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The Value Of Snapchat AR Filters For Marketing Continues To Grow

Have you considered the potential of using Snapchat AR filters in your 2023 marketing strategy?

Snapchat is already experiencing good levels of success with its AR shopping activations, which continue to move in line with the latest developments in device technology.

And with AR poised to become an even bigger interactive fixture, with the expected arrival of AR glasses sometime in the next few years, it might be worth paying attention to the latest AR advancements and considering if and how they might fit into your strategy. promotional. 

Underlining this, Snapchat shared today that Walmart’s recently announced catalog-driven shopping lens has reached more than 35 million users on the app, leading to more than 161 million virtual try-one of featured Walmart items.

That’s significant, especially when you also consider that Snap’s total user base is 363 million daily activities.

In fact, Snap says that over 250 million of its users – or 72% of its active user base – interact with AR elements in the app every day, and as this becomes more commonplace and mainstream practice, and more people get used to using virtual try-on tools and more digital elements, expectations around AR shopping are rising, which may offer even more opportunities for brands.

So now more than ever it is important for us to consider Snapchat AR filters for marketing as we move into 2023!

Snapchat’s AR Shopping Tools

Snap’s AR shopping tools have also been beneficial for the outdoor patio furniture brand. Skeidar developed catalog-based shopping lenses that allow Snap users to try on different types of outdoor patio furniture, while eyewear and fashion retailers are also increasingly relying on AR tools to showcase their products in new ways.

And with more people now more accustomed to online shopping and the convenience of searching for products on their mobile device, the demand for enhanced shopping experiences like this is only increasing, offering more potential to reach interested consumers with compelling campaigns, interactive and enjoyable.

Development is needed and you need to have some level of understanding of AR systems to scan your products to make sure they scale correctly using LiDAR and other elements.

But the opportunities are increasing and these systems are becoming easier to use, which could make them a more valuable option for brands heading into the new year.

If you’re looking to better understand the current state of AR, and how this could work for your products it’s worth checking out lens website builder or downloading lens studio to get an idea of ​​what’s possible and how you can create experiences. AR in the app.

Snap also offers augmented reality courses and tutorials, which can also help provide more context and insight into the process.

Snap and Amazon partner to buy AR in the Snapchat app, initially for glasses

Snap has landed a notable new partner for its augmented reality technology Virtual Try-On Shopping Experience with today’s news, Amazon will now offer Snapchat users the ability to digitally try on eyewear styles from a variety of popular brands. 

The new partnership between Amazon Fashion and the social app maker will make brands like Maui Jim, Person, Oakley, Ray-Ban, Costa Del Mar, and others available for virtual testing of Snapchat’s 363 million daily active users, says the retailer.

The launch will see dozens of new Shopping Lenses available in categories like sunglasses, reading glasses, and seasonal glasses.

The partnership is one of several that followed Snap’s investments in AR shopping, where this year it launched a series of updates to better engage retailers and brands, including the ability to update product information and prices in real-time., access better analytics, and more easily create AR Shopping Lenses, among other things.

The Advantages Of Snapchat’s AR Shopping Lenses

Other brands that have taken advantage of Snapchat’s AR Shopping Lenses include MAC Cosmetics, Ultra Beauty, American Eagle, Puma, Chanel, Walmart, LVMH, eyewear brands Good and Zemin Optical, and recently, for Halloween, costume company Disguise.

Over the past year, Snap says that 250 million Snapchat users have engaged with their AR Shopping Lenses more than 5 billion times.

To create the AR shopping experience for Amazon, Amazon used Snap’s self-service creation system in Lens Web Builder, which enabled the creation of scalable AR assets using Amazon’s existing 3D models. If Amazon product prices change or an item goes out of stock, the lenses will automatically update in real-time, Snap notes.

Creating the Shopping Lens is one area Snap has been working on to improve its technology. Earlier this year, he updated his Lens Web Builder which allowed bands to create shopping Lenses in a matter of minutes. 

In April, Snap announced

In April, Snap announced that it would begin offering retailers access to new AR image processing technology in its 3D asset manager that makes it easier and faster to create AR shopping experiences. The process uses AI and the brand’s own photography to turn standard photos into AR assets, Snap explained at the time.

To access the new Amazon AR shopping feature, Snapchat users can find the new lenses on @amazon fashion’s public profile in the Snapchat app, via the Snap Lens Explorer, via the new “Dress Up” tab. » with AR shopping experiences and through Snap Camera. 

Lens carousel. When users discover a pair of glasses they like, they can tap a link at the bottom of the screen to make a purchase. This directs them to the Amazon app on their phone to pay. Snap does not receive a commission on these sales, we understand.

Amazon also notes that Snapchat users will now be able to browse thousands of eyewear products in the Amazon Fashion “store” tab on their profile, though these won’t be AR-enabled.

While the AR shopping experience begins with glasses, it will be the first of more Amazon AR shopping experiences on Snapchat to come. We understand the larger plan is to start the partnership with eyewear but expand into other categories in the coming months.

Snap also suggests this is the case in its public statement: “With the combination of innovation and technology between Snap and Amazon, we are unlocking exciting and fun new testing experiences for hundreds of millions of Snapchat users,” said Ben Schwerin, Vice President associations senior on Snap, in an ad. “AR glasses are just the first step in our partnership, and we look forward to continuing our innovation together,” he added.

Amazon also noted that it has already invested in AR shopping experiences and sees Snap as an extension of those efforts.

“Amazon’s AR shopping technology is regularly used by millions of customers across all categories of our stores, and Virtual Try-On for Eyewear is a long-time customer favorite,” said Muge Erdirik Dogan, President of Amazon Fashion. “We are thrilled to partner with Snapchat and further expand augmented reality shopping for both fashion brands and today’s new generation of digital shoppers.”

Neither company commented on the expected duration of their newly established partnership.

The Value Of Snapchat AR Filters For Marketing Continues To Grow

This Isn’t Amazon’s First Foray Into AR Shopping

Amazon recently announced its own expansion into AR shopping with the June 2022 launch of a new virtual try-on experience for shoes, available to consumers in the US and Canada on the Amazon iOS app. 

With the feature, users of the app could shop for shoes from brands like New Balance, Adidas, Reebok, Puma, Saucing, Lacoste, Asics, and Supergun. Prior to this, Amazon had only dabbled in AR shopping, having experimented in areas like AR for furniture shopping and sillier things, like AR Stickers or AR on their seasonal shipping boxes. 

However, it’s unclear if AR is driving a significant increase in conversions through Amazon’s own efforts, as we’d likely see more AR features if it had. That could be, in part because;

Snap powers real-time Augmented Reality shopping with the Shopping Lens Catalog, significantly enhancing the brand experience

Snap presents one of the most important updates to the shopping experience with Augmented Reality and real-time transactions within its platform, the Shopping Lenses Catalog, which makes it easier for purchases from the platform to be more agile and attractive both for consumers and for brands improves the creation and optimization of content. Details:

  • Simplified and more useful Augmented Reality purchase interface for Snap chatters: as Snap chatters try on products, the new Lens Product Cards make it easy to quickly consult item information, showing details like price and description, as well as unique URLs to buy.
  • Real-time results for brands: Instant insights into the products and content that attract Gen Z and Millennial audiences to Snapchat (very useful for R&D).
  • In addition, the expansion of Snap’s Lens Web Builder– now beauty brands can create Shopping Lenses in as little as two minutes – will roll out to more verticals soon.

A clear example is:

  • MAC Cosmetics:   Using Catalog-powered Shopping Lenses, the brand has seen 1.3 million trial experiences at a cost of 0.31 cents per product trial (less than 1 cent!) and has secured a 17x increase in purchases among women, a 2.4x increase in brand awareness, and a 9x increase in purchase intent.
  • Ultra Beauty, a well-known retail beauty brand in the United States, carried out a beta test with great success and has achieved an approach with its customers in Augmented Reality in an “always-on” format 24 hours a day, powered by the Shopping Catalog Lenses (Buy Lenses –  examples). Ultra has generated $6 million in additional purchases on Snapchat and logged more than 30 million product trials in just two weeks.

More details about the new Augmented Reality shopping features:

  • For users: A new shopping experience with Augmented Reality
    •  Shopping Lenses, powered by the Catalog, promote easier and more engaging shopping for Snap chatters.
    • They display key product information and SKUs (Unique Reference Numbers) that provide inventory and availability data. Snap chatters get all the details by accessing the Lens Product Cards for each item to purchase.
  • For brands: Real-time results + Research and Development
    • The new Augmented Reality Shopping Lenses are “Catalogue Driven” – that is, they are directly linked to the company’s product catalog, allowing Snap to deliver quick, real-time analytics to brands.
    • This feature helps brands and marketers identify consumer trends and their interaction with products, providing immediate insights that help them build their R&D plans. In addition, they can take advantage of Snapchat’s Augmented Reality tests to identify the items Snap chatters are interacting with, and incorporate this data to make decisions about new strategies, ad targeting, and new product development down to an SKU (Stock Keeping) level. unit).
    • This feature also allows Snapchat to optimize the delivery of a brand’s Shopping Lens to the Snap chatters most likely to purchase the item. Combined with the recently launched auction optimization for Augmented Reality Glasses purchases, brands are experiencing significant increases in efficiency and purchases.
  • Two-Minute Lens Creation:
    • Last year Snap launched Lens Web Builder, a free web creation tool where any brand can create an Augmented Reality experience to run on Snapchat, where now, Snap offers the creation of Augmented Reality Shopping Lenses for brands to create in only two minutes and with few clicks.
    • The Lens Web Builder update will be available for beauty brands only for now, with other industries coming in the coming months. All brands can take advantage of Shopping Lenses powered by the Lens Studio Catalog.
    • Snap continues to invest in self-service creation tools, which offer the ability to easily and easily create Augmented Reality Glasses in minutes.

Additional Statistics on Augmented Reality

  • According to Crowdedness 2022 global study, Snapchat is the #1 app for sharing moments when shopping.
  • Trial experiences with Augmented Reality on Snapchat show 2.4x higher purchase intent and 14% sales lift over video spend.
  • 93% of Snap chatters are interested in using Augmented Reality to purchase products.
  • In a recent beta program with more than 30 brands from industries from beauty to cars, Snap chatters tested products more than 250 million times in Augmented Reality.
  • Snapchat has seen partners achieve unit costs of $0.01 per product trial for their Augmented Reality campaigns.
  • In 2022, 94% of people expect to use Augmented Reality just as much (or more) than in 2021, according to a Snap study conducted by Deloitte.
  • Last month according to the marketer: “Snapchat is the most developed Augmented Reality social platform…by far the most advanced when it comes to branded Augmented Reality content.”

The Value Of Snapchat AR Filters For Marketing Continues To Grow

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The Value Of Snapchat AR Filters For Marketing Continues To Grow

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