Snap's AR experiments are on the rise: will they unveil untapped marketing potential?

Published: May 31, 2023

min read

The surge of interest in employing augmented reality (AR) in numerous applications is only increasing among leading market players such as Google, Microsoft, Apple, etc. According to statistics, the global augmented reality market is expected to increase at a CAGR of 39.8% between 2023 and 2030.

Out of many other social apps on the market, Snap is one that continuously makes announcements with its initiatives focusing on AR technology.

Snap claims that over 250 million people use augmented reality (AR) on Snapchat every day, with over 6 billion AR plays per day. Over 3 million AR lenses have been created for the platform by 300,000 AR creators and developers.

To take it a step further, Snapchat recently released a new and improved version of the AR Try-On Lens in collaboration with nail salon brand OPI on a new nail polish test experience in the app.

To put it in detail, Snapchat has previously provided nail polish try-on experiences, but this new variation is more flexible, more life-like, and provides novel methods for displaying nail products via AR in the app.

The new Try-On process will allow users to give a try on recent shades of OPI nail polish using the Snapchat camera and 'Nails Segmentation,' a revised element available within Snapchat's AR toolkit.

Apparently, Snapchat has been working to improve its AR tools in order to maintain its market leadership. Snapchat's AR Enterprise Services (ARES) platform, which allows other companies to incorporate Snapchat's AR technology into their own apps, websites, and physical locations, is a critical component on this front.

What do AR try-on tools mean for brands and marketers?

To connect with target audiences, particularly the younger generation, aligning with their world and knowing their preferences and interests is crucial for any brand.

In that regard, with AR technology gaining traction among users in recent years, many brands, especially the fashion brands such as Loreal, Ultra Beauty, and Dior, have tested out AR tool integration to provide a unique and intriguing experience for their audiences and got good results.

While the metaverse and VR are believed to be the future, we see these AR advancements as a critical element in bringing users closer to the future world.

And, in our opinion, Snapchat’s AR try-on tools are outright beneficial to brands and marketers in various ways, especially for e-commerce brands.

Although online shopping adds convenience to audiences in many ways, one of the key challenges it poses is the inability for audiences to try on products physically. With AR try-on tools, brands can bridge this gap by allowing customers to virtually try products in real-time. By doing this, marketers can reduce purchase uncertainty and help users make buying decisions quickly. As a result, brands can improve conversion rates and drive sales.
Social media is more about sharing experiences. By encouraging customers to share their AR try-on experiences with their friends on social media platforms, marketers will be able to generate more user-generated content (UGC). By using it as authentic social proof, they can influence potential customers and maximize the brand’s reach.
Using AR try-on tools, brands will be able to create a more interactive and immersive experience for their ideal audiences. This way, they can easily capture the attention of potential customers, enhance customer engagement, and increase the chances of conversion.
On top of all, as AR try-on tools can provide valuable data and insights about customer purchase patterns, marketers will be able to collect significant data on their audience’s interest in their various products. This data can, in turn, help marketers improve the products they offer and tweak their marketing strategies accordingly so as to optimize the user experience.
With the number of businesses increasing in the market, many brands end up fighting for the attention of the same set of audiences. This puts brands in a position to provide unique and personilized experiences to their audiences in order to stand out in the competition and attract audiences towards their brand. Thus, by incorporating AR try-on tools into their marketing strategies, brands can easily differentiate themselves from competitors and gain a competitive advantage.

Overall, Snapchat’s recent innovations around AR technology are mind-blowing. It shows how intensely the company is striving to establish its position as an AR leader. On the other hand, it is critical for marketers in this competitive digital world to explore the AR space to unlock various new opportunities so as to stay ahead in the race.

Author

Jasmine Jackson

Jasmine is a social media maven with a talent for building engaged communities. She's a natural storyteller and has a way of making complex ideas accessible to everyone. In her spare time, she enjoys reading, and exploring new cuisines.