Snapchat Spectacles: Implications for Brands and Influencers

Snapchat Spectacles: Implications for Brands and Influencers

November 21, 2016 4:51 pm

Snapchat spectacles;spectacles-centered-3

What are Snapchat Spectacles?

This is the question social media users will be asking in the coming days and weeks. Snapchat, the mobile app that lets you communicate with friends through videos and photos and allows you to view stories from all over the world, is branching out into hardware. Spectacles are a hands-free solution to shooting video at key moments giving the user (and viewer) a first person experience.

Spectacles are actual sunglasses and work surprisingly well for that purpose. They do an admirable job shielding the wearer’s eyes from UV rays–but, that is not the reason people will be spending $130 for a pair. They feature a plastic frame with a front-facing camera lens built into the top right corner and come with a case that also doubles as a charging dock. The benefit for Snapchat users is that it provides seamless integration with the Snapchat app.

So, how do the Snapchat Spectacles work? The glasses are simple to use. Pressing the record button allows you take a 10 second video, from a first person perspective.  During your sync with the Snapchat app, all your videos and photos will appear on your memories where you can post or share them with your audience. The spectacles can be used in many different situations without the wearer having to have their phone in hand. This allows the user to perform a wide range of activities without having to use two hands.

Snapchat’s Marketing Strategy

How can a consumer get their hands on these Spectacles? One of the things Snapchat has learned from Google and the Google Glass rollout, is to be selective and cautious. Snapchat decided against testing it by giving first access to tech bloggers. Their marketing efforts revolve around creating artificial scarcity, limiting the product to the public which has driven demand. The limited stock and locations where the product is sold has also created buzz and ownership exclusivity.

The cleverness of Snapchat’s marketing strategy also includes location spontaneity. Vending machines will pop up at a given location for only one day with a limited amount of product. The machines can appear anywhere (although they’ve only popped up in Los Angeles, Big Sur and Tulsa, so far).

The implications for Snapchat and their new product could be big. While widely known for their app, this new venture is a refreshing break from the norm. It’s a novel approach that seems to be receiving an enthusiastic reception from their target audience. Snapchat looks to capitalize on its position in the “moment sharing” space on social media.  And with news of an IPO afoot, keeping their name in the news with new technology is a smart play.

Implications for Brands and Influencers

With the unveiling of the new Snapchat hardware, there are several implications for brands and influencers in the social media space. Spectacles function much like instant live video (video streaming), with the bonus of offering a first person perspective. Brands will be able to use Spectacles to give their audience a first person POV of their products or services. They can also use them to provide a virtual tour of their stores. Brands can use these in conjunction with activation campaigns, to give their audiences an on-set view of what’s happening during an event. Using Spectacles will allow brands to give consumers a new, more personal dimension to branding.

This is a huge development for influencers as well.  Wearing Spectacles will allow influencers to share their activities at any point, at a moment’s notice from their own perspective. The audience can now experience an influencer’s daily life through their eyes. Influencers can create GoPro-style footage without a computer, and upload it as quickly as they would if they were using a phone.

Snapchat Spectacles is a clever way to experience moments from a first person perspective. It’s an exciting and innovative piece of hardware that will expand the scope of the social media experience for brands, influencers and everyday users.

For more information about Snapchat and how it can be used in influencer campaigns, contact Trending Family today!

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