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Snapchat previews new additions to its features. AR Lenses provide new potential for beauty and fashion brands, with AR tools able to facilitate direct try-on options, with increasingly accurate depictions helping to drive more interest and guide discovery, directly from in-app promotions. And they could be set to get a lot more engaging, and interactive, based on the latest tools coming from Snap Inc.
At its 2023 Beauty Summit in New York on Thursday, Snapchat platform outlined some coming additions for beauty marketers within the app. The new additions include post-capture Lenses, which enable users to add effects to previously captured images and video, Bitmoji “beauty drops”, a “Beauty Bestie” make-up try-on option, and much more.
To begin with, the first addition is Snap’s new post-capture Lenses, which will enable users to apply effects to pictures that they’ve already taken using their camera. In addition, users can already do this to some degree, by using their images from their Camera Roll as the basis for their creation or adding filters to an image or video being played on another screen. However, this new feature will be more specifically designed for this purpose and will provide post-product touch-up tools to enhance images.
Snapchat’s new “Beauty Bestie” element will also enable users to try on makeup looks that have been designed by professional makeup artists and will be recommended to each user based on their color palette and mood.
This is very exciting as it makes it more interesting to encourage make-up experimentation, while also promoting products in a more engaging and thus more personalized way.
Further, Snapchat is thinking of adding make-up for your Bitmoji characters, with “Beauty Drops” replicating real-world product launches, so users can add the latest make-up products to their virtual version.
Given the popularity of Bitmoji (over a billion Bitmoji characters have been created), it makes perfect sense, but it’s not like you’ll be getting an accurate view as to how that makeup will look on you. Also, Snap’s current Bitmoji fashion drops enable users to dress up their characters in Bitmoji versions of the latest clothes.
In addition to this, Snap is also testing new sponsored results in its “My AI” chatbot tool, with brands able to link their promotions to keywords within My AI chats. For instance, searches for “haircare” could link through to product promotions in-stream, or help Snap advertisers reach those users with promotions in other elements of the app. Snapchat platform is in the early days of monetization of its AI tools, and it is not 100% clear how exactly this will drive engagement as yet.
With these new tools, Snapchat is thinking about return on investment in a unique way that sets it apart from Byte Dance or Meta. The senior director of the marketing retail and tech briefings at Insider Intelligence – Jeremy Goldman told Modern Retail:
“One of those things that’s really key and interesting here is their ability to basically make brands think about new metrics and to be able to quantify a degree of ROI from that”. Further, he added ‘because if you’re able to see a brand uplift in terms of sales of something based off of AR usage, then that becomes something that brands are more likely to get incremental investment in.”
Goldman acknowledged that one of the trickier aspects of Snapchat is the “dynamics of their platform,” and that users lean more into Lenses and chat than they do the Spotlight tab. “I think the key thing is monetizing that attention in new ways, “he said.
Further, the new features will provide more ways for Snap users to interact with beauty products, and it could also facilitate a range of new promotional avenues for fashion and of course for beauty brands.
These new AR elements are more complementary than transformative, which could help to provide more real-world benefits.
Source: Social Media Today
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