In September, Meta unveiled Orion, a groundbreaking vision for augmented reality (AR) glasses.

Distinct from their previous VR headsets (Quest) and their smart sunglasses in partnership with Ray-Ban, Orion is a next-generation AR headset designed to seamlessly overlay digital experiences—with the hope to eventually replace smartphones altogether.

Recently, select journalists had the opportunity to test working Orion prototypes, sparking buzz about its potential to redefine how we interact with technology and social platforms. With its advanced design and functionality, Orion combines the appearance of standard glasses with a powerful AR experience.

But what does this mean for marketers? Let’s break it down.

What Makes Orion Special

Orion stands out not just for what it does but for how it does it. Meta has invested heavily in making AR experiences accessible, intuitive, and, crucially, less bulky than prior attempts like Snap’s oversized Spectacles.

Though still a prototype, Orion’s design includes:

• Lightweight Design (Relatively Speaking): At 98 grams, they’re noticeably bulkier than traditional glasses but less cumbersome than previous AR models.

• Immersive Technology: Equipped with powerful cameras and sensors, Orion allows for seamless multitasking—like managing Instagram Reels, messaging, and video calls simultaneously—all overlayed on the world around you.

• Control Through Eye Tracking and Gestures: Orion uses a combination of eye tracking and an electromyography (EMG) wristband for intuitive navigation. For example, users can control interfaces with subtle wrist movements or finger taps, making it more natural than VR hand-tracking alternatives.

• Enhanced Social Integration: AR apps overlay onto the world around you, meaning users can engage with digital activities while maintaining awareness of their physical environment. This opens doors to multitasking during gaming, messaging, and even interacting with AR-based social content.

How to Prepare for the Orion Era

First of all: don’t panic.

Meta's dedication to usability is evident, but challenges remain. While the concept is promising, the prototype's estimated $10,000 production cost highlights a significant hurdle in making Orion consumer-friendly.

Still, AR could eventally become much more ubiquitous than it is now. With that in mind, social media marketers can take proactive steps to stay ahead of a potential technological shift:

1. Understand AR Content Creation: Start experimenting with AR-friendly content, especially for platforms like Instagram and Facebook, which may integrate Orion features in the future.

2. Explore Multisensory Marketing: Orion’s multitasking capabilities could make immersive ads more interactive. Think dynamic campaigns tailored to AR experiences.

3. Educate Teams About AR’s Potential: As this tech evolves, social media managers should advocate for early adoption and ideate ways AR could enhance user engagement.

Why It Matters

Orion represents a pivotal step toward a dream in which AR is central to digital communication and interaction.

For now, besides keeping an eye on the trend, your best bet is to simply imagine what might be possible in a reailty in which audiences engage with content overlayed on their day-to-day life: Imagine crafting campaigns that aren’t just seen on a smartphone screen but are fully integrated into a user’s surroundings.

Meta’s investment in Orion also signals its intent to reduce reliance on Apple and Google’s app ecosystems. Whether or not Orion pans out as a mass appeal consumer product, we should expect for the major players on social to continue looking for ways to disrupt the industry in order to reduce reliance on app stores.