A home screen has been our way to organize our devices. It can access the operating system, files, apps and more to make it easy to interact, whether it is a PC or a phone.
We have always thought of a home screen as organizing our software, essentially, for us.
Snapchat is changing that mindset dramatically. We are now realizing that our camera, which can chronicle our lives, can serve as the next home screen, since it can organize our insights for the day, help us improve our view of a scene due to augmented reality, learn faster from our peers what is hot or not and navigate it all in seconds. Snapchat is organizing the “software of life”…..better known as our experience.
It is one of the reasons why we took more snaps last year than all of the pictures taken by smartphones in the world. That’s more than one trillion snaps, in total.
Snaps help us learn and improve our experience. Photos are static, old school and nice to reference but not much more.
This is even more impressive (the one trillion snaps) when you realize that there are 187 million daily users of Snapchat, which means more than 3.9 billion people who are online do not use Snapchat. And yet the Snapchat community snaps more than the rest of the world all put together…a world with more than seven billion phones.
It makes sense when you think about the utility of Snapchat.
A Snapchat user is really creating a new photo album of their day every day. The average phone user is just taking an occasional photo when the mood hits them. The volume per user is night and day.
The Snapchat community is a power user community. They use three billion filters daily. Augmented reality is starting to help with the retail experience. Filters can be plain ‘ol fun. AR can help you decide what to buy or where to go.
This ability to navigate leads to tremendous trust mainly because the users are deciding what is relevant either on their own or via their peers. As an example, Nike shoes recently held an all-star game event for a new shoe launch. It was sold out (meaning the shoes) and over 60 percent of the participants shared their experience with their friends, all via Snapchat.
Let’s see. If we get 0.5% click through on email, we’re ok. If we get a few percentage points of action on any event, we’re smiling. Sixty percent of peers are sharing and recommending a new brand. That’s not even close.
This is why the camera really is becoming the new home screen. Its why most users create daily with their camera, spend 30 minutes or more and snap at least 20 times per day.
Snapchatters make quick decisions (2/3 of ad awareness lift is achieved in the first two seconds of a Snap ad) and they don’t hesitate to endorse a brand to friends, if it makes sense.
The impact on industry is wonderful. We have all talked about the need for agile content for years. Now it is really happening with speed.
Skippable ad units are the norm. Making one’s point quickly requires purposeful sound design, a single message and the ability to succeed or fail quickly.
Storytelling is changing, since participatory storytelling can drive deep engagement. Snap is now experimenting with long form content, meaning 5-6-minute stories for Gatorade, Nike and other brands. The click-through rate is high for a simple reason. It is engaging and it is aligned with how Snapchatters think. It turns out that if you make content fun and easy to access, we want more of it. Who would have known? 😊
Even simple things like ensuring you can watch all video vertically is important. Why make people flip their phone to watch? That extra half of a second is totally wasteful in this day and age.
In the future, augmented reality will make it possible for brands to “own a moment”, drive their audience to that moment and then link right to purchase via the new experiences offered. A great example is the recent BMW ad that shows a new car and when you swipe up, you see a 3D version of the car developed for the Snap audience.
Snap is changing how we view the camera.
Agencies are changing how they think of the creative experience.
Ecommerce is about to change with it.
The result is the camera really is the new home screen…..when used properly, it navigates our lives.