By: Riley Davies
The Background
In 2015, the app Snapchat released its first augmented reality lens. According to Investopedia, augmented reality can be understood as, “the modification of a real-life environment by the addition of sound, visual elements, or other sensory stimuli.” The first lenses to utilize this were a throwing up rainbow and a dancing hot dog. Snapchat was the first social media platform to introduce augmented reality to its platform. The typical users of this feature are the average user of Snapchat. This is because the augmented reality feature is so seamlessly integrated into the platform.
They can have a large influence on businesses because they can create their own augmented reality lenses and have them go live on Snapchat. This past Super Bowl, over 200 million engagements were made on Snapchat with augmented reality lenses made by brands according to AdWeek.
Analysis
The difference between Snapchats use of augmented reality and other platforms comes down to a few key details. First, Snapchat was the first app to introduce augmented reality on their platform in 2017. It began only as a form of entertainment however, brands soon caught on and realized they could make their own lenses as a form of advertising and interacting with their customers.
This was used by companies like Estee Lauder. During Covid-19 closures, they made a lens for users to “try on” 60 different shades of lipstick. This not only gives users entertainment but they could interact with the product without physically having the product.
The Drum reports that 75% of Snapchat users interact with augmented reality lenses daily. This has allowed Snapchat to seamlessly integrate more and more augmented reality into the space based on branded content.
Conclusion
I think this tech trend is very subtle. When people use these features a lot of times they do not fully realize that they are using augmented reality. It has also been a beneficial way for Snapchat to put ads into the platform. Ads is what makes Snapchat a lot of money and this is a unique way for users to interact with the ad benefiting both Snapchat and the ad.
I think Snapchat will continue to be a leader in the augmented reality space. I believe it will only continue to advance and develop as augmented reality does and become even more immersive.
Works Cited
9Number9. “Brands’ Ar Lenses on Snapchat Score Big on Super Sunday.” Adweek, Adweek, 12 Feb. 2021, https://www.adweek.com/media/brands-ar-lenses-on-snapchat-score-big-on-super-sunday/.
Hayes, Adam. “Augmented Reality Definition.” Investopedia, Investopedia, 21 Sept. 2021, https://www.investopedia.com/terms/a/augmented-reality.asp.
McCarthy, John. “Has Snap Laid the Foundations for Ar to Be Taken Seriously?” The Drum, The Drum, 22 Apr. 2021, https://www.thedrum.com/news/2021/04/20/has-snap-laid-the-foundations-ar-be-taken-seriously.