LATEST DEVELOPMENT
Snapchat expands its AR-powered shopping capabilities to select creators, starting with Nicki Minaj's "Queen" album promotion and $25 necklace sales.
INDUSTRY TALK
"The Shoppable AR Lens feature, which appears in the Snapchat camera, is more accessible and engaging than creators' vanishing Stories."
DIGIDAY
BY THE NUMBERS
Platform metrics include:
188M daily active users (down from 191M)
70M+ people engaging with AR Lenses daily
3 minutes average AR Lens engagement time
$10-14 cost per 1,000 AR Lens plays for advertisers
Multiple top creators participating in commerce features
KEY PARTICIPANTS
Initial creator lineup includes:
Nicki Minaj (first Shoppable AR partner)
Kylie Jenner
Dolan Twins
Daquan
Cody Ko
David Dobrik
RIPNDIP
PLATFORM STRATEGY
New creator features include:
In-app purchase capabilities
Native commerce integration
Custom sticker packs
"Storytellers" brand-creator program
Snap Pixel purchase tracking
THE BOTTOM LINE
Despite years of advocacy, beauty brands continue exploiting Black creators' critiques for marketing redemption arcs rather than building inclusive products from the start.