On Tuesday, Snapchat introduced a new rewards program aimed at augmented reality (AR) creators in India, named the ‘Lens Creator Rewards’. This initiative is designed to incentivize Indian creators who develop filters and AR experiences using the Snap AR platform, which are then made available to Snapchat users worldwide. The launch aligns with Snapchat’s broader strategy to enhance user engagement and improve its revenue streams, targeting nearly $1.13 billion (approximately Rs. 9,264 crore) for the third quarter of 2023.
Eligible Indian Lens creators have the potential to earn rewards of up to $7,200 (around Rs. 6 lakh) monthly if their lenses rank among the top performers in India, Mexico, and the United States. This program is open to both existing members and newcomers to the Lens Studio community, which spans nearly 40 countries, including India.
In announcing the program in India, Snapchat noted the significant growth of AR creators across the country, emphasizing the importance of local talents in contributing to the AR ecosystem.
Joseph Darko, the Global Head of AR Developer Relations at Snap Inc, remarked, “Snapchatters love Lenses built by our global AR community of more than 300,000 AR creators, developers, and teams around the world. We are committed to recognizing the value that AR creators bring to our platform through the new Lens Creator Rewards Program,” in an official statement.
Since its inception in September 2011, Snapchat has evolved from a platform focusing on ephemeral messaging to one that incorporates various features, including voice and video calling.
The introduction of Lenses in January 2015 marked a significant milestone, allowing users to apply filters to their images. With the new rewards program, Snapchat seeks to motivate creators of trending filters and experiences.
The decision to launch this rewards initiative in India follows its success in other markets. Earlier this year, Darko informed Gadgets 360 about a 60 percent growth in Snap’s Indian AR creator community during 2022. This group comprises active users of Lens Studio, Snap’s complimentary desktop application that enables designers, artists, and developers to create AR content.
Snapchat reported revenue of $1.07 billion (around Rs. 8,769 crore) for the quarter ending June 30, surpassing analyst expectations of $1.05 billion (approximately Rs. 8,608 crore). Furthermore, the platform saw a 14 percent increase in daily active users year-over-year, bringing the total to 397 million in the second quarter.
