Snapchat's AR Ambitions Take Flight | by Richard Yao | IPG Media Lab | Apr, 2022 | Medium

What Brands Need to Know from the 2022 Snap Partner Summit KeynoteImage: Snap Inc. via YouTubeOn Thursday, Snap Inc. kicked off the spring tech conference season with a live-streamed presentation. During the hour-long keynote, the company unveiled a new crop of creative tools on Snapchat, shared some impressive stats on its users, and launched the long-speculated consumer-facing camera drone. There are a lot of noteworthy things to unpack, but the key throughline across all of Snap’s announcements is the company’s unwavering commitment to its strategic plan of becoming the designated Augmented Reality (AR) platform for the next generation of creators.Here are the three ways in which Snapchat is working towards making its app and the Snap AR platform easier to use for developers, creators, and brand partners.Snapchat’s latest updates continued to position Snap AR as the most accessible AR creator platform. While Instagram reworked its app to jam in Reels in order to compete against TikTok on algorithmic, short-form video, Snapchat has been holding steadfast to its camera-first, Lens-focused user experience and putting its AR toolkit front and center. And this is a strategy that has been paying off — over 250,000 creators worldwide have built upwards of 2.5 million…
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