This week, the highly anticipated sixth edition of the Snap Partner Summit (SPS) took place, revealing a series of updates to the platform, as well as new creative opportunities for Snapchatters, creators and businesses alike. The cutting edge features include a new profile design created to elevate the user experience; more tools to make content and build communities; and an enhanced AR Lens Studio to amplify creativity. With users in the GCC opening the platform on average 45 times per day, these enhancements are set to elevate the region's digital communication platform of choice.
Evan Spiegel, Snap’s CEO, took to the SPS stage to announce the game-changing updates, while other executives and external speakers shared demos and keynotes, explaining the transformative impact to both personal and business users. One of the most significant updates unveiled was the Snapchat platform makeover offering a simplified Snapchat. Currently being tested with groups around the world, the enhanced design organizes the app to be centered around what we use our phones for most: communication, taking pictures, and finding entertainment.
As pioneers in Augmented Reality (AR) technology, Snap’s rebuild of the Lens Studio will allow AR developers to build more robust, advanced AR experiences together. Snap is also making AR creation more approachable with Easy Lens, powered by AI the feature allows users to build Lenses in a matter of minutes, just by typing in what they want to create. With 80% of consumers desiring to use AR everyday in the MENA region, these updates will be pivotal for local brands looking to generate real relationships with their audiences. What’s more, a roll out of new GenAI Suite features in the Lens Studio will include tools such as Animation Blending, Body Morph, and Icon Generation, making it faster and easier to bring creativity to life.
Aligned with Snap’s regional direction to continue supporting the growth of creators, SPS also saw imperative updates to the platforms offering in this space. The new Profile Design allows both established and aspiring creators 16 and older to easily toggle between their personal and public accounts. Snapchatters can also pin their favourite Snaps to the top of their public profiles, and use replies to turn messages into a photo and video response, creating deeper engagement with fans.
SPS also saw the introduction of the fifth generation of Spectacles, the see-through, standalone AR glasses that allow users to experience immersive Lenses together, use MyAI, and extend Snapchat experience into three dimensions.