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Snap's new program connects AR Lens creators with brands

Snap's new AR Lens expansion is for brands.
Mariella Moon, @mariella_moon
November 19, 2018
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You'll probably start seeing a lot more brand-sponsored AR Lenses on Snap. The platform has launched a program called Lens Creative Partners, which makes it easier for companies to find experienced AR Lens creators. Snap has already certified 30 creatives for the program -- it says they range from big agencies to individual Lens-makers around the world -- and it expects to add over 100 more over the next few months.

Snap has been expanding its AR Lens offerings over the past year with user-made designs, and it even launched Lens Studio to make it simpler for people to create augmented reality effects. Due to the growing number of user-made Lenses, it started featuring them in its carousel in March and introduced a search function for them in July. The platform made it clear way back last year, though, that brands will be able to use AR lenses as a tool for ads, so the program didn't come out of left field.

According to Snap, it selected its first 30 creators for their experience developing quality AR. They also completed a rigorous course on Snap's development process, ad policies and buy models, and other creators hoping to be certified will most likely have to go through the same thing.

In this article: arlenses, gear, mobile, snapchat, social
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