For gen Z and at least half of Millennials, Snapchat is their social media channel of choice. And, they are very loyal to Snapchat. With that said, across the board today’s user/audience expects contextually relevant, visually engaging, ad content in order to connect with a brand or business.
So what does that mean and how is Snapchat killing it?
That means that ads need to have a simple and clear message with a call to action that penetrates. Snapchat ads let the creative do the talking while the user feels like they are being entertained by an experience unique for them but also to share with all their friends.
So why does this matter for VR/AR?
So far, Snapchat is the only social media channel to use AR in their ad monetization scheme; allowing brands or businesses to sponsor a lens or geofilter. Successful campaigns by default all have an interactive element via the lens/geofilter and personalization via the user generated content/pic. However, each AR element clearly adds value for both the brands and the user. It’s a perfect mashup of surprise and delight.
Show me the numbers
According to eMarketer, Snapchat will generate $935.46 million in ad revenue this year and capture 2% of the social network ad dollars.
So how does Snap measure success?
Snapchat measures performance a bit differently from the other guys as well. For example, ‘viewability, provides metrics for how much attention your ad has received,’ as stated on their site. Reach is pretty standard but ‘resonance’ gages thought and feeling about your ad. While ‘reaction’ tracks in-store lift in sales. Last but not least is ‘verification,’ which provides third party data to keep things transparent.
The takeaway
AR presents a fundamental shift in the future of doing business, period. The now approx 35-40% of users just on Snapchat alone will grow. The interactive ‘fun/play’ element of AR will soon evolve into ever more sophisticated functionalities that both provide a service and engage the user in a unique and positive way. Picture AR integrated into much more of our daily journey, from picking up your local coffee to getting on your next flight. Plus the Spectales; AR will make it into this form factor, i.e., glasses. Brands that want to survive will rid themselves of customer pain-points via AR solutions aimed for maximum customer satisfaction. Everybody else will either adapt or be rendered obsolete. The future is now (i.e., "adapt or die").
