Snapchat, the popular social media platform, has recently introduced AI-powered augmented reality tools for advertisers. These new generation AI and machine learning tools aim to help advertisers quickly transform 2D product catalogues into engaging 3D ‘try-on’ assets on the platform.
Following a successful first quarter in 2024 with revenue growth surpassing expectations and reaching nearly $1.2 billion, Snap has decided to enhance its investment in augmented reality tools for advertisers. The announcement was made during the Snapchat NewsFronts event in the US.
One of the key features introduced is AR Extensions, which allow advertisers to seamlessly integrate AR lenses and filters into various ad formats on Snapchat, including Dynamic Product Ads, Snap Ads, Collections Ads, Commercials, and Spotlight Ads. This innovation enables advertisers to showcase their products, intellectual property, and brand directly to Snapchat’s vast user base of 422 million daily active users through AR ads.
In addition to AR Extensions, Snapchat has rolled out new machine learning and automation tools to facilitate faster and easier creation of AR content. These tools are designed to streamline the process of transforming 2D product catalogues into interactive 3D try-on assets, providing brands with more efficient advertising solutions.
Moreover, brands now have the ability to create custom branded AR ads on Snapchat using generative AI technology. This feature allows for the quick development of unique machine learning models that deliver realistic face effects and personalized selfie experiences for Snapchat users, known as ‘Snapchatters’.
Bridget Lea, the UK General Manager of Snap Inc, emphasized the potential of AR technology in enabling advertisers to engage with consumers in immersive ways. By extending AR capabilities across all ad formats, Snapchat aims to empower advertisers to elevate their business on the platform. The enhancements made to direct response products have already shown positive results for clients, and with the platform’s growing community, brands have a significant opportunity for engagement.
Furthermore, Snapchat has expanded its collaboration with Live Nation to leverage the platform’s influencers, also known as ‘Snap Stars’. Through ‘Snap Nation’, Snapchatters will gain access to exclusive behind-the-scenes content from popular music artists via the Snap Nation Public Profile. Additionally, Snapchat will curate stories from Live Nation concerts and festivals, featuring public Spotlights to enhance user engagement.
