It’s been quite the summer for Snapchat. The introduction of Memories, Instagram causing outrage by basically stealing Stories, CEO Evan Spiegel popping the question to Victoria’s Secret Angel Miranda Kerr – every tech geek’s dream – and now its rebrand to Snap Inc. and of course the launch of Spectacles.
We’re a bit obsessed by Snapchat at the moment, everything they do seems to work. But Spectacles? Spectacles caused a bit of a discussion on Monday morning. What’s the point? Can anyone really be bothered buying and wearing a pair of sunglasses for the sole purpose of capturing a video? Have they learned nothing from Google Glass?
We weren’t sure. However, having dug a little deeper we think this might actually work.
What are ‘Spectacles’?
If you haven’t heard – which from a bit of research (a question in the girls’ WhatsApp group) not many outside of the communications industry have – a bit of background for you. Spectacles are the latest piece of wearable tech. A range of sunglasses from Snap Inc. that will record 10 to 30 second video clips with just a tap, the video footage will then wirelessly transfer to a user’s Memories in the Snapchat app. Spectacles look nice, nicer than Google Glass anyway, and will be available in three colours when they launch in the US this autumn for $129.99.
Initially, I had no idea who would want these. Why wouldn’t you just use your phone like we have been? But, actually, imagine being able to capture one of your favourite memories or events, then going back to see that memory exactly the way you experienced it. For me, it feels like they’ve introduced the GoPro for everyday members of Gen Z. Instead of capturing outdoor, extreme activities you can record everyday moments – the last day of school, the family BBQ, your best friend’s wedding. They’ve introduced the fun factor that was missing from Google Glass.
How will this work for brands?
A recent piece of research by Cisco Systems predicted that 80% of consumer internet consumption will be video content by 2019, and just last month Facebook sheepishly confirmed that text posts are declining on the platform in favour of video and images. We know video is becoming more and more important and it looks very much like its popularity will continue. The technology Snap Inc. are introducing means that the circular video can play full screen on any device, in any orientation, and captures the human perspective with a 115 degree field of view. Meaning even if you aren’t there, you can experience it, not just watch it – exactly what got people so excited about VR tech this year.
I think the popularity will depend on the early adopters. Will Gen Z influencers get on board; can we imagine the likes of Kylie Jenner, Zoella and Calvin Harris, some of Snapchats most loyal users, wearing Spectacles? I’m not sure. But, I’m looking forward to seeing how it works.