Initial research for the lens filter

'Over 150 million people use Snapchat every day to Snap with family, watch Stories from friends, see events from around the world, and explore expertly-curated content from top publishers. Every day, Snapchatters watch over 10 billion videos, and spend an average of 25-30 minutes on Snapchat.'- Official snapchat website

The above video depicts the ways in which a lens filter works.

'Sponsored Lenses offer a completely new take on brand activation, offering not just an impression, but “play time” — the time Snapchatters spend playing with the interactive ad you’ve created. When Snapchatters are finished playing, sending Lenses to friends or posting to Stories is just a tap away! Sponsored Lenses are one of our most engaging ad products, driving 3x higher brand awareness than mobile norms, as well as a 2x lift in purchase intent, on average.'

Anatomy Of a Lens 

Snapchatters tap on a face to activate Lenses, immediately transforming them into something new. The above diagram explores how this works.

• The pre-trigger is the original image, for example the protagonists face

• The trigger is a movement in which is conducted. Brands may select from the following “triggers” to activate the Lens experience: • Open your mouth • Raise your eyebrows • Kiss • Smile 

• The post-trigger is the filter embeded onto the protagonists face.

Snapchat Specifications 

The Lens knows where the following locations are in a Snap:

 • Where the eyes are, accurately 

• Where the mouth is, accurately 

• Where the head is, generally 

• Note: The Lens cannot detect hair or shoulders

Restrictions:

Cutaways to film/video footage are not permitted 

• Hashtags or social handles (including Snapchat usernames) are not accepted

• Emoji are not permitted, unless customized by advertiser

Creative suggestions

-Lenses that partially obscure or morph / alter the face (change appearance) perform strongly across both genders and frequently see multiple uses per person; Appearance / "beauty" effects, celebrity and obfuscation (e.g., sunglasses) are top performers

- Lenses whose creative aligns with and celebrates an event or holiday (e.g., Coachella, Halloween) are posted to Stories more frequently, increasing overall reach

- Lenses that use two triggers are more complex, but can increase play time



Once creative direction is defined, there are three development phases for Sponsored Lenses: • Design of static storyboard, depicting the experience • Creation of video demonstration • In-app development and final testing