Snapchat’s Lens Creative Partners program helps brands find AR filter creators

Snapchat introduced its Lens Creative Partners program on Monday, offering brands a way to find AR (augmented reality) Lens creators that have been certified by the company.

Why it matters

Snapchat’s AR camera features are a cornerstone of the app. According to the company, more than one in three of its 186 million daily active users engage with AR Lenses per day, averaging three-minutes of play-time.

The newly introduced Lens Creative Partners program will help brands connect with certified AR developers to design AR ads — creating relevant, effective advertising that resonates with the app’s avid AR user-base.

“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,” Snapchat wrote on its business blog.

Snapchat says more than 30 creators have already been certified globally, from both large and small agencies — as well as individual developers. The company plans to onboard more than 100 certified creators over the next several months.

More on Snapchat AR advertising

• Certified AR developers in the Lens Creator Partner program will have access to a logo they can use to promote their services.
• Snapchat first gave advertisers access to its AR Lenses in 2016.
• This year, the company added AR Lenses to its self-serve ad platform and launched Shoppable AR Lenses.

Here’s a list of the current Lens Creator Partners:

Global

• R/GA
• Grey Advertising
• Fisherman Labs
• Media Monks
• Unit9

U.S.

• Warm & Fuzzy
• Red Interactive
• Blnk
• Flarb
• Block Party
• The Richards Group
• SVRF
• Paper Triangles
• What If Belief
• Anyworld
• Kabaq
• Trigger
• HAUS
• AvatarLabs
• Vidmob
• North Kingdom
• Tacolamp
• Big Banzai

UK

• Objectspace
• We Are Social
• adam&eveDDB
• AKQA
• Wunderman
• Vayner Media

Canada

• Cossette
• Juniper Park/TBWA
• Zulu Alpha Kilo

Australia

• TBWA Melbourne
• VMLY&R
• Clemenger

Asia

• ExAR

Latin America

• Social Snack

This story first appeared on Marketing Land. For more on digital marketing, click here.

About The Author

Amy Gesenhues

Amy Gesenhues is Third Door Media's General Assignment Reporter, covering the latest news and updates for Marketing Land and Search Engine Land. From 2009 to 2012, she was an award-winning syndicated columnist for a number of daily newspapers from New York to Texas. With more than ten years of marketing management experience, she has contributed to a variety of traditional and online publications, including MarketingProfs.com, SoftwareCEO.com, and Sales and Marketing Management Magazine. Read more of Amy's articles.