Snapchat is launching a new program it calls Lens Creative Partners, which lets business discover certified AR creators to build branded lenses for the filters. Snapchat today is making it easier for brands to create AR Lenses designed for the application.
As noted by Engadget, Snapchat is launching its Lens Creative Partners program with 30 initial creatives, including big-name design agencies, as well as skilled individual Lens designers. Businesses looking to get their name out through Snapchat AR Lenses can then use the Lens Creative Partners program to track down a designer fit for the job, and pay them to create a Lens:
ACCORDING TO SNAPCHAT, IT SELECTED ITS FIRST 30 CREATORS FOR THEIR EXPERIENCE DEVELOPING QUALITY AR. THEY ALSO COMPLETED A RIGOROUS COURSE ON SNAP’S DEVELOPMENT PROCESS, AD POLICIES AND BUY MODELS, AND OTHER CREATORS HOPING TO BE CERTIFIED WILL MOST LIKELY HAVE TO GO THROUGH THE SAME THING.
Snapchat‘s main draw is its use of augmented reality. According to the platform, more than a third of its 186m daily active users engage with the AR capabilities.
Each lens on the app averages around 3 minutes of play time, which adds up to around 500 years of use per day.
In addition to this, over 250,000 unique lens ideas have been submitted by the AR community.
The platform is also becoming a savvy marketing tool for brands, particularly in the mobile space. Earlier this year, mobile dev MiniClip ran a Snapchat campaign for their handheld title Football Strike, which drove over 200,000 installs.
Targeting Old Users:
A leaked memo from Snapchat CEO Evan Spiegel also detailed the company’s plans to target older users. After a failed rebrand led to Snapchat losing users in the second half of 2018. The launch of Lens Creative Partners comes at a time when Snapchat is facing increasing investor skepticism. And needs to reverse downward trend in user growth and increase its bottom line in part through more sponsored lenses.
Dependency on AR Lenses:
Snapchat relies heavily on its AR Lenses, both for general users and advertising. Back in December, the company launched the Lens Studio, which allows anyone to create AR Face Lenses. The Creative Partners program is somewhat of an extension of that effort. Allowing businesses to work with and pay designers who have mastered the app.
In its third-quarter earnings report, Snap reported a decline in daily users for the second quarter in a row.
The Snapchat parent posted net losses of $352 million — an improvement of $118 million compared to the prior year quarter. Adjusted earnings per share were minus 12 cents. Revenues were a record $298 million — up 43 percent.
Meanwhile, daily active users for the quarter averaged 186 million, down 1 percent from 188 million in the second quarter.
Shares closed down nearly 7 percent at $6.05 — the second-lowest closing price in company history.