Over the past year, Snapchat has continued to be a leader in augmented reality. While other platforms focus on keeping up with TikTok and testing many new integrations, Snapchat focused on diversifying what worked best for its interface.
Augmented reality, or “AR,” is a form of immersive content that combines digital elements, such as text, graphics, and audio, with the real world. AR has the potential to be an innovative tool for many social media platforms, with Snapchat being one of the first to see its value. Remember that dog face filter we all know and love from 2016? That’s a prime example of the viral capabilities that AR has. Similarly, The Influence Agency offers custom interactive face filters!
Now, let’s look at how this digital technology has progressed.
One of the key uses for AR is for e-commerce shopping solutions. As per its name, online shopping needs to include the central part of the in-person retail experience – the tangible aspect. AR is helping to create a hybrid model that makes purchasing items from the comfort of your home more accessible.
Snapchat has paired up with Amazon Fashion to give users the ability to try on eyewear using an AR filter. From sunglasses to goggles, the lens accurately reflects how the product would appear in person. Once the desired style is selected, users can go directly to the purchase page through an in-app link, making the checkout process seamless.
It doesn’t stop at funky glasses — Snapchat has also put its AR technology into the hands of retailers to combine with its mobile apps and websites. Specifically, catalogue-powered shopping lenses through a software development kit will allow shoppers to try on anything wearable using their camera. Their first global partner to utilize this technology was Puma, where all users had to do was point their phones at their feet to see how different shoes would look.
Another fantastic opportunity for AR is campaigns that help to make real impacts on the community. Instigating positive change and generating awareness on essential topics through social media activism have increased. It’s just one more opportunity to reach new audiences with it.
Snapchat launched an AR filter that taught users how to administer CPR for World Restart a Heart Day, putting essential lessons into the hands of countless people that may have never had an opportunity to learn. The initiative was developed after research showed that fewer than 20% of bystanders in crises could provide the CPR necessary to potentially save a life. Notably, this tool helped to provide an accessible education through a lens that included true-to-life techniques, interactive games, and even quizzes to test knowledge.
Also, in the interest of providing educational resources through the platform, Snapchat launched an ASL Alphabet to users globally. This AR partnership will help to teach individuals how to fingerspell their names and practice the alphabet. It was developed solely by Deaf and Hard-Of-Hearing employees to provide equal opportunity to an often unrepresented community.
With endless sales messages circulating the digital realm at all times, brands are always looking for ways to stand out from the rest. Incorporating AR elements into marketing strategies is a unique way to engage users while communicating a message to their audience.
While Chipotle was looking for a new way to target Gen Z and millennial consumers, they opted for AR to promote their new lineup of “Lifestyle Bowls” — because what better time to highlight healthy living than when New Year’s resolutions are in full swing? Rather than overtly advertising it, the lens aims to gamify the experience of consuming balanced meals through media prompts and exercises. They’re even rewarding the first 100,000 US customers with free guac.
Even luxury brands are hopping on the bandwagon, with Louis Vuitton applying Snapchat’s Landmark Lenses to their new collaboration with Yayoi Kusama. All users must do is point their camera at one of many global landmarks, including the Eiffel Tower, the Statue of Liberty, and London’s National Gallery. It will instantly come to life with colourful dots representing the artist’s famous work style. This also acts as a cross-promotion for her real-life art installation at the Champs-Élysées flagship store in Paris.
This is only the beginning of AR’s potential. It will be interesting to see how Snapchat continues to use AR to connect its digital platform to the real world and how marketers will utilize this emerging technology in the future.
Contact our team to learn more about how you can utilize this innovative technology for your own brand. The possibilities are endless!2