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Snapchat Shares the Top AR Tools and Campaigns of 2021

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Snapchat has shared a new overview of the top AR campaigns and tools in its ‘Lens of the Year’ report, which points to the increasing value of AR, for varying purpose.

As per Snap:

“With over 6 billion plays per day on average, Lenses offer a unique window into the year’s cultural moments, achievements in AR innovation, and trends that made a lasting impact. Join us as we celebrate our community and the 2021 Lenses that revolutionized the way Snapchatters create, explore, learn, and play.

The overview provides some interesting perspective on broader web trends, while also highlighting how they can be incorporated into AR applications. And with AR set to become an even bigger part of digital advertising moving forward, it’s worth taking note of the top trends, with a view to how you might be able to use such tools in your own promotional efforts.

First off, on the top AR trends of the year, Snapchat reports that ‘Little Bernie’, ‘Squid Game’ and ‘3D Cartoon’ were the most popular Lenses in the app.

Snapchat Lens examples

No doubt you’ve seen all of these, in varying form, throughout the year, with each of them viewed billions of times.

Of course, two of these are tied into broader web trends, not Snapchat or AR-specific ones, making them harder to adopt as brand promotional tools. But they do provide some pointers as to what Snapchatters are looking to engage with, which could get you thinking about how to create viral moments with your own AR campaigns.

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Other popular Lenses include the ‘Smile’ lens, which pastes a smile on your face – whether you’re actually happy or not, the ‘Photo Crop’ Lens to focus on specific elements in-frame, and ‘Fire Glasses’, which adds active flames to your virtual sun shades.

Snapchat AR examples

Snapchat also highlights the top music-inspired Lenses in the app, with more than 1.2 billion video Snaps created in 2021 that include audio accompaniment. Snap has been expanding its audio options throughout the year, as it looks to align with TikTok-lead usage, which also includes its recent addition of sound clips for Snaps from popular TV shows.

The most popular musicians in the app, via dedicated Lenses, were J Balvin, Olivia Rodrigo, the Notorious B.I.G. for a little retro flavor.

Snapchat also highlights key brand uses of AR, with product applications advancing to provide a valuable supplementary element, and better facilitate online shopping.

“AR is the future of shopping – it can help visualize not just how a pair of sunglasses looks, but how it looks on you. Going beyond today’s online 2D shopping experience, AR makes trying on clothes completely custom. From Prada to MAC Cosmetics, there are so many ways to express your style and get your hands on the most covetable items of the year.”

Indeed, Snap’s AR try-on tools are evolving, including virtual handbags from Prada, clothing try-on via Farfetch and sunglasses from Zenni. 

Snapchat AR examples

Snap’s clothing try-on tools, in particular, are set to evolve significantly in 2022, with the company acquiring digital sizing company FitAnalytics back in March. The addition of FitAnlytics tools will enable Snap to provide more accurate size and style matches, which will see more AR clothing applications over time, but Snap has identified these three brands, specifically, as AR innovators for the year.

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It’s interesting to consider the evolution of AR, and where it fits in the broader digital engagement space, across various applications and processes. And with AR glasses set to start rolling out to consumers some time in the next 24 months, AR could become a much bigger consideration, for all brands – and as such, it is worth taking note of these trends, and considering how they apply to your future initiatives and promotions, and where opportunity may be.

Really, once functional AR glasses are made available to consumers, adoption will accelerate fast, and you’ll likely need to learn more either way – which is another reason why this trend overview is of value, in planning, insight and consideration.

The options are increasing, both for creation and usage, and Snap’s listing provides some key insight into these trends.

You can check out Snapchat’s full ‘Lens of the Year’ report here.

Socialmediatoday.com

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LinkedIn Announces the Retirement of its LinkedIn Lite App

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LinkedIn Announces the Retirement of its LinkedIn Lite App


LinkedIn has announced that it’s shutting down LinkedIn Lite, its pared-back version of the platform, designed for users in regions with more restricted connectivity and data access provisions.

Originally launched back in 2017 as a way to help “level the playing field for all members when it comes to accessibility”, LinkedIn Lite includes the basic functionality of LinkedIn, and is designed to load faster, while also using less data, handy for regions with more restrictive data plans.

But as LinkedIn continues to evolve, the Lite app gets further behind, with the full app’s more advanced functionalities – like video connection, full profile display features, Creator Mode, etc. – all getting more and more distant from the streamlined tool.

And with global connectivity evolving, LinkedIn now feels confident that it can move on without the scaled-back variation, which could also help boost in-app engagement and usage, and make LinkedIn a more significant presence in key markets.

Which, as you can see here, are growing. Now at 810 million total members, LinkedIn continues to gain momentum in developing regions, especially India (85m members, up from 60m in 2019), South Africa (+2m since 2019), the Philippines (+3m) and Nigeria (+1m)

LinkedIn Member Map

As with most social apps, India is a key focus, and LinkedIn says that Indian adoption of the full version of the app is now rising at 4x the global average, as mobile adoption continues to soar in the nation.

At the same time, retirement of the Lite app could also give LinkedIn’s team more opportunity to develop and maintain its new ‘InJobs’ app in China, with the full version of LinkedIn removed from China last October due to increasing regulatory pressure and scrutiny.

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At 56 million users, maintaining connection with China is key, and maybe that’s another factor in LinkedIn’s decision to step away from its scaled-down version.

Either way, the LinkedIn Lite app will be removed from Android app stores on 27th January 27th, before being deactivated completely March 15th.

LinkedIn says that it will transition Lite app users over to the full LinkedIn experience over the next few weeks.



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Twitter Shares New Insights into Rising Discussion Around the NFL Playoffs [Infographic]

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Twitter Shares New Insights into Rising Discussion Around the NFL Playoffs [Infographic]


Super Bowl LVI is just around the corner, which also means that we’ll soon see the biggest showcase of ad content of the year, highlighting new trends, creative activations and opportunities, which can sometimes re-shape advertising approaches from that moment forward.

And this year looks set to be particularly significant. As more people look towards a post-pandemic future, there’s a big opportunities for clever marketers to tap into this enthusiasm, and the various trends that come with it. That’ll likely see more innovative, integrated ad approaches, which will extend beyond the initial big game activations, and showcase new opportunities.

Twitter’s keen to cash in on that excitement. This week, Twitter’s published a new overview of user trends around the NFL playoffs, highlighting the huge boost in tweet activity heading into Super Bowl weekend.

As Twitter notes:

In the 2022 Divisional Round alone, we saw 27% more impressions on Tweets about the NFL, 58% more Tweets overall, and 42% more unique authors, compared with one year ago.”

It could be a key platform for boosting your tie-in efforts – and if you are considering the potential of Twitter ads for your campaigns, then these new stats might help.





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Twitter Shares New Insights into the Rising K-Pop Discussion in the App [Infographic]

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Twitter Shares New Insights into the Rising K-Pop Discussion in the App [Infographic]


Do you like K-pop?

Increasingly, the chances are that you do, given the massive growth of K-pop fandom around the world, with megabands like BTS and Blackpink building huge audiences, and each becoming cultural forces within themselves.

That fandom is most significantly present on Twitter, which has become a key hub for K-pop enthusiasts. K-pop tweeters are now so prominent that they even have the power to quash controversial hashtag movements, by banding together to flood the streams with K-pop-related tweets instead. 

It’s amazing to see, and today, Twitter has shared some new insights into the rising K-pop conversation, which got even bigger, once again, in 2021.

As explained by Twitter:

With a massive 7.8 billion global Tweets in 2021, #KpopTwitter once again showed its power by breaking its previous record of 6.7 billion Tweets in 2020. Registering a notable 16% increase in Tweet volume globally, #KpopTwitter conversations became more diverse and vibrant in 2021.”

So where, exactly, is K-pop discussion trending, and who are the big bands of note? Check out the below insights from Twitter – which also includes a list of rising K-pop stars if you want to get ahead of the curve.





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