"Originally launched back in 2023, Lens Creator Rewards aim to highlight and reward the most popular Lens creators with cash payouts, based on monthly Lens performance. And now, Snap's also adding a new "Lens+ Payouts" element, which will enable creators to make money based specifically on engagement among Lens+ and Snapchat Platinum subscribers. Snapchat's also removing the Snapchat branding obligation from projects created in its Camera Kit, which will enable creators to build custom AR experiences for clients."
"These are some interesting developments for Snapchat's AR push, though I remain skeptical of its AR ambitions, particularly as it looks to take on bigger players, like Meta and Apple, who both have more capacity to build better, more functional, and more affordable AR devices. Still, Snap has long been a leader in AR development, with its audience nous and cultural understanding playing a big role in helping it drive next-level adoption, and generate more interest in its AR tools."
Snap originally launched Lens Creator Rewards in 2023 to reward popular Lens creators with monthly cash payouts based on Lens performance. Snap is adding Lens+ Payouts to enable creators to earn from engagement by Lens+ and Snapchat Platinum subscribers. Snapchat is removing its branding requirement for Camera Kit projects, allowing creators to build custom AR experiences for clients. These changes expand monetization and distribution options for AR creators. Snap faces competition from Meta and Apple, which have greater capacity to develop more functional and affordable AR devices. Snap's audience insight and cultural relevance have driven AR adoption, but its future hardware strategy remains uncertain.
Read at Social Media Today
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