Snapchat’s latest plan for viral augmented reality filters uses a slider to guide users through the ageing journey, where they can start morphing from infants to the elderly. Follow FaceApp’s filter line and use ageing filters to break the company’s success with the original baby lenses in May of this year, allowing users to age quickly. Lenses are shipping worldwide today and will be available in custom lens carousels at the bottom of the camera interface. Snap pays creators to build AR lenses for the platform, but these lenses are Snap original, and an internal team built them. Appearances are most important to be viralized on and off the platform.
When Snap’s baby filter was infected with a virus last spring, it repeatedly appears on other platforms like Instagram. Nevertheless, in the second quarter of 2019 earnings currency, between 7 and 9 million of the most recently added users said they came to the platform due to AR filters, including viral gender swap 1. It’s easy to imagine that a company wants another viral success.
Snap wants people to post to Snapchat, but using AR technology to get people to use the app isn’t a terrible loss. Nobody does that for Instagram Filters on Instagram mainly focus on expressing emotions without making people look hotter or using odd trickery. Even Snap’s ad for the filter I inserted above gives people an idea of how to use the filter as a TikTok meme, synchronizing the lens to music for a comic effect. Offer me an implicit approval that people are using Snap lenses outside of the app.