Snapchat recently launched a new AR Lens integration, in partnership with the fitness app Strava, which enables users to provide interactive and visual updates of their Strava activity. Based on official images from Snap, the new Strava integration would provide users with new overlay options, with data from Strava then integrated into your Snap camera display, facilitating new forms of engagement that would line well with your fitness progress.
As per Snap:
“With a few taps, the Strava Activity Lens allows Snapchatters to take a Snap or post a Story that instantly tells the tale of recent workouts. Whether you’re walking around the city with friends or training for your next race, this AR experience helps you better tell the story of every effort on Snapchat.”
Double S
With over a hundred million registered Strava users, the new integration will help provide additional exposure potential for Snap’s tools, which could play an important part in helping it increase its appeal to older audiences.
In September, Snapchat CEO Evan Spiegel sent staff a 4,000-word memo that outlined the company’s key areas of focus to get the business back on track, after having struggled over a period of significant challenge caused by shifting privacy rules and the global economic downturn.
As The Verge reported:
“Increasing our penetration in at least one new large country or demographic” and onboarding more 30- to 40-year-olds. Funneling more users into the Map and Spotlight sections of Snapchat “helps to make our service more compelling for our community, harder to copy, and more resilient to competition, and increases our monetization opportunity over the longer term.”
Snapchat has long been focused exclusively on younger audience groups, but now, Snap has realized that if it means to stay relevant in the long run, Snap knows that it needs to diversify to maximize its opportunities. In line with this, a new partnership with Strava fits the bill perfectly, providing a complementary element for fitness enthusiasts – who are generally older users, while also tying into the Snap Map, and showcasing Snap’s other engagement features. Users will be able to share their Strava activity to Snap via their Strava profile or through a dedicated Lens on Snapchat.
The Wrap
“On Snapchat, find the Lens in Snapchat’s Lens Explorer or on Strava’s Public Profile. Your most recent workout will automatically appear, or you can toggle through different activities to share.”
It’s a good initiative and is worth noting Snap’s ongoing efforts to boost appeal with older users, and what that could mean for related brand and marketing activity. With fitness becoming a growing trend in recent times, it’s a very timely tie-in for Snap and, if it proves successful, could be a staple partnership for both for years to come.
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Sources