Snapchat Reports Increased AR Usage, Hoping Advertisers Pile In
Sam primarily covers entertainment and media for dot.LA. Previously he was Marjorie Deane Fellow at The Economist, where he wrote for the business and finance sections of the print edition. He has also worked at the XPRIZE Foundation, U.S. Government Accountability Office, KCRW, and MLB Advanced Media (now Disney Streaming Services). He holds an MBA from UCLA Anderson, an MPP from UCLA Luskin and a BA in History from University of Michigan. Email him at samblake@dot.LA and find him on Twitter @hisamblake
Snapchat released new data Thursday showing that users are increasingly engaging with the social media company's augmented reality (AR) features.
Snapchat lenses enable users to overlay their pictures and videos with a variety of filters, such as a pair of sunglasses and an aspirational beard
Some 218 million people use Snapchat every day, according to company representatives. And 75% of them use the Santa Monica-based firm's AR, key to which is its Lens functionality. Lenses enable users to overlay their pictures and videos with a variety of filters, such as a pair of sunglasses and an aspirational beard. Today's figures claim a 37% monthly increase from February to March in users sending messages with a Lens.
Snapchat also reported Thursday an 18% increase in time spent playing with Sponsored Lenses, and a 22% rise in their "swipe up rate," meaning users who engage with the Lens — and the sponsor — when they see a friend using it.
Why Sponsor a Lens?
Snapchat reaches more 13-24 year olds than Facebook or Instagram in the U.S., Canada, U.K., France and Australia, according to the company. Those Gen Z'ers reportedly spend an average of 30 minutes on the app each day.
One Snapchat employee told dot.LA that users also tend to use the app with a higher daily frequency compared to other social media platforms.
"If you're a marketer, you want to be able to reach people at the right time," said the source, who was not authorized to speak on the record. "So theoretically it's good (for Snapchat) to have a lot of sessions."
Snapchat's history as a messaging-first app, suggested the source, also theoretically provides sponsors unique opportunities for word-of-mouth advertising between friends. Messaging from friend to friend recently reached an all-time high, the company has reported. Calls, which can use lenses, made on Snapchat are up 50% from the end of February to the end of March.
Yet these times have been unkind to the share price, which trades under parent company Snap Inc. The past-year high was $19, in January, before tumbling to $9 in mid-March. Shares currently trade around $13. Founded in 2011, Snap went public in March 2017 at $17 per share. That same month the share price reached an all-time high of more than $27.
One downside of being a Generation Z platform, suggested the Snapchat employee, is that many investors and advertisers may be less familiar with the app's features and therefore unsure of how to value the platform.
Hoping to boost advertising, Snapchat included in today's post five marketing tips for companies using Sponsored Lenses.
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SpaceX launched two NASA astronauts to the International Space Station today, becoming the first company to send humans to orbit on a commercial spaceship.
The Falcon 9 rocket's liftoff from NASA's Kennedy Space Center in Florida at 3:22 p.m. ET (12:22 p.m. PT) marked a feat that America hadn't been able to perform since NASA retired its space shuttles in 2011: launching American astronauts on an American rocket from American soil.
Lots happened in the L.A. tech and startup community this week. In a rundown of the top headlines, Chief Host and Correspondent Kelly O'Grady takes you through the key stories:
- President Trump's Executive Social Media Order Could Mean Trouble for Snap, TikTok
- Startups: Furniture Rental Servie Fernish Raises $10M Series A, Bird Could Thrive Post-COVID
- Media: HBO Max Launches, Esports Giant FaZe Clan Plans Expansion
- dot.LA Convenes -- Challenges Women Face with Confidence in a Virtual World
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- Los Angeles Tech and Startup Week in Review - dot.LA ›
- Catch Up With This Week's Startup News in Our Weekly Video Recap ›
Coronavirus Updates: Netflix Buys Egyptian Theatre for Post-Pandemic Premiers; TrueCar Lays Off Staff
Here are the latest headlines regarding how the novel coronavirus is impacting the Los Angeles startup and tech communities. Sign up for our newsletter and follow dot.LA on Twitter for the latest updates.
- Facing twin threats, TrueCar lays off 40 percent of staff
- Netflix buys Hollywood's Egyptian Theatre to stage post-pandemic events, movie premieres
Facing twin threats, TrueCar lays off 40 percent of staff<img lazy-loadable="true" src="https://assets.rebelmouse.io/eyJhbGciOiJIUzI1NiIsInR5cCI6IkpXVCJ9.eyJpbWFnZSI6Imh0dHBzOi8vYXNzZXRzLnJibC5tcy8yMjgzMzYzNi9vcmlnaW4uanBnIiwiZXhwaXJlc19hdCI6MTYxMzg5MjUyMX0.Wx6LVxNhx4WbcMFiQkuylQLs5AO2G-_4iQtc61SrdRQ/img.jpg?width=980" id="dc12e" class="rm-shortcode" data-rm-shortcode-id="f06205606520be18d44ae28069fd271e" data-rm-shortcode-name="rebelmouse-image" /><p>Santa-Monice based TrueCar laid off 219 employees Thursday, which represents 40 percent of its workforce. The cuts are partly a reaction to Covid-19 and fewer people buying cars. They are also a response to the loss of a crucial partnership with USAA that expires at the end of September. That deal accounted for 29% of cars sold last year. </p><p>The cuts will save TrueCar $35 million a year, according to an analyst note from JMP Securities. </p><p>While TrueCar would seem to benefit from car shoppers wanting to have less face-to-face contact at dealerships, the company is not immune from the large pressures the industry is facing. With that said, auto sales have bounced back more quickly than analysts anticipated. </p><p>"With website traffic and purchase intent returning to pre-COVID-19 levels for the last two weeks of April and these trends continuing into May (and likely June), auto's recovery has surprised us," wrote Andrew Boone, vice-president at JMP Securities. </p>
Netflix buys Hollywood's Egyptian Theatre to stage post-pandemic events, movie premieres<img lazy-loadable="true" src="https://dot.la/media-library/eyJhbGciOiJIUzI1NiIsInR5cCI6IkpXVCJ9.eyJpbWFnZSI6Imh0dHBzOi8vYXNzZXRzLnJibC5tcy8yMzM1NDU2NS9vcmlnaW4uanBnIiwiZXhwaXJlc19hdCI6MTYwMDAzNzAxMn0.5nzkeqvFWx6-IduqjB4jCvwwfc9n2uLSieXjpOj7i-E/image.jpg?width=980" id="e09dd" class="rm-shortcode" data-rm-shortcode-id="d367203996d299149d47684f5b2122e1" data-rm-shortcode-name="rebelmouse-image" />
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