Blog : snapchat

Snapchat: the gift that keeps on giving
Kirsty Grierson

Snapchat: the gift that keeps on giving

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.

How useful is the introduction of Snapchat Memories for brands?
Hannah Murray

How useful is the introduction of Snapchat Memories for brands?

Snapchat recently introduced its Memories function to the photo messaging app. Users are now able to create and save snaps and albums. One key feature is that you will be able to log memories and not just from new snaps. People can now compile retrospective memories from existing saved snaps and camera roll images. This update signals the next chapter in Snapchat’s evolution moving away from the short-lived disappearing image messages and giving users a wider choice of content posting formats.

HOW DOES THIS IMPACT BRANDS?

The big plus for brands on Snapchat is that Memories allows you, for the first time, to access your camera roll, and use a wealth of existing content. Over the past few weeks we’ve found it especially useful for sustaining momentum after a big brand event and getting more value from the exclusive images and video captured there. Telling a behind the scenes story after people have seen the end result often has more impact and gives much more flexibility in how and when you distribute content before, during and after a special event or campaign. With Memories, brands can present any relevant existing content or plan out future opportunities rather than having to dedicate time to creating content solely via the app, a great step in broadening the scope of content that brands can present to their audiences.

Interested in understanding more about Snapchat for brands? Have a look at our recent campaign with the Scottish Youth Parliament where we ran Snapchat geo-filter ads to target young people.