Snapchat has launched a new promotional campaign which leans into the uniqueness of its viral AR trends, with a showcase of bizarre effects, as a means to present people with a different perspective on the real world.
Pretty trippy, huh?
As explained by Snap:
“At Snap, we celebrate the joy, irreverence, and spontaneity of communicating with your real friends in fun, unexpected ways. Over the years, we’ve pushed the boundaries of how people see and experience the world through augmented reality. AR makes conversations and experiences better, and unlocks new ways to connect with others, learn about the world, shop, and more. [Our new campaign] shows you what it’s like to see the world the way Snapchatters do.”
It’s pretty weird, but will that get more people using Snap?
Certainly, the campaign will grab attention, and with 72% of active Snapchat users already engaging with AR elements in the app every day, there’s clearly a lot of interest in these types of weirdo activations that provide a new way of seeing the familiar.
Maybe that’ll prove to be a good lure to get people into the app, and broaden its user base. I mean, at the least, it’ll spark intrigue, which will likely get at least a few more people downloading the app to see what they can do.
AR is a key focus for Snap, and despite operating at a much smaller scale than Meta and Apple, which are both also investing big in AR projects, Snap has continued to punch above its wait in this area, by continually coming out with AR content that grabs attention, and engages audiences.
Meta is still struggling to maintain relevance with younger audiences, a key element that could de-rail its metaverse vision, while Apple has actually leaned on Snap to help showcase its advanced AR tools over time.
If nothing else, Snapchat has its finger on the pulse, which is why virtually every AR trend – from anime filters to baby faces, from crying faces to vomiting rainbows – all of these have originated from Snapchat, and that’s remained consistent over time, even with newer platforms like TikTok entering the same realm.
Snap is very in-tune with its user base, which is also why its Snapchat+ subscription offering is already doing better than Twitter Blue, even with the addition of tweet editing verification ticks (Snapchat+ has over 1.5 million paying subscribers, versus an estimated 325k for Twitter Blue).
That community sense has helped Snap maintain growth and relevance. But it also needs to expand – and maybe, through a bizarre showcase like this, that could help to make more people aware of the things that they can do in the app.
And this is how Snapchat Lenses tend to be shared. Somebody uses it, then they just have to show their friends.
In this respect, it seems like a good initiative, which could help Snap spark more interest and engagement.
It also serves as a demo of scanning in the Snap camera – if you want to try out any of the Lenses featured in the ad, you can scan the screen in the Snap camera, which will then open up whichever Lens is featured at that moment.
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Andrew Hutchinson