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Snapchat Shares New Insights into the Capacity of AR to Enhance Online Shopping

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Snapchat Shares New Insights into the Capacity of AR to Enhance Online Shopping

Snapchat has published a new report on the rising value of AR as a complement to the online purchase process, and how modern shoppers are using AR tools – like try-virtual on and other visualization elements – to make more informed product choices.

As per Snap:

“With a projected value of $1.2 trillion by 2030, AR is fast becoming a necessity in every brand’s omni-channel roadmap.

I mean, that’s probably a stretch, but various reports have highlighted the value of AR tools in this respect, and with Snapchat being the second-largest source of AR discovery during shopping (after store websites), it’s worth considering the potential of its tools for your promotional efforts. 

To find out more about the role that AR is now playing in the modern shopping journey, Snap and Publicis Media commissioned Alter Agents to conduct a survey of more than 4,000 shoppers who’ve used AR in their purchase process.

The results show that AR can deliver big benefits – for example, more than two-thirds of AR shoppers, on average, indicated that their purchase intent increased significantly after using AR elements.

For shoppers, AR experiences offer a hassle-free shopping journey that’s still entertaining and easy to use. This is likely why one-fourth of shoppers say they would use AR as a substitute for an in-person experience across categories, including CPG, Clothing, Retail, and Travel. For brands working to fine-tune their omni-channel strategy, this has large-scale implications when planning their brick-and-mortar presence.”

AR experiences also give shoppers more confidence in their purchases, while 66% of shoppers who use AR are less likely to then return products after the fact – which Snap says could be ‘a game changer for an industry currently grappling with higher returns’.

Snapchat AR study

The final element of the study looks at the potential of AR features for post-purchase engagement, with the data showing that 96% of respondents were also keen to engage with additional AR elements – like demonstrations, reviews, suggested pairings, and to share their latest purchase with friends.

Snapchat AR study

There’s a range of ways in which AR elements can be used in your promotional and brand-building flow, and while it does take additional development capacity to create effective AR integrations, Snap’s also working to provide more pathways to work with AR creators, which will make it a more accessible opportunity for more brands.

It’s worth considering, particularly with the pending development of AR glasses and other features, which may make it a much more important piece of the puzzle.

It’s not, as Snap suggests, a necessity for all brands as yet, but the opportunities are rising, which is worth factoring into your plans.

You can check out Snap’s full AR commerce report here.

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17 Content Options for Each Stage of the Sales Journey [Infographic]

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17 Content Options for Each Stage of the Sales Journey [Infographic]

Looking to formulate a better content strategy for 2023?

This will help – the team from Orbit Media has put together a listing of 17 content formats, and where they fit within the sales funnel which could provide some inspiration for your planning.

There are some good pointers here, with specific approaches that you can take at each stage of the journey.

Check out the full listing below – while you can read more on the Orbit Media website.

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Meta Soars by Most in Decade, Adding $100 Billion in Value

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Meta Soars by Most in Decade, Adding $100 Billion in Value

Correction: February 2, 2023 This article has been revised to reflect the following correction: An earlier version of this article misstated how much Meta expected to spend on its deal with the virtual reality start-up Within. It is $400 million, not $400 billion. Meta’s stock surged on Thursday …

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Twitter’s Cancelling Free Access to its API, Which Will Shut Down Hundreds of Apps

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Twitter’s Cancelling Free Access to its API, Which Will Shut Down Hundreds of Apps

Well, this is certainly problematic.

Twitter has announced that, as of February 9th, it’s cutting off free access to its API, which is the access point that many, many apps, bot accounts, and other tools use to function.

That means that a heap of Twitter analytics apps, management tools, schedulers, automated updates – a range of key info and insight options will soon cease to function. Which seems like the sort of thing that, if you were Twitter, you’d want to keep on your app.

But that’s not really how Twitter 2.0 is looking to operate – in a bid to rake in as much revenue as absolutely possible, in any way that it can, Twitter will now look to charge all of these apps and tools. But most, I’d hazard a guess, will simply cease to function.

The bigger business apps already pay for full API access – your Hootsuite’s and your Sprout Social’s – so they’ll likely be unaffected. But it could stop them from offering free plans, which would have a big impact on their business models.

The announcement follows Twitter’s recent API change which cut off a heap of Twitter posting tools, in order, seemingly, to stop users accessing the platform through a third-party UI. 

Now, even more Twitter tools will go extinct, a broad spread of apps and functions that contribute to the real-time ecosystem that Twitter has become. Their loss, if that’s what happens, will have big impacts on overall Twitter activity.

On the other hand, some will see this as another element in Twitter’s crackdown on bots, which Twitter chief Elon Musk has made a personal mission to eradicate. Musk has taken some drastic measures to kill off bots, some of which are having an impact, but Musk himself has also admitted that such efforts are reducing overall platform engagement

This, too, could be a killer in this respect

It’ll also open the door to Twitter competitors, as many automated update apps will switch to other platforms. This relates to things like updates on downtime from video games, weather apps, and more. There are also tools like GIF generators and auto responders – there’s a range of tools that could now look for a new home on Mastodon, or some other Twitter replicant. 

In this respect, it seems like a flawed move, which is also largely ignorant of how the developer community has facilitated Twitter’s growth. 

But Elon and Co. are going to do things their own way, whether outside commentators agree or not – and maybe this is actually a path to gaining new Twitter data customers, and boosting the company’s income. 

But I doubt it.

If there are any third-party Twitter apps that you use, it’ll be worth checking in to see if they’re impacted before next week.



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