Snapchat is rolling out shoppable lenses called Shoppable AR. Snapchat’s new Shoppable AR takes Sponsored Lenses one step further and allows businesses to sell products directly from a Snapchat filter. This new offering builds on the Sponsored Lenses service introduced in 2015, which let advertisers create branded filters, bringing product placements to selfies.
Now advertisers can close the loop and make a direct sale right within Snapchat via the new lenses. Shoppable AR lets the advertiser place an actionable button right on the lens where they can learn more about the product or make a purchase. Other options for the button includes a link to install an app or “long form” video. All of this occurs right within the Snapchat platform.
Like other Filters, the Shoppable AR options can be used simply to send a Snap to friends. The link isn’t saved inside any images snapped with the filter.
The feature is rolling out with a quartet of media partners to start. One of the first Lenses to roll out is a Clairol Color Crave filter that turns your hair different colors. Tapping on the Shop Now button takes Snapchatters to a Target page to buy the hair color. Adidas is also on board promoting their Deerupt running shoes, there’s an AR Candy Crush Game, and a promotion for Amy Schumer’s new comedy ‘I Feel Pretty’.
And the good news for advertisers is that there’s no price increase, so the additional features make it a no-brainer for advertisers already on board.
Snap reports that 70 million users engage with Lenses each day with an average of three minutes of play time each, according to the company. Branded lenses, in particular, perform well too, with users voluntarily playing with them on an average of 10-15 seconds. The company also recently rolled out updates to Lens studio, which lets users create their own AR Lenses for the platform.