Snapchat expands Shoppable AR to its top creators
In late June, Snapchat opened native commerce to top creators like Kylie Jenner. Now, the platform is letting creators go beyond using “Shop now” buttons in their Stories and letting them use AR Lenses to do the same, starting with Nicki Minaj.
On Friday, to promote her new album “Queen,” Minaj launched an AR Lens with a Shop button. When users tap a button, a page appears in the app where they can buy her $25 “Queen” necklace.
The move is the latest effort by Snapchat to win over creators. In July, after offering commerce solutions to top creators, Snapchat let them make their own sticker packs and launched Storytellers, a program that connects brands with creators for ad campaigns. Rival Instagram also has been vying for creators’ attention by adding features like IGTV and commerce. The news comes days after Snap’s second-quarter earnings in which Snapchat reported its daily active users shrunk to 188 million daily active users from the 191 million it had last quarter.
Beyond Jenner, the Dolan Twins, Daquan, Cody Ko, David Dobrik and RIPNDIP have experimented with native commerce in Snapchat, adding shop buttons to their Snapchat Stories. But the Shoppable AR Lens feature, which appears in the Snapchat camera, is more accessible and engaging than creators’ vanishing Stories. Over 70 million people play with AR Lenses on Snapchat per day with the average time spent at three minutes, according to Snapchat.
Minaj is also the first to partner with Snap to try native shoppable AR. Companies like Adidas, Amazon, Coty and Domino’s have run ads with the feature since it launched in April, but users had to click over to a website to buy. With native commerce, the user can buy within the app.
Snapchat wants the platform to be a place for buying, just like other platforms doing ecommerce. Snapchat has made the Shoppable AR Lens feature applicable for downloading apps and viewing movie trailers on top of buying merchandise. Marketers or creators can use the Snap Pixel, which was released in June, to track purchases made after users play with an AR Lens.
Snapchat wouldn’t comment on the financial terms around the partnership with Minaj, but generally, any creator can use Snapchat’s Lens Studio for free to create AR Lens. There is no word yet on when the Shoppable AR Lens feature will be made widely available to creators. For advertisers, the pricing for the Shoppable AR Lenses is the same as typical AR Lenses, between $10 and $14 for 1,000 AR Lens plays, and the shop button is free to add to any Lens.
‘I felt like I was pushed into being a stay-at-home mom’: Confessions of a former ad exec on being fired after becoming a mother
In this edition of our Confessions series, where we exchange anonymity for candor, we hear from a former agency director about getting fired and struggling to find a job amidst navigating motherhood and launching a new project.
To get the attention of millennials and Gen Z, Ace Hardware is turning to influencers
Ace Hardware is adding a paid and organic influencer strategy to its marketing mix to allow the brand to make content that “doesn’t feel like an ad."
‘The world of either is behind us’: Marketers predict the future of events will be a hybrid of online, in-person
Hybrid events, combining in-person programming with an online experience, are likely to become the norm as the vaccine rollout and general return to life continues.
SponsoredVideo: How employer rewards and incentives changed in 2020
The nature of employer rewards programs has transformed, accelerated by the events of 2020 — a year of sweeping change. Employees shifted to digital, their preferences moved to digital wallets and they asked for new and surprising ways to use the rewards their employers delivered. In these new interviews, employer rewards experts talk about the evolving […]
Member ExclusiveMarketing Briefing: With Cannes Lions once again virtual, the ‘networking and dealmaking is likely the biggest casualty’
The promise of another virtual event when many execs are Zoomed out and feel like it’s impossible to unplug from daily work for a virtual event has some questioning what attendance or networking will be like.
Cheat Sheet: Pinterest’s new rules hold creators accountable for posting brand-safe content
Pinterest's "Creator Code" mandatory content policy guidelines will keep its content creators in check, ensuring Story Pins adhere to the tone and brand-safe messaging Pinterest wants to market.