Snapchat is launching a range of advertising and marketing tools to help beauty brands connect with their target audiences on the social media platform. At its recent Beauty Summit, Snap announced upcoming developments such as non-live beauty Lenses, makeup drops for Bitmoji, and the ad tool “Total Takeover.” It also revealed a partnership with NYX for an augmented reality experience called “Beauty Bestie,” as well as a feature that allows brands to target their messaging based on key search terms from conversations with the “My AI” messaging bot.
Snap believes that augmented reality has the potential to revolutionize the way people interact with the world and brands. Snap’s revenue for Q2 reached $1.068 billion, an increase of 14% year-over-year in daily active users to 397 million.
The new tools offered Snapchat include “post-capture filters” that allow users to apply special effects to photos they have already taken. Beauty brands can use these filters to create custom creative stickers and animated graphics for users to save or share.
Snapchat is also launching “Beauty Drops” for Bitmoji, allowing users to virtually try on branded makeup products. The first drop will be in partnership with e.l.f. Beauty.
Additionally, Snap is testing ways to share AI keywords from conversations with “My AI” to brands, enabling targeted marketing based on users’ interests and queries. This feature aims to make advertisement content more relevant and increase user engagement with ads.
These new tools aim to help Snapchat monetize attention and provide beauty brands with innovative ways to reach their target audiences on the platform.
Sources:
– “Snapchat Will Release Non-Live Beauty Lenses, Total Takeover Ad Tool and More” Adriana Lee, Modern Retail
– “Snapchat introduces post-capture filters, beauty drops and enhanced My AI ad targeting tools” Jacqueline Feldman, Insider Intelligence
