Snapchat has become the social network of luxury. Despite being focused on a profile even younger than millennials (Generation Z), the platform has become the new meeting point for the most expensive, prestigious and exclusive brands.
Proof of this is the celebration of Crafted for Luxury, a summit dedicated to luxury in which Snapchat has underlined its intention to attract both brands and consumers of these products. It is not the first time that this social network has positioned itself in this sector. In fact, the major brands have long had profiles on Snapchat. And it is that this social network has something that everyone is looking for: the image.
SNAPCHAT IS THE SOCIAL NETWORK OF LUXURY … THANKS TO ITS CAMERA OF PHOTOS
One of the main features of Snapchat is its camera. In that it is not very different from Instagram, which has actually mimicked many of the functions of Snapchat. But the social network founded by Evan Spiegel, Bobby Murphy and Reggie Brown a decade ago has made the image its epicenter. In fact, if many people knew about Snapchat, it was precisely because of the filters that allowed them to disguise themselves in virtual format.
With the passage of time, the Snapchat camera has gotten smart. Now it is more of a camera for augmented reality, so that we can add objects to the environment in which we are. And that has been liked by luxury brands with a Snapchat profile, since they allow them to ‘try on’ the clothes and accessories they sell … and buy them directly without leaving the app.
“Augmented reality allows you to discover incredible products and virtual test experiences that are changing the way in which consumers interact with different brands, reducing friction and bringing products to life in front of your eyes,” they explain from the company, which is She became famous when she turned down the $ 3 billion Facebook offering in 2013 to buy it.
SHOWCASE OF TRENDS, FASHION AND LUXURY
The platform has long since left behind its model based on private chats and became a global showcase of trends. Its ‘Discover’ tab allows you to find influencers who wear the latest models of the main brands in the market, who compete to sponsor your publications. They know that well on Snapchat, and that is why they consider themselves a social network that “is created for brands and luxury.” They use augmented reality as the axis of this strategy, since “luxury is an experience in itself, from its content to sales spaces, through testing and purchasing the product,” they explain.
If something characterizes this strategy – and here is the secret – it is that anyone can be seen with a couture model or luxury accessories … thanks to augmented reality. Something that many people would not dare to do in the real world, since traditional luxury stores have an entry barrier that is difficult to overcome: they are seen as very exclusive spaces in which the personalized service does not help to browse to share it on networks .
BUY LUXURY FROM YOUR MOBILE WITH SNAPCHAT
If from the smartphone we can do the same, there are no limits, generating a desire for consumption in those users … who also have the possibility of buying the product just a click away. “With the experience that Augmented Reality offers we have the enormous opportunity to create emotional connections between our brands and our audience as we connect the physical and digital worlds,” Snapchat sources highlight.
Nobody knows the future of social networks, but it is clear that Snapchat has managed to find a new business model, moving away from the sexting that popularized the platform in its early days and becoming a showcase for high-level fashion and shopping. Not even Instagram has managed to get its Shopping off the ground, while TikTok has inherited the teenage audience that only wants to have fun. The digital world is always in transformation, and these movements help social networks to reposition themselves to continue in the market.
