Snap also announced Scan tool updates that would come with more ways of using the Snap Camera to discover additional insights and help facilitate more direct actions based on what you see.

The Scan option on Snapchat was introduced two years ago, offering users another means through which to extract information using the app. And though it hasn't become an integral part of things, Snap has continued adding functionality to the tool over time, and people now more used to scanning barcodes as part of COVID-19 tracing, that's becoming more of a habit, thus making more scope for Snap's tools in this regard.

First, it de-centralizes the Scan function by moving it right to the main Camera screen of the app.

now, the Scan option is right at the middle of the lower function bar in the app.

As explained by Snap:

This update brings the Scan button front and center on the main Camera, making it easier than ever to find fun and helpful experiences in categories including fashion, food, plants and more."

That, hopefully will lead to a higher number of users trying out Scan and seeing what is available, and should grow adoption and usage.

Which plays a key role in this next update: Snap is also rolling out a new shopping experience, directly via Scan, which will provide specific product matches based on your scanned product image.
Like most social platforms, Snapchat has gradually moved into eCommerce and simplified more direct buying options within the app. In respect, Snap focused on making AR a priority by advancing its Try-On tools and digital sizing options, while it's also looking into making more digital clothing options available, like products for your Bitmoji characters.

That points to the rising interest in virtual items and the Metaverse concept, where your digital avatar increasingly will become a representation of yourself. That is another element that Snap's working toward, ensuring it remains in touch with that evolving concept, but more practically, the immediate value of its Scan updates will help to bridge better these two elements, and facilitate even more direct linkage between real buying concepts and virtual ones.

Snap users will, apart from that, be able to shop using pre-captured images using Scan, aside from new images taken within the app.

“People love to take screenshots of things they see online and come back to it later, and with Scan, we’re making that easier than ever. Just tap into your screenshots and use Scan technology to find and buy those outfits with shopping capabilities through Memories.”

Available today, this new Scan shopping elements are rolling out in both iOS and Android phases, with Shopping from Memories soon to follow this month.

Lastly, Snapchat is also launching Camera Shortcuts, a new feature to all users worldwide.
"Camera Shortcuts suggest camera modes, Lenses, and soundtracks relevant to what's seen through the Snapchat Camera. Today, Camera Shortcuts will begin rolling out to 100% of iOS users globally."

The add adds another method of tapping Snapchat's evolving detection tools to enhance your in-app use.

The innovation of Scan goes hand in hand with the trend towards AR, and overlaying digital content on your real-world view, and Snapchat notes that, eventually, its Scan elements will be integrated into a fully AR-enabled Spectacles experience.
“Through continued development of Scan, we’re building the next generation of personal computing around the consumer perspective, with information and entertainment immediately accessible as people connect with friends, discover the world, and get things done.”  

Snap’s working on that next stage for Spectacles, just as Facebook and others are developing their own AR wearable devices, which will move that interconnection between on and offline to another level entirely.

Scan is something of a precursor to that, and as observed, with the increased adoption of QR code scanning as one of the tracking measures to help curb COVID-19 infection, now is the right time for Snap to be making a bigger push on facilitating that device connection more than in times past.

These new additions give it more functionality, and more purpose for its Scan options, which makes it even a bigger element within the Snap experience.

And as this development continues, marketers should take note, and consider how the same functions can align with their promotional efforts.