Snapchat is a social media platform that allows users to send photo and video messages that disappear after being viewed. Snapchat has become hugely popular, especially among younger users, thanks to its fun features like filters, lenses, and AR effects. One of Snapchat’s defining features is its use of augmented reality (AR) technology to create immersive effects and experiences.
What is AR technology?
Augmented reality (AR) is an interactive experience that blends the digital and physical worlds. AR technology enhances real-world environments by overlaying them with computer-generated input like graphics, audio, and touch feedback. AR allows virtual objects to be integrated into the real world in real-time. Some key characteristics of AR include:
- Combines real and virtual content
- Interactive in real time
- Registers real and virtual objects with each other
- Operates in 3D
AR is different from virtual reality in that VR completely immerses users in a simulated environment, while AR enhances the existing real-world environment. Popular examples of AR use include Snapchat lenses, Pokémon Go, Instagram filters, and furniture/clothing shopping apps.
How AR is used on Snapchat
Snapchat makes extensive use of AR technology through its lenses and world lenses features. Here are some of the key ways Snapchat utilizes AR:
Lenses
Snapchat lenses allow users to augment their faces or environments with interactive AR effects. Some examples include:
- Face filters that overlay virtual masks, makeup, hats, etc. on users’ faces
- “World lenses” like 3D Bitmojis that can be placed in real world scenes
- Sponsored lenses created in partnership with brands and movies
- Contextual lenses that react to the environment, like dogs tongues that hang out when you open your mouth
World Lenses
World lenses in Snapchat allow users to apply AR effects and virtual objects to the world around them. Examples include:
- Placing 3D animations and characters into real scenes
- Adding virtual graffiti, drawings, or stickers to physical spaces
- Viewing virtual location-based experiences at certain places
World lenses make use of the Snapchat camera to integrate AR objects into the actual environment being filmed.
Sponsored Lenses
Snapchat partners with brands, movies, TV shows, sports teams, and events to create sponsored AR lenses. These immersive branded lenses allow Snapchat to monetize its AR technology. Some examples include lenses for:
- Movie launches that transform users’ faces into characters
- Brand mascots that dance around or interact with users
- Athlete selfies that let users try on sports jerseys
- Product sampling experiences like virtual make-up trials
Sponsored lenses provide revenue for Snapchat while giving brands promotional opportunities through AR.
The technology behind Snapchat’s AR
Snapchat is able to power immersive AR experiences through sophisticated computer vision, machine learning, and augmented reality software development kits (SDKs). Here is an overview of Snapchat’s key AR technologies:
Lens Studio
Lens Studio is Snapchat’s desktop app that allows anyone to create their own AR lenses for Snapchat. Key features include:
- Face and world tracking tools
- Templates and 3D objects
- Facial segmentation and attachment points
- Visual effects and audio editing
Lens Studio opens up AR creation to brands, advertisers, and the general public.
SnapML
SnapML is Snapchat’s machine learning platform that powers intelligent AR capabilities by analyzing images and video. SnapML allows lenses to:
- Apply accurate facial tracking points
- Detect objects and scenes
- Respond to audio cues
- Deliver context-aware experiences
SnapML machine learning enhances the interactivity and contextual awareness of AR lenses.
Snap Camera Kit
The Snap Camera Kit API allows developers to access Snapchat’s AR platform. Key capabilities include:
- Surface tracking and understanding
- Environmental understanding
- Hand gesture analysis
- Avatar skeleton tracking
- Audio processing
The Camera Kit enables immersive AR apps to be built on top of Snapchat’s technology.
| AR Capability | Enabling Technology |
|---|---|
| Facial lenses and filters | Lens Studio, SnapML |
| World lenses | SnapML, Camera Kit |
| Contextual awareness | SnapML, Camera Kit |
| Hand and body tracking | Camera Kit |
The business impact of AR for Snapchat
Snapchat’s pioneering use of AR technology has produced significant business benefits:
Engagement
AR lenses increase engagement by giving Snapchat users entertaining new ways to interact and share. The average Snapchat user plays with lenses for over 3 minutes per day.
Revenue
Sponsored AR lenses represented over half of Snapchat’s advertising revenue in 2020. Brand partnerships around AR experiences are a key monetization channel.
Competitive advantage
Snapchat’s AR capabilities outpace competitors and attract younger demographics. This provides a competitive edge over other social apps.
Innovation
Continued AR innovation with new capabilities keeps Snapchat exciting and fuels ongoing usage. Snapchat is synonymous with AR.
Overall, AR has been strategically important for cementing Snapchat’s popularity and revenue growth. Snapchat’s AR expertise presents future opportunities in areas like ecommerce, gaming, education, and more.
The future of AR on Snapchat
Snapchat is investing heavily in advancing its AR technologies even further. Some potential innovations include:
More realistic AR
Improved object recognition, physics, lighting, and occlusion will make virtual objects blend even more seamlessly into real environments.
Shared experiences
Multiplayer AR experiences could allow groups of friends to interact with the same virtual objects at once.
Cross-platform AR
Snapchat’s SDKs could bring Snapchat AR to more third-party apps, games, and devices beyond mobile.
Expanded utility
Practical AR use cases may emerge, like educational content, medical visualizations, workspace collaboration, and enhanced shopping.
Smartglasses
Dedicated AR eyewear could make Snapchat’s AR lenses continuously accessible for an even more seamless experience.
Conclusion
In conclusion, augmented reality is deeply ingrained into Snapchat through features like lenses, world lenses, and sponsored lenses. Snapchat uses sophisticated computer vision and machine learning technology to power its immersive AR capabilities. This has helped drive strong engagement, revenue, innovation, and competitive differentiation for Snapchat. With continued AR development on Snapchat’s roadmap, users can expect more advanced, shared, cross-platform, and practical AR experiences in the future as the technology evolves.