Snapchat Unleashes the Power of AR with Sponsored Filters for Advertisers
In a strategic move aimed at broadening the horizon for advertisers, Snapchat recently introduced an innovative advertising format that harnesses the magic of augmented reality (AR).
The Dawn of Sponsored AR Filters
Gone are the days when digital advertising was confined to simple images or text. Snapchat is taking the advertising game to the next level by enabling brands to create their own AR-driven filters. This fresh ad offering, known as Sponsored AR Filters, allows companies to design immersive overlays that users can apply to their photos or videos after they’ve been captured, but before sharing them with friends or on their story. It’s a significant leap from the app’s pre-existing Sponsored AR Lenses, which are used before snapping a photo or video.
How It Works
Creating a Sponsored AR Filter is made simple and accessible, thanks to Snap’s Lens Web Builder. Brands can now dive into a wide array of templates designed to captivate and engage Snapchat’s audience. Whether it’s through countdown timers for upcoming events, quiz generators to entertain, or virtual try-ons for products like makeup or eyewear, the possibilities are endless. What’s more, these filters aren’t just for fun—they’re built with a purpose. Each one supports calls to action, encouraging users to interact with the brand in meaningful ways. Additionally, these filters can make their appearance in Snapchat’s Lens Carousel, ensuring they capture attention even before a Snap is created.
Early Birds
Even before the wide release, some brands got a taste of the magic. The National Football League (NFL) whipped up excitement for Super Bowl 58 with a countdown filter, while the Franklin Park Conservatory spread a bloom of joy by allowing users to don a virtual orchid crown. “The AR filter offered by Snapchat provided a fun and interesting way to connect with our fans, especially our younger supporters,” shared Jenn Wilson, director of marketing at Franklin Park Conservatory. It’s clear that Sponsored AR Filters are not just a passing trend; they’re a new way for brands to connect deeply with their audiences.
A Steady Climb
With over 800 million monthly active users as of the end of 2023 and a daily creation rate of more than 5 billion Snaps, Snapchat’s platform is ripe for advertisers aiming to make a lasting impact. Despite a flat year-over-year total revenue of $4.6 billion in 2023, the introduction of Sponsored AR Filters could potentially be the boost that Snapchat needs to reinvigorate its advertising offerings. While the company’s brand-oriented advertising business saw a slight decline, its direct-response advertising business experienced growth, suggesting that interactive and engaging ad formats like AR filters could be key to future revenue growth.
Unlocking Creativity and Connection
Snapchat’s Sponsored AR Filters stand as a testament to the app’s commitment to innovation and user engagement. By merging the whimsical world of augmented reality with strategic advertising, Snapchat opens up new avenues for brands to not only showcase their products but also to form genuine connections with their audience. As the digital landscape continues to evolve, Snapchat’s latest move positions it as a pioneer in the AR advertising space, promising a future where ads are not just seen but experienced.