A quarter billion people engage with AR content every day, the company says.

And interestingly, one need not create a complex lens in order to have it pay off:

“The research found that simple AR can be just as performant as a sophisticated, custom Lens in driving both upper and lower-funnel metrics like brand awareness and purchase intent. Brands with the resources to execute a more sophisticated Lens will see additional benefits in mid-funnel brand metrics, including favorability and consideration.”