The Snapchat platform unveiled a series of new features during its annual Snap Partner Summit. Snap also announced that its platform now has more than 600 million monthly users and more than 332 million daily active users worldwide. Snap notably introduced Lens Cloud, a set of freely available services that expands what developers can build in AR: Storage Services, Location Services, and Multi-User Services. . Lens Studio will soon offer the Ray Tracing function, which will allow AR elements to be even more realistic. It will be possible to highlight the reflections of elements in augmented reality in a way that is more real than life, the platform said.
According to Snapchat, more than 250 million Snapchatters have used Augmented Reality Shopping Lenses more than 5 billion times since January 2021. “They also rank Snapchat as the #1 platform for sharing shopping moments.” Snapchatters notably use augmented reality to try on their outfits. Zenni Optical’s AR Lenses have been tried over 60 million times by Snapchatters. “Lenses using this technology generated 42% higher return on ad spend than Lenses without it,” claimed Snap, which showcased Snap 3D Asset Manager. This feature makes it faster and easier for businesses to create augmented reality shopping experiences. Brands can now request, manage and optimize 3D models for all products in their catalog. It is now possible to create Shopping Lenses in seconds and at no additional cost. “Brands can create high-converting try-on experiences while ensuring minimal returns with Snap’s size prediction technology.”
The platform is also launching a new type of Lens allowing you to try on outfits without ever having to change, “Dress Up”. The feature brings together in one place the best of fashion and AR Try-on (augmented reality try-on) from fashion designers, retailers and brands. Accessible from Lens Explorer or soon via the Snap Camera in the AR Bar, Dress Up invites people around the world to browse, discover and share new looks. As well as the launch of Camera Kit for AR Shopping, which offers business partners a new opportunity to bring the best of Snap Camera for AR Try-on directly from their site or their own apps. Camera Kit for AR Shopping is an AR SDK (software development kit) for embedding Snap Lenses into brand and merchant product pages to enhance their customers’ online shopping experience. Camera Kit for AR Shopping works on Android and iOS and soon on websites.
Snap also announced a multi-year partnership with Live Nation that will take performances beyond the stage, “creating a more intimate connection between artists and fans through immersive, personalized AR experiences only available on Snapchat.” From Lollapalooza in Chicago to the Wireless Festival in London, Rolling Loud in Miami and The Governors Ball in New York, festivals will be transformed and immersive through Snap AR, starting with Electric Daisy Carnival in May 2022.
Regarding gaming, Snap announced a new feature allowing developers to add social experiences to Minis, to create small social experiences in Snapchat. The platform launches Dual Mode editing tools, for example to use the front and rear cameras simultaneously to capture a 360° perspective. Finally, Snapchat presented a flying camera called Pixy, which works autonomously, without a remote control and does not require any installation. It flies a few meters above the user and captures photos and videos, then comes to rest on his hand following his flight. Everything it captures is automatically downloaded to Snapchat Memories. Pixy is only available while supplies last, in the United States and France.
