Augmented reality is still a relatively new tool in marketing, but is one to watch as its applications become more and more mainstream. Unlike virtual reality, which creates a new fully animated world, augmented reality layers digitally generated graphics and interactivity on the existing world. iPhone X’s Animojis and the Pokemon Go fever are two examples of the ways augmented reality is finding its way into everyday life. They’re also representative of the viral power of augmented reality. Brands will be finding ways to capitalize on augmented reality’s capacity to create shared experiences—a marketing tactic that’s already playing out. Keep an eye on scaled down augmented reality technology—experts believe by 2022 even smaller companies will be able to have good augmented reality option in their marketing tool kit.