Can you distinctively name a time that another app besides Snapchat dropped a viral AR effect? No? We thought so. It has been repeatedly underlined that Snapchat’s various nous and capacity, in this respect, are unmatched. From spewing rainbows to dancing hotdogs and from aged-up effects to anime characters, Snapchat has an AR effect for pretty much everything that became trending in the last three years. Now, Snap’s done it again, with another ridiculous but also hilarious Lens effect.
Shed Some
Snap’s new effect, simply called ‘Crying’, makes you look exactly like that – crying. No matter how much you contort your expression, you will end up looking only as if you’re crying. You’ve likely already seen a couple of videos that use the effect, as they’re everywhere at the moment. People even repost Snap-originated clips on TikTok and other platforms. In fact, since launching just last week, already 180 million Snapchatters have engaged with the new Lens – using it a whopping 1.3 billion times.
This is why Snapchat has remained a relevant and important platform, despite rising competition – while Meta might have taken its Stories concept, and other various apps have gained coolness points over time, Snap remains a key connector for many users. It’s also at the forefront of the AR shift, despite the presence of more-resourced players like Meta and Google. Given such credentials, Snapchat might just end up winning the AR glasses race.
Snap is also eyeing the next stage of development for its Spectacles. On the surface, it may seem like Snapchat is left with no choice but to go up against the big tech giants in the space. However, Snap just gets it, and repeatedly gets it right, with AR tools and features appealing to its target audience. From wild face filters to AR art installations, Snapchat is far more in-tune with what its users want, which may well see it better placed to capitalize on the next stage of AR connection – this includes AR as an eCommerce element which Snapchat plans to further develop.
In essence, Snapchat is the best at AR. Even without the same technical capacity and resources, nor the reach and size of some of social media’s bigger players, its ability to maintain and assert its dominance on one of the core elements of the next stage of digital connection give very strong reason to trust in Snap’s developmental capabilities.
The Wrap
While we’re all busy buzzing about Meta’s coming Metaverse, which, in its own rights, is a pretty big thing, the AR space, in general, could be more influential. On this note, Snapchat might end up being the new leader, seeing as how it currently dominates all aspects of AR.
So while making your friends cry through digital effects is no doubt funny, the broader implications here are rather significant. It’s worth noting Snapchat’s repeated success on the AR development front.
Subscribe to our ‘Bottoms Up!’ Newsletter. Get the latest social media blogs about news, updates, trends, and effective social media strategies to take your business to the highest level from Tristan Ahumada and Jeff Pfitzer.
Sources