Snapchat unveils AR and ML tools for brands and advertisers

Riding high on a 21% Q1 revenue increase and its investment in AI, Snapchat has unveiled a suite of new augmented reality (AR) and machine learning (ML) tools at the 2024 IAB NewFronts event to assist companies and marketers in reaching out to users through interactive experiences.

This move aims to solidify Snapchat's position as a leader in interactive advertising experiences.

Snapchat's new tools empower businesses to quickly transform their 2D product catalogues into immersive try-on AR experiences allowing them to engage customers in a whole new way.

According to the social media platform, brands can now create unique branded AR ads featuring custom face effects with simple text or image prompts. This generates a unique ML model that can add realistic face effects to a Lens injecting a layer of interactivity into their marketing campaigns.

Meanwhile, Snapchat is also introducing AR Extensions, allowing seamless integration of AR lenses and filters directly into the app's ad formats. Additionally, the platform is venturing into unconventional sports content, launching a dedicated channel featuring dog surfing, extreme ironing, and other unique sports.

Being an early adopter of AR technology, daily engagement with AR experiences on the platform surpasses over 300 million of its 700 million users, with a remarkable 85% year-over-year growth in participation from small and medium-sized businesses. This highlights the platform's effectiveness in reaching a dedicated audience actively seeking interactive experiences.

While Snapchat has been a social media mainstay, these advancements suggest a new era for the platform to potentially stand toe-to-toe with giants like Meta and Google in the evolving world of interactive advertising.