Snapchat Spectacles: The Ultimate Guide for Marketers

Have you heard of Spectacles? They‘re sunglasses with a built-in camera that sync with the Snapchat app to let you capture hands-free video from your perspective.

Launched in 2016, Spectacles marked Snapchat‘s first venture into hardware as a newly rebranded "camera company." It was a bold bet on the future of wearable tech, mobile storytelling, and immersive content.

Now in their third generation, Spectacles have evolved into a powerful creative tool for marketers looking to stand out in the crowded landscape of snackable video. In this ultimate guide, we‘ll dive deep into everything you need to know about Spectacles and how to incorporate them into your marketing strategy.

What Are Spectacles and How Do They Work?

On the surface, Spectacles look like a stylish pair of sunglasses with a camera built into the frame. Available in colors like black, coral, and mineral, they retail for $380 and come with a charging case.

Here‘s a rundown of the key specs for Spectacles 3, the latest edition:

  • Dual HD cameras to capture 3D, 60fps video and photos
  • 4 built-in mics for immersive audio
  • LED light to indicate recording status
  • Photos export in square format
  • Videos export in circle format (1642 x 1642 pixels) or widescreen format (1216 x 1216 pixels)
  • 4GB of storage for up to 100 videos or 1200 photos
  • Transfers to Memories section of Snapchat app via Bluetooth or WiFi
  • Compatible with iOS and Android

To start recording, just press the button on top of the frame. Spectacles will capture a 10-second video clip which automatically saves to your Memories. Press again to add 10 more seconds, up to 60 seconds total.

Once synced, you can edit your Spectacles Snaps with Snapchat‘s creative tools like filters, text, and stickers before posting to your Story, sending to friends, or saving to your Camera Roll to share elsewhere.

The Story Behind Spectacles‘ Unique Launch

Part of the initial allure of Spectacles was the secretive launch. Rather than selling them online or in stores, Snap dropped a limited number of Spectacles at a time via pop-up vending machines called Snapbots.

Snapbots would appear in random locations for just 24 hours, leading to long lines and campouts from diehard fans wanting to snag a pair. The first machine landed on Venice Beach, blocks from Snap‘s original HQ. Other locations included the Grand Canyon, the Rose Bowl, and even the London Eye.

According to Snap, this unorthodox retail strategy was a way to limit supply and build hype while gauging demand. It turned the act of buying Spectacles into an experience in itself, one that people eagerly shared on social media.

Spectacles vending machines also nodded to Snap‘s history, as the app originally launched with ephemeral photos that disappeared. "We‘re trying to make memories here, just like with Snapchat," said Snap CEO Evan Spiegel in a WSJ interview.

Spectacles and Snap‘s Evolution as a Camera Company

Spectacles represented a milestone in Snap‘s transition from a social networking app to a self-described camera company. The name change from Snapchat to Snap Inc. coincided with the launch of Spectacles, signaling a broader focus on hardware and mobile storytelling.

As Spiegel explained in a blog post: "We believe that reinventing the camera represents our greatest opportunity to improve the way people live and communicate…Our products empower people to express themselves, live in the moment, learn about the world, and have fun together."

Indeed, Spectacles make capturing video easier and more seamless than ever before – which leads to more content shared on Snapchat. More Snaps means more engaged users at a time when Snap faces stiff competition from copycats like Instagram Stories.

Roughly 3.5 billion Snaps are created every day, and over 60% of them are videos, per Snapchat‘s S-1 filing. The average user opens the app over 25 times per day. For Snap, getting more users to habitually create with Spectacles means keeping eyeballs glued to the app where it can serve ads.

While Spectacles are a small part of Snap‘s overall business, they demonstrate the company‘s innovation in mobile-first hardware and willingness to take creative risks. Spectacles‘ immersive video format also lends itself well to Snap‘s investments in AR and the ability to overlay digital graphics onto the real world.

Short-Form and Mobile Video Trends

The rise of Spectacles coincides with surging demand for short-form, vertical video optimized for mobile screens. Attention spans are shrinking and more people are consuming content on their phones while on the go.

Consider these stats:

  • Mobile video consumption increases by 100% every year (Insivia)
  • 78% of people watch online videos every week, and 55% view online videos every day (HubSpot)
  • By 2022, online videos will make up more than 82% of all consumer internet traffic (Cisco)
  • 54% of consumers want to see more video content from brands (HubSpot)
  • 73% of consumers say they‘ve been influenced by a brand‘s social media presence when making a purchase (Sprout Social)

Platforms like TikTok have further accelerated the shift to bite-sized entertainment, training users to expect fast-paced, lo-fi content that‘s easy to consume in quick hits. For brands, mastering short-form storytelling on mobile is now table stakes.

Spectacles tap into these macro trends around authentic, in-the-moment content. The first-person perspective feels raw and intimate compared to the glossy, staged photos that dominate Instagram. As a hands-free wearable, Spectacles allow the creator to stay present and capture memories as they unfold for more engaging, off-the-cuff videos.

How Brands Have Used Spectacles for Marketing

So how are brands actually incorporating Spectacles into their social media marketing? Here are some examples:

  • Marriott used Spectacles to give followers a behind-the-scenes look at its hotels and amenities from the POV of an employee. The circular video format made viewers feel like they were walking through properties themselves.

  • Sour Patch Kids became one of the first brands to use Spectacles when it took them on tour for a series of prank videos. The candies "borrowed" Spectacles from fans and recorded wacky adventures for the brand‘s Snapchat Story.

  • L‘Oreal Paris partnered with influencers to create Spectacles makeup tutorials and product demos, leveraging the unique POV style to engage beauty audiences in a new way.

  • The Florida Panthers NHL team equipped its mascot with Spectacles to capture hockey games and skits from a fun, fan-friendly perspective.

  • Hyatt used Spectacles to offer virtual property tours and destination tips from the eyes of an experienced traveler, tapping into the trend of aspirational #wanderlust content.

As these examples illustrate, Spectacles allow brands to create the kind of unfiltered, immersive content that resonates with Snapchat‘s audience. The key is to tell authentic stories and give viewers something new they can‘t see elsewhere.

Tips for Using Spectacles in Your Marketing

Now that you‘re caught up on Spectacles 101, let‘s dive into some practical tips for brands and marketers looking to experiment with them:

  1. Be human. Spectacles videos are all about authenticity and personality. Have a real person wear the glasses and aim to capture genuine, behind-the-scenes moments instead of overly staged content.

  2. Think in stories. String together multiple Spectacles clips to form a cohesive narrative that draws viewers in. Tease what‘s coming next to keep people hooked.

  3. Provide value. Use Spectacles to share interesting perspectives and backstage access your followers can‘t get elsewhere. How can you entertain, educate, or inspire them?

  4. Get creative with perspective. The hands-free nature of Spectacles provides an opportunity to play with unusual angles and first-person viewpoints. Try capturing extreme closeups or overhead shots to create striking visuals.

  5. Add polish in post. Take advantage of Snapchat‘s editing tools to give your Spectacles content a on-brand feel with filters, graphics, and calls to action. Just avoid going overboard and obscuring the rawness.

  6. Cross-promote. While Spectacles videos live natively on Snapchat, you can save them to your Camera Roll to resize for other social platforms. Tease Spectacles content on Instagram and Twitter to draw more eyeballs to your Snapchat.

  7. Make Spectacles their own thing. Give people a reason to follow you on Snapchat by creating exclusive content series just for Spectacles. Treat it as a distinct channel with its own themes and formats.

Of course, it‘s important to acknowledge the limitations of Spectacles. Not every marketer will have the budget to invest in a pricey piece of hardware with a singular use case. The content is also only viewable on Snapchat which has a narrower audience than other platforms.

There are also privacy concerns to consider, as the built-in camera can be recording without explicit notice aside from an external light. Always be mindful of consent and context when using Spectacles around other people.

Looking Ahead: What‘s Next for Spectacles

Snap continues to iterate on Spectacles with each new release. The latest third version added a second HD camera to capture depth, new 3D effects, and a lightweight steel frame design.

There are rumors that the next generation could include AR capabilities, which would be a game changer for brands looking to create immersive, interactive experiences. Imagine trying on a pair of virtual sunglasses or seeing a hotel room transform before your eyes.

Snap has already started experimenting with AR effects for Spectacles, like adding a dancing hot dog to your surroundings. As Snap builds out its Lens Studio for AR creation, the potential for branded Spectacles content grows.

Snap is also working on expanding the utility of Spectacles beyond Snapchat. The company recently announced a partnership with Live Nation to create a Spectacles-optimized AR experience at music festivals.

Down the line, it‘s not hard to imagine Snap opening up the camera software to third-party developers or integrating Spectacles content with other apps. The concept of circular video could easily apply to capturing moments on Instagram, TikTok, or even Snap‘s own Spotlight feed.

Key Takeaways

  • Spectacles are sunglasses with a built-in camera that sync HD photos and videos to your Snapchat Memories
  • They enable hands-free, circular video from a first-person perspective
  • Brands can use Spectacles to create engaging, behind-the-scenes content that humanizes their brand
  • Spectacles tap into the growing demand for short-form vertical video optimized for mobile viewing
  • Best practices include being authentic, thinking in stories, and getting creative with POV
  • The future of Spectacles could include AR capabilities and integration with more apps

Spectacles are just one example of how Snap is pushing the boundaries of mobile storytelling. As video continues to dominate social media, they offer a compelling way for brands to experiment with new formats and perspectives.

While not every campaign requires a pair of high-tech sunglasses, Spectacles demonstrate the importance of staying ahead of content trends and taking creative risks to capture attention. The key is understanding the strengths of each channel and tailoring your content accordingly.

Helpful Resources

Want to learn more about Spectacles and short-form video? Check out these guides:

The world of social media moves fast, but one thing is certain: Video is here to stay. As platforms like Snapchat continue to push the envelope with new formats and features, it opens up a wealth of opportunities for brands to tell fresh stories and engage audiences in exciting ways.

By staying plugged into the latest trends and best practices, you can set your brand up for success in the era of snackable content. Spectacles are just the beginning – who knows what kind of tech-enabled storytelling tools we‘ll see next.

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