The company said it assumes users will come to Snapchat to talk with their friends, but sees many other uses for cameras and AR that will happen outside Snapchat's walls. What Snap is attempting to do with Camera Kit is similar to Google putting a search bar into your browser, Amazon integrating Alexa into your sound system, or YouTube using embed codes to become the internet's default video player. From selfies to lip-sync videos to quickly disappearing stories to endless Zoom meetings, images are indeed becoming as core to communication as typing in a text box. Snap has said for years that the future of communication will unfold through the camera, which in the era of nonstop video chatting feels more true than ever.
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. The people who run Snapchat don't see the app the way others do.
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