Snapchat has launched AI-powered custom video Lenses for Snapchat Platinum subscribers. These advanced Lenses use a generative video model and include options like “Raccoon,” “Fox,” and “Spring Flowers.” Users can find these Lenses in the Lens carousel, capture Snaps with either camera, and continue using the app while the video generates. The content can be shared with friends or posted to Stories and Spotlight, with more Lenses expected to be added weekly.
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Research from Snapchat, VaynerMedia, and Realeyes emphasizes the role of creators in brand success. Brands should focus on authentic, engaging video content. Key strategies include leveraging user-generated content, collaborating with Snap Stars, utilizing AR lenses, and creating innovative content. Brands must align their content with consumer interests and ensure strong branding for memorability. Adapting to these practices is essential for success on Snapchat.
Snapchat has launched a brand suitability suite for advertisers, enhancing control over content adjacency. Advertisers can select from Full, Standard, and Limited tiers based on their comfort with content, using machine-learning technology for real-time placements. The suite includes third-party integration for post-campaign reporting. Partnerships with Integral Ad Science, DoubleVerify, and Zefr ensure brand safety and performance measurement.
Snapchat has introduced new features for its Snapchat+ subscription, enhancing user engagement with AI capabilities. Custom AI Stickers generate stickers based on chat text, while the AI Lens allows users to create movie poster-style images. New Snap Modes include self-destructing Snaps and non-replayable options. Bitmoji customization has expanded with new wardrobe items and Valentine's Day accessories, reflecting Snapchat's focus on personal expression.
Snapchat has launched an ad-free subscription called the Platinum Monthly Plan, which removes Sponsored Snaps and ads in Stories and Lenses. To subscribe, users can go to their Profile and tap the Snapchat+ banner. A restart of the app may be needed for features to show up. The article also covers how to manage subscriptions, including transferring, canceling, redeeming gift cards, requesting refunds, and troubleshooting issues with restoring purchases.
Snapchat aims to be the most developer-friendly platform for AR creators, announcing new initiatives to support over 375,000 developers globally. Key features include Challenge Tags, which reward developers with cash prizes for original Lenses based on monthly themes, starting with a humor challenge offering a $10,000 prize pool. Additionally, Snapchat introduces educational pricing and a student discount for Spectacles.
The Creator economy is projected to reach $480B by 2027, with 68% of consumers noticing brand-sponsored content. Snapchat's research shows Creator ads capture attention better than standard ads, leading to higher Ad Recall and Unaided Brand Awareness. Creators influence consumer decisions during consideration and purchase phases, enhancing brand reputation. Brands should collaborate with Creators for full funnel marketing, emphasizing authenticity and connection on Snapchat.
napchat collaborated with Wpromote and Lumen to study the impact of AR campaigns on attention and brand performance. The analysis of 38 campaigns showed that AR Lenses significantly enhance attention, leading to higher brand awareness and association compared to non-interactive ads. AR encourages slower, deliberate decision-making, resulting in better engagement and conversion rates.
Snapchat has launched a unified Monetization Program for creators, enabling them to earn from ads in Stories and longer Spotlight videos. Beginning February 1, 2025, creators can monetize Spotlight videos over 1 minute. To qualify, they need at least 50,000 followers, post 25 times monthly, and meet specific view metrics in the last 28 days. The number of public creators has tripled, and Snapchat aims to enhance rewards for creators.
