Why Snapchat Spectacles Failed Despite The Raging Cra
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

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.

Top Companies

Dot Com Infoway
New York, USA
M&C Saatchi Mobile
New York City, USA
New Delhi, India
London, UK
View full report

Latest Articles

Join our global community 135K Followers
Social Media

Facebook New Privacy Policies Crashed The Tinder App

Vikram Khajuria 4 min read  

On Wednesday, a number of Tinder users have reported the issue of getting logged out of their app without any consent. The dating app signed out the users automatically to make them go through the Facebook log-in loop. After the users took the issue to Twitter, the company immediately sorted out the

Social Media

Facebook Grants Your Wish To Be The 'Knight King' With Its New Game Of Thrones Camera Facebook Filter

Joshua Anderson 4 min read  

The winter still might be coming but the new GOT filter by Facebook is here. The most popular TV series on the globe ‘The Game of thrones’ will be revealing many secrets in tonight's season finale. The seven kingdoms politics is just not only followed by millions but also has become

Social Media

Facebook's AI In Its Messenger App Gets Smarter, Now Suggests Much More Including Movie Tickets

Ariana Johnson 4 min read  

The Facebook messenger app is equipped with a virtual assistant named M, that pop in the suggestion while chatting with friends. M assist the users with the suggestions like what to talk about, sending money to friends and much more.On Thursday, Facebook announced that it is adding three mor

Social Media

Instagram May Allow You To Post Hour Long Videos

Vikram Khajuria 4 min read  

If the reports are to be believed, Instagram is planning to introduce hour-long videos in its app. The new feature is considered to compete with YouTube and Snapchat’s Discover feature. Instagram will offer dedicated space for catering scripted shows, music videos, and more. The videos will be