Snapchat has become one of the most popular social media platforms in recent years, especially among younger generations. One of the features that have contributed to its success is the use of lenses, which are augmented reality (AR) filters that can be applied to selfies and shared with friends. These lenses have become so popular that they are now available to brands and businesses as a marketing tool. In this article, we will explain how Snapchat lenses are created and the benefits of sponsored lenses for companies.
Snapchat lenses are created using a combination of computer vision, graphics, and 3D animation. The lenses are designed to track the user’s facial movements and expressions, which allows the AR filter to be applied seamlessly to their face. To create a lens, Snapchat provides a Lens Studio software that allows users to create custom lenses using various tools such as 3D modeling, scripting, and animation. These lenses can then be submitted to Snapchat for approval before being published for use.
The Lens Studio software is available for both Windows and macOS, and it is free to download. Users can create lenses using pre-built templates, or they can start from scratch and create their own custom filters. The software is easy to use, even for those with little to no experience in 3D modeling or animation. The Lens Studio also provides documentation and tutorials to help users get started.
Snapchat provides users with various tools to make lenses more interactive and engaging. For example, lenses can incorporate sound effects, 3D objects, and animations. The lenses can also be programmed to respond to different facial expressions or movements, which makes the user experience more personalised and engaging.
Now that we have explained how Snapchat lenses are created, let’s explore the benefits of sponsored lenses for companies.
One of the biggest benefits of sponsored lenses is the ability to reach a large and engaged audience. Snapchat has over 265 million daily active users, with the majority of them being under the age of 30. This audience is highly engaged and spends an average of 30 minutes per day on the platform. Sponsored lenses provide companies with an opportunity to tap into this engaged audience and promote their brand in a fun and interactive way.
Sponsored lenses can also help increase brand awareness and create buzz around a product or service. Since lenses are interactive and shareable, users are more likely to share them with their friends, which can help increase the reach of the lens and the brand. This sharing can lead to user-generated content, which can further increase brand awareness and engagement.
Sponsored lenses can also provide companies with valuable data and insights into their audience. Snapchat provides companies with metrics such as lens usage, impressions, and engagement rates. These metrics can help companies understand how their lenses are performing and make data-driven decisions for future campaigns.
In conclusion, Snapchat lenses are an innovative way to engage with a large and engaged audience. The ability to create custom lenses using the Lens Studio software makes it accessible for users of all skill levels. Sponsored lenses provide companies with an opportunity to reach this audience and promote their brand in a fun and interactive way. The benefits of sponsored lenses include increased brand awareness, user-generated content, and valuable data and insights. As Snapchat continues to grow, we can expect to see more companies utilising sponsored lenses as a part of their marketing strategy.