Snapchat is dedicated to playing a leading role in evolving AR content creation, says Srivatsan Jayasankar

New Delhi: Platforms like Snapchat are carving a niche for spontaneous interactions and genuine expression by amalgamating AR with user-generated content. It offers user-friendly tools and resources, empowering anyone to become an AR creator.

“It's all about self-expression,” said Srivatsan Jayasankar, Head of AR and Partnerships at Snap Inc. “Our platform prioritises user-generated content, enabling individuals to design and share AR lenses that reflect their creativity and unique perspectives.” This focus on inclusivity fosters a vibrant and diverse AR ecosystem on Snapchat, with a vast array of lenses catering to various interests and cultural backgrounds.

Recognising that not everyone has extensive coding experience, Snapchat has integrated a Generative AI (Gen AI) suite into its Lens Studio platform. This innovative tool empowers users to design and develop AR lenses with minimal coding knowledge.

“The Gen AI suite allows users to leverage AI-powered features to create engaging AR experiences,” said Jayasankar. “This integration significantly lowers the barrier to entry and opens the door for a wider range of individuals to participate in the AR content creation process.”

Snapchat is a major player in the AR content creation space, but it's not the only one.  Facebook and Instagram, for example, offer Spark AR Studio, a user-friendly platform that allows users to create AR filters and effects for their platforms.  

Similarly, TikTok has jumped into the AR game with its Effect House tool, empowering creators to design custom effects for their short-form videos.  

These platforms, along with Snapchat, are all vying for a piece of the AR content creation pie, recognising the immense potential it holds for user engagement and content differentiation.

The possibilities extend beyond individual creators. AR presents exciting opportunities for brands to engage with audiences. Brands can leverage the platform's AR capabilities to develop interactive marketing campaigns and product demonstrations.

“There are two main categories of AR content on Snapchat - brand content and community content,” clarified Jayasankar. “Brands can create sponsored AR lenses that appear within the designated AR tab on the platform.” These branded lenses can be strategically positioned through auctions or purchased placements within the AR carousel, maximising their reach and user engagement.

“We are constantly exploring new ways to empower creators and enhance the AR experience for users,” said Jayasankar. “The future of AR content creation is bright, and Snapchat is dedicated to playing a leading role in its evolution.”

Why AR could be a boon for content creation

The rise of AR content creation presents several exciting opportunities for the industry as a whole:

• Enhanced user engagement: AR experiences are inherently interactive and can grab users' attention like nothing else. Imagine trying on makeup virtually before buying it, or seeing how a new piece of furniture would look in your living room. AR allows users to actively participate in content, leading to a more engaging and memorable experience.
• Democratisation of content creation: The user-friendly creation tools offered by various platforms are lowering the barrier to entry for AR content creation. This empowers anyone, regardless of technical expertise, to become an AR creator, fostering a more diverse and creative content landscape.
• Innovative marketing opportunities: Brands can leverage AR to create interactive marketing campaigns and product demonstrations. Imagine showcasing a new car model right in your driveway, or virtually trying on a new pair of shoes. AR allows brands to connect with consumers in innovative ways and create a more impactful brand experience.
• Revolutionising education and training: AR can be a powerful tool for education and training. Imagine learning about historical events through interactive AR experiences, or practicing surgical procedures with the help of AR simulations. The possibilities for learning and development are vast.

As AR technology continues to evolve and user adoption expands, the potential applications are limitless. The ability to seamlessly blend the digital and physical worlds opens doors for more creative content formats, innovative marketing strategies, and even advancements in education and training.