At its 2024 Partner Summit, Snapchat revealed significant updates, including the next iteration of its AR glasses, which it hopes will mark a major advancement for the company.

The summit also introduced various app updates that offer new considerations for your Snap marketing strategy.

To start, Snap is launching an updated user interface designed to streamline your engagement options within the app.

The updated Snapchat interface now places friends' stories at the top of your inbox (on the left screen), featuring Instagram-like story bubbles to highlight new content. Users can also access the Snap Map through a new shortcut button located in the lower middle of the screen.

When you swipe right from the camera, the app reveals a full-screen feed of recommended stories and Spotlight video clips, powered by AI recommendations tailored to your interests.

This shift aligns Snap with the broader social media trend initiated by TikTok, focusing on AI-driven recommendations to enhance engagement rather than relying solely on your following graph. Meta has noted significant increases in engagement on both Facebook and Instagram since implementing similar AI features, making it logical for Snap to adopt this approach.

Snap commented on the changes, stating, “With this new and simplified design, Snapchatters will have a more personal and relevant viewing experience. This update also has the potential to help our creators and publisher partners find new audiences across new surfaces, supporting our advertising business in the long term.”

This focus on increased engagement, ad opportunities, and content discovery could prove beneficial for the platform, especially considering that the number of creators posting publicly has more than tripled in the past year.

With Snap’s creator funding initiatives and the growing interest in Spotlight, user engagement has surged. To capitalize on this momentum, Snap is also allowing more users to create public-facing profiles alongside private ones, despite the inherent risks, to enhance its appeal to creators and broaden content reach.

Additionally, Snap is introducing a new “Snap Star Collab Studio” to facilitate brand and influencer partnerships.

As outlined by Snap:

Snap is enhancing its platform with several exciting features designed to improve user engagement and brand partnerships. Through its new "Snap Star Collab Studio," creators will have the ability to showcase their engagement and demographic data to brands. This will allow them to share this information directly with any advertiser on Snapchat, similar to the collaboration tools available on Instagram and TikTok.

In addition to fostering brand partnerships, Snap is improving its chat functionality. Users will soon see local time zone listings in-stream, making it easier to coordinate with friends across different regions. The app will also feature updated HD video calls and a new "Snap Mail" option, which allows users to leave a custom Snap for friends who don’t answer.

On the AR front, Snapchat is rolling out a new AI-powered Lens that shows users what they might look like in the future, further enhancing the app's interactive and fun elements. These updates not only aim to increase user engagement but also provide creators and brands with more tools to connect and collaborate effectively.

Absolutely! While these updates may not represent a groundbreaking shift in AI development, they are certainly geared toward enhancing user experience and engagement on Snapchat. The introduction of simplified AR creation tools in Lens Studio, particularly the “Easy Lens” feature that allows users to create Lenses based on text queries, is a user-friendly approach that can encourage more creativity among users.

Additionally, the AI-powered creator assistance will likely streamline the content creation process, making it more accessible for creators of all skill levels. This aligns with Snap’s focus on fostering a community of creators and enhancing the overall engagement within the app. By lowering the barriers to AR creation, Snap is positioning itself to attract even more users who are interested in exploring augmented reality in their everyday interactions.

Absolutely! This integration of generative AI into platforms like Snapchat not only democratizes AR and VR development but also significantly enhances user engagement. By allowing more people to create custom immersive experiences without needing advanced coding skills, Snap is tapping into a broader audience interested in digital content creation.

The updates to the Memories feature will likely provide users with more personalized and visually appealing ways to relive their past moments, further encouraging them to engage with the platform. Meanwhile, the enhancements to the My AI chatbot, with its new object recognition and translation capabilities, can make the app much more functional and user-friendly. 

Being able to interpret parking signs, translate menus, and identify plants adds practical value to the user experience, making Snapchat not just a social platform but also a useful tool in daily life. This combination of creativity and utility can strengthen user loyalty and attract new users, especially those looking for innovative ways to interact with the world around them.

Indeed, the integration of existing camera tools into Snap's AI features enhances the overall functionality without completely reinventing the wheel. It allows users to engage with familiar tools in new and exciting ways, likely increasing user satisfaction and retention. 

The addition of fun elements like Snap-yellow Crocs for Bitmoji also keeps the platform engaging and playful, appealing to its younger demographic. With 850 million monthly users, there's a significant audience that brands can tap into through creative marketing strategies.

The combination of AI enhancements, engaging content options, and a large user base positions Snapchat as a valuable platform for marketing efforts. Brands can leverage these features to create more interactive campaigns, connect with users in innovative ways, and ultimately drive engagement and conversions. Overall, it seems like a promising time for marketers to explore Snapchat's evolving landscape!