The second official application for Snap is a tool that allows you to design and build AR lenses for Snapchat. The social media company today officially launched Lens Studio for Mac and Windows (similar to Snap's internal tools for making lenses for Snapchat, download here). Currently, 70 million Snapchat users use AR filter function every day, so a new wave of AR objects will further increase the appeal of applications.
Eitan Pilipski, head of the Snap camera platform team, said: "As a technology, AR has had a great year. We are very excited to be able to launch this tool and make it as easy as possible for any creator to occupy a place on Snapchat. ."
This is the first time that ordinary users, and even advertisers, have been able to create AR filters for Snapchat. Lens Studio will provide them with templates and guides for getting started with 2D and 3D designs. The scripting API allows the user to create additional effects in the design, such as clicking on an object to change its shape, or changing as the user approaches.
As rivals with more fortune are approaching, this is the latest response from Snap. They hope to make Snapchat the default way for the general public to open the AR road. The day before yesterday, Facebook officially opened World Effects to third-party developers, allowing them to build an AR experience for Facebook Camera. In addition, Google and Apple also launched the AR platform.
Extended reading: Facebook AR platform World Effects open to all developers
Although technology giants may have more resources, Snap has a first-mover advantage. Snap said that their team has created more than 3,000 lenses so far, and one-third of users use the filter function every day, averaging up to 3 minutes. The company has been successful on UGC content: Snapchat's 95% of geofilters are created by users and they are making custom designs for cities and communities around the world.
For now, ordinary users can only create so-called "Worlds Lens", which is the effect of shooting through the post- Snapchat camera. In addition, Snap works with seven advertising agencies to allow them to build face filters, then advertisers can pay and apply filters in Snapchat.
Snap said that ordinary users will eventually be able to make facial filters. But in the short term, advertising agencies will build filters for their customers, and this should bring new advertisers to Snapchat. In the past, only Snap's internal creative team was able to make filters. By limiting the supply practices, Snap can ask advertisers for high advertising costs.
Once the user has created an effect, Lens Studio will generate a unique Snapcode and deep link. When the user clicks on the phone, the effect will start in Snapchat and last 24 hours. Although user-generated lenses need to comply with the company's guidelines, Snapchat has not set up a formal audit access mechanism.
User-generated lenses can also be shared on the camera screen. The user can click on the "i" button and select which friend to send it to. The creator's name will appear on the lens as a watermark, and Lens Studio will also provide data on the frequency of use of the lens.
Lens Studio is currently available worldwide, but only English is currently supported. In the next year, Snap will host a series of "Lens Studio Challenge" to attract more developers. Pilipski said: "We hope to support and spread a new creative ecosystem."
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