{"id":1033,"date":"2019-12-13T05:28:08","date_gmt":"2019-12-13T05:28:08","guid":{"rendered":"https:\/\/www.danielparente.net\/en\/2019\/12\/13\/snapchat-ar-creators-to-marketers-keep-it-simple\/"},"modified":"2019-12-13T05:28:08","modified_gmt":"2019-12-13T05:28:08","slug":"snapchat-ar-creators-to-marketers-keep-it-simple","status":"publish","type":"post","link":"https:\/\/www.danielparente.net\/en\/2019\/12\/13\/snapchat-ar-creators-to-marketers-keep-it-simple\/","title":{"rendered":"Snapchat AR creators to marketers: ‘Keep it simple’"},"content":{"rendered":"

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As augmented reality evolves and becomes more popular, it has become a central part of how people use certain platforms. On average, more than 70% of Snapchat\u2019s 210 million daily active users play with or view Lenses every day and average daily active users interact with AR nearly 30 times per day.<\/p>\n

But augmented reality is also a fast-moving space. Whitney Fishman, head of innovation and consumer technology at Wavemaker, likened Snapchat\u2019s approach to AR to the quick-service restaurant concept: \u201cAlways launching a new product and always giving you a reason to come back so you always maintain your presence on the platform, no matter what is available,\u201d Fishman said.<\/p>\n

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Marketers who want to do more ads employing AR need to first familiarize themselves with what it is and what it can do. That seems to be the case for the AR influencers Digiday spoke to, all of whom said they\u2019ve seen a dramatic uptick in the number of brands who want to work with them in just the past six months.<\/p>\n

\u201cOver time, it\u2019s gotten a bit easier because I\u2019m not having to explain what it is,\u201d said Brielle Garcia, an AR creator who has worked with musicians like The Chainsmokers and Panic! at the Disco. \u201cI don\u2019t have to make comparisons to the dancing hot dog anymore.\u201d<\/p>\n

Here\u2019s what Garcia and other AR influencers had to say about working with marketers.<\/p>\n

Working with an AR creator is a hands-on process. Clay Weishaar, an AR creator who has worked with companies like Universal, the CW and Puma, said it can take at least three weeks to develop, from concepting on paper to doing prototypes. After testing and putting a media buy behind the work, the AR approval process can take as many as 15 days on Instagram, while it\u2019s generally quicker on Snapchat.<\/p>\n

The most successful and most effective AR Lenses or filters are often the simplest. \u201cKeep it simple, fun and magical,\u201d said Frank Shi, co-founder of Paper Triangles, a digital agency that specializes in AR and VR and has worked with companies like Kohl\u2019s, Ralph Lauren and Pandora Jewelry. \u201cPeople don\u2019t love complex stuff.\u201d<\/p>\n

Fishman said she has found that the best AR ads are the ones that deliver experiences and offer utility. She used Ikea\u2019s AR-powered ad as an example. \u201cInstead of doing measurements of your room to figure out if you can fit that couch and you hating your life, it helps you do that. It delivers on need.\u201d<\/p>\n

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Weishaar said that he has found that filters that cover a person\u2019s face entirely \u201cget zero engagement\u201d and that AR Lenses with heavy branding are doomed to fail. \u201cJust plastering the logo doesn\u2019t work. People don\u2019t want logos on their face; they want it personalized. They want the AR experience but to be brought to them by a brand they identify with. That\u2019s a pretty significant challenge for the brand.\u201d<\/p>\n

Letting creators take the lead when it comes to developing creative is also key. \u201cI think my advice to marketers would be to have an open mind about the initial idea you have,\u201d Garcia said. \u201cIt can be expanded on. Listen to creators who have been leading the way on this. They might have ideas for how to better engage the end-user.\u201d<\/p>\n

The rates for working with these AR specialists varies, too. Of those we spoke to, they said they generally charge $10,000 per lens, but that rates vary depending on each project.<\/p>\n

Looking ahead, Weishaar said marketers will see a new type of influencer emerge who combines video and AR skills, primarily because content that combines both video and AR perform better on platforms like Snapchat.<\/p>\n

\u201cI\u2019m working with some crazy YouTube people who want to get into the space and don\u2019t know how to use Lenses, but you\u2019re starting to see this hybrid skill set gain traction,\u201d he said.<\/p>\n

Creating Lenses isn\u2019t something limited to Snapchat\u2019s Official Lens Creators; it\u2019s something that\u2019s open to anyone and Weishaar said that, especially among younger consumers, Lenses have \u201cbecome a new language.\u201d<\/p>\n

Snapchat says more than 600,000 AR Lenses has been created using its free Lens Studio software and more than 15% of Snaps sent every day with Lenses are made by Snapchatters using that software.<\/p>\n

\u201cIt\u2019s really how Gen Z and younger are going to communicate with each other \u2014 through the camera everyone has on their phones and they all want their own unique identity, and AR lets them do that,\u201d Weishaar said.<\/p>\n

Snapchat\u2019s new Spectacles 3 are one step closer to making it even easier for people to communicate via AR. The digital video glasses cost $380 and allow wearers to capture 3-D video that you can later apply AR to. They don\u2019t yet show AR when you wear them, but Snapchat has said that it hopes to offer that eventually.<\/p>\n<\/div>\n

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[ad_1] As augmented reality evolves and becomes more popular, it has become a central part of how people use certain platforms. On average, more than 70% of Snapchat\u2019s 210 million daily active users play with or view Lenses every day and average daily active users interact with AR nearly 30 times per day. But augmented […]<\/p>\n","protected":false},"author":1,"featured_media":1034,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":"","jetpack_post_was_ever_published":false},"categories":[168],"tags":[],"class_list":["post-1033","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-xr"],"blocksy_meta":[],"jetpack_featured_media_url":"https:\/\/e928cfdc7rs.exactdn.com\/info\/uploads\/sites\/3\/2019\/12\/Snapchat-AR-creators-to-marketers-Keep-it-simple-scaled.jpg?strip=all","jetpack_shortlink":"https:\/\/wp.me\/p2TFCd-gF","jetpack_sharing_enabled":true,"jetpack-related-posts":[],"_links":{"self":[{"href":"https:\/\/www.danielparente.net\/en\/wp-json\/wp\/v2\/posts\/1033","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.danielparente.net\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.danielparente.net\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.danielparente.net\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.danielparente.net\/en\/wp-json\/wp\/v2\/comments?post=1033"}],"version-history":[{"count":0,"href":"https:\/\/www.danielparente.net\/en\/wp-json\/wp\/v2\/posts\/1033\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.danielparente.net\/en\/wp-json\/wp\/v2\/media\/1034"}],"wp:attachment":[{"href":"https:\/\/www.danielparente.net\/en\/wp-json\/wp\/v2\/media?parent=1033"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.danielparente.net\/en\/wp-json\/wp\/v2\/categories?post=1033"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.danielparente.net\/en\/wp-json\/wp\/v2\/tags?post=1033"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}