Snapchat includes a provoke in Lenses stage to drive shopping The Insider Car News
While the company has had "sponsored" lenses for some time, the new format takes the concept to a whole new level. By adding a new and even more powerful tool for advertisers to use in that lens carousel, Snap is doubling down on its most popular feature. The Lenses allowed users to superimpose ads on their selfies, essentially pushing the brand in the snap they shared with friends. Marketers can now sell products to Snapchat users in the USA and United Kingdom with a service the messaging app calls "Shoppable AR", per the Drum. Over 30,000 lenses were created in the first two months of the service. For example, the Clairol Color Crave filter gives users the chance to play around and change their hair into different colors. Snapchat's new AR shopping tool attempts to address this by directly users to brands' own websites or apps to complete a purchase. Shoppable AR is part of Snap's effort to drive revenue from its camera feature, per Recode. These links also open up a browser inside the app. Around 70m use Snapchat's Lens feature each day. It will be up to the advertiser to enable options like sign in, autofill, or Apple Pay. This new feature will help keep users inside the Snapchat app, while appealing to them to buy products. The majority of Snapchat's user base are young, internet savvy individuals who tend to block online ads. Clairol and Adidas opted for the "website" option to direct users to their e-commerce platforms, while STX Entertainment's lens prompted users to watch a short trailer for the movie "I Feel Pretty". Snap is also announcing the Official Creator Program, which will reward top creators with extra promotion, technical support, and early access to new features and templates. The feature makes selling easier for the companies already using the app to promote their goods. Ensuring users stay inside the app is also a brilliant move for Snap since it doesn't feel like companies are actively advertising. And, more importantly, opening up the potential for many more ad dollars to flow through it. The Insider Car News
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