Snapchat’s adding another element to its popular Snapchat+ subscription offering, with “Lens+,” which will provide exclusive access to a range of additional AR experiences that are only available to paying users.
So now, not only will you be able to pay for the 30+ add-on features of Snapchat+, which aim to enhance your overall in-app experience, but you’ll also be able to get new, advanced AR tools and experiences in the app, all for the low price of $8.99 per month (with Snapchat+ subscription included).
As explained by Snap:
“In addition to all of the value from our Snapchat+ subscription, Lens+ provides access to hundreds of Lenses and AR experiences that let you play, create, and share Snaps with friends in whole new ways.”
Which could also provide a new monetization pathway for Snap’s 400,000+ AR creators.
Snap’s Lens Studio has been a powerful launching pad for AR development, and enabling more people to create their own AR experiences.
This could provide a means for them to charge for these advanced options, and facilitate all new growth opportunities within Snap’s creator ecosystem.
But it’s not moving in that direction just yet.
Snap says that, at launch, Lens+ subscribers will be able to access Lenses built by Snapchat, as well as some from select creators, “including exclusive AI video Lenses, a brand new Bitmoji Game Lens, and more.”
The AI options, presumably, will be the big carrot here, as Snap looks to lure more paying subscribers with next-level features. Snapchat says that it will be looking to add new AR experiences every week, as it builds on the offering.
It’s another avenue to expanded revenue intake for the app, which, as noted, has already seen success with Snapchat+, which is now up to 15 million subscribers.
Snap’s audience nous, combined with its largely affluent user base, makes this a prime opportunity for the app, and it’ll be interesting to see just how popular AR add-ons will be, and whether more users will be willing to pay extra for such.
Snap says that users can subscribe to Lens+ by tapping their Bitmoji character on their profile, then tapping the Snapchat+ link.
