Snapchat is rolling out a new feature called “Custom Landmarks” that allows creators to create unique augmented reality experiences for the places they care about, the company announced on Wednesday. The company says the feature available in Lens Studio can be used to create landmarks in local creator communities for things like sculptures and display cases.
The new feature is launching today after being teased for the first time at Snap’s Lens Fest event in December. New custom landmarks can be found on the landmark or via the physical Snapcode displayed on the lens manufacturer’s profile.
Snapchat says the launch is part of its effort to continuously improve its augmented reality platform and empower its community of 250,000 lens makers to create new experiences that improve the way users learn and discover.
“In 2019, we started using templates from 30 popular sites around the world called Landmarkers to create authors,” the company said in a statement. “But there are an infinite number of places where you can create location-based tethered lenses for our AR developer community. Today, we’re launching custom landmarks in Lens Studio so creators can pin Lens in the places they love and tell compelling stories about their communities using AR.”
Lens manufacturers in the Snap lens network have received early access to user landmarks and have already launched augmented reality experiences in their communities. Producer in New York curial The window of the city’s first independent bookstore, owned by an Asian-American woman, has been transformed into a paper pop-up book. In Los Angeles, producer BLNK turned Paul Smith’s pink wall into an augmented reality canvas with a new song by Megan Thee Stallion and Dua Lipa titled “Sweetest Pie”.
The company says that as it continues to evolve its AR platform, it wants creator-created experiences to support the well-being of its users. To do this, Snapchat moderates AR content on its platform. It notes that the moderation teams approve all lenses before they go public.
At the Lens Fest event, the company announced that 250,000 lens manufacturers in over 200 countries have made 2.5 million lenses that have been viewed over 3.5 trillion times. Meanwhile, in the Snapchat clone TikTok Spotlight, the app rewarded 12,000 creators with a total of $250 million for their posts. The company says more than 65% of Spotlight content uses one of Snapchat’s creative tools or lenses.