Snapchat, the social platform that has jumped to the top of the “flop” of Generation Z, why does it grab the first stop of the Metaverse?

The creativity of Gen Z is at the heart of the AR era! AR and video imaging are their expressions.

On February 14, 2022, the most-watched TV show in the United States, the Super Bowl, airs. The biggest highlight of this year’s Super Bowl is the augmented AR experience for live audiences by Snapchat, Arcadia and Verizon.

During the epidemic, due to the limited number of people on site, many users watched the performance remotely on Snapchat. According to Snapchat data, more than 59 million U.S. users used AR filters during Sunday’s Super Bowl. Brands have benefited a lot, too, with AR filters used more than 200 million times, from stealing Cheetos to partying with Wayne & Garth to shaking a Jason Alexander hoodie. In a season when fans can’t celebrate with their favorite team in person, Snapchat is offering users a VIP ticket to party with their favorite team.

According to the “Technology and Media Usage Report of U.S. Gen Z Users” released by eMarketer, the most frequently used social platform by Gen Z users per month is Snapchat (42 million), followed by TikTok (37.3 million). ) and Instagram (33.3 million), according to forecasts, the top three platforms will continue to grow at different rates in the future, and the current ranking distribution will continue until 2025. Snapchat said users grew 23% year-over-year in the third quarter of last year, indicating that it is currently in a state of continued high growth.

Snapchat is back on the social platform track with AR technology

Snapchat’s transformation from a photo-sharing app that “burns after reading it” to the number one social platform most frequently “flopped” by Gen Z users has not been smooth sailing. Since its listing in 2017, Snapchat’s stock price has fallen all the way after a short climb. Snapchat’s redesign of the Android version of the interface and interaction has led to the loss of a large number of users. Snapchat, in a hurry, turned to the adult market in anxiety. Tilt, but this was directly abandoned by the original user group.

At the same time, Snapchat’s external environment is also very competitive. One is the emergence of TikTok, a dark horse platform for short videos similar to Snapchat’s target audience; the other is the homogenization of product functions. A social platform’s newly launched product features are often introduced by other platforms immediately after receiving good market feedback. If product differentiation is not achieved, users will soon be lost. Snapchat’s product features are often used by Facebook, Instagram plagiarism.

As a result, Snapchat, which has suffered from enemies, decided to transform under this circumstance and returned to the social platform track with AR technology. Snapchat has firmly grasped the “straw” of AR technology, and combined AR from video, advertising, and new content platforms.

Today, more than 200 million people use AR-related features on Snapchat, and they use AR features more than 6 billion times a day on average.

In December last year, at Snap Lens Fest, the Snap AR creator summit, with the theme of “Experience the Future of AR”, Snap’s new achievements in AR technology exploration and application and Snapchat’s increasingly mature AR ecosystem were shown to players around the world.

At present, the Snap AR platform has brought together more than 250,000 filter creators and brand owners from more than 200 countries and regions, and has produced more than 2.5 million filters, with more than 3.5 trillion user views, of which , the AR works of more than 300 creators have received more than 1 billion views.

Although Meta is the loudest in today’s Metaverse wave, in fact, it is the rival Snapchat that its predecessor Facebook has never been able to beat that has laid the deepest foundation in the core technology of the Metaverse.

Social commented that Snapchat has become one of the most widely used camera applications in the world , and with the blessing of AR technology, it has also become the most commonly used AR application by users, and it is entirely possible to become the first virtual life of the Metaverse in the future. one stop.

Snapchat, the social platform that has jumped to the top of the "flop" of Generation Z, why does it grab the first stop of the Metaverse?

AR’s target user group: firmly target the Z generation

For Gen Z , social media is their personal home for showing their lives and expressing their opinions, as well as a playground for them to explore the unknown world and make new friends. They have a very high perception of sensory and visual enjoyment . Text carriers can no longer meet the social expression needs of Generation Z. AR and video imaging are their expressions .

The report “The Role of Generation Z in Shaping the Digital Economy” released by Oxford Economics in March this year pointed out that the creativity of Generation Z is at the core of the AR era. With a series of digital tools such as AR lenses, filters, emojis, video face swap tools and short videos, Gen Z has played AR out of tricks.

Jeremi Gorman, chief commercial officer of Snapchat, which has long called itself a camera company, said “AR is so important to our overall business because it’s how Gen Z and younger millennials communicate.”

“When we look at the overall profile data, 90% of our users in the US, UK, Australia, France are in the 13-24 age group, and 75% of those people are used to Using the camera to express yourself, so that’s very important to our growth strategy.”

Among the young generation Z users, Snapchat has obvious advantages in terms of user scale and user stickiness, and even dominates the social methods of young people around the world today.

Taking American college students as an example, on the Snapchat platform:

Starting in the early morning, they opened Snapchat to check the latest news of their friends, and found that a friend had posted a funny video of a certain game filter, and immediately took part in it;

During the morning break, I used Snap Map to see where everyone was, and found that a friend had taken an AR meal video of the cafe at the entrance of the school recommended by a friend;

At lunchtime, open Snap Scan to take photos of ingredients and unlock 4,500 nutritious recipes from around the world.Over 170 million Snapchatters use the scan feature to enjoy delicious moments every month;

Afternoon leisure, “Game of Thrones” New York Times Square AR special effects are not too cool, about three or five friends to watch a drama, 49% of users are heavy fans of video apps;

On the way home, I swiped an AR image on Snapchat that simulated the impact of climate change on the coral reefs of the Great Barrier Reef, and I could only sigh deeply and swept on a shared bicycle for low-carbon travel;

In the evening, I opened Snapchat for the nth time, checked the latest bags and shoes, tried them on online with the Snap AR filter, and by the way, Amway wore the same style to my friends online.

Snapchat, the social platform that has jumped to the top of the "flop" of Generation Z, why does it grab the first stop of the Metaverse?

Younger users, dubbed the “Snapchat Generation” in a previously released Snap Consumer AR Report, are 150% more likely to communicate via images than text .

In the “Snap Consumer AR Report”, it is predicted that by 2025, 75% of the world will become users of regular AR content, which is expected to reach 4.3 billion people, of which the younger generation will account for the majority. They are not only the main user group and main consumer group of AR content, but also the main productivity of AR product creation.

Take the newly released new generation of Spectacles as an example. It carries multiple application scenarios such as user participation in learning, shopping, art experience and games, which meets the different needs of Generation Z players and inspires the creativity of this group of young users. force.

AR Blesses Brands and Unlocks a New Marketing Landscape

Snapchat presents a new picture of AR in the field of technology, creation, and ecology, which confirms that AR is developing from an entertainment toy to a real practical tool. AR’s natural affinity for Gen Z.

Planting grass is a commercial marketing step that cannot be ignored by all kinds of brands. If you want to attract fans of Gen Z, you need to find effective social marketing channels.

According to the “Snap Consumer AR Report”, there are more than 200 million gamers on Snapchat, and 82% of them are influenced by the people around them, especially friends on social platforms. Nearly 70% of Snapchatters said they like to interact with Friends and family interact together, and in the story experience, seek groups and objects that are consistent with self-expression.

Users on Snapchat can now order products directly from brands through AR Lens, one of the app’s most popular features.

According to the report, users interacting with products with AR function can increase the conversion rate of products by 94% , if 3D/AR is provided, Gen Z will be more interested in online shopping, more confident in purchasing, and 2/ 3% of consumers say they are willing to place an order quickly after interacting with a brand in AR.

Ulta Beauty and makeup brand MAC are testing a new catalog-driven shopping lens on the Snapchat platform, and in the two weeks since the feature went live, Ulta has generated $6 million in sales and more than 30 million product tries , while MAC’s shopping lenses were tried on 1.3 million times. Snapchat said in a Marketing Dive share that female users increased purchases by 17 times, purchase intent by 9 times, and increased brand awareness by 2.4 times.

In addition to showing Snapchat users 2D images of products, users can now experience immersive services such as virtual cosmetic try-ons through the platform, enticing users to place orders on mobile. After browsing products on the platform, users enter the shopping channel and become active shoppers and paying users, not just passive social media users.

Using AR technology, users can control the 3D screen capture view through facial movements or tap the screen, which not only complements the user’s in-store experience, but also helps users shift more consumption online.

On this basis, Snapchat has gradually formed a set of AR technology development, AR distribution, content creation and commercialization links .

Tools such as Lens Studio and Lens Web Builder lower the technical threshold for developers to make AR, so that developers’ AR creative ideas are no longer limited by technology.

In terms of distribution, the Snapchat platform, Spectacles glasses, Snap cameras and other hardware and software have formed multiple distribution paths, allowing AR creators’ creative works to be seen and disseminated;

In terms of content production, Creator Marketplace has become a trading market for AR works, forming a platform co-created by creators and brands. On this platform, creators can not only publish works, but also seek the cooperation of brand owners. Realization of creative content;

At the same time, AR filter advertisements also provide brands with a more interactive marketing method , increase brand awareness through immersive experience, promote conversion, and become a marketing tool for social platforms.

Snapchat, the social platform that has jumped to the top of the "flop" of Generation Z, why does it grab the first stop of the Metaverse?

On the one hand, the construction of this AR ecosystem has solved the two barriers of AR technology development and content creation, enabling AR applications to be rapidly promoted. On the other hand, the Snap AR community has gathered a large number of developers, creators and brands.

Snapchat has opened up some AR technologies, creators publish works on the platform, and brand owners can efficiently connect with creators and high-quality works to complete the production and release of an AR content. The media commented: ” Snapchat turned AR development into a business and made money for all parties involved .”

Jeremi Gorman said, “Augmented reality is changing the way we shop, play and learn, and change the way brands tell stories and sell products. Starting today, our revamped AR shopping lenses will bring more engaging to the Snapchat community. experience and give brands a faster and easier way to build Lenses – linking Lenses directly to existing product catalogs to analyze and develop in real-time which products resonate with Gen Z and Millennial audiences. “

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