Snap has briefed its first global agencies partners for its augmented reality Lenses creator programme on Snapchat, which is designed to connect brands with AR Lenses creators.
The program certifies more than 30 creators from large agencies, smaller AR shops, and individuals that have been building AR Lenses for Snap since the launch of Lens Studio.
Snap expects to onboard more than 100 creators over the next several months to give brands easy access to AR ad creators, "regardless of their budget, brand, or regional location".
It hopes that by expanding its network of creators, it can continue to lower the barrier for brands to create and run sponsored AR, while simultaneously championing and monetizing the creative AR community.
In June, Snap rolled out a tool for all advertisers dubbed ‘reach and frequency’ that lets brands purchase AR Lenses in a more automated, targeted way. Snap’s UK creative strategy lead David Norris told The Drum that Snap wanted to show clients that AR Lenses have evolved from an expensive brand awareness tool to a targeted performance buy.
Brands like Specsavers, Adidas, Match.com and more have been among those trialling Snap's various lens formats during the past 12 months. It also includes an actionable 'shoppable AR' offering, where users can buy products without leaving the app.