“Advertisers will now be able to add a ‘Buy now,’ ‘Watch’ or ‘Install Now’ button to their sponsored lenses”
Snapchat is launching a new extension called “Shoppable AR” in their already developed sponsored lens introduced in 2015. This let advertisers publish sponsored lenses which will help in user interaction by applying snap lens to their face via the camera and then shared across multiple social media platforms.This makes every user selfie into a potential marketing tool and purchase.
Shoppable AR are categorized into three kinds: Website, Video and Install. Marketers will now be able to add a ‘Buy Now,’ ‘Watch’ or ‘Install Now’ options on their sponsored lenses” while users can visit website link, install an app or a video, to literally buying the product. Snapchat is also, providing advertisers three separate payment options with shoppable AR.
For example, Adidas, one of the brand marketers on Snapchat will use the button to let users open a website to their latest release Deerupt Runner Shoe.
70 million users engage in lens applications on Snapchat every day. This makes for easy marketing by selling goods directly to consumers while keeping all of them inside the application. Snapchat also, reports users share 250 million AR Snaps daily. Brands can also, create their own custom lenses for promotions.
Basically, the more time users spend engaged on the platform, the better. According to Peter Sellis, Snapchat’s director of revenue product shared “Shoppable AR Lenses give brands a new way to leverage our unique scale – more than half of the 13-34-year-old population of the US plays with our AR Lenses each week on average — to drive real and measurable ROI, whether that’s through sales, downloads, lead gen or video views,” says
Though it may still be unclear how successful shoppable AR might be on Snapchat, but it is a unique approach to play with content that will move marketing further in a new direction. The success lies in how many seflies users take while wearing their favorite brands.