15 Jul 2022
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Mike Boland
AWE Talks: Snap Doubles Down on its Platform Play
AWE USA 2022
Welcome back to AWE Talks, our series that revisits the most engaging content from AWE’s catalog of presentations and panel discussions. With a fresh batch of new content from AWE USA 2022, there's still plenty to dive into.
This week, we take a look at Snap's main stage address. Head of AR platform partnerships Sophia Dominguez walks us through Snap's latest moves to empower AR creation in Lens Studio. It's quite a list when brought together in one place.
See the summarized takeaways below, along with the full session video. Stay tuned for more video highlights each week and check out the full library on awe.live and AWE’s YouTube Channel.
– Snap's consumer AR dominance is well known... but its approach to get there is less exposed.
– Though it started with popular lenses created in-house, it's the platform play that let it really scale.
– Enter Lens Studio which crowdsources AR and lets Snap reach 6 billion daily lens engagements.
– This AR success is due to a constellation of moves to beef up Lens Studio and attract creators.
– For one, the platform's capabilities continue to improve, including ray tracing and realistic physics.
– It also goes beyond visuals, as its Sounds library brings audio dimension to lens creators' work.
– Better analytics now also empower creators to optimize lenses based on ongoing performance.
– On the back end, the Lens Cloud provides better performance such as multi-user and persistent lenses.
– The new "Dress Up" feature elevates shopping with entire outfit try-ons, versus single garments.
– All of the above is experienced on Snapchat Lenses, while Camera Kit spins out Lens capabilities for third parties.
– This will be powerful for brands that want to create lenses in their own apps and design environments.
– Spinning out lens capabilities for brands could also represent Snap AR's next growth inflection.
We'll pause there and cue the full video below, with several Lens Studio updates & features from Dominguez...
