As digital increased considerably the need to differentiate from others, companies are doing their best to innovate and attract attention from people. Playing on the « fun » aspect is one strategy that seems to work for Snapchat particularly. According to Thea Glassman in his article « Snapchat's New Filters Recognize What's In Your Photo & Where Do We Sign Up » published on Elite Daily, the future is really promising.
The article explains the new Snapchat feature released this month, which consists of analyzing the picture you took to propose suggestions. As Thea Glassman illustrates it : « Snapping a picture of a glorious feast you just prepared? You can now automatically add a banner that reads "what diet?" ».
This analysis of the new feature shows well the ambition of brands to be competitive in terms of innovation, as the author suggested it « It kind of seems like Facebook, Instagram, and Snapchat are all in a battle for who has the newest, most advanced, most technologically cool features out there. » Be at the state-of-the-art ? Yes ! But not only, companies also have to follow the crowd : faced to the success of Snapchat stories, Facebook adapted and now offer this feature, as Instagram, owned by Facebook.
Even if for the user, these new improvements could seem unnecessary regarding the current success of Snapchat : « as of July 2017, Instagram has 250 million daily users for Stories, while Snapchat has 166 million daily active users, according to CNN Money » these features hide the new ambition of becoming an attractive place for advertising. After all, the main source of revenue of Google comes from advertising with Analytics.
When the application detects the subject of the snap, brands ads related to the subject could appears. If you don’t have dog, you don’t want to see ads related to this topic which will be irrelevant, and thanks to this object-recognition patent, Snapchat will be able to allow brands detect that they target the good customers. If data was recorded, Snapchat would even be able to segment their users : two snaps of junk food in a week ? You could be interested to know that Burger King has a special offer today…
Innovation from companies brings a lot of changes in our society and Snapchat is totally in this approach. Their implements of new functionalities thanks to startup acquisitions create a dynamic which encourages companies of this industry to put R&D as a priority. There are always pros and cons for innovation and in the case of Snapchat, we can wonder until where they will go into our intimacy. With Snap Map they already know where we are precisely in a city thanks to the acquisition of Zenly, now they can be aware of what we eat, and I guess they will be able to determine a lot of things : athletic, in a relationship, traveller ? As Thea Glassman mentioned it as a conclusion of his article, "literally anything is possible at this point ».
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