Snapchat Launches Sponsored AR Filters: A New Opportunity for Brands to Engage with Users
Snapchat has recently launched Sponsored AR Filters, a new advertising feature that allows brands to place adverts in the post-capture Filter Carousel. This move expands the reach for brands beyond the pre-capture Lens Carousel, tapping into the potential of the five billion Snaps created every day on the platform.
The US-based messaging application aims to make it easier for brands to engage with users in shareable moments, while also giving them end-to-end control of the Snapchat Camera experience. Mallory Khan, an Account Executive at Third Street Digital, shared how Snapchat’s AR Filter has already been utilized by Franklin Park Conservatory to promote events and increase attendance and ticket sales.
Key features of Sponsored AR Filters include maintaining cultural relevance, simplified filter production, growing brand awareness, acquiring extra insights, and increasing AR ad accessibility. Brands can keep themselves at the center of topical conversations, simplify filter production, and increase brand awareness and engagement across the platform.
By integrating calls to action (CTAs) within the filters, brands can obtain more measurement signals within the sales funnel and lead users to specific conversion actions. Additionally, Snapchat’s free filter and lens creation tool, Lens Web Builder, allows brands to create AR advertising filters in under ten minutes without external production costs.
Joey Peluso, a Digital Marketing Specialist at Portland Trail Blazers, highlighted the effectiveness of Snapchat for driving ticket sales and awareness of events. The team is excited to continue developing their AR Filter strategy for hyper-targeted campaigns and generating excitement among fans.
To get started with Sponsored AR Filters, brands can use the Lens Web Builder to create and publish their designs, and then build a campaign on Ads Manager to set up and publish the AR Filter. This new feature opens up opportunities for brands to engage with users in a creative and interactive way on Snapchat.
