Snapchat Launches Voice Recognition Lenses

Snapchat continues to push the AR boundaries by launching a new lense that can recognize simple voice commands. In the past, lenses could react to users opening their mouth or raising their eyebrows. Now, basic English words will have the same effect. Simply saying “love” will cue jazz music while saying “yes” causes the camera to zoom. Other words like “hi”, “no” and “wow” come with their own animations. Users can expect to see five to six more lenses added to the rotation throughout the week.

While Facebook has the advantage of owning other key apps like Instagram and Messenger, Snapchat continues to use camera technology as their strength. Users have already seen visually stimulating updates with the sky changing lenses and selfie games. Snapchat Inc. has noted it is possible to combine these features but has not made any specific announcement for the future.

Implications

Social media marketers should be on the lookout, as this voice recognition lense may be open to advertisers soon. Snapchat is proving to be an essential platform for connecting with teens and the growing, older audience. The emphasis on interactive content has helped keep users engaged which is crucial when it comes to brand messaging. While users may still choose Facebook and Instagram to view content from creators, Snapchat is enabling the creation of content. Brands that can find a way into that creative process, potentially through these new lenses, will be at the center of users’ messages.

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