Snapchat: “Create Your Own Lens” Feature Creates Opportunities

Snapchat launches feature where users can make their own custom lenses, which may end up benefiting agencies.As announced on the company’s website, Snapchat has officially rolled out a new feature wherein users can create their own custom lenses and filters. This update marks a trend of social platforms becoming more self-serve and creative forward, which at first glance might be worrisome to agencies who have been gatekeepers for some of these more advanced Snapchat functionalities for the past several years. On our end, we love that Snapchat is equipping users with more power, as this frees up agencies to focus on new and increasingly innovative ways to integrate the social platform into events and experiential activations.