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Snap's Spectacles 3 targets influencers rather than average consumers - Business Insider

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Unlike the first iteration, Snap's Spectacles 3 is being marketed as a tool for affluent creators and artists — not average consumers:

. The latest Spectacles cost $380 — a 150% increase over the previous iteration. To justify the price hike, Spectacles 3 will include new features, like 3D effects and augmented reality options for posts headed to Snapchat and a VR viewer. Unlike the first iteration, the product is being marketed as a tool for affluent creators and artists, not average consumers.Previous versions of Spectacles struggled to find a foothold in the general consumer market.

Snap expects the latest Spectacles to instead drive influencer engagement within the Snapchat platform, in line with the firm's current push into direct-to-consumer advertising. By marketing the product as a premium tool for creatives, Snap hopes to attract influencers and content creators interested in experimenting with cutting-edge production tools, like AR.

It's likely that a major motivator in attracting influencers to the platform is Snap's aggressive push around direct-to-consumer advertising: In recent months, Snap has pursued several strategies to attract DTC brands away from Instagram, including with the release of

 

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