Why Snapchat Spectacles Failed Despite The Raging Cra | MobileAppDaily
Social Media

Why Snapchat Spectacles Failed Despite The Raging Craze For Them

Snapchat has Hundreds of thousands of pairs of Spectacles rotting in its warehouses simply because it committed a stupid mistake

https://dk2dyle8k4h9a.cloudfront.net/Why Snapchat Spectacles Failed Despite The Raging Craze For Them

Top Companies

Dot Com Infoway
New York, USA
M&C Saatchi Mobile
New York City, USA
New Delhi, India
London, UK
View full report
Updated On
March 26, 2018 04:07 PM
4 min read

Latest Articles

Why is that only 0.08% of Snapchat’s users bought its camera sunglasses? Snapchat warehouses now mourn Hundreds of thousands of pairs of Spectacles which have no demand in the market. Simply because, the company created a big initial hype, kept the sale of Snapbot vending machines on limited time and as roving queues created overestimated demand leading to compromised quality and content by Snapchat.



Snapchat went in heavy loses when massive piles of assembled and unassembled video-recording sunglasses were left untouched resulting in enormous costs and losses for the company. Experts claim less than 50 percent of buyers kept using Spectacles a month after purchase, calling the retention rate shockingly low.


What happened was after the much-hyped product launch, the company took 5 months to openly sell them. Snap first announced Spectacles with some Karl Lagerfeld photos of Spiegel wearing them on September 24th, 2016. It took until November 10th for the first Snapbot vending machines to launch. While the hype had cooled slightly, Snapbots being dropped in random locations made people excited and feel special, keeping the demand huge. But it's surprising that Snap took until February 20th for Snap to start openly selling Specs online. In Europe,  It took until June, 8 months after their debut, for Spectacles to become available.



The company further failed to get visionary video markers onboard while the rampant word of mouth about their disuse spread. Neither Snap’s in-house team or independent social stars were recruited to make videos exposing the creative opportunities of the device. Though there were videos by social stars like Karen X. Cheng Snapchat made no effort to viral the video to explain the use and the purpose of the product. Furthermore, the design of the spectacles wasn’t very fashionable and the shaded lenses in Spectacles made them tough to wear indoors or at night. Moreover, the Spectacles only interfaced with Snapchat rather than a phone’s camera roll. Result- waning popularity when clearly Snap could employ other marketing tactics as parachutes even if they botched up the product.


For the Latest Mobile App Technology News and Reviews, follow MobileAppDaily on Twitter, Facebook, LinkedIn, Instagram and Flipboard

James Lawson
Written By
James Lawson

James is a writer and editor at MobileAppDaily and he is famous as a tech journalist at MobileAppDaily. He focuses on the mobile app startups & ventures and brings them to the light. He has started his career as a tech writer 6 years ago just after completing his degree in Broadcast and Digital Journalism.

Social Media

Is WhatsApp Finally Getting The Dark Mode?

Vikram Khajuria 2 min read  

The dark mode seems to be getting on priority for social media platforms. Recently, YouTube and Twitter came up with its dark mode for Android and the reports of a similar feature coming on WhatsApp is making rounds in the market.According to some rumors, WhatsApp is working on dark mode, which

Social Media

Instagram Direct Adds Innovative Message Replay Option To Compete With Snapchat

Neha Baluni 4 min read  

Private chat platform is Snapchat’s sole feature that Instagram has always struggled to adopt. Till now, the former was ruling the chat platform kingdom but Instagram’s latest move seems to burgle its empire. And, for Instagramers, it is a news to get delighted on. The photo-sharing plat

Social Media

Facebook Challenges Twitch With Its Game Streaming Hub

Vikram Khajuria 4 min read  

Facebook might have engulfed in controversies in the recent past but, the company is certainly not behind in tossing up new features on its platform. In a further move to cater the gaming class, Facebook has launched Fb.gg. Here you can find live streaming of games and on-demand videos from Facebook

Social Media

Facebook Will be Coming With Avatars, A Clone Of Snap's Bitmoji

Akash Singh Chauhan 4 min read  

Facebook is secretly working on the new feature that will enable the users to create their more realistic Avatars. These self-created virtual versions of themselves can be used as emoji in the comments to share emotions more precisely. Facebook users will be allowed to draw a virtual look-alike by d