Viral lenses have been key to Snapchat’s recent success. This can help keep users engaged at a time when Snap is working hard to attract more people to the platform. The company, which helps lens creators get deals with brands for sponsored projects, doesn’t get a cut of the deals, but lens creators bolster the company’s own AR offerings. Snap, the parent company of Snapchat, encourages this community of creators, who range from graphic designers to artists, animators and Snapchat super fans. For more complex lenses, some creators charge brands as much as $30,000. Other official lens creators on Snapchat charge a minimum of $1,000 for a sponsored lens, according to Ben Knutson, who quit his IT job last year to make Snapchat lenses for brands full time. She’s made more than $4,000 since launching her online shop in June. They can be downloaded and edited for use on platforms like Instagram. Her creations have racked up over 17 billion views and helped her amass over 214,000 followers on the platform.Ĭasciello, who will attend Virginia Tech in the fall to study computer science and engineering, sells a packages of filters on Etsy for up to $49. One gives you a crown of smiling emojis, and a “Happy Vibe” filter gives you a sun-kissed look. Since October 2018, Casciello has created about 30 Snapchat lenses, which overlay digital objects and special effects on photos and videos. Many creators find ways to earn tens of thousands of dollars creating sponsored AR lenses for brands, including Nike and Fanta, and selling merchandise such as t-shirts. “It started to grow and become more popular,” she said.Ĭasciello is part of a community of about 100 “official lens creators” who make custom augmented reality lenses for Snapchat. She created augmented reality filters, known as “lenses” on Snapchat, that added star and flower-shaped freckles to photos and made them available to other users. “I just wanted a that suited me more,” Casciello, a Tampa, Florida native, told CNN Business.Ĭasciello tinkered around with Snapchat’s free “Lens Studio” software and Adobe’s Photoshop to experiment with effects. Please look at the time stamp on the story to see when it was last updated.Įighteen-year-old Ana Casciello couldn’t find a filter she wanted for her Snapchat photo that matched her personal style. Indeed, Snapchat users loved the dancing hot dog.This is an archived article and the information in the article may be outdated. We’ve tried to stick to the design and create experiences that will engage our community," Pilipski said. "In AR there’s a lot of emphasis on the technology and the complexity of technology. That could change by allowing people not just within Snapchat's offices to build for the app. Most AR experiences in Snapchat have been for fun and entertainment, like 3D bitmojis. Snapchat's Lens Studio only offers templates and tools for building world lenses, experiences for the back camera and not front-facing selfie filters. There's no cross-distribution, as in developers must use Lens Studio to build for Snapchat. Snap also used ARKit for the Stranger Things sponsored lens.Įach tool is a bit different, of course. Even Snapchat teamed up with Apple and used their ARKit to create improved face filters for the iPhone X. In the last year, Google, Facebook, and Apple have released and promoted their own systems. For developers, Lens Studio is one of several options to create AR experiences.
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