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Snapchat Adds New AR Story Tools for Lunar New Year to Highlight the Influence of Chinese Culture

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Snapchat Adds New AR Story Tools for Lunar New Year to Highlight the Influence of Chinese Culture

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Snapchat has launched some new AR activations for Lunar New Year which aim to educate users on Chinese culture and influence, in addition to celebrating the broader event.

The first Lens is a new AR experience that takes users through the story of Asian-American businesswoman Lucy Yu, the owner of ‘Yu & Me Books’ in NYC, which is an independent bookshop that’s dedicated to showcasing stories from underrepresented authors.

As explained by Snap:

Lucy, an avid reader from an early age, started Yu & Me books in 2021 to help showcase stories from underrepresented authors. She believes that shared storytelling can drive meaningful change, and it’s her hope that Yu & Me, which focuses on books by immigrant authors, will serve as a space to celebrate underrepresented writers.”

The AR experience, which can be activated by scanning the Yu & Me Books storefront through the Snapchat camera, uses animated visuals to tell Yu’s story, with graphics inspired by traditional Chinese watercolors “and engineered to replicate the gentle sway of a paper pop-up book”.

In addition to this, Snap’s also adding Snap Map Markers to key Chinatown businesses across Chinatowns in Manhattan, Brooklyn, and Queens, which could help to inspire more discovery and engagement with local Chinese communities.

It’s a good way for Snap to share more diverse stories in the app, and use its Lunar New Year tools for more than basic celebration.

Finally, Snap’s also added a new Year of the Tiger Lens, which uses Sky Segmentation technology to add an animated watercolor tiger jumping through the clouds. 

Snapchat Year of the Tiger Lens

It’s an interesting tie-in, using the Lunar New Year celebration as an educational prompt, in order to help more people get a deeper understanding of the impact that Chinese culture and people have had on American society. And as noted, it could also help get more users to make new connections with their local Chinese communities.

You can check out the new activations in Snapchat.

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YouTube Shares the Top Creators, Clips and Ads of 2022

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YouTube Shares the Top Creators, Clips and Ads of 2022

YouTube’s has published its listing of the top trending videos and creators of 2022, which provides an interesting overview of the year that was in online entertainment.

Starting with the most viewed clips, the top video was posted by gaming legend Technoblade, in which his father shares Technoblade’s farewell message that he composed before passing away due to cancer.

Technoblade’s final upload has been viewed over 87 million times, which is a testament to the influence the creator had within the broader gaming community.

The second most viewed clip was Will Smith’s infamous confrontation with Chris Rock at the Oscars, followed by another gaming streamer, Dream, and his face reveal clip.

The influence of gaming on online culture is once again on display in YouTube’s top performers, with several of the top channels and clips having links to gaming trends.

Prank videos are also prominent, which is a potentially more concerning trend, with some pushing the boundaries and leading to harm, while the Super Bowl halftime show also makes the top 10 list.

In terms of creators, it comes as little surprise to see MrBeast topping the list:

US Top Creators

  1. MrBeast (114M subs)
  2. NichLmao (18.7 subs)
  3. Airrack (10.7M subs)
  4. Ryan Trahan (11.1M subs)
  5. Isaiah Photo (8M subs)
  6. Brent Rivera (22.3M subs)
  7. Dan Rhodes (18.8M subs)
  8. Luke Davidson (9.31M subs)
  9. CoryxKenshin (15M subs)
  10. Ian Boggs (8.07M subs)

Jimmy Donaldson has become YouTube’s biggest success story, overtaking PewDiePie to become the most subscribed creator, and parlaying his YouTube success into various other business streams, including BeastBurger restaurants, Feastables chocolate bars and more. Donaldson has even outlined his longer-term plan to run for President. Which is probably not a genuine target, but then again…

YouTube has also provided a listing of Breakout Creators for the year, which includes various Shorts-focused stars.

Breakout Creators

  • NichLmao (18.7 subs)
  • Airrack (10.7M subs)
  • Jooj Natu ENG (6.03M subs)
  • Shangerdanger (4.03M subs)
  • David The Baker (2.47M subs)
  • Kat (5.2M subs)
  • Dayta (4.39M subs)
  • Devin Caherly Shorts (3.61M subs)
  • MDMotivator (4.17M subs)
  • Charles Brockman III (TheOnly CB3) (2.41M subs)
     

As noted, it’s an interesting overview of the year that was, though from a creative perspective, it’s hard to take many hints from what these top stars are doing and apply it to your own approach.

MrBeast generates most of his viral traction by undertaking ridiculously expensive stunts, while gaming creators are obviously gaming-focused, which is not overly helpful in determining the next big trends.

The majority of the top creators focus on big challenges, like surviving on 1c per day, or living in the Metaverse for 24 hours.

I guess, if you were looking to tap into such, that would be the key lesson, big-time challenges and grandiose projects that generate viral traction through people sharing the clips with their friends.

YouTube’s also shared the top-performing ads of the year:

Global Top Ads

  1. Amazon (US)
  2. Telecom Egypt (Egypt)
  3. Clash of Clans (US)
  4. Apple (US)
  5. Hyundai Worldwide (US)
  6. Imagine Your Korea (Korea)
  7. HBO Max (US)
  8. Netflix (US) 
  9. Chevrolet Brasil (Brazil)
  10. Squarespace (US)

That provides some more specific perspective for marketers, with examples of how other brands are generating traction with their promotional clips – though most of them are celebrity-led, big-budget productions, so again, there’s not a heap for smaller creators to necessarily take from these trends.

I mean, two of the top ten ads feature K-pop megaband BTS, while others have stars like Scarlett Johannsson and Zendaya.

But at the same time, that doesn’t mean that creativity can’t win out.

This ad from Telecom Egypt, second on the above list, uses bright colors and music to sell the brand message.

And really, if you need creative inspiration, you can check out YouTube Shorts and TikTok to see the latest trends that top creators are leaning into with their video approach.

Overall, it’s an interesting perspective on the year, which may help to guide you towards the top stars in the app. But maybe not overly instructive for your own creative approach.

You can check out YouTube’s 2022 year in review here.

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