This was a big week for Snap, as three new product offerings hit the market.
• Shoppable AR – A new media product that allows for seamless transition from discovery to purchase.
• Snappable Games – A new way for users to interact on the app.
• Spectacles V2 – A new way for users to create and upload content to the app.
But what does it all mean?
Snap wants to brand itself as a camera company, but that’s still not entirely true. Sure, Spectacles have cameras on them, and they sell them as hardware, but they’re still not a camera company. They’re a social media platform that heavily utilizes cameras.
Which is great, because the camera is rapidly becoming the next home screen. It’s the first thing you see when you open the app and it’s the window into the virtual world that Snap is iteratively building. Shoppable AR and Snappable Games bring a new form factor to this virtual world. It’s a step up to the augmented art installations that were made popular late last year.
Those virtual works of art brought people together in AR. Now, brands are able to bring consumers together through their products, and games will bring users together through competition and network effects. If there’s one thing that’s for sure, it’s that users will certainly get competitive with their high scores. (Eyebrow controlled Galaga anyone?)
Spectacles V2 are a slight upgrade to its predecessor, but nothing game changing. You can take pictures now and they feel a bit slimmer – cool. What’s really going on is that Snap is getting the general public comfortable with wearing a camera on their face. The biggest update to these glasses is actually something they took away, and that’s the yellow ring around the camera. While there’s still a white LED light that turns on when recording, it’s much less noticeable. It will be interesting to see if there’s any consumer push back around this slightly more clandestine approach to capturing images and photos.
Industry pundits have long argued that socially acceptable AR glasses are going to be a game changer in many areas, but those aren’t going to be here for another 5-10 years. Until then, Snap’s taking the long approach. They’re creating the building blocks for users to hangout in an augmented world.
While this may occur through our smartphones now, that same interaction will feel eerily personal in the next decade.
If Snap is laying the groundwork for a shared augmented world, then brands need to be able to sell in that world as well. Today’s Shoppable AR products are a perfect foray into this space, as you’re able to create compelling 3D animations of your product or event, and use that as a testing ground for how users interact with them.
When you look at it from a big picture standpoint, it’s all about reducing the friction from discovery to purchase and allowing consumers to get a feel for your product or brand before they have to open up their wallets. By doing so, you’ll make the latter part of that equation a lot less stressful for them.