What is Lens Studio:
Lens Studio is a free tool offered by Snap, Inc. that can be used to create and share “magical AR experiences” with the world. For brands, the new lens studio is an opportunity to connect with fans and customers in a new, creative way.
This new tool is not to be confused with promoted filters, which can cost upwards of $250,000 and are pushed to all phones with Snapchat, or on-demand geofilters, which are location-based static filters that can be purchased and published at a specific time and place.
How it works:
Anyone can create an account and download the Lens Studio program. Users can upload 2D or 3D static and animated creative to the platform, then publish their lenses. In April 2018, Lens Studio released “Face Lenses,” so creators can now also publish the iconic facial recognition filters that Snapchat users know and love.
To see the full list of creative guidelines for Snap Lenses, click here.
Lenses can be published from a brand’s Snapchat account itself, or agencies can create a new account to publish their lenses for clients. Keep in mind that the name of this account will be visible to the public.
Users gain access to the lenses by scanning a unique code, or clicking a unique URL, both generated from the lens studio after the lens is published. Codes can be shared a variety of ways – printed on product packaging, used in OOH campaigns, or distributed digitally. Lenses cannot currently be geo-targeted.
All users have to do is open up Snapchat, center their camera on the code, and press their finger on it. Alternatively, each lens has a unique url that users can click to download the lens. This is particularly helpful for anyone viewing the ads on mobile, as there is no way to screenshot a code, then bring it into snapchat from a mobile device. After this step, an in-platform message from Snapchat will open asking if the user would like to download the lens.
Lenses are then available after initial download for 24 hours. Users can also tap the lens to send to their friends.
Executing Snap Lenses:
We have created and promoted over 20 unique Snap Lenses for clients including Sony Music US Latin (Jennifer Lopez, CNCO, Noriel, Maluma), RCA Records, Sony Music Belgium, and Big3 Basketball. Lenses we’ve created have features ranging from drag-and-drop 3D objects, to AR facial recognition effects, to full AR “portal” experiences.
With each Lens created, we recommend a suite of shareables to promote it, typically square video for Facebook and Twitter, as well as vertical video to promote the lens as an in-app Snap Ad. Our lenses have racked up over 1.4 million views, over 110,000 scans, and 28,000 shares.
CNCO – Portal Lens
Rvssian, Farruko, and J. Balvin – Ponle Lens
Shakira and Maluma – Clandestino Lens
— Sony Music Latin (@SonyMusicLatin) June 21, 2018