Snapchat is closer to making its camera a visual search engine by placing its Scan feature in the forefront.
Scan was launched two years ago. It analyzes what the camera sees, and recommends actions.
A scan of a person's body can bring up suggestions for full-body lens options. App partnerships allow you to scan a plant or a wine bottle to reveal details about the object. You can now shop for clothing items starting Thursday
Snapchat is steadily improving its Scan capabilities. However, you have to be familiar with them in order to use the feature. Just like how users activated face lenses, scanning involved pressing and holding the object in the camera screen. Snapchat now places the Scan button directly underneath the camera button.
Via Giphy
You can pull up a menu at the bottom of your screen when you scan. Imagine scanning a dog. You will see suggestions for how to play with the photo or AR image, options to find out more about the dog and other things that you can do with Scan.
Shortcuts is the first menu result. This new feature takes you to a screen that offers multiple lenses and multi-media options. A shortcut allows you to transform your dog into a cartoon by using a combination lens and effects when scanning it. Although shortcuts can include multiple AR effects, the Scan Menu also offers suggested lenses based upon what your camera is seeing.
The Scan menu then shows you the actions that can be taken to identify the object. Snap has partnered up with many identification apps like Shazam, PlantSnap and Dog Scanner. These apps provide information about where your camera is focusing or what song you are listening to. Snapchat has added more partnerships over time, so these app integrations will not be visible if the object falls within one of these categories.
Dog Scanner doesn't always identify the correct breed. It thinks my 100-pound mutt is a Shiba Inu. The product scanner didn't recognize a common over-the-counter painkiller when I pointed it at it.
There's also a menu section called "Discover More with Scan", which lists additional things you can do using Scan, such as "identify product." Snap claims that users will soon be able scan photos from their camera roll as well as from the live view.
Snapchat offers me many options when I "scan my dog". Credit: Snapshot A variety of Scan capabilities. Snapchat
Snap could easily monetize Scan. As Google does, why don't brands be able to pay for prominent placement of visual search results (ad-labeled). What if Snap takes a cut from Snap-enabled purchase? Snap already sponsors lenses. Why not include them in Scan results
Its scan potential makes it ideal for other platforms to replicate.
Insta tried unsuccessfully to replicate Snapcodes, the first version of Snap's Scan. These QR codes can be scannable and take users to an external website or Snapchat profile. Nametags is Instagram's version. These link to Instagram profiles.
