SOCIAL
Snapchat Launches New AR Shopping Showcase as Part of its Holiday Season Push
Snapchat’s looking to expand its eCommerce credentials with a major showcase of its evolving AR tools, tied into Black Friday, which marks the beginning of the final shopping push of the year.
Snapchat’s partnered with a range of big-name brands on several AR-focused shopping initiatives, the biggest of which being its ‘Snap Holiday Market’, which includes immersive AR shopping experiences from Amazon, Coca-Cola, Hollister, Under Armour, Verizon, and Walmart.
As explained by Snap:
“Each brand will have a dedicated virtual store environment within the Holiday Market, where Snapchatters will be able to browse products and holiday deals in an AR space that’s been custom-built and unique to each brand.”
Accessible via the Lens Carousel in the app, the integrations will provide dedicated product showcases, including interactive and Try-On elements, along with up front branding for each partner business.
As noted, the initiative aims to provide a showcase into Snap’s evolving eCommerce tools, which could hold significant appeal to businesses looking to reach younger consumers, and align themselves with the latest trends in digital shopping engagement.
In addition to this, Snapchat’s also partnered with a range of fashion and beauty brands to add in more AR try-on and eCommerce Lenses.
Various big-name brands, including Dior, American Eagle and Tory Burch, are taking part in this broader shopping showcase, which will all contribute to Snap’s bigger push on facilitating connection to young audiences through more immersive, engaging eCommerce tools
The rise of online shopping over the past two years has opened new avenues of opportunity, and all of the major social platforms are now looking to link in, and provide more direct connection to their audiences. Snapchat, specifically, is looking to take the next steps into more immersive, indicative AR tools and options, which will likely hold more specific appeal to its younger audience, while they’ll also move Snap ahead of other social apps in providing similar in-app shopping experiences.
Snapchat’s been steadily developing its on-platform shopping options, which incorporate both physical and digital items – and even some projects that align with both, with users able to create digital products in the app, that can then be commissioned as custom, physical pieces.
And while it doesn’t have the same technological resources as Facebook and Apple, with respect to building for the next stage of AR, Snap is still arguably the leader in the space, with advanced AR try-on tools and Lenses that continue to provide more ways to facilitate in-app shopping, so you can see what fashion items look like on you, specifically, direct from your device.
Such developments have Snap well-placed to capitalize on the next wave of commerce, and this new holiday showcase will provide more insight into how Snap’s looking to provide an advanced platform for retailers to connect with shoppers in this next phase, which also leans into the broader metaverse shift.
Which, of course, everyone is now buzzing about, since Facebook legitimized the next platform with its ‘Meta’ name change. No one knows, however, what exactly the metaverse will be, but integrations and projects like Snap’s new tools provide more insight into how our physical and digital worlds will increasingly collide, and how young consumers, in particular, will lead that shift.
As a further push, Snapchat’s also launching a new marketing campaign for the season, which will invite Snapchatters to “Scan to Shop” via various Snapcodes, which will activate these new AR Lens experiences.
AR remains central to Snap’s efforts, and will be a key part of the next stage. Indeed, Snap says that it now facilitates over 6 billion AR Lens plays every day, which underlines the potential, and this new showcase will no doubt spark a lot more interest in the app’s next-level connection tools as a means to tap into the rising eCommerce shift.
Next up, then, is Snap’s own AR glasses, which may also be coming sooner than many think.
SOCIAL
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.
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.
SOCIAL
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.”Â
“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.
“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.
SOCIAL
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.
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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