Snapchat’s Lens Studio allows anyone to create augmented reality Lenses and Filters for the Snapchat app. With over 250 million daily active Snapchatters, distributing a Lens on the platform can help creators reach a massive audience. But does Snapchat actually pay Lens creators for their work?
How do creators monetize Lenses on Snapchat?
There are a few ways Lens creators can potentially earn money from their Lenses on Snapchat:
Sponsored Lenses
Snapchat has an official program called Sponsored Lenses that allows brands to commission AR Lenses and promote them to Snapchat users. If a brand hires you to create a Sponsored Lens, you would get paid directly by the brand. This is similar to how influencer sponsorships work.
According to Snapchat, Sponsored Lenses receive, on average, over 15 seconds of playtime. They are a popular way for brands to reach Snapchat’s young user base in an eye-catching and memorable way.
Lenses in Snapchat’s Lens Carousel
Snapchat handpicks some of the best Lenses created with Lens Studio to feature in the default carousel that all users see when swiping to access Lenses. If your Lens makes it into this coveted section, you have a chance to reach millions of Snapchatters.
However, Snapchat currently does not offer direct payment or a revenue share just for getting your Lens distributed in the Lens carousel. Your Lens being featured may drive traffic to other monetization channels (described below).
Selling Lenses outside Snapchat
You retain the intellectual property rights for Lenses you create with Lens Studio, allowing you to use and sell your creations outside of Snapchat. For example, you could:
- Sell Lenses on your own website or third-party AR marketplaces
- License Lenses to brands for use in marketing campaigns or apps
- Integrate Lenses into a mobile app or game as premium content
These options allow you to monetize your Lens creations through direct sales or licensing revenue.
Does Snapchat share ad revenue with Lens creators?
Snapchat does not directly share the advertising revenue generated from Sponsored Lenses with the creators. The brand commissioning the Sponsored Lens pays you directly.
However, having a Lens distributed by Snapchat can indirectly boost your earning potential in the following ways:
Increased discoverability
If your Lens gets added to Snapchat’s Lens Carousel, millions of Snapchatters will discover and engage with it. This increased exposure and distribution can lead to more monetization opportunities.
Building a following
A popular Lens can help you build a name and following as a Lens creator. You can then better monetize this audience outside of Snapchat.
Credibility and portfolio
Having Snapchat feature your Lens gives you credibility. You can use this to get hired for more Sponsored Lens jobs or negotiate better licensing deals.
So while Snapchat doesn’t directly share ad revenue, creating successful Lenses for Snapchat can significantly boost your income opportunities as an AR creator.
What are the requirements to have your Lens featured by Snapchat?
Snapchat has not publicly listed exact requirements for Lenses to be featured. However, based on what successful Lens creators have shared, here are some key tips:
- Original, creative concepts are more likely to stand out.
- Lenses should be visually appealing and polished.
- Fun, humor and pop culture references tend to resonate well.
- Easy to use Lenses work better than complex ones.
- Keep it family friendly.
- Technically advanced Lenses with cool interactions can wow.
Snapchat has full discretion over which Lenses they choose to feature. Creating high-quality, memorable Lenses tailored to Snapchat’s audience and brand is your best bet for getting noticed.
What are the top ways Lens creators earn money from Snapchat?
Based on the monetization options covered already, here are the top ways Lens creators can earn money from creating Snapchat Lenses:
1. Sponsored Lenses
Getting hired by brands to create branded Lenses for sponsorship campaigns offers the most direct earnings potential. Sponsored Lens fees can run from tens of thousands to hundreds of thousands of dollars.
2. Third-party AR marketplaces
Selling Lenses on AR marketplaces like ARponent can be lucrative. Top-selling Lenses can generate thousands per month in passive income.
3. Licensing Lenses
Licensing your Lenses out for use in marketing campaigns or apps can also be a significant revenue stream. Exclusive rights or extended usage licenses can command high fees.
4. Integrating Lenses into apps/games
If you can integrate your Lenses as premium content or features within popular apps or games, you can earn from in-app purchases or access fees.
5. Brand partnerships
Even without a direct Sponsored Lens deal, partnering with brands through contests, merchandise, events or other activations can be profitable.
The creativity of top Lens creators allows them to monetize their work through diverse revenue streams. But sponsored branded Lenses tend to offer the largest direct payouts.
Conclusion
In summary:
- Snapchat doesn’t directly pay Lens creators just for having a Lens featured.
- But Snapchat distributes Lenses to millions of users, helping top creators build invaluable exposure, credibility and demand for their work.
- Creators retain rights to monetize their Lenses through brand sponsorships, licensing, third-party sales and more.
- The most lucrative monetization channel involves being hired by brands to develop sponsored Lenses.
- Overall, Snapchat gives creators a huge opportunity to build an audience and monetize their Lenses – just not through direct revenue sharing.
Leveraging Snapchat’s massive reach to showcase your work can be very beneficial for Lens creators’ careers and earning potential, even without direct payments from Snapchat itself. The visibility and credibility Snapchat provides are often even more valuable than short-term revenue.