Snapchat users are continually turning to augmented reality as a way to stay entertained and connected, new data has shown.
There has been a 37 per cent increase in Snaps being sent with a Lens AR experience during late March compared to late February
It follows news earlier this month usage of the app had reached an all-time high during the COVID-19 pandemic.
And with a 18 per cent increase in playtime with Sponsored Lenses and a 22 per cent increase in Lens swipe up rates with Sponsored Lenses during late March compared to late February, there is also a growing opportunity for brands on the platform, says Snap.
One example of a brand jumping on board with Snapchat is EA’s game The Sims, which has launched a special Snapchat lens.
“The Sims is about bringing your creativity to life, which can be tough at a time like now. With a Snapchat Lens, EA gave gamers around the world the opportunity to add some fun to their daily routine with dozens of virtual puppies and kittens,” said Snapchat creative strategy tech lead Erik Harte.
Shoemaker Asics has also developed a new lens to demonstrate the design behind its new Novablast running shoe, while LEGO Group has also created an immersive experience on the platform.
It’s not just brands jumping on board to create experiences with AR.
Snapchat and the World Health Organisation have also teamed up to use the technology to illustrate the importance of social distancing.
“To educate Snapchatters about social distancing, we built a Lens that uses AR to create a virtual circle around them,” said Snapchat creative strategy telco lead Rachel Weiner.
“The digital barrier features a radius of approximately six feet — the minimum safe distance as recommended by the World Health Organization — and follows Snapchatters as they move throughout their environment. If someone steps within the circle, the color changes from green to red to indicate an unsafe distance.” –
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