Category
Lifestyle
Assisted Choices
Trend cluster
Category
Selfie
Marketing
Brands use Snapchat lenses to cultivate user-generated advertising.
4.3
Trend score
Trend
What is the Selfie Marketing trend?
Selfie Marketing: As brands rush to the Snapchat platform and experiment with the service's various ad formats, many are opting to launch sponsored lenses that enable users to create and share branded selfies. In addition to highlighting the unique ability of the messaging platform to encourage user-generated content, this shift demonstrates the unique opportunity created by tapping into the consumer desire to share branded content as a representation of themselves in what can be considered a digitally evolved form of word-of-mouth.
Trend themes
Themes within the Selfie Marketing trend
Three behaviours holding the trend together01
Snapchat Lenses
Sponsored Lenses encourage user-generated content and generate high ROI on the platform.
02
Geofilters
Brands experimenting with Geofilters and sponsored lenses see a long-term investment in user and consumer engagement.
03
Augmented Reality Makeup
Beauty brands are applying augmented reality filters to promote new products, and creating cost-effective word-of-mouth digital marketing.
Industry implications
What the Selfie Marketing trend means for industry
Where the trend changes the playbookFor
Digital Marketing
The use of Snapchat Lenses and Geofilters provide opportunities to generate user-generated content and high ROI for brands.
For
Hospitality
The use of playful Geofilters allows hospitality groups to promote their loyalty programs and engage with guests on a digital platform.
For
Beauty
Beauty brands are innovating by applying augmented reality filters to encourage users to promote new products.
Workshop question
If your brand were to utilize Snapchat to connect with consumers, what type of lense would you create or what product would you feature?
Trend signals
Trend signals for Selfie Marketing
Trend score 4.3 out of 10, from popularity 69%, activity 53%, freshness 8%.
Popularity69%
Activity53%
Freshness8%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X
- Boomer (not a primary audience)
Market
North America
Europe
Asia-Pacific
South America
Africa
Evidence
Examples of the Selfie Marketing trend
5 featured examples from Mar 15 to Jun 6, 2016CategoryTech
Multi-Character Snapchat Lenses
The 20th Century Fox Snapchat Ads Let Users Picks from Nine X-Men
The use of sponsored lens ads and brand takeovers on Snapchat by 20th Century Fox showcases the potential for film studios to leverage immersive advertising experiences to promote…
CategoryWorld
Snapchat Rewards Program Filters
Hospitality Group Starwood Has Launched a Series of Geofilters
Hospitality industry can leverage Geofilter marketing on Snapchat to strengthen their loyalty programs and engage customers.
CategoryFashion
Beauty Brand Makeup Lenses
L'Oreal Ran a Sponsored Snapchat Lens That Applied Eyeliner to Users
Companies can leverage augmented reality and social media to produce more customized and engaging customer experiences and fill the need for personalized virtual beauty consultati…
CategoryLifestyle
Easter Egg Snapchat Lenses
Cadbury Creme Egg Unveiled a Sponsored Snapchat Lens in the UK
The Cadbury Creme Egg Snapchat collaboration highlights the potential for leveraging social media platforms to engage with consumers in the confectionery industry.
CategoryTech
Taco Mask Snapchat Lenses
The Cinco De Mayo Taco Bell Snapchat Lens Was a Huge Success
Fast food chains can use sponsored AR lenses to promote their menu items and engage younger demographics through playful and interactive experiences.
