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Snapchat's New Filters Recognize Food, Pets, and More

28 November 2017

This story was delivered to BI Intelligence "Digital Media Briefing" subscribers.

Snapchat has reportedly unveiled a new feature over the weekend which can recognise food, concerts, pets, beaches and sports.

Snapchat is rolling out a new feature to its iOS and Android apps that provides contextual suggested effects for your photos based on what's in them.

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The contextually relevant filters and stickers automatically appear in the filter carousel - which you can browse by swiping left or right - when you take a photo Snap of something that falls into one of several categories, reports Mashable. Users can also search for specific snaps or objects that appear in their Memories, or snaps that are saved in-app. This hints at a possible revenue generation for the company where brands can pay to sponsor filters. For example, a filter for coffee can be with a text of "Nescafe" so just like this many people can choose Snapchat for branding and advertisement. Snap could also use image-recognition filters to help drive foot traffic to local businesses. The filters aim to give the company a bit of a push in its competition against Instagram, at least for now. This could incentivize visits and boost sales for local businesses.

The 27-year-old CEO said there was a "strong likelihood" the redesign would be disruptive in the short term but said Snap was willing to take the risk for long-term gain. Users create over 3.5 billion snaps per day on the platform. So the sky's the limit as far as revenue potential for Snapchat. It's good to see that Snapchat has incorporated this technology for users. Additionally, in Q3 2017, the average price for a Snapchat ad decreased 60% YoY and 20% from the previous quarter.

Snapchat's New Filters Recognize Food, Pets, and More