Snapchat’s Viral AR Effect
When was the last time that an app other than Snapchat produced an AR effect that went viral?
These effect videos have gone viral last and this week, with users re-posting Snap originated clips on TikTok, IG and TW. Since launching last week, over 180 million Snapchatters have engaged with the Crying Lens and used it in total over 1.3 billion times!
Snap is at the forefront of AR research and development and is one of the main reasons why Snapchat has remained such a relevant and important platform despite rising competition.
Snap is now eying the next stage of development of its Spectacles and potentially,it may seem like Snap has no chance in going up against the big tech giants in this space, but Snap just gets it.
The R&D team repeatedly gets it right. From crazy face filters to AR art installations, Snap is far more in-tune with what its users want, and that may well end up seeing it better placed to capitalise on the next stage of AR connection – which also includes AR as an eCommerce element.
For an AR trip down Snapchat memory lane, what has been your favourite effect over the years?
IG IRL
To celebrate IG Shop Accounts’ third anniversary and surpassing one million followers, IG will host a physical pop-up store in NYC this week.
A key area of opportunity for IG as the app remains a key hub for browsing, with 70% of users turning to IG for product discovery and 87% of people saying IG influencers have inspired them to make a purchase or book a trip.
Physical pop-up stores are another step in this direction, building a better association between in-app posts and physical products while showcasing some of the best products that creators have to offer in the app.
Here people will be able to browse and purchase some of the most popular products featured in the @shoplistings. IG previously hosted pop-up shops in various cities, including London and Berlin, with this new installation being the latest ongoing effort to bridge online browsing and offline purchases.
IG Content Spotlight – Netflix UK – Heartstopper
Heartstopper was the championed new release title and content shared across the Netflix UK feed in April and May.
A similar Pre-TX, TX and Post-TX social campaign to Bridgerton in January and February, the page has shared teaser clips, BTS of the cast on set, set design, compilation videos, memes and the cast IRL. Key content strands included:
- Meme carousels
- Polls, character relationship questions, quotes, character-centric stills and Reels.
- BTS shots on set, red carpet moments, screen grabs from the cast feed next to their character profile.
- This Heartstopper ‘Hi ’ compilation Reel produced the most comments (2.5K) and likes (413K) across all Reels Netflix UK pushed out in April.
With a fantastic community interaction with lead talent Joe Locke generating 17.9K (Locke) and 4.7K (Netflix) likes across the reactive comments shared.
With Netflix having full control and domain over the content shared on social, their fan-centric TOV is always at the core of their creative, copy and community management.