How Brands Can Use Snapchat's New Camera Features

Snapchat has reaffirmed its identity as a camera app with three new features: a magic eraser, emoji drawing, and limitless snaps.

The updated and more advanced array of tools almost resembles a ‘Photoshop: Generation Z edition’. It’s not the standard tools like ‘brightness’ or ‘contrast’ because it’s not about achieving picture perfection.


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Whilst it may be hard to take your eyes off the pen, check out the tools on the right hand side!


Instead, these tools enable both brands and Gen Z alike to tell a story quickly and effectively in the moment. The fact that it’s still inherently basic and easily accessible lends itself to the fun and carefree nature of the app.

Ultimately, bringing out these features enables people to spend more time using the app, editing in-house and to view Snapchat as a camera app, consistent with how the Snap parent company wishes to be seen.

In turn, brands are also given more creative room to showcase their Snaps in a way Gen Z can get on board with.

Magic Eraser Tool

Before:
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After:
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Pretty self explanatory.


The Emoji Drawing Tool

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Interesting choice of emoji's to paint with. You can toggle the sizes of the Emoji's too:

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Now you know how I truly feel about this Cactus ring.


The limitless snaps feature is essentially a copy of Instagram’s Boomerang tool. Users can put their videos on an endless loop, while photos can be made to appear for an unlimited time period, until the recipient decides to close them.

As a result, Snapchat has made itself more versatile for brands, while retaining the core feature of its identity – disappearing photos/videos.

This feature will benefit brands in various ways. First, it strengthens brand-consumer interaction: if a brand posts a story and selects no limit for certain photos or videos, their followers can then choose to engage for longer. This encourages a more active engagement on behalf of the user.

It also gives the brand subtle marketing power: they can manufacture how much attention their followers pay to certain Snaps, by selectively choosing Snaps to be no limit.

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For instance, for a Snapchat story about a new product launch, a brand can select both no limit for a Snap about pricing/special offers, as well as for a video showing the new product itself. In doing so, they can manufacture engagement of particular messages they want to emphasise.

By asserting itself as a camera app, in turn inherently differentiating it from Instagram, Snap is able to minimise the threat of competition from Instagram. This may be seen as an example of Blue Ocean Strategy, a theory put forward by W. Chan Kim and Renée Mauborgne in 2005.

Kim & Mauborgne argue that companies can succeed not by battling competitors, but rather by creating ″blue oceans″ of uncontested market space.

Time will only tell how Snapchat will continue to evolve and benefit brands, but pursuing this strategy could be its best bet.