SOCIAL
Snapchat Shares the Top AR Tools and Campaigns of 2021
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.
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.
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 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.
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.
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.
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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