Just a few weeks ago, Snapchat introduced a brand new feature that made its fans go raving about it. Snapchat’s Lenses promise to make your selfies puke rainbows or have scary faces. But there’s much more to that.
According to sources, the Lenses feature is a bright way to usher even more brands into the platform. More specifically, this feature is now being heavily monetised by Snapchat, which charges up to $750,000 for a bespoke Lenses filter.
That’s right, brands can have their own design for a limited amount of time, once they decide to invest that sum of money in the platform. Snapchat asks for $450,000 on a regular day and up to $750,000 in certain situations, called “peak days“. These days could refer to major sporting, music, or movie events, such as the Super Bowl, the Grammys and so on.
So is it worth all this money? Many may argue that Snapchat is a prime opportunity for brands to step into the world of generation Z. To our eyes, it’s a great chance for users to creatively collaborate with big brands and mutually cater for a new yield of social media influencers. However, we will have a much more clear view, once the first case studies are published.
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