Snap creative kit snapchat theverge9/4/2023 ![]() As with anything, Snap likes to build slowly. Or add fun lenses to their video chats in the Squad app. Thanks to Camera Kit, users will be able to take pictures of themselves at a baseball game (if they're ever allowed in a stadium again) with an MLB lens, in the MLB Ballpark app. The new service allows developers to pull much of the Snapchat camera into their own apps - interface, lenses and all. The company is even redesigning Snapchat slightly, to make the app easier to navigate for new users.īut the most important announcement, the one that says the most about how Snap sees itself and its future, is called Camera Kit. ![]() There were new shows for Snapchat Discover, mini apps inside chat windows, and games you can play with your Bitmoji. On Wednesday, at the company's annual Partner Summit, Snap executives announced lots of new stuff for the app's 229 million daily active users (more in America than Twitter and TikTok combined, the company made sure to note). And the way they think Snapchat is going to win is by getting that camera in front of as many people as possible. But if you ask Snap executives? Snapchat is a camera. Some see Snapchat as a messaging service like WhatsApp or Signal, or a social media platform like Twitter or Facebook. This growth, if sustained, could be the tonic Snap has been looking for.The people who run Snapchat don't see the app the way others do. In April, the company announced the features of a Snap Kit API that would allow other companies to integrate not only Snap’s image software but also its ad platform into their products. The other has been the introduction of copycat products by Facebook and others. One of the core worries for investors that is pushing down share prices is that user numbers have remained low following outflows in 2018. It appears that the move from Snap suggests something of a resurgence in the company’s momentum, which has faced a rocky road ever since its IPO in 2017. This week, a police officer was arrested having attempted to hook up with a 16-year-old girl online, after a 20-year-old male college student using the gender-swap function reported him. Elsewhere, men have used the filter to create fake Tinder profiles, which have illuminated to some the aggressive behaviour women face on dating apps. Other headlines were less analytical: “ Snapchat’s new gender-swapping filter is hilarious”. Unsurprisingly, the filters have drawn criticism and scorn for being transphobic or promoting outdated ideas of gender. The new functions have created a raft of buzz and press, based on the rounding and softening of adult users’ features (the baby filter) or the squaring/softening of jawlines and the addition or subtraction of long hair in the gender-swap filters. The new gender-swap and toddler face functionalities sit among the lens options in the app, but only work once the user captures a stable, static image for the program to recognise. Snapchat, Snap Inc.’s flagship product, first introduced lenses in 2015, and have become a common part of the app experience ever since. In April, the app was downloaded 16.8 million times in May, that figure rocketed to 41.5 million. This constituted more than a doubling of monthly downloads. Over the next two weeks to the end of May, downloads dipped slightly but remained at over 10 million. ![]() The following week, downloads rocketed to over 12 million. That week, downloads pushed beyond six million. This is according to data from Sensor Tower, the mobile analytics company, via OneZero, Medium’s tech channel, which shows that prior to the 8 th May – launch day – weekly app downloads had hovered between the three and five million downloads mark. Following the release of the wildly popular gender-swap and baby filters, Snapchat, the photo sharing company saw weekly app downloads double, a sign that its user growth strategy through product innovation is working.
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