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Srivatsan Jayasankar
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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:
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.