![]() ![]() However, to keep up the innovation, SNOW also has focused on Avatars. Currently, the SNOW app has over 250 million users to date. Their focus for 2021 will be to further develop its AR and facial recognition software and partner with more K-pop groups like they did with BTS and Twice. SNOW has been able to get a $50 million investment from SoftBank and Sequoia China. These videos and stories can only be viewed by friends for a short period of time before it disappears. Koreans were now sharing all their recent SNOW videos and stories with their friends. Soon Korean celebrities and K-pop stars started to use SNOW on television and through their social media accounts such as Facebook, Line, Twitter, and Instagram. As word of mouth spread about this fun/cute app, SNOW’s popularity started to grow. Korea is well known for its strong drinking culture. SNOW became very popular back in 2017 as Koreans showed off SNOW’s effects during a night out drinking with friends. ![]() Therefore, users are allowed to be creative while also bringing that cute factor that Koreans love. There are also beauty and makeup features to overlay onto your existing photos or in real time through your camera. SNOW also features a cool GIF mode that can easily be shared on social media platforms. The add-on will be able to mimic your facial expressions. How does it work? The camera analyzes the user’s face and then masks it with the add-on. In addition, SNOW offers tons of original lenses along with lenses similar to what you would find on Snapchat. This allows users to overlay their faces with effects or even characters. What Koreans love about SNOW is its AR emoji feature. SNOW allows users to chat, set up stories for their friends to see, and use the SNOW filters. The interface of SNOW is very similar to that of Snapchat. Currently, SNOW has just as many monthly users as the popular dating app Bumble! In addition, on the Apple App Store, SNOW has a rating of above 4.2 compared to Snapchat which has a rating of 3.8. SNOW was able to focus mainly on the fun entertainment aspect of the camera effects rather than turning SNOW into a viable social networking platform. Instead, they hired freelancers to develop local-language versions of Snapchat for the Asian market. In fact, in 2017 Snapchat did not have a single office in Asia. Snapchat’s lack of knowledge about the Korean market allowed SNOW to take its place. For example, in Japan, the SNOW app will offer sake and Sumo wrestlers. Similarly, SNOW changes its add-ons based on the country in which the user is located. For example, SNOW offers Korean products such as soju and K-pop stars. However, SNOW has been able to market its product and service to Asian users. If this sounds very similar to Snapchat, well it is. The app allows users to edit images or videos emojis, real-time beauty effects, funny costumes, and innovative GIF makers. SNOW is a beauty and makeup camera app in Korea that is used by Koreans instead of Snapchat. The main reason for this is the SNOW app. ![]() Snapchat hasn’t really taken off in Korea as Instagram has. ![]()
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