See the full video below along with TLDR (or TLDW) quick-hit takeaways.
– At Snap's recent Lens fest, it announced a new usage milestone: 6 billion AR lens engagements per day.
– To get to this point, Snap has followed a deliberate evolutionary path "from toy to tool."
– The latter is Snap's target, which is already seen in utility-driven lenses like shopping and search (Snap Scan).
– But the way to ease users in is with whimsical lenses like dog-ears and other viral selfie fodder.
– This approach engendered an unintimidating persona that has enabled Snap's lenses to scale.
– Another tactic in achieving reach is to bolt AR to a common and frequent activity: communications.
– The "chat" in Snapchat is in the company's DNA and has likewise created virality in its AR lenses.
– But again, this all leads up to its maturation as an AR platform, which includes utility-based lenses.
– In addition to the commerce and visual search use cases noted above, utilitarian functions will continue to grow.
– That evolution will include more lenses that utilize the rear-facing camera for world-immersive experiences.
– Local Lenses, are one example of that, and we'll see many more developments in the coming months.
– This aligns with Spectacles, as AR glasses experiences are all world-facing
, compared to smartphone-oriented selfie lenses.
– In addition to all the above moves, investments in Lens Studio as a platform have allowed it to scale-up creation.
– And SDKs like Camera Kit amplify lens distribution to third-party apps beyond Snapchat itself.
– For all these evolutionary vectors (world-facing, faceworn, utility-driven), Snap will continue to innovate rapidly.
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