.

4. Jazz up educational content or tutorials

Integrating Augmented Reality (AR) into educational content or tutorials can significantly enhance the learning experience, making it more interactive and engaging.

For instance, a coffee brand could develop an AR tutorial for their website, guiding customers through the art of brewing the perfect cup of coffee. As users point their device at their coffee maker, AR overlays could display step-by-step instructions, visual cues, and tips right in their kitchen.

This immersive approach not only makes the learning process more intuitive and enjoyable but also helps in retaining information. It’s an effective way to engage with customers, offering them real value beyond just the product.

Such interactive tutorials can be a cornerstone of content marketing strategies, as they not only educate but also build a stronger brand connection. Users are more likely to share their unique learning experiences on social media, naturally amplifying the brand’s reach and reinforcing its position as an innovative and customer-centric entity in the market.


  • Identify key learning objectives: Determine the essential information or skills that the AR tutorial aims to impart, ensuring that the content is focused and valuable to the audience.
  • Develop Interactive AR Content: Create engaging AR elements such as 3D models, animations, and interactive hotspots that actively involve users in the learning process.
  • Ensure clarity and simplicity: Design the AR educational content to be clear and easy to understand, avoiding overly complex language or graphics that might confuse the user.
  • Incorporate real-time feedback: Include features that provide users with immediate feedback during the tutorial, enhancing the learning experience and aiding in skill retention.
  • Test and refine user experience: Continuously test the AR tutorial with real users, gathering feedback to refine and improve the experience, ensuring it remains user-friendly and effective.
Unusual Idea


Consider the idea of “Interactive Scenario-Based Learning” as an unusual enhancement for jazzing up educational content or tutorials. This concept involves creating dynamic, scenario-driven learning experiences within AR tutorials. In the coffee brewing example, users could be presented with different coffee-making scenarios, such as preparing a latte vs. a cappuccino, each with its specific steps and techniques.

As they select different options, the AR tutorial adapts, showing relevant instructions and tips. This method not only makes learning more engaging but also provides practical, hands-on experience in a variety of situations, enhancing the user’s understanding and skill in a fun, interactive way.

5. Create location-based marketing content

Augmented Reality (AR) opens new avenues in location-based marketing content, enabling brands to connect with customers in contextually relevant ways. Imagine a bookstore that uses AR to enhance the shopping experience.

As customers walk near the store, their mobile app triggers AR content, displaying interactive 3D models of the latest books, author interviews, or virtual readings hovering over the storefront. This not only captures the attention of passersby but also enriches their experience with informative and entertaining content tied to the physical location.

Such a strategy turns a regular store visit into an engaging adventure, encouraging foot traffic and deepening customer engagement. It’s a powerful way to blend physical and digital marketing strategies, using the customers’ location to deliver personalized, immersive content.

This approach not only differentiates the brand but also leverages the power of AR to create memorable, location-specific experiences, driving both interest and sales.


  • Identify strategic locations: Choose locations that are significant to your target audience and where your AR content will have the greatest impact, such as near your stores or in popular public spaces.
  • Tailor content to the location: Develop AR content that is relevant to each specific location, ensuring it resonates with the local audience and enhances their experience in that particular setting.
  • Optimize for mobile devices: Ensure that the AR experience is optimized for mobile devices, as most users will interact with location-based AR content through their smartphones or tablets.
  • Promote discovery and interaction: Encourage users to discover and interact with your AR content by making it engaging and easy to access in the chosen locations.
  • Measure and analyze engagement: Track user engagement with your location-based AR content to gather insights and measure effectiveness, using this data to refine and improve your strategy.
Unusual Idea


Consider the idea of “Augmented Geo-Storytelling” as an unusual enhancement for creating location-based marketing content. This approach involves weaving storytelling into the AR experience, linking it to specific geographical locations. In the context of the bookstore, as customers approach the store, they could unlock chapters of a location-based story or literary adventure, related to the books on display.

Each step closer to the store could reveal a new chapter or character, making the journey towards the store an interactive narrative experience. This not only deepens engagement but also transforms the act of visiting a store into a memorable and immersive story-driven adventure, encouraging customers to visit and explore.

6. Host AR-based events and rich experiences

Hosting AR-based events and experiences provides an innovative avenue for engaging with audiences in content marketing. Imagine a fashion brand launching a new collection through an AR-powered virtual fashion show.

Viewers can participate from anywhere in the world using their mobile devices, witnessing the runway come to life in their living room. This immersive experience not only showcases the collection in a novel way but also creates a buzz around the brand, leveraging the power of AR to connect with a wider audience.

It’s an effective strategy for making events more accessible and interactive, breaking the constraints of physical location and traditional formats. This approach not only drives engagement but also amplifies reach, as participants are likely to share their unique experiences on social media, further enhancing the brand’s visibility.

Such AR events offer a rich, memorable experience that can elevate a brand’s content marketing strategy, creating a lasting impression in the minds of the audience.


  • Plan engaging event themes: Develop unique and captivating themes for your AR events that resonate with your brand identity and appeal to your target audience.
  • Create immersive AR environments: Design rich, immersive AR environments for the event, ensuring they are visually stunning and interactive to keep the audience engaged.
  • Facilitate easy access and participation: Ensure that accessing the AR event is easy for all participants, with clear instructions and support for a wide range of devices.
  • Integrate interactive features: Include interactive elements such as live polls, Q&A sessions, or virtual meet-and-greets to enhance participant engagement and make the experience more dynamic.
  • Leverage post-event engagement: After the event, continue to engage with the audience through follow-up content, highlights, and calls to action that extend the event’s impact and maintain interest.
Unusual Idea


Consider the idea of “Personalized AR Journeys” as an unusual enhancement for hosting AR-based events and rich experiences. This concept involves tailoring the AR experience to individual attendees, making each interaction unique. In the context of the virtual fashion show, as viewers watch the event through their devices, the AR experience could adapt to their personal style preferences, showcasing outfits that align with their past browsing or purchase history.

This not only makes the event more relevant and engaging for each viewer but also transforms a general broadcast into a personalized shopping experience, elevating the standard AR event into a bespoke, customer-centric showcase.

7. Utilize AR for interactive advertisements

Utilizing AR for interactive advertisements is a powerful way to capture audience attention and increase engagement in content marketing. Picture a car manufacturer launching a new model. Instead of a traditional ad, they create an AR experience accessible through a smartphone app.

Users can place a virtual model of the car in their driveway, exploring its features, customizing colors, and even simulating a test drive in their neighborhood.

This interactive advertisement not only provides a unique and memorable experience but also allows customers to engage with the product in their personal space, creating a deeper connection. It’s an effective strategy to stand out in a crowded market, as AR ads are more likely to be shared and talked about, thereby increasing the reach and impact of the campaign.

By integrating AR into advertising efforts, brands can transform passive viewers into active participants, creating a dynamic and engaging marketing experience that drives both interest and sales.


  • Design captivating AR visuals: Create visually striking AR elements for your advertisements that instantly grab attention and pique interest in your product or service.
  • Ensure interactive engagement: Incorporate interactive features within your AR ads, such as clickable hotspots or motion-sensitive elements, to actively engage users and encourage exploration.
  • Optimize for various platforms: Make sure your AR advertisements are optimized for different platforms, including social media, mobile apps, and web browsers, to reach a broader audience.
  • Track and analyze user interactions: Implement tracking mechanisms to analyze how users interact with your AR ads, providing insights for refining and improving future campaigns.
  • Maintain brand consistency: Ensure that your AR advertisements align with your overall brand identity and messaging, maintaining consistency across all marketing channels for a cohesive brand experience.
Unusual Idea


Consider the idea of “AR-Driven Story Adventures” as an unusual enhancement for utilizing AR in interactive advertisements. This approach involves creating a narrative-driven experience within the ad, where users actively participate in a story that integrates the product. For the car manufacturer’s AR ad, users could embark on a virtual adventure where they navigate through different terrains and challenges using the car, experiencing its features in a fun and engaging storyline.

This not only showcases the car’s capabilities in various scenarios but also immerses the user in an entertaining, memorable journey, making the advertisement more than just a showcase of the product, but a unique and interactive story experience.

8. Integrate AR ideas into your social media

Integrating AR into social media is a strategic move to elevate content marketing, tapping into the interactive and visually driven nature of these platforms.

Consider a cosmetic brand launching a new lipstick line. They could develop an AR filter for Instagram that allows users to virtually try on different shades. This not only makes the product more accessible but also encourages user interaction and content creation, as customers are likely to share their virtual makeovers on their profiles.

The AR experience becomes a tool for engagement, driving brand awareness and product visibility in a fun and shareable way. This method effectively turns customers into brand ambassadors, as their shared content reaches a wider audience, creating a ripple effect of interest and potential sales.

Integrating AR into social media thus aligns perfectly with the evolving nature of digital marketing, where user experience and shareability are key to a successful strategy, fostering both engagement and a strong online presence.


  • Develop shareable AR filters: Create AR filters that are fun, engaging, and relevant to your brand, encouraging users to share their experiences on their social media profiles.
  • Leverage influencer collaborations: Partner with social media influencers to use and promote your AR features, tapping into their follower base for wider reach and credibility.
  • Create hashtag campaigns: Introduce specific hashtags for your AR content on social media to track engagement and encourage user participation in a broader conversation.
  • Analyze engagement metrics: Regularly analyze engagement metrics such as shares, likes, and comments to understand how your AR content performs and refine your strategy accordingly.
  • Promote AR features in posts: Actively promote your AR features in regular social media posts, educating your audience about how to access and use these features for maximum engagement.
Unusual Idea


Consider the idea of “AR-Enabled Social Scavenger Hunts” as an unusual enhancement for integrating AR into social media. This concept involves creating a series of AR challenges or clues embedded in your social media content, which users can discover and solve. For the cosmetic brand’s lipstick line, each AR filter could reveal a clue or task leading to the next shade in the collection.

Users would engage in a virtual scavenger hunt, exploring different lipstick shades while actively participating in an entertaining narrative. This interactive journey not only promotes the product range but also encourages prolonged engagement and sharing on social media, turning the AR experience into a fun, community-driven event.

In summary

  1. Enhanced user engagement: AR technology significantly elevates user interaction and engagement with content. By offering immersive experiences, such as interactive product demonstrations or virtual try-ons, AR creates a more dynamic and memorable interaction between the brand and its audience.

  2. Innovative content marketing: Integrating AR into various aspects of content marketing, from educational tutorials to social media strategies, represents a forward-thinking approach. It not only showcases the brand as innovative but also effectively captures audience attention in a crowded digital landscape.

  3. Balancing traditional and unusual strategies: The successful integration of AR into content strategy involves a balance of conventional methods and creative, unusual approaches. This mix ensures that the content appeals to a broad audience while still offering unique, standout experiences that differentiate the brand.

Take your brand's content marketing from run-of-the-mill to remarkable

Shobha Ponnappa

"As a Content/Brand Specialist, and SEO/UX Writer, I can help transform your brand's online presence. I can lift it with innovative ideas to take it to an enviable position. Let's collaborate to create a captivating brand story, engage your audience, boost your online visibility, and increase your ROI. Take the next step towards your brand content success and contact me today."

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