So now there are new feature updates for Snapchat+ users which includes new generative AI elements, Bitmoji clothing and new options for helping spark further engagement. It has added two new generative AI features in custom stickers which are based on message text and movie poster simulations.
So the custom stickers are based on whatever you type so in case you write let’s eat food, the tool would generate an AI image which would match the typed message. Snapchat has also added a generative AI movie poster option which would enable you to imagine yourself in a variety of generic movie styles.
It has also added a new feature called Snap Modes which is looking to add more tone customization and add fun to way you would Snap with family and friends. Another feature which is getting rolled out is non-replayable Snap option and with more features coming soon, all this could provide several ways for enhancing engagement through gamified messaging which would add more fun to the entire process. Snapchat+ subscribers would be getting access to new app theme option which includes seasonal backgrounds and buttons. The alternative theme makes the app look more happening with new color palettes and presentation styles.
Snapchat+ users would be able to choose from selection of preset color themes and transforming the look and feel of Snapchat across every tab. Snapchat has also been rolling out Bitmoji reactions in chats and in case you are a paying user, one would be having all new ways for using Bitmoji character for quickly responding to comments in-stream.
In case of non-paying users, Snapchat has got an updated selection of holiday themed Lenses which includes a new AI generated Ugly Sweater generator. Snapchat+ subscribers can now keep their Stories active up to a week.
AI generated experience are having a greater role to play in our everyday lives and has been providing capacity for engaging and interacting with digital platforms in exciting ways. One of the examples is Snapchat lenses where the company has been developing AI based formats for its interactive experiences which have been helping in grabbing attention and boosting brand content interaction. But is it worth the investment?
For getting a better understanding of its impact on the latest AI based experiences in marketing, Snapchat partnered with eye square and PMG on a new study which incorporated responses from more than 14,800 respondents across 7 markets with data showing AI having a major impact. Gen AI video ads and Gen AI AR Lenses showed higher rate of audience engagement.
Snapchat Lenses have seen more interest and engagement overtime with the use of AI which makes them widely available to more businesses. It has been working on different ways for making its Lenses more accessible through AI and the results have shown that these systematically created Lenses have been effective in grabbing attention.
Users tend to accept more of AI when they are informed about such thing up front and it reduces the feeling that brand is trying to dupe them with AI generated fakes.
People don’t like AI generated humans in ads which relates to the feeling of being tricked by AI content. Data also shows that people love personalized experiences which is powered by AI. Overall there has been general acceptance of AI elements but people have concerns regarding creatives uses of AI in certain contexts. It could help in effective ways for incorporating AI in your social marketing plan.
Users would be willing to accept the use of AI in ads when it has been disclosed in a transparent manner and a number of social media users believe that Gen AI content should be marked as such.
