4 Ingenious Ways Snapchat Spectacles Have Changed Digital Marketing
In September 2016, Snapchat Spectacles launched what would become one of the most successful marketing campaigns of the year. They did what Google Glass could not do - bringing colorful smartglasses to the masses.
In the end, success didn’t come from the Spectacles themselves being cool or working well (although they are
cool, and they do
work well). Success came from the widespread willingness of millennials and marketing firms alike to wait over five hours in line in front of a large yellow vending machine. Digital marketing firms and businesses have already latched onto Snapchat’s advertising revolution. Esquire took consumers on a motorcycle ride
, with a first person experience riding down the streets of Venice Beach. L’Oréal brought a sense of presence to their viewers on Snapchat during the Golden Globes, with circular video capturing exclusive backstage experiences
Fast forward nine months, and the Snapchat Spectacles have found their way into online sales, onto consumers’ faces, and into the favor of marketing firms across the globe. Smartglasses are the secret weapon of the coming generation; a way to see the world from anyone’s perspective. For a product that has captured the interest of celebrities, teens (and their parents), bloggers, tech enthusiasts, and tech not-so-enthusiasts, Snapchat Spectacles have opened a door to an entirely new kind of content.
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What are the Spectacles really for?
Advertised as a toy rather than a tech breakthrough, Snapchat Spectacles capitalize on the genius of only having one function: giving people the power to create and share instant, 10-second, first-person video clips of the world around them. Built for fun and one function, Spectacles capture the craze of an entirely new form of sharing, selling, and marketing.
1. Make bolder statements, take bigger risks
Though camera glasses are brand new and can stump marketing agencies and brands, bold new advertising ideas will flow once you’ve adapted to the first-person perspective. Creativity can stagnate on social media platforms, and Snapchat is no different. The Spectacles offer a brand new way for business to connect to their followers, with endless possibilities for live streaming company announcements, offering an inside look usually hidden from the public, and interacting with followers through screenshots, shout-outs, and Snapchat stories.
2. Put a new kind of control into clients’ hands
Unlike other smartglasses, Snapchat Spectacles are fashionable, fun to use, and singularly functional. And unlike other wearable tech like fitness wristbands and activity trackers, the Spectacles are quick and easy content generators. Give clients creative ideas and let them run with it: share URL’s on Snapchat for followers to screenshot for future reference for example, or take advantage of the temporary nature of Snapchat’s 24-hour stories by creating a weekly live stream.
3. Give businesses presence, perspective, and personality
Snapchat Spectacles bring digital marketing firms the key to one thing that has always been elusive: personality. With the Spectacles, businesses can string together a story through 10-second blips of footage. They can share first-person perspective live, or as a GIF, or riddled with emojis like Sour Patch Kids did with their baking campaign
. Consumer marketers will find fun in the way an interview, 360-degree tour, or even company announcement can become a performance of its own in tiny video clips.
4. Gain the edge of likeability
The best part about the Spectacles? Snapchat has kept their own marketing light and fun, focusing on all the ways one can party with their new smartglasses and even encouraging people to poke fun
at the concept on Twitter. Party vibes are contagious, and they can make the transactional feel of a sale fly out the window. For your clients, their customers, and you, Snapchat Spectacles might be your boldest 21st
century strategy yet.
Take Advantage of Snapchat Spectacles Today!
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