Snapchat is already positioning itself as an ecommerce website where people can shop. Actually Snap’s intentions have never been hidden—and we recently reported that a test to enable users to buy things online just by swiping up in Snapchat Discover is on the card.
Now, there is an option that now lets you directly buy products, watch longer promotional videos or install apps on your phone without leaving Snapchat, reports CNBC. The tool is called Shoppable AR—it will give advertizers the opportunity to add a website to sponsored photo filters inside the app.
Companies won’t have to pay a dime to add the function to some existing ad products. However, the feature will be available through face or world lenses where you can swipe to open your camera. Advertizers can buy lens targeted at specific audience accessible via the main camera function, starting at $40,000 per day with a pre-negotiated CPM. Companies that wish to be the first lens to show up to everyone will have to pay an extra amount.
Snap is kicking off with four partners including Adidas, Clairol, STX Entertainment and King.
“With this move, Snap is now providing brands the opportunity to not just drive engagement with AR Lenses, but also seamlessly drive them to commerce with a new tap to visit.com feature,” said Chris Murphy, head of digital experience, Adidas US per Ad Week. “We no longer live in a world where it has to be either brand or commerce. Consumers don’t think that way, and neither should we.”
The new tool is one of many other upcoming ones being introduced by some social media companies to attract users to social shopping. If all goes to plan, we might experience a big surge in this sector, and likely see more innovative ideas being added.
Earlier in the week, Snapchat announced a new way for users to build their very own face filters—Lens Studio. The Lens Studio is a self-serve platform that allows developers and creators its augmented reality tools. It has among its marketing partners seven companies that include Avatar Labs, North Kingdom, MediaMonks, and Fishermen Labs, among others, to make augmented reality ads for brands.
Lens Studio will let users build their own face filters—and it is the first time this will be happening.
Snapchat is releasing seven new templates into the Lens Studio that will let creators to build digital masks. Creators will have the opportunity to import their artwork, build their experience, and best of all, publish and promote their lenses with a unique Snapcode and Lens link.
Snap also announced rewards for top creators called the Official Creator Program. The company says it will reward top creators with extra promotion, technical support, and early access to new features and templates.