Once upon a time, it was difficult to go to any digital related event without someone talking about Google Glass. You’ll recall that not everyone was pleased…some cried privacy and others cried pounds. But, in the end, no one really had anything to worry about. Google Glass was a huge flop.
Strangely though, in recent times, we’ve seen brands (and people) pick up Snapchat Spectacles with cries of only cool. As both products offer the same concept – we have to wonder, why did Snapchat Spectacles succeed in a way that all of Google’s tech could not and how are brands leveraging this?
What are Spectacles?
The connected glasses record video that automatically save to your Snapchat memories – a feature in Snapchat that acts like storage for all your content. The Spectacles feature a camera with a 115-degree lens and works to mimic how humans actually see.
What are the primary differences of Google glass V Snapchat Spectacles?
Google glass began to retail at over $1,500 US dollars. Spectacles are available to buy for $125 US dollars. The lower price tag has encouraged brands to get amongst the inexpensive tool.
- Spectacles are silly
And so are we. We live in a world of (bizarrely) short attention spans and the need for fun, quick and quirky content. We want to provide this as individuals but we also want this from brands we associate ourselves with and we expect this from brands who dare to enter our Snapchat stories. Spectacles provide brands the opportunity to showcase content in a way that’s native to the Snapchat user and is by its own nature a little bit more fun.
Google Glass was not silly. They were serious robust tech that of course offered the user a huge range of experiences (not just recording) but in reality, who wanted to view their emails on their glasses? Apparently not very many people.
- Real wearable tech
In addition to mimicking how humans actually see, Spectacles also mimic how humans actually dress – a far cry from Google Glass (they looked almost alien). Spectacles are just like a heavy duty pair of shades and this makes them truly wearable tech.
How are brands using Snapchat spectacles?
Sour Patch Kids
My favourite example of the power of simplicity. Sour Patch Kids managed to capture their key target audience in a relatively straight forward baking demonstration. We see our hands within the spectacle content and this all of sudden feels like a navigation. It is a well-known phenomenon in VR that upon seeing our hands, we are suddenly transported to feel in the present time and space of the content we are viewing.
The hands, of course, aren’t ours but the feeling of familiarity of navigation takes the content to a new height of relatability. All of a sudden, the content becomes an experience.
The future of Spectacles
I think Spectacles will grow from strength to strength. Brands will begin to understand the power of relatability in VR and how to leverage this. It’s straightforward and cost efficient and we’re likely to see a lot more of fun, silly content as Snapchat continues on the road to owning VR and affordable tech.