Snapchat’s New “Shop Now” Button
Snapchat is introducing a brand new “Shop Now” button that permits users to put in an app, watch a video, or shop for products directly throughout the app. This feature is a component of an enhanced version of its lens product, called the “Shoppable AR” lens. The goal of this recent button is to assist marketers drive actual returns on their investment by providing a seamless way for users to take motion.
How Shoppable AR Lenses Work
Shoppable AR lenses are a brand new way for brands to leverage Snapchat’s unique scale to drive real and measurable ROI. With this feature, brands can extend an enticing interaction beyond the camera, letting users take motion directly throughout the app. The “Shop Now” button is distinguished on the Snapchat camera, making it easy for users to seek out and use. Marketers can use Shoppable AR lenses to drive sales, downloads, lead generation, or video views.
Benefits for Marketers
Shoppable AR lenses are a vital step for AR as a direct-response marketing vehicle. They prompt customers to take an motion, making it easier for marketers to measure the effectiveness of their campaigns. This feature is especially useful for brands that wish to drive sales or app installs. By providing a number of latest direct-response options, Snap is appealing to a more diverse set of marketers who can now make more informed media comparisons.
Brands Using Shoppable AR Lenses
Several brands, including beauty company Coty, Adidas, game-maker King, and film studio STX Entertainment, are already using Shoppable AR lenses. These brands are using the feature to drive users to their product pages, trailers, or app installs. For example, Coty and Adidas are running AR product trials and linking to their product web sites, while King is running a Candy Crush AR experience to drive app installs.
Advertising Options
Advertisers should buy lenses in 3 ways: through Snap’s self-serve tools, by paying for an audience-targeted lens, or by buying lenses nationally. Shoppable AR lenses are usually not costlier, as all advertisers are doing is adding the button on top of their existing lens. This makes it easy for brands to check out the brand new feature without breaking the bank.
Competition within the AR Space
While Snapchat is ahead of the curve when it comes to AR marketing, it faces increasing competition from deeper-pocketed rivals like Facebook, Google, and Apple. However, AR appears to be a shiny spot for Snapchat, with the corporate’s Lens Studio feature being well-received by users and advertisers alike.
Driving Users to Commerce
Shoppable AR lenses are helping brands seamlessly drive users to commerce. With this feature, retail or e-commerce brands can use engaging lenses to drive users directly to buy from a product page. Entertainment brands can use immersive AR experiences to link on to trailers or behind-the-scenes footage. Apps can arrange playable AR lenses to drive app installs.
What This Means for Brands
The introduction of Shoppable AR lenses is a game-changer for brands. It provides a brand new strategy to drive engagement and sales, and makes it easy for users to take motion. As Chris Murphy, head of digital experience at Adidas US, said, “We now not live in a world where it needs to be either brand or commerce, consumers don’t think that way and neither should we.”
Conclusion
Snapchat’s recent “Shop Now” button is a major development on this planet of AR marketing. With Shoppable AR lenses, brands can drive real and measurable ROI, and supply a seamless way for users to take motion. As the AR space continues to evolve, it is going to be exciting to see how brands use this recent feature to drive engagement and sales. One thing is definite: Snapchat is cementing its position because the leading platform in augmented reality marketing.
