Snapchat’s ever-growing catalogue of augmented-reality lenses reaches hundreds of millions of people every month. Now parent company Snap has unveiled a swathe of new features for creators of those lenses to use. They include putting lens games – played by more than 175 million people a month – into Snapchat’s chat screen to make them easier to find.

There are also various technical upgrades to how lenses deal with faces, hair and backgrounds, as well as a teaser for a forthcoming GenAI feature. “Tapping into our ultra-fast video generative model, this will allow you to produce your own image-to-video Lenses for fun, personalised, and instantly shareable videos,” explained Snap.

It is also adding vibe coding to its Lens Studio tool to make building lenses even easier. Plus more ways to make money through something called ‘Lens+ Payouts’ – “allowing creators to make money based on engagement from Lens+ and Snapchat Platinum subscribers”.

All of which should be of interest to labels and music marketing agencies making lenses, as well as to some who are curious but haven’t made the leap into building them yet.


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