Snapchat’s Speech Recognition Lens is a Game-changer for Marketing and Advertising

Chloe Silverstein
Aug 31, 2018 · 2 min read

People of all ages use social media on a daily basis. Snapchat is a popular form of social media that features augmented reality lenses. Snapchat users enjoy using these lenses with either voice recognition or just to with a filter. The Forbes article, “Snapchat’s New Voice-Activated Lenses Point to A Wild Future For AR Advertising and Commerce,” by Jesse Damiani, discusses the growing and powerful effects AR lenses can have on businesses.

Damiani notes that the company Spectacles is using Snapchat’s AR to generate value. Spectacles claims that a good portion of their target demographic in the United States from ages 13 to 34 use Snapchat’s AR lenses.

In addition, audio platforms are on the rise and becoming very popular suggesting that users are enjoying the interactive element. Damiani suggests the possibility of being able to order something with your voice from amazon rather than with one click.

There are endless possibilities with speech recognition lenses. It would be wise for companies to integrate them into their marketing and advertising strategies. With the popularity of social media outlets and the trend of audio platforms, the way products are marketed and advertised could enter another level. AR lenses could provide a more efficient way of getting a company’s message across. When advertisements pop up on one’s computer, it is plausible that people are not likely to click on them. Perhaps, this is because these advertisements are missing an interactive element. Snapchat’s AR lenses are interactive and shareable. This can position the advertising and marketing of products to be less aggressive and more enjoyable.

Chloe Silverstein

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Creative junior at the Univeristy of Florida majoring in public relations. I enjoy hiking, fashion sustainability and yoga.