Snapchat is differentiating itself from other social media platforms. Using augmented reality, Snapchat allows its users to virtually try on products such as shoes. This service and technology itself are not surprising. Amazon has launched virtual fitting rooms and there are virtual dressing room apps out there. What's interesting to think about is why Snapchat, a messaging app with 249 million daily active users worldwide in Q3 2020, decided to integrate this service to their app. An increase in ad revenue could be a reason, but I think Snapchat ponders what people want to communicate and why. By showing friends how they look with new shoes or new nail arts, the users could feel like they are shopping with their friends. It's also fun to share your new possible looks with friends. Virtual try-on becomes exciting thanks to messaging and vice versa.
Snapchat has also added Snap Map, which shows friends and some businesses around the users. It may not be as powerful as Google Map, but that doesn't matter because competing with Google Map is not Snapchat's goal. Locations available in Snap Map help people easily meet, schedule gatherings, and share experiences about places.
Last year, I read an insightful article titled "What comes after Zoom?" which suggested that companies should ask why people are using their products. The author mentioned Snapchat as a good example. "When Snap launched, there were already infinite ways to share images, but Snap asked a bunch of weird questions that no-one had really asked before. Why do you have to press the camera button - why doesn’t the app open in the camera? Why are you saving your messages - isn’t that like saving all your phone calls? Fundamentally, Snap asked ‘why, exactly, are you sending a picture? What is the underlying social purpose?’ You’re not really sending someone a sheet of pixels - you’re communicating."
Snapchat continues to ask that fundamental question.