Introduction to Snapchat’s E-commerce
Snapchat is growing its e-commerce capabilities, and this growth will not be nearly maintaining with its rivals. Despite the eye given to TikTok, Snapchat has undergone a big revitalization over the past yr. The platform has introduced several latest features, including Spotlight, a tab that awards users for posting viral videos. This move has contributed to a 22% year-over-year increase in day by day lively users, reaching 265 million at the tip of 2020.
Expansion into E-commerce
More quietly, Snapchat has been positioning itself as a more commerce-friendly space. Since July of last yr, the platform has been beta testing a feature called Brand Profiles. This feature gives brands access to user demographic information, allows them to pin their Snaps to a single page, and introduces in-app shoppability for the primary time. Companies like Target and Dior have already created profiles, and dozens of other pre-approved brands are following suit. The introduction of shoppable augmented reality (AR) filters is a big draw for these brands.
The Power of Augmented Reality
AR filters are usually not latest, but Snapchat’s technology is especially powerful. According to Mike Cadoux, general manager at QReal, an AR marketing firm, "They have either the perfect or a few of the perfect AR technology on the market." Snapchat’s early foray into shoppable AR was a collaboration with Gucci on a virtual try-on campaign. This campaign allowed customers to point their phone camera at their feet and see a pair of Gucci shoes on their screen. The "Shop Now" button made it easy for purchasers to make a purchase order through the app.
Why Augmented Reality Matters
Within the retail world, AR filters can sometimes feel like a gimmick. However, from a marketing standpoint, the best argument for AR filters is engagement. A user will spend a mean of nine seconds interacting with a Lens, which is a big period of time on this planet of promoting. Customers respond higher to AR filters and usually tend to click through to view a product. On Snapchat, branded AR filters are diverse, and a dedicated artist community has sprung up around them.
The Future of Shoppable AR
As AR filters get more sophisticated, some marketers hope they could begin to resolve the persistent problem of customer returns. AR filters cannot yet scan an individual’s foot and estimate their shoe size, but this future won’t be far off. Especially once cameras recuperate depth perception, brands with high return rates are looking into AR solutions for fit. In the meantime, Snapchat is ramping up its other commerce-related features, including its ads network. The platform launched a brand new ad platform called Snap Connect, which focuses on direct-response ads.
Conclusion
Snapchat’s growth in e-commerce will not be nearly maintaining with its rivals; it’s about making a latest and progressive way for brands to attach with customers. With its powerful AR technology and growing user base, Snapchat is positioning itself as a pacesetter on this planet of shoppable AR. As the platform continues to evolve and improve its features, it can be exciting to see how brands and customers respond. One thing is definite: Snapchat’s future in e-commerce is vibrant, and its give attention to AR is just the start.
