Snapchat Says that Even Basic AR Executions Can Drive Audience Response

The use of AR is growing, with Snapchat reporting that over 250 million of its users – or 72% of its active user base – engage with AR elements in the app every day. As AR technology continues to evolve, so too do the ways in which it can be used for more creative, engaging applications, including promotions – and as more brands lean into these types of advanced activations, that then raises the bar for others to also follow suit. But creating AR isn’t as easy as, say, writing a blog post or creating a video clip. It takes technical knowledge, system know-how, it takes professional skill to create unique brand experiences in this more advanced medium. Right? Well, that’s not entirely correct. On Snapchat, one of the leaders in AR, you can create basic AR experiences, even branded ones, via its Lens Web Builder platform, which provides access to a range of 3D objects, animations, and templates to facilitate the creation of AR campaigns. There are more advanced options too, in Lens Studio, which does require more technical knowledge, but will produce a better, more customized, more unique result. But which is better – and do you need to go…
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