One of the latest hypes in the digital sphere is Snapchat Spectacles. Their rollout via pop-up Snapbot vending machines across the US has been “a touch of marketing genius.” Marketers should take note of the launch, but more importantly, begin thinking about how Spectacles open content marketing to new possibilities.
Attention grabbing storytelling
Creative storytelling is a great way to cut through the noise and reach the typical time-poor, information overloaded user. Snapchat Spectacles taps the trends in digital storytelling in many ways.
Facebook 360 video and Google Cardboard are already out there driving the uptake of immersive content through Virtual Reality technologies. Experts have said Spectacles are paving the way for Augmented Reality.
Imagine playing Pokemon Go while wearing these glasses, or sponsored lens that are triggered when users record videos near event venues.
“We are at the cusp of a new era of storytelling in which the user is now the author.” Spectacles recognizes this shift, and gives users the ability to tell stories that link closer to the true emotional experience.
Because users record snaps literally like how they see it, stories are personal and in the first-person point of view. Commentators have said Spectacles are more like GoPro than Google Glasses (one of the biggest technology flops recently).
This first-person narrative can increase the authenticity of content, bringing brands closer to consumers. Some potential content pieces are user stories, staff stories or celebrities endorsement kind of stories.
Already in the market with real-time storytelling capabilities are Twitter Livestream, Facebook Live. Although having shorter video duration, Spectacles lends itself well to real-time content creation simply due to ease of access – a button press.
The video trend
Marketers want to create more video content over other content formats, if they are not bound by the factors listed in the graph below.
With convenient, easy, hands-free video recording of Spectacles, it seems marketers’ concerns could be solved.
Snapchat is among the social networks that are not yet widely adopted by brands. Their Spectacles launch may change that soon, which means now is the best time to get a head start.
For a while, Snapchat has popularised the vertical format and with Spectacles, they’ve introduced a circular format. When viewing snaps on mobile, users can toggle between portrait and landscape modes to see different perspectives.
Could Spectacles set a new standard for video content or style (i.e. YouTube unboxing videos, vlogging)?
Spectacles is a bold move that could help increase Snapchat’s user base, which in turn attracts advertisers.
Snapchat is the most popular social network among teens, who are interested in viewing videos and pictures rather than text-based media. In May 2016, Snapchat recorded ten billion video views daily, up by 8 billion year-on-year. That’s a lot of eyeballs for advertisers to consider.
Without custom lens or filters, there is no native advertising opportunities on Spectacles yet. But some early adopter brands who have been experimenting with Spectacles say working with influencers to create sponsored content is the way to go.
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