One of Snapchat’s annual culminating events is its Lens AR Showcase. Normally, it’s as loud and huge as live events can get, but once again, due to COVID restrictions, Snap had no choice but to digitally host one of its major gatherings.
As mentioned, Lens Fest is an event showcase, meaning that its held to provide an avenue where Snapchat can essentially show off its latest advances in AR, as well as where it’ll be headed with the technology. This year’s Lens Fest includes a range of new options for Lens developers, advanced opportunities for AR-enabled brand connections, and the latest updates on Snap’s newest AR Spectacles, which are still in development.
Event Highlights
Kicking things off, Snapchat shared a range of updates to its Lens Studio Tool, enabling all new Lens creations through better, deeper interactions with real world stimulus. The most exciting aspect on this front has to be real world physics. With better physics integration, Snap’s AR creations and effects will look and feel more realistic, reacting more realistically to elements such as gravity and object-collision.
Snapchat also revealed an advanced version of its ‘World Mesh’ AR mapping, enabling creators to make better use of their understanding of depth information and world geometry in order to create more realistic AR experiences.
Snap’s also added new real-time data integrations that enables Lens creators to incorporate elements such as weather and stock market information into their creations. Pretty timely, especially if you consider the possible next big shift towards an eCommerce-led web environment. Said new integrations will be enabled via Snapchat’s API library for Lenses, with initial partners including the likes of iTranslate, Alpaca, AccuWeather, and FTX.
Snap’s also looking to advance its Landmaker Lens tools. Enabling creators to build on top of real world objects. By adding ‘Custom Landmarkers’, through which AR creators can scan real world places and objects, then build elements on top of whatever was scanned.
There’s also good news for brands and investors who are looking to monetize their assets, as Snap’s supposedly also adding a new Lens CTA option, which will allow creators to include links within a Lens, making it easier to drive traffic via various AR-enabled mediums. On top of this, there are also new Lens creator analytics, accessible through the ‘My Lenses’ section of the Lens Studio.
Snapchat has also outlined a series of new advances for brands, along with the rising opportunity of AR-Shopping, with Snap’s data reporting that there are now at least 100 million users shopping through AR-integrated processes. To add, Snap mentions that AR usage is already somewhat ‘habitual’ for younger audiences, opening up significant opportunities for businesses as newer advances will only help brands better build AR-enabled products and experiences.
Snapchat also points out its recent acquisition of Vertebrae, which is a 3D modeling company, and how it’ll enable brands to create and manage realistic 3D versions of their products, extending those models to Snapchat, as well as their respective business websites, enabling the virtual Try-On option. This front presents significant opportunities, as recent observation has revealed that two out of three consumers are now more likely to purchase after going through a branded AR experience. Better AR tools would mean better product showcases.
Of course, no showcase would be complete without insights-sharing. Snap mainly shared insights regarding its upcoming AR Spectacles, which are finally nearing a retail launch. Perhaps the most interesting element to them would be the ‘Connected Lenses’, which enables multiple users to experience AR elements through a single device. They’ve also added ‘Location Triggers’ for Spectacles AR, enabling creators to build visuals within a specified GPS radius.
The Wrap
To sum it all up, Snap also announced a new AR Content Accelerator program for creators, which it calls ‘523’. The program aims to provide support for “small, minority-owned content companies and creatives that traditionally lack access and resources”. Approved applicants will receive funding amounting to $10,000 a month, as well as additional support from Snap’s team to develop new AR experiences.
The entire event is a highlight, and it all points to one thing – there is a lot of potential with AR and AR technology. Even tech giants such as Apple and Facebook have begun developing their own set of AR glasses. With AR currently being engaged more than 6 billion times per day, it’s definitely a field worth exploring, as its continued evolution is expected to greatly alter digital connection as we know it.
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