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Snapchat Announces New, $3.5 Million AR Creator Fund to Help Fuel the Next Stage of AR Development

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snapchat announces new 3 5 million ar creator fund to help fuel the next stage of ar development

With augmented reality glasses getting closer to reality, AR looks set to take a major leap in 2021, and Snapchat’s seeking to remain at the forefront of that next stage, with the announcement of a new, $3.5 million AR creator fund to help fuel the next advancements in creative AR use.

Snap made the announcement on the first day of its Lens Fest AR developer conference, which is being held online, and is open to all this year.

The new fund will ensure that AR creators have another avenue to monetization, while Snapchat’s also looking to pair creators with brands for more innovative, immersive advertising experiences.

That will likely involve merging AR and eCommerce, which Snapchat’s already exploring. This year, the company has introduced a range of new AR shopping features, including new AR try-on campaigns and bar code and logo scanning options, which can also be used to trigger AR experiences.

Snapchat image based ads

Snapchat’s also exploring new Bitmoji-based virtual clothing sponsorships, which will be another way to merge digital and real-world experiences.

Various platforms are working on similar, with Facebook also looking to advance its AR tools in order to take the next leap. But Snapchat has repeatedly proven its capacity for innovation, in various forms, which should put it in good stead to compete with the larger tech players in the space.

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The new creator fund will play a key role. According to Snap, its creator-made lenses have already been viewed more than a trillion times, with regular users able to build their own AR experiences via Snap’s Lens Studio app.

Lens Studio

By opening up its AR tools to the broadest pool of creators, Snap stands a better shot at hosting the next big AR hit, while the company’s also sponsoring various new AR art initiatives and exhibitions to further build its creator ecosystem, and establish digital tools as a new artistic outlet.

But there’s more to its push than artistic expression and/or novelty value. As explained by Sophia Dominguez, Snapchat’s head of camera platform partnerships:

“I think 2021 is going to be one of those years in which we evolve augmented reality out of this pure communication or social media use case, into things that can actually make our lives better in a much broader way.”

AR try-on tools, aligned with the rise of eCommerce, are probably the most immediate example, but being able to scan bar codes and get product information is another potentially valuable use case, and as people become more habitually aligned to such behaviors, AR tools will continue to evolve, and potentially change the way we gather information.

Snapchat bar codes

The next step, then, is fully-enabled AR glasses. Facebook says that it’ll release its first AR wearable device next year, but Snap, as yet, doesn’t have a publicly communicated plan in place for a new, fully AR-enabled version of its Spectacles.

But you can bet that it is working on it, and they may be closer than many think. Expect AR to be a major focus in the year ahead, and for Snapchat to be a key player in that next shift. 

Socialmediatoday.com

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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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