Snapchat sunglasses? Why they could be successful

Snapchat’s founder announced on Friday that the company is working on a new, non-software product: sunglasses. Set to go on sale this fall, these sunglasses will include a camera that, when activated, will record 10 seconds of video. Presumably, this video will be posted to Snapchat by way of the user’s phone.

Some of the reaction I’ve seen so far is pretty predictable: “it’s like Google Glass, but less featured!” and “what a great way to announce that you’re a d-bag.” Haters gonna hate, as they say, and I’ll admit that the design is not my style. Still, there are reasons to believe Snapchat’s Spectacles will have the sort of wide consumer adoption that Google Glass never did:

  • Price. At less than one-tenth the price of Google Glass, it’s much more affordable. The price is in line with normal sunglasses, for those of us who don’t buy our sunglasses off the spinny rack at the drug store (full disclosure: I buy my sunglasses off the spinny rack at the drug store).
  • Branding. Oh sure, Google had great brand recognition when Glass launched. But Google’s brand is more about utility. Snapchat is about social. And this lines up well with the respective eyewear, but I think the fact that Snapchat is a social media platform, not a “know everything” platform helps in this case.
  • Obviousness. Both Google Glass and Spectacles are pretty obvious externally, but Spectacles will apparently have an LED light to indicate when it was recording. The fact that Spectacles are sunglasses, not a fixture on general-purpose glasses, means that some of the more obvious privacy concerns (particularly bathrooms) are avoided because people probably won’t be wearing them inside. Plus the limited duration shortens the window for privacy violations. It’s more “I have my camera ready to go” and less “I am recording your every move.”
  • Simplicity. Yes, Spectacles have very limited use, but that also means they’re really easy to use. I haven’t used Glass, so I can’t speak for the ease of use, but it’s hard to beat “push this button.”

None of this is any guarantee that Spectacles will be a success, of course. It will be interesting to see how this affects Snapchat usage. Anecdotally, while I have many friends of a variety of genders, ages, and interests on Snapchat, it’s a small group of mostly twenty-something women that post stories (perhaps there’s greater usage 1:1?). There’s a lot to be said for being able to share your experiences from your own point-of-view, so now we’ll have to see what Evan Spiegel and company can do.

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