Snapchat Empowers Brands with The Launch of Sponsored AI Lenses Feature

Augmented Reality (AR) is not new to Snapchat. Users have been having fun with this feature since its release, and brands and advertisers have experimented with this format to deliver engaging ads and massaging.

AR campaign setups previously necessitated the involvement of specialised AR developers but what’s new is Snapchat’s decision to “eliminate the need for 3D and VFX design, replacing them with AI-generated templates that can help cut production timelines”. Brands can now leverage AI-generated templates to build themed, interactive experiences, without the complexities of the custom AR development.

What Does This Mean For Brands:

Simplified Creation & Reduced Costs:
The most significant advantage is the elimination or reduction of the need for dedicated AR developers, leading to faster campaign deployment and lower production costs.

Enhanced Engagement & Virality:
By placing the user at the centre of unique brand moments, Sponsored AI Lenses encourage self-expression and sharing with friends, encouraging virality.

Increased Visibility & Impressions:
Snapchat's internal data suggests that brands utilizing Lenses can be placed at the forefront of the Camera, potentially gaining a significant boost of 25-45% more impressions in a single day.

AI-Powered Storytelling:
This format enables brands to craft personalized, AI-driven narratives where the user becomes an active participant, deepening their connection with the brand.

Leveraging Existing User Behaviour:
With Snapchat reporting over 80 billion Lens uses per month and 85% of Snapchatters engaging with AR elements, Sponsored AI Lenses tap into established user behaviour, increasing the likelihood of adoption and interaction.

Source: Social Media today, Snapchat Newsroom