Snapchat Launches Sponsored AR Filters for Advertisers

Snapchat has just launched Sponsored AR Filters, a new feature that offers advertisers the chance to engage with users through augmented reality (AR) filters. 

With over 5 billion Snaps created daily, the sponsored filters give brands the opportunity to connect with the platform's vast user base beyond the pre-capture Lens Carousel.

These new filters will now appear in the post-capture Filter Carousel, which users can spot after they've captured content with the Snapchat Camera.

What Makes Sponsored AR Filters Special?

One of the standout features of Snapchat's Sponsored AR Filters is its ability to keep brands culturally relevant by integrating them into both major events and everyday moments.

Advertisers can utilize a range of templates, including AR face filters, location-based overlays, countdown timers and quiz generators to create their own engaging and immersive Filters.

Today we’re launching Sponsored AR Filters! A new AR ad offering that enables advertisers to expand their reach via the Snapchat camera, after a Snapchatter takes a photo or video. Learn more: https://t.co/zoalzsrTGg

— Snap Inc. (@Snap) March 21, 2024

Through Sponsored AR Filters, brands can also ensure maximum visibility across the Snapchat Camera experience alongside pre-capture Sponsored Lenses.

Additionally, the integration of calls to action (CTAs) enables advertisers to capture valuable mid-funnel signals, guiding Snapchatters towards specific conversion actions and driving measurable results for their own campaigns.

The video sharing platform is making it easier for advertisers to create Sponsored AR Filters with the introduction of the free-to-use tool Lens Web Builder.

This eliminates the need for outside production costs, allowing brands on a budget to participate in AR advertising without spending on traditional production and storyboarding.

Brands Try Out Sponsored AR Filters

Several brands have weighed in on the use of Snapchat's latest innovation, including the NFL, Franklin Park Conservatory and NBA's Portlant Trailblazers.

Are you ready for Super Bowl Sunday? To help Snapchatters get their game faces on, we’ve partnered with the @NFL to launch a slew of fun new features — from a new in-stadium Camera Kit integration to AR Lenses, and a Spotlight Challenge! Find out more: https://t.co/IbUiqq1oot

— Snap Inc. (@Snap) February 7, 2024

Portland Trail Blazers Digital Marketing Specialist Joey Peluso commented on the new tool's effectiveness in driving ticket sales to the basketball team's events:

"We've just started leveraging AR Filters, but we're super excited to keep developing that strategy for hyper targeted campaigns, growing fan affinity, and generating excitement on event days through our fans' cameras."

Mallory Khan, account executive at Third Street Digital, also shared in a statement how the AR filters have helped Franklin Park Conservatory bring in guests to the botanical gardens. 

"The Conservatory has been bringing people and plants together since 1993, and Snapchat’s AR Filter was a crucial component in their effort to continue engaging with all ages and generations," Khan explained. 

Editing by Katherine 'Makkie' Maclang