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Snapchat Adds ‘Catalog-Powered Shopping Lenses’ to Simplify AR Product Displays

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Snapchat Adds 'Catalog-Powered Shopping Lenses' to Simplify AR Product Displays

Snapchat’s looking to take its AR tools to next level for eCommerce, with the addition of new ‘Catalog-Powered Shopping Lenses’, which will enable brands to showcase a range of products within a single Lens, providing more virtual try-on options for users.

As you can see in this example, the new option will make it easy for Snap users to quickly test out different products within a single Lens promotion, with each displayed item also including product details, including price, for direct reference in the app.

As it sounds, Snap’s Catalog Lenses will be directly linked to a company’s product catalog, providing more capacity for expanded product display in each campaign, while it’ll also help Snap deliver direct, product-aligned feedback to brands, in real-time. If you see that one product is getting more attention than another, for example, that could direct your further promotions, or inform your experiments to see what results you get.

The same process also provides Snap with more insight into what products each individual user is engaging with, which will help in its own ad targeting systems, improving the performance of campaigns.

Snap AR catalog example

In addition to this, Snap’s also looking to make it easier for more brands to create shopping AR Lenses, by updating its Lens Web Builder tool with new templates and tools to streamline the process.

Snapchat Lens Web Builder

As you can see in this example, the new tools will enable brands to build AR experiences by using pre-made functions, so you can point and click your way through the Lens creation process.

As per Snap:

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We’ve now made it so brands can generate a commerce Lens in as fast as two minutes and Beauty brands can do so in just a few clicks. At launch, this quick click accessibility in Lens Web Builder will be available to Beauty brands and will roll out to other product verticals in the coming months.”

That’s a significant advance, and really, represents the next stage for AR commerce. While there’s clearly value in AR promotions, with 71% of Snap users regularly engaging with its AR tools, and over 100 million consumers already shopping with AR, a key stumbling block for many brands, right now, is the time and resources required to build an AR experience, which really leaves such only within the domain of big brands.

But if Snap can democratize the process, by making it easier for all brands to participate, that could be very enticing for many retailers, and could see Snap’s ad options get a big boost from increased attention across the board.

It’s still in limited capacity right now, but it’s interesting to see Snap’s continued work in building simplified AR creation tools, which could help more businesses lean into the coming AR shift.

Which will be significant. Meta’s still working on its ‘Project Aria’ AR glasses, while Snap is also developing AR-enabled Spectacles, and Apple too is well-advanced in its AR wearables plan. One or all of these options is likely to catch on and become an essential accessory, and when that happens, you can bet that interest in AR will explode in many markets.

Snap’s already ahead of the curve on this front, and if it can get these new additions right, it could be well-placed to make big money on the next big consumer shift.  

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Snapchat Explores New Messaging Retention Feature: A Game-Changer or Risky Move?

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Snapchat Explores New Messaging Retention Feature: A Game-Changer or Risky Move?

In a recent announcement, Snapchat revealed a groundbreaking update that challenges its traditional design ethos. The platform is experimenting with an option that allows users to defy the 24-hour auto-delete rule, a feature synonymous with Snapchat’s ephemeral messaging model.

The proposed change aims to introduce a “Never delete” option in messaging retention settings, aligning Snapchat more closely with conventional messaging apps. While this move may blur Snapchat’s distinctive selling point, Snap appears convinced of its necessity.

According to Snap, the decision stems from user feedback and a commitment to innovation based on user needs. The company aims to provide greater flexibility and control over conversations, catering to the preferences of its community.

Currently undergoing trials in select markets, the new feature empowers users to adjust retention settings on a conversation-by-conversation basis. Flexibility remains paramount, with participants able to modify settings within chats and receive in-chat notifications to ensure transparency.

Snapchat underscores that the default auto-delete feature will persist, reinforcing its design philosophy centered on ephemerality. However, with the app gaining traction as a primary messaging platform, the option offers users a means to preserve longer chat histories.

The update marks a pivotal moment for Snapchat, renowned for its disappearing message premise, especially popular among younger demographics. Retaining this focus has been pivotal to Snapchat’s identity, but the shift suggests a broader strategy aimed at diversifying its user base.

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This strategy may appeal particularly to older demographics, potentially extending Snapchat’s relevance as users age. By emulating features of conventional messaging platforms, Snapchat seeks to enhance its appeal and broaden its reach.

Yet, the introduction of message retention poses questions about Snapchat’s uniqueness. While addressing user demands, the risk of diluting Snapchat’s distinctiveness looms large.

As Snapchat ventures into uncharted territory, the outcome of this experiment remains uncertain. Will message retention propel Snapchat to new heights, or will it compromise the platform’s uniqueness?

Only time will tell.

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Catering to specific audience boosts your business, says accountant turned coach

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Catering to specific audience boosts your business, says accountant turned coach

While it is tempting to try to appeal to a broad audience, the founder of alcohol-free coaching service Just the Tonic, Sandra Parker, believes the best thing you can do for your business is focus on your niche. Here’s how she did just that.

When running a business, reaching out to as many clients as possible can be tempting. But it also risks making your marketing “too generic,” warns Sandra Parker, the founder of Just The Tonic Coaching.

“From the very start of my business, I knew exactly who I could help and who I couldn’t,” Parker told My Biggest Lessons.

Parker struggled with alcohol dependence as a young professional. Today, her business targets high-achieving individuals who face challenges similar to those she had early in her career.

“I understand their frustrations, I understand their fears, and I understand their coping mechanisms and the stories they’re telling themselves,” Parker said. “Because of that, I’m able to market very effectively, to speak in a language that they understand, and am able to reach them.” 

“I believe that it’s really important that you know exactly who your customer or your client is, and you target them, and you resist the temptation to make your marketing too generic to try and reach everyone,” she explained.

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“If you speak specifically to your target clients, you will reach them, and I believe that’s the way that you’re going to be more successful.

Watch the video for more of Sandra Parker’s biggest lessons.

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Instagram Tests Live-Stream Games to Enhance Engagement

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Instagram Tests Live-Stream Games to Enhance Engagement

Instagram’s testing out some new options to help spice up your live-streams in the app, with some live broadcasters now able to select a game that they can play with viewers in-stream.

As you can see in these example screens, posted by Ahmed Ghanem, some creators now have the option to play either “This or That”, a question and answer prompt that you can share with your viewers, or “Trivia”, to generate more engagement within your IG live-streams.

That could be a simple way to spark more conversation and interaction, which could then lead into further engagement opportunities from your live audience.

Meta’s been exploring more ways to make live-streaming a bigger consideration for IG creators, with a view to live-streams potentially catching on with more users.

That includes the gradual expansion of its “Stars” live-stream donation program, giving more creators in more regions a means to accept donations from live-stream viewers, while back in December, Instagram also added some new options to make it easier to go live using third-party tools via desktop PCs.

Live streaming has been a major shift in China, where shopping live-streams, in particular, have led to massive opportunities for streaming platforms. They haven’t caught on in the same way in Western regions, but as TikTok and YouTube look to push live-stream adoption, there is still a chance that they will become a much bigger element in future.

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Which is why IG is also trying to stay in touch, and add more ways for its creators to engage via streams. Live-stream games is another element within this, which could make this a better community-building, and potentially sales-driving option.

We’ve asked Instagram for more information on this test, and we’ll update this post if/when we hear back.

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