Snapchat has launched a ‘Lens Creative Partners’ program, which will connect brands with augmented reality (AR) expert lens creators.
To launch the program, Snapchat has partnered with a slew of Aussie agencies, including TBWA\Melbourne, VMLY&R and Clemenger.
The program certifies over 30 creators, from large agencies to smaller expert AR shops, to talented individuals who’ve been building interactive AR Lenses for Snap since the launch of Lens Studio.
In total, Snapchat expects to onboard more than 100 creators over the next several months.
The idea behind the program is to give brands easy access to expert AR ad creators, no matter their budget, brand, or regional location.
According to the social media app, one in three of the 186 million daily active users play with AR Lenses on the app per day, averaging three minutes of play time each, which adds up to 500 years of daily AR play time on the app.
To date, over 250,000 Lenses have been submitted by Snapchat’s community through the tool.
Lenses for advertisers were introduced in early 2016, and millions of users began choosing to play with brand campaigns that turned cups into animated faces, such as McDonald’s summer campaign.
As per the app, lenses can impact and accelerate awareness or sales for a brand, product, film as the average user plays with a Lens for 10 to 15 seconds, and can then send that fun Snap to their friends.