Technology
Augmented Authenticity: How Snapchat and AR Are Helping to Redefine Brand-Customer Relationship
By Talia Klopper
It’s not just the way that brands promote their products and services or communicate their value that has changed over the last decade, but also where they do it. Driven by both advancements in technology and continuously changing consumer behaviour, marketing has undergone a dramatic transformation – shifting to a more digitally connected environment.
In fact, 60% of marketing is projected to be digital by the end of 2024, with a 10% increase in digital marketing spend recorded just between 2023 and 2024.
One thing that remains unwavering and unchanged, however, is just how foundational building meaningful and authentic relationships with customers is to market your brand. A strong relationship with customers will always be paramount to any brand’s success as it forms the foundation of trust and loyalty between the two. Simply put – it doesn’t matter what you’re saying, or what the quality or relevance of your messaging is, if your customers don’t feel you’ve built an authentic connection with them they’re unlikely to even listen to what it is you have to say.
According to the latest marketing statistics from Linearity, 81% of consumers require trust in a brand before purchasing them, 90% say that brand loyalty is crucial to purchasing decisions, and around 59% of consumers prefer purchasing new products from brands they are already familiar with. Authentic brand-customer relationships engender empathy, understanding, and mutual respect which in turn leads to increased brand advocacy, repeat purchases and recommendations.
It’s clear that investing in authentic relationships enhances brand perception, ultimately driving sustainable business growth. But, relationships take time to build, and in a more digital environment where face-to-face meetings, facial expressions and first impressions have been replaced with photos, posts and video screens, it can be tricky to do so. And, while social media platforms offer brands a way to digitally represent themselves and communicate to customers, they’re also a communication vehicle that limits a brand’s ability to personalise that communication as you’re trying to speak to as wide an audience as possible.
Luckily, there’s one platform that offers a unique opportunity to engage with customers on a personal level and foster deeper and more authentic relationships through community building – Snapchat.
Unlike traditional social media platforms where interactions occur with a wide and varied audience, Snapchat offers a more intimate setting. Despite being long misunderstood as just another social media platform, Snapchat differentiates itself by enabling an environment of closeness and authenticity as users instead curate their friend list to whom their Snaps are shared, creating a network of individuals they know and trust. As such, tapping into this more personal space in an engaging and meaningful way could be key to enhancing customer experiences, personalising interactions, and deepening brand engagement.
Leveraging Snapchat’s most unique feature – Augmented Reality
Taking this sense of intimacy to the next level is Snapchat’s integration of Augmented Reality (AR) through a wide selection of lenses which users can play around with including AR facial filters, location-based overlays, countdown timers, quiz generators and so much more.
You might wonder how this capability can help a brand foster deeper connectivity and relationships with customers but just imagine the possibilities. Imagine a furniture store brand that builds an AR Lens that allows customers to see what a small selection of sale items might look like within their own space at home just by looking through the camera of their mobile phone, or, an optical retail chain enabling customers to try on different designs, styles and colours of glasses and sunglasses wherever they are and whenever they want.
By superimposing digital information onto the real world around you, placing virtual objects into the real world and turning it into a digital interface, this immersive technology is a powerful marketing tool that is already playing a key role in consumers’ perception of brands, confidence in the quality of a product, and their purchasing decisions.
A recent Snap Inc study, in collaboration with MAGNA Media Trials, found that AR represents an opportunity for brands to reach the right audience when it matters most. According to the study, consumers found AR ads to be 5% more informative than pre-roll ads and 6% more useful than pre-roll ads. Additionally, AR ads helped consumers feel closer to the brand, got them excited about the brand, and helped to establish positive opinions of the brand by leading consumers to think of the brand as more up-to-date. Interactive Entertainment AR Lenses in particular were observed to boost memorability by 9%, enabling consumers to see the brand as 9% more innovative and 8% more unique than brands who don’t use them.
Essentially, AR ads are helping to capture consumers’ attention. But, that’s not where the benefits of AR ends.
Transforming attention into action
While AR can play a significant role in captivating an audience, AR marketing can also translate directly into action. Whether this manifests itself in increased website traffic, app downloads, or boosting sales, brands can leverage Snapchat’s AR capabilities to achieve tangible business objectives.
The Snap Inc study found that not only are AR ads impactful throughout the branding funnel, but most importantly, they drive intent to take the next step in the purchasing journey. For example, Shoppable AR Lenses compel consumers at the end of their journey, driving search intent up by 8%, World Facing AR Lenses impacts those in the middle of the journey and results in an 8% higher purchase intent and 7% increase in brand relevance, and Front-Facing AR Lenses help lift brand image for those closer to purchase with a 5% higher lift in brand uniqueness and 4% lift in relevancy.
These immersive, engaging, memorable and shareable experiences are allowing users to engage with brands in ways that help not just build relationships but long-term relationships in an age where authenticity and engagement reign supreme. By creating personalised AR experiences on Snapchat, brands can transcend traditional marketing boundaries and reach their customers where they are.
So, it’s time for brands to pivot from only shouting into the void of social media and instead speak directly to their audience, with intention, in their language.
Talia Klopper is the Partner Director for Snapchat Sub-Saharan Africa at Aleph
By Aduragbemi Omiyale
One of Africa’s leading integrated payments and digital commerce companies, Interswitch, has expressed its commitment to promoting a vibrant digital ecosystem on the continent.
The Nigerian fintech firm reaffirmed this by supporting the recently concluded Google Developer Groups (GDG) DevFest Ibadan, Oyo State.
The flagship conference, which held at the Aweni Arena in Ibadan, brought together developers, tech enthusiasts, and industry leaders for a dynamic day of knowledge sharing, networking, and exploration of cutting-edge technologies, including artificial intelligence, machine learning, cloud computing, and mobile app development.
Now in its fifth edition, DevFest Ibadan has grown in scale and impact over the years, attracting thousands of attendees from across Oyo State and beyond.
Participants enjoyed a variety of engaging activities, including thought-provoking talks, hands-on workshops, and hackathons designed to inspire innovation and foster collaboration.
Interswitch said it threw its full weight behind this programme because of its unwavering commitment to advancing Nigeria’s technology landscape and nurturing the next generation of innovators.
“At Interswitch, we recognise the pivotal role developers and tech communities play in driving innovation across the continent.
“Sponsoring GDG DevFest Ibadan 2024 aligns perfectly with our mission to equip these communities with the tools, platforms, and opportunities they need to innovate, collaborate, and succeed.
“We are committed to promoting a vibrant ecosystem that accelerates Africa’s digital transformation while nurturing the next wave of innovators shaping the future of fintech in Nigeria and beyond,” the Divisional Head for Growth Marketing (Merchants and Ecosystems) at Interswitch, Mr Olawale Akanbi, said.
In her presentation, a Developer Ecosystem Executive at Interswitch, Ms Elizabeth Okaome, highlighted the company’s robust suite of Application Programming Interfaces (APIs) and their use cases, supported with live demos.
Cutting across payments integration, transfers, bill payments and airtime recharge, identity verification or lending services, Interswitch APIs equip developers with tools to enable secure and seamless online and offline payment acceptance).
Another highlight at the event was the introduction of the Quickteller Business Referral Programme, also known as the ‘5 for 5’ Initiative, which offers developers or any referrer an opportunity to earn 5% commission on Interswitch’s share of every transaction charge, for five whole years, while enabling businesses to thrive.
By Adedapo Adesanya
Nigerian will today, Friday, January 10, 2025, know what they will henceforth pay to make calls, send SMS, and browse the internet as telecommunication operators have received the approval of the Nigerian Communications Commission (NCC) to raise tariffs.
This will bring an end to the long-term tussle for a hike in tariffs, which telcos wanted to be at 100 per cent, but the Nigerian government rejected.
Industry sources have shared with the media that the new tariffs will be announced by the NCC on Friday.
on Wednesday, the Minister of Communications, Innovation, and Digital Economy, Mr Bosun Tijan, at a stakeholders’ meeting in Abuja, said the NCC would come up with modalities for tariff adjustment in the telecoms industry.
“We’ve look at a number of things in terms of how to ensure that can meaningfully contribute to the development of Nigeria.
“Some of those things include implementing the Executive Order around ensuring that we can protect infrastructure around telecoms, driving up significantly local content and importantly, ensuring the sustainability of the companies themselves that as we see inflation across the world that telecommunications companies, we don’t run them down but we allow them to continue to be sustainable so that they can contribute to our economy.
“You have seen over the past weeks that there has been agitation from some of these companies to increase tariffs, requesting for 100 per cent tariff increase. This is not something that as a government we will be able to subscribe to at the minute,” he stated.
Recently, the chief executive of MTN Nigeria, Mr Karl Toriola, said in an interview that although operators have put forward the 100 per cent suggestion, he doubts that the regulator, the Nigerian Communications Commission (NCC), would accept.
“Now, we’ve put forward requests of approximately 100 per cent and type increases to the regulators,” he said.
The operators have also said the sustainability of the telecommunications industry in Nigeria needs to be addressed, if not, it could negatively impact Nigeria’s economy.
Mr Toriola’s counterpart at Airtel, Mr Dinesh Balsingh, in an op-ed published by this newspaper said it was needed to acquiesce to the proposed tariff adjustments in order to ensure the long-term sustainability of the sector while unlocking significant benefits for Nigerian consumers.
“For over a decade, tariffs have remained static despite the dramatic increase in operating expenses, which have surged by over 300% in the last 18 to 24 months alone,” he wrote.
By Aduragbemi Omiyale
The prices of calls, data and others will not be increased by Mobile Network Operators (MNOs) in Nigeria by 100 per cent as being proposed, the federal government has assured citizens.
The Minister of Communications, Innovation and Digital Economy, Mr Bosun Tijani, after a meeting with the operators on Wednesday in Abuja, however, said Nigerians should expect to pay more for call and data services very soon to keep the operators afloat, especially due to rising cost of doing business in the country.
The telcos had asked the government for permission to increase tariffs by 100 per cent because the current rates were no longer sustainable.
The chief executives of two of the leading operators in Nigeria, MTN and Airtel, said they would want tariffs to be raised by 100 per cent to guarantee qualify service delivery.
Operators in the sector had warned that if the rates were not raised by the regulator, the Nigerian Communications Commission (NCC), they may begin to ration their services across the nation to remain in business.
“You have seen over the past weeks that some of these companies have been agitated to increase tariffs. They are requesting a 100 per cent tariff increase.
“But it will not be by 100 per cent; the NCC will soon come up with a clear directive on how we will go about it.
“We want to strike the balance as a government, to protect our people, but also protect and ensure that these companies can continue to invest significantly,” Mr Tijani said yesterday.
“As a country, over time, we have left these investments in the hands of the private sector. They typically invest where they can see returns in the short to medium term.
“We will not want this conversation to just be about tariff increase. What the world is talking about today is meaningful connectivity; people want to have access to quality service.
“A part of it that the consumers may not be aware of is the investment that needs to go into the infrastructure that is used to deliver these services,” he noted.
On his part, the Executive Vice-Chairman of the NCC, Mr Aminu Maida, said, “We have looked at all of these factors, and that is why, as the Minister said, it is not likely that we are going to approve a 100 per cent tariff increase.
“I know that Nigerians are agitated to hear the exact percentage approved. We are still going through some stakeholder engagements, but you will hear from us within a week or two.”
“We are moving away from the regime where you will have a main rate, then you will now have a bonus which is at a different rate.
“It makes it often complicated and difficult for Nigerians to actually understand what they are being charged for. There is this agitation that the MNOs are stealing our data,” he added.
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