Brands use Snapchat lenses to cultivate user-generated advertising
Implications - 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.
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 Themes
1. Snapchat Lenses - Sponsored Lenses encourage user-generated content and generate high ROI on the platform.
2. Geofilters - Brands experimenting with Geofilters and sponsored lenses see a long-term investment in user and consumer engagement.
3. 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
1. Digital Marketing - The use of Snapchat Lenses and Geofilters provide opportunities to generate user-generated content and high ROI for brands.
2. Hospitality - The use of playful Geofilters allows hospitality groups to promote their loyalty programs and engage with guests on a digital platform.
3. Beauty - Beauty brands are innovating by applying augmented reality filters to encourage users to promote new products.
5 Featured, 24 Examples:
63,523 Total Clicks
Date Range:
Mar 16 — Jun 16
Trending:
Warm
Consumer Insight Topics:
