Snapchat is looking to further improve its AR Landmarks feature to allow marketers to better maximize their reach on the platform. A new Custom Landmarks option in the Lens Studio will enable users to create location-locked AR experiences.
Location-Locked Customs
Snap explains:
“In 2019, we started with templates of 30 beloved sites around the world which creators could build upon called Landmarkers […] But there’s an infinite number of places for our AR creator community to build anchored, location-based Lenses – ranging from experiences that are entertaining, educational, or can even help businesses grow. Today, we’re launching Custom Landmarkers in Lens Studio, letting creators anchor Lenses to local places they care about – from statues to storefronts – to tell richer stories about their communities through AR.”
Based on this explanation, Landmarks allow creators to build custom, location-specific AR experiences, building upon real-world infrastructures using digital effects. This is probably the closest we can get to real-life 3D paint. For a better idea, check out Snap’s official YouTube trailer.
Again, Custom Landmarks allow you to create your own AR effects linked to any location, enabling you to, say, expand your store logo, or even create a digital story about your brand. It’s very immersive, but also a bit more on the technical side, requiring a level of familiarity or at least some experience. You could also partner up with versed Snap creators to build your custom experiences, providing another way to connect with your audience.
This could be an even more valuable experience in the future, especially now that Snap is closer to completing its own AR-enabled ‘Spectacles’. The ideal scenario is that people will begin noticing your custom AR experiences as they walk past your designated location, allowing you to better position offers by incorporating them into your Custom Landmark effect. That might be somewhere down the line though as Snap does note that currently, Custom Landmarkers are only discoverable through physical Snapcodes at the landmark itself or if viewers have a Lens Creator profile.
The Wrap
Right now, it might not be a huge consideration for most brands, but as we all move closer to both the Metaverse and Web3.0, it could soon be the next status quo. It’s a wise move for Snap to begin laying the groundwork now, making future upgrades and refinements easier.
On another front, Snapchat has also launched its first Snap AR Certification on Snap Focus, further boosting users’ AR knowledge.
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