Snap is introducing Shoppable AR to its platform this week – a feature that allows advertisers to sell products directly through from their sponsored lenses.
In 2015, Snap launched Sponsored Lenses, allowing brands to create their own filters and have users on Snapchat interact with them. Now, Sponsored Lenses will be getting an upgrade, as users will soon will start being able to buy things directly from them. With a new feature – Shoppable AR – Snapchat allows advertisers to add call-to-action buttons to their lenses, taking users to a website to looks at, a product to buy, an app to install, or a video to watch.
Shoppable AR is launching with a few of Snap’s media partners for the time being – Clairol, Adidas, King (of Candy Crush fame), and STX. It is hoped that the new feature, when used correctly, will increase user engagement with brands and products on-platform, as well as and reduce friction from the buying, downloading, or watching something.
Around half of the app’s users engage with Lenses every day, so this feature is set to be quite popular with advertisers.