Squad Screen Sharing Video App.

Squad

Earlier this month, Snap and the Social Screen Sharing App Squad announced a partnership for Snap’s Camera Kit, a new way for developers to add the Snap camera to their apps. This is one of the first times a third party has used the Snap’s Kit, which integrates the Snap lens carousel user experience, augmented reality creation and technology into the Squad camera.

“The Camera Kit is the culmination of nine years of innovation and investment in the Snap camera. Squad is among the first of our partners to incorporate this technology into their platform,” said Alston Cheek, director of platform partnerships for Snap, Inc. “We We’re excited to see how augmented reality enables the squad community to have fun and express themselves with friends. “

Squad Lenses with Snapchat Camera Kit

Squad Lenses with Snapchat Camera Kit

Squad

The partnership with Squad is a natural prerequisite for a first attempt to release the camera kit for the digital scene. Squad has become incredibly popular in the socially distant hell landscape of 2020. 3.2 million registered users log on to phones, tablets or desktops to watch TikToks or swipe through dating apps together. It’s an occasional upgrade from your typical Zoom happy hour, a place where you pair your evening white claw with a filter that you toss in the face of a friend while video chatting.

“We’re incredibly excited to bring lenses into Squad’s audio and video rooms,” said Esther Crawford, CEO and co-founder of Squad. “Snap’s Camera Kit platform provides our team and community with a suite of tools that can help bring AR experiences to life. This partnership opens up a new way of creating, sharing and expressing individuality while hanging out and watching videos together. “

The lenses Squad creates with the kit also appear on Snapchat, and, according to Crawford, act as a bridge for Snap’s users to spot Squad. Squad has already found that rooms with lenses on work three times longer than rooms without lenses. This is proof that user creative expression is a major factor in engagement.

Squad Lenses with Snapchat Camera Kit

Squad Lenses with Snapchat Camera Kit

Squad

Snap has slowly but surely been evolving its AR capabilities so advertisers can partner and create branded lenses, or creatives can use Lens Studio to create AR experiences that the company’s nearly 250 million global users can enjoy on a daily basis. It has developed some of the best augmented reality technology, and there are big plans for ways to add to that.

While most people consider Snapchat a social media platform, the company defines itself as a “camera company”. They’re starting to really embody that definition with the launch of the Camera Kit, announced at Snap Partner Summit in June.

“The company anticipates users will come to Snapchat to talk to their friends, but sees many other uses for cameras and AR that will take place outside the walls of Snapchat,” the minutes said. “Snap wants to power everything. It wants to be more than an app. it wants to embed itself in the infrastructure of the Internet. “

In addition to Squad, Snap’s Camera Kit integration with the MLB Ballpark app, Nike, Triller, Smule and Yubo will be shown.

If ever there was a time to start the AR revolution, it is now. As COVID-19 continues to keep people at home instead of socializing or even shopping in person, AR applications are on the rise across industries, from social media to retail.

Last week, Snap announced the winners of its 2020 Snap Kit Developer Challenge. The winners used Snap’s Kit to create apps like Learn It, which combines AR content with education to make it easier for students to visualize the curriculum, and Happy – with friends, an app that uses Snap’s Bitmojis to create an environment create in which friends share their good habits and motivate each other.

According to a spokesperson for Snap, the company is not yet taking revenue sharing for using its camera kit as it sees more value in integrating its camera and technology with more apps to create room for innovation with business models in AR. and consider potential revenue opportunities for Lens Studio developers. Launch and Enterprise Partners have the right to sell sponsored and premium lenses running on their apps through any model they choose to deploy.

Snap’s AR lenses have generally been a bit of fun and likely will continue to be. But with the Camera Kit, we see Snap’s commitment to not just entertainment but utilities as well.

“The past decade has brought smartphones into their pockets with an Internet-connected camera that enabled people to use cameras for everyday communication. Over 1.3 trillion snaps were created on Snapchat in 2019,” said Snap CEO Evan Spiegel at last year’s Q4 earnings call. “This decade promises to be another revolution in augmented reality camera use as people begin to experience the world around them through lenses that inspire creativity, provide real benefit, and understand context in ways never before was possible. “