One of the most prominent campaigns that went viral happened during the 2016 Oscar awards when celebrities tried Snapchat’s “Face Swap” filter to switch faces with Leonardo Dicaprio.Īs the Snapchat app evolved, so did the technology behind the filters and lenses. Less than a year after the acquisition, Snapchat lenses went viral with many celebrities, including Jesica Alba and Ariana Grande, playing with AR filters like dog mask, bread face or golden goddess lenses. The technology developed by Looksery led to the emergence of modern-day Snapchat AR lenses and filters. Looksery was a Ukrainian startup that focused on computer vision and developed an app where users could modify their facial appearance during a video chat. This allowed the in-house team to build over 3000 AR filters that users could choose from. Snapchat’s AR filters first took off after the company acquired Looksery in 2015 for $150 million. In fact, users now earn money by creating custom filters and selling them to the Snapchat community and brands ( certain creators charge brands up to $30,000 for AR lenses). ![]() Source: Destination JeddahĬurrently, Snapchat lenses have evolved from mere entertainment into a full-scale social environment and digital economy that facilitates user interaction and customer engagement. ![]() Forbes argues that this feature is the next one to be exploited by brands, as any terrain now can be turned into a branded landscape.ĪR lenses on SnapChat. For example, Snapchat users can now change floors into lava with the “Ground Transformation” feature. ![]() However, it was not until 2015 that Snapchat first created AR lenses as we know them today.Ĭontinuing this trend, in December 2017, Snapchat released Lens Studio, where both users and advertisers were able to create custom filters and apply them to personal snaps and sponsored content.Īnother two years later, in 2019, Snapchat further enhanced its AR lens functionality by letting users transform pets, hands, bodies, and famous landmarks around the world with augmented reality. ![]() Initially, the app only offered basic AR filters, which nonetheless quickly went viral, because it allowed for new ways of interaction on social media. The way AR lenses and filters are used has changed along with the evolution of Snapchat. History of Filters on Snapchat: How They Evolved
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