Snapchat is both a social network and a messaging app, founded in 2011 by two Californian students. The principle of the app is that all photos, videos, or messages sent are only visible for a certain amount of time before becoming inaccessible. The temporary and ephemeral concept of Snapchat is very popular among young people aged 13 to 35.
Snapchat’s Augmented Reality Filters and Brands
As augmented reality gradually proves itself, it was in 2015 that Snapchat decided to integrate augmented reality filters into its features. Major brands see many opportunities and do not hesitate to integrate them into their marketing strategies. Many of those call on agencies such as filter maker which is the leader in the market of filters in the world.
Snapchat’s Augmented Reality Filters: A Real Profit for Big Brands
The Snapchat app has more than 160 million active users each year, which is a real strategic opportunity for brands. They will try to enter the market by designing augmented reality filters and thus promote their products.
Considered as a conversion lever for brands, augmented reality filters will help increase a brand’s sales. This was the case for Fanta, which undertook a promotional campaign during Halloween. The brand’s strategic technique was to give access to the filter via a Snapcode on the packaging once users had purchased it. Purchases then increased by 4.6% thanks to the augmented reality filter available on Snapchat.
Also, in 2018, Nike managed to sell all its Air Jordan III sneakers in just 23 minutes thanks to Snapchat’s augmented reality filters. The filter was only available in the United States, but it was possible for other countries in the world to enjoy it thanks to a Snapcode posted on Nike’s social media accounts. Scanning the code also gave access to the e-commerce site where users could make their purchases.
Therefore, Snapchat’s augmented reality filters are a simple and effective way for brands to attract more customers, ensure their reputation, and gain visibility among a larger and younger audience.
The benefit that Snapchat manages to derive
Augmented reality filters are the most important source of revenue for Snapchat. By promoting filters sponsored by brands, Snapchat also benefits and manages to make a profit from them.
Officially, Snapchat does not disclose any figures on the revenue generated by the sponsorship of augmented reality filters. However, it can be assumed that this is a profitable business for Snapchat, given the exponential growth that the application has experienced since the launch of sponsored lenses. In the first 7 months of the launch of the feature, it promoted more than 50 campaigns of sponsored filters.
How to find and use Snapchat’s augmented reality filters?
There are many filters on the Snapchat social network, but how to find filters on snapchat? Several techniques exist:
- Browse filters
To do this, simply go directly to the application’s camera. In the center at the bottom of the application is a round icon that is initially used to take a photo. To the right of this icon are all the filters available on the application, and the first ones are often the sponsored filters of the brands.
- By search
If a filter cannot be found, the application provides its users with a magnifying glass with a star to search for the desired filter. Once clicked on this icon, the user will have access to all the available filters, as well as those listed in a lens gallery.
- Thanks to a Snapcode
Similar to a QR code, Snapcode is a recent Snapchat feature that allows you to easily find an augmented reality filter. To scan it, simply press and hold the screen once the Snapcode is visible. The filter will activate directly, which will prevent the user from remembering the name of the filter or the creator to find it in the gallery.
- Follow Snapchat filter creators
Filter creators are available in the “Explore” function of the application, and then in the “Creators” section on the far left of the list. It is then possible to subscribe to the creators and thus follow all their new creations in real-time.
There you have it, you now have all the cards in your hand to find augmented reality filters on Snapchat, it’s up to you to play!