Snap knows that people post videos with its augmented reality lenses to multiple platforms, and today, it’s launching lenses specifically to be used on TikTok. The company is partnering with four TikTok stars. One lens, made in collaboration with Dixie D’Amelio, places rain around the subject along with cartoon lightning bolts and fireworks, depending on how they move. Snap says these lenses track 18 joints across the body, and anyone can make body lenses starting today through Lens Studio.
With these initial lenses, the idea is clearly to incentivize people to come to Snapchat for its creative tools, possibly more than its social network. Given that all of Snapchat’s influencer partners for this rollout are prominent TikTok dancers, the company is tacitly saying it wants people to dance with the lenses and use them in challenges, which are most popular on TikTok.
For now, solely two of the lenses have music embedded, so folks can’t play music and carry out the challenges straight from Snapchat. As an alternative, they’ll should play the music from a unique app whereas recording or carry out the dance with out music cues. Snap says it plans to permit English-speaking customers to document with music beginning this fall. The corporate says the function is designed to assist folks share music with their shut pals moderately than encourage dance challenges on the platform.
Usually, Snapchat is positioning itself as extra of a spot to create than to share, which is an attention-grabbing house to see the corporate conquer. Snap has thought of itself a digicam firm for years now, and these lenses, together with different initiatives like its Snap Digital camera desktop app, converse to that mission.