Snapchat Launches New Integration with Strava, Enabling Users to Showcase their Fitness Activity

Snapchat has introduced a new AR Lens integration, in collaboration with fitness app Strava, which allows users to provide interactive, visual updates of their Strava activity.

Snapchat Strava integration

As you can see in these images, the new Stava integration offers new overlay options, with data from Strava then integrated into your Snap camera screen, facilitating new forms of engagement with your fitness progress.

As explained by Snap:

“With a few taps, the Strava Activity Lens allows Snapchatters to take a screenshot or post a story that instantly tells the story of recent workouts. Whether you’re walking around town with friends or training for your next race , this AR experience helps you better tell the story of every effort on Snapchat.”

With more than 100 million registered Strava users, the new integration will help provide additional exposure potential for Snap’s tools, which could also, importantly, play a role in helping Snap increase its appeal to older audiences.

Back in September, Snapchat CEO Evan Spiegel sent a 4,000-word memo to staff outlining the company’s key areas to get the business back on track, after a period of significant challenges due to shifting data -privacy rules and the global economic downturn.

As reported by The Verge, Spiegel explained in this that he wanted to focus on:

“Increase our penetration in at least one new major country or demographic” and hire more 30- to 40-year-olds. Getting more users to engage in the Maps and Spotlight sections of Snapchat “helps make our service more compelling to our community, harder to copy and more resistant to competition, and increases our monetization opportunity over the longer term.”

Snapchat has long been focused exclusively on younger audiences, but now Snap knows it needs to diversify to maximize its opportunities.

Accordingly, a new partnership with Strava fits the bill perfectly, providing a complementary element for fitness enthusiasts – who are generally older users – while also joining the Snap Map, and showcasing Snap’s other engagement features.

Users will be able to share their Strava activity with Snap your Strava profile, or via a dedicated lens on Snapchat:

On Snapchat, find the lens in Snapchat’s Lens Explorer or on Strava’s public profile. Your most recent workout will automatically appear, or you can cycle through different activities to share.”

It’s a great initiative, and it’s worth noting Snap’s ongoing efforts to appeal to older users, and what that could mean for related branding and marketing efforts.

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