Snapchat is going to make custom filters the latest bat mitzvah party craze.
In its continuing quest to monetize, the ephemeral photo messaging app is selling “on-demand geofilters” to people, shifting away from it being a brand-centric feature.
Now, anyone can submit a filter design to Snapchat to be approved within a day, which then can appear in a designated area between the area of 20,000 square feet (an office floor) to 5,000,000 square feet (several city blocks). The filters appear live between an hour to up to a month.
As exemplified in this video from Snapchat, the app is further entrenching custom filters as its trademark feature since it lacks hashtags or tagging photos like on Facebook and Twitter. Just look how every one is excited to use a cat filter at this birthday party:
Prices begin at $5 for a filter that lasts eight hours and appears over a small venue, say a ballroom, with prices escalating depending on the length of time and square footage. Snapchat is also providing an analytics dashboard to see how many people used the filter.
Previously, Snapchat only made filters available to brands to purchase. It sells sponsored lenses for as much as $750,000. The app has also tried in-app purchases before with a Lens Store that was closed after just two months.
More in Media
Kroger’s new CEO, a Walmart veteran, is focused on speed and execution
Foran joined Kroger in February after serving as CEO of Air New Zealand since 2020. Before that, he was president and CEO of Walmart U.S. for about six years.
In Graphic Detail: The real impact of creators at the World Cup
The 2026 World Cup buzz was all about creators; we look at the numbers breaking down their impact at the global tournament.
Media Briefing: Brand authority and trust are becoming publishers’ newest AI assets
Some publishers are betting that trusted brands and editorial authority are becoming their biggest competitive advantage with LLMs.