Snapchat has launched a brand new AR integration with fitness tracking app Strava. It will offer an augmented reality experience that allows Strava users to share their fitness progress with friends and family via Snapchat.
What is Strava?
Strava is a fitness app aimed primarily at running, walking and cycling enthusiasts. The name comes from the Swedish verb “to strive,” so it puts the focus on tracking your progress and improving performance.
Strava markets itself as a community-oriented app for athletes. Although it doesn’t boast a particularly large user base, it holds its own against other social fitness platforms, with over 100 million registered users. And while athletes are the main focus, anyone eager to get serious about their training can use Strava.
How Snapchat’s Strava Integration Works
The new integration combines data from Strava directly with your Snapchat camera screen. It helps create interactive visual updates of your fitness activity and progress. In a post on the Snap Newsroom, Snap explains:
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 each effort on Snapchat.
But conveying a story visually isn’t just a point-and-shoot process. You can also creatively edit your story or Snap with the many Snapchat stickers and filters available, or other options such as music.
On Snapchat you can the new Lens integration on you Lens Explorer. Your most recent workouts will appear there, along with the different activities you can cycle through.
Why is Snapchat working with Strava?
While Snapchat continues to be a popular social media platform, it has been experiencing issues of late. A sharp drop in its share price due to the global economic downturn plus massive layoffs left the company reeling.
As a result, Snapchat will be eager to target new users and demographics to try to offset the effects of these setbacks. One way to do this could be to get more 30- to 40-year-olds on board, a much smaller group compared to Snapchat’s younger users.
By more users in his Map and Spotlight divisions, Snapchat emphasizes its value propositions; the features that make Snapchat unique. It’s an effort to become harder to copy, more resilient to competition, and increase the opportunities for longer-term monetization.
It also means that Snap is trying to conquer new territories. Its traditional audience groups are younger (13-25 year olds), but focusing on that group alone won’t help Snapchat grow.
What does the Snapchat-Strava collaboration mean for users?
This means that more millennials and older users can join Snapchat in large numbers. These generations take their fitness very seriously, almost as much as Gen Z users, who typically exercise several times a week.
But if all goes as Snapchat seems to plan, its integration with Strava will bring more 30- to 40-year-olds into the app. Over time, this may cause the average user age to trend a little higher.
It could also encourage Snapchat to target older users with new monetization opportunities and incentives, as they typically have more disposable income to spend.
In the end, the main focus for users is to share their fitness journey with their family and friends using Snapchat’s many features.
Would you use Snapchat to track your fitness?
While Snapchat isn’t the first platform to emerge when it comes to fitness, that could be about to change. A new influx of more mature and experienced users to the app can also increase the possibility of new features and ideas.
Whether you choose to subscribe or not, it appears that Snapchat is ready to break new ground.