Snapchat creates lens program to certify creators

The program offers brands an easier route to find AR (Augmented Reality) Lens creators that are Snapchat certified. “To be certified, creators had to be experienced in developing quality AR and complete a rigorous course about the development process, creative best practices, ad policies and buy models of sponsored AR Lenses on Snapchat,”  said Snapchat in its business blog


According to Snapchat one in three of its 186 million daily active users engage with the AR lenses for an average of the three-minutes of play-time (new metric for Snapchat). To date, Snapchat has over 30 certified creators and aims to increase that to more than 100 over the next several months. The program will lead to reduced costs for lenses which will boost branded lenses and ultimately benefit both brands and the end users through larger lens collections.


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