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Snap Tests Next Stage of In-Stream Commerce with New Product Stickers for Snaps

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Snap Tests Next Stage of In-Stream Commerce with New Product Stickers for Snaps

Snapchat continues to make gradual shifts into eCommerce, and the facilitation of product display and purchase in all new ways, this time through the addition of new product stickers for Snaps, which will guide users through to purchase pages for the actual items.

But first, a quick recap – back in April, at its annual Partner Summit, Snap announced a coming ‘Dress Up’ element for the app, which would facilitate more product discovery by putting dedicated focus on its various shopping and try-on tools.

As you can see in this example, ‘Dress Up’ will be somewhat similar to Instagram’s Shop tab, given its dedicated product focus, but it’ll be a more advanced, AR-aligned version, with a range of digital products on display that you can then overlay onto your own, real world scenes.

That’ll provide another option to check out how the actual products might look on you, or in your home, etc.

And now we’ve got a first look at how the Dress Up process will work in the app.

Snapchat product stickers

As you can see in these screenshots, posted by user @peplm on Twitter, some Snap users now have access to a new product sticker tab in the app, which includes a range of digital items that you can then add to your content.

Snapchat product stickers

The new product stickers are sorted into brands, with the majority, at least at present, being clothing and accessory businesses. Tap into these brand sets and you can select specific products, which you can then add as stickers to your Snap frame, and which users can then tap on to learn more about the item or make a purchase.

We asked Snapchat about the addition, and it provided this statement:

We’re constantly looking for new ways to prompt discovery on Snapchat. As part of that, we’re in the early days of testing Dress Up Stickers, where Snapchatters can find, try on, and shop real products from brands they love. While only available to a small number of Snapchatters at the moment, Dress Up Stickers will eventually live in a new Dress Up Stickers tab ‘hanger’ icon inside the Sticker Picker in preview after taking a Snap.”

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So, it’s not available to many users as yet, but eventually, this will become Snap’s new Dress Up element, which will provide a new way to virtually try on clothing and other items, by placing them in-frame.

It’s an interesting take on in-stream shopping, utilizing a more interactive approach, which could help users create more engaging, interesting content, while also offering new promotional potential for brand partners.

But we don’t have a lot to go on as yet. There’s no info, for example, on how brands can get their products listed, and how they can link the stickers through to their websites for purchase. Snap will no doubt provide more info as the option sees a broader roll out, but it could be another consideration for brands looking to maximize product discovery, especially among younger audiences that are more aligned with AR usage.

Indeed, Snap says that 250 million of its users (72% of its total DAU count) now engage with AR elements in the app every day.

Snapchat Q2 2022

Combine that with new, interactive product stickers and it seems like it could be a big winner, helping Snap to both encourage UGC and facilitate product discovery in the app.

It’s likely worth keeping tabs on at the least – we’ll keep you updated on any new developments with the offering.



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UK teen died after ‘negative effects of online content’: coroner

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Molly Russell was exposed to online material 'that may have influenced her in a negative way'

Molly Russell was exposed to online material ‘that may have influenced her in a negative way’ – Copyright POOL/AFP/File Philip FONG

A 14-year-old British girl died from an act of self harm while suffering from the “negative effects of online content”, a coroner said Friday in a case that shone a spotlight on social media companies.

Molly Russell was “exposed to material that may have influenced her in a negative way and, in addition, what had started as a depression had become a more serious depressive illness,” Andrew Walker ruled at North London Coroner’s Court.

The teenager “died from an act of self-harm while suffering depression”, he said, but added it would not be “safe” to conclude it was suicide.

Some of the content she viewed was “particularly graphic” and “normalised her condition,” said Walker.

Russell, from Harrow in northwest London, died in November 2017, leading her family to set up a campaign highlighting the dangers of social media.

“There are too many others similarly affected right now,” her father Ian Russell said after the ruling.

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“At this point, I just want to say however dark it seems, there is always hope.

“I hope that this will be an important step in bringing about much needed change,” he added.

The week-long hearing became heated when the family’s lawyer, Oliver Sanders, took an Instagram executive to task.

A visibly angry Sanders asked Elizabeth Lagone, the head of health and wellbeing at Meta, Instagram’s parent company, why the platform allowed children to use it when it was “allowing people to put potentially harmful content on it”.

“You are not a parent, you are just a business in America. You have no right to do that. The children who are opening these accounts don’t have the capacity to consent to this,” he said.

Lagone apologised after being shown footage, viewed by Russell, that “violated our policies”.

Of the 16,300 posts Russell saved, shared or liked on Instagram in the six-month period before her death, 2,100 related to depression, self-harm or suicide, the inquest heard.

Children’s charity NSPCC said the ruling “must be a turning point”.

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“Tech companies must be held accountable when they don’t make children’s safety a priority,” tweeted the charity.

“This must be a turning point,” it added, stressing that any delay to a government bill dealing with online safety “would be inconceivable to parents”.

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