Advertisers can now sponsor “lenses” that allow users to insert branded special effects into their snaps. Remember the limited-time-only rainbow vomit special effect? Now brands can create their very own versions of that.
Several reports have stated the going rate for sponsored lenses on a peak day—like Halloween—will be around $750,000. Sponsoring lenses on a non-peak day can set a brand back $450,000. That’s to reach Snapchat’s reported 100 million active daily users.
Previously, Snapchat allowed users to add stickers to their snaps based on their location. For instance, a promotion with McDonald’s allowed users to put cheeseburger and French fry graphics to their selfies when they were sending snaps from a McDonald’s (based, of course, on the users’ geolocation).