Introduction to Snapchat’s Local Lenses
Snapchat has rolled out a brand new feature that permits users to create and share persistent augmented reality (AR) content on a big scale. This feature, called Local Lenses, is currently available in a bit of London, where users can cover the world with 3D virtual murals that may only be seen when using the photo-messaging app.
How City Painter Works
The City Painter feature, a form of Local Lens, lets Snapchat users spray virtual paint above stores on London’s Carnaby Street to disclose pre-designed graffiti murals. Users can see other people spraying the streetscape with virtual paint shooting out of their smartphones and compete to cover shops in several colours. This interactive experience is a fun way for users to have interaction with the app and with one another.
Technical Development of Local Lenses
Snapchat’s Local Lenses were created by the corporate’s camera engineering team in London. The team used a wide range of visual data sources to enable users to color the landscape from any angle. The development of Local Lenses points to the potential for AR technology to evolve towards larger and more immersive experiences in the longer term. The team has also created Landmarker Lenses, which permit users to share AR content on famous buildings akin to the Eiffel Tower in Paris and Buckingham Palace in London.
Applications for Mobile Marketers
Local Lenses have several potential applications for mobile marketers. The City Painter lens offers a playful and interactive experience that may very well be sponsored by advertisers. This form of experience may very well be especially useful for live events, which have been largely placed on hold through the pandemic. Marketers could use Local Lenses to have interaction users with their branding in a novel and immersive way.
Cost and Logistics of Local Lenses
Creating or sponsoring a Local Lens would require significant preparation and planning. Marketers would wish to think about the size and duration of the project, in addition to the fee of hosting the content. The cost would likely vary depending on the dimensions of the geofenced area and the duration of its availability to users. Snapchat’s On-Demand Geofilters, which might be created for special events, offer an identical service and will provide a model for the fee and logistics of Local Lenses.
The Importance of AR Content for Snap
The rollout of Local Lenses is one other sign of the importance of AR content for Snap. The company has reported that creators have used its Lens Studio tool to make over 1 million lenses for users to play with. On average, over 180 million Snapchat users engage with AR content daily, which is about 75% of the app’s each day users. With Local Lenses, Snap is offering one other dimension of AR content that’s geotargeted, shared, and protracted, making it a key tool for engagement and potentially for branded experiences.
Conclusion
Snapchat’s Local Lenses offer a brand new and modern way for users to have interaction with the app and with one another. With its potential applications for mobile marketers and its emphasis on immersive AR experiences, Local Lenses are a vital development for Snap and for the longer term of social media. As AR technology continues to evolve, it would be exciting to see how Local Lenses and similar features are used to create recent and modern experiences for users.
