Snapchat is once again pushing the boundaries of creative content with the launch of its new Animate It AI Lens, a feature designed to let users generate animated video effects using simple text prompts. This update, released during the holiday season, is aimed at boosting user engagement while showcasing Snap's growing in-house AI capabilities.
In this guide, we'll explain what Animate It is, how it works, who can use it, and how creators can leverage it for content and growth.
What Is Snapchat's Animate It AI Lens?
Animate It is a custom AI-powered video Lens that allows users to generate animated elements inside their Snaps using text prompts.
Instead of selecting a predefined animation, users can simply describe what they want to see — for example:
A cat pawing at your face
A playful animation reacting to your expression
A dream-like mini scene layered into your video
Snapchat's AI then generates a short animated clip that blends into the original Snap, creating a unique, shareable video in seconds.
According to Snap, Animate It is powered by Snap's internally developed AI video generation model, marking a notable shift away from its previous reliance on third-party AI providers.
Who Can Use Animate It?
Animate It is currently exclusive to Lens+ subscribers, Snapchat's paid Lens subscription tier.
Requirements:
Active Lens+ subscription
Latest version of the Snapchat app
Access to AI Lenses (region-dependent)
This exclusivity positions Animate It as a premium creative tool, similar to how Snapchat has rolled out advanced AR features in the past.
How to Use Snapchat Animate It AI Lens (Step-by-Step)
If you're a Lens+ subscriber, here's how to get started:
Step 1: Open Snapchat Camera
Launch the Snapchat app and open the camera screen.
Step 2: Access AI Lenses
Tap the Lens carousel and look for Animate It under AI or featured Lenses.
Step 3: Enter a Text Prompt
Type a description of the animation you want to add, such as:
"A cartoon raccoon reacting to my face"
"Floating flowers moving around me"
"Funny animated creature popping into frame"
Step 4: Generate and Preview
Snapchat's AI will process your prompt and generate a short animated video overlay.
Step 5: Edit and Share
Once generated, you can:
The entire process takes just a few seconds, making it ideal for fast, casual content creation.
How Animate It Is Different from Previous AI Lenses
Earlier in 2024, Snapchat introduced its first video AI Lenses, which allowed users to add animated characters like raccoons or foxes into clips. However, those Lenses were limited to preset objects.
Animate It expands on this by offering:
That said, the system still has some limitations, and results may vary depending on prompt complexity.
Why Animate It Matters for Creators
Animate It isn't just a fun holiday feature — it has real potential for creators and brands.
Benefits for creators:
Faster video production
Unique, AI-generated visuals
Higher engagement through novelty content
Easy experimentation with storytelling and reactions
For brands and influencers, Animate It can be used to:
Create playful promotional content
Add animated reactions to product demos
Produce eye-catching Stories without advanced editing skills
Will Animate It Drive Engagement?
Animate It arrives at a strategic time — the holiday season — when users are more likely to experiment with playful, visual content.
While its long-term success will depend on:
It already stands out as a low-barrier, high-fun feature that aligns perfectly with Snapchat’s creative-first identity.
Final Thoughts
Snapchat's Animate It AI Lens blends AI video generation, AR, and social creativity into a single, easy-to-use feature. For Lens+ subscribers, it offers a glimpse into the future of personalized, prompt-driven content creation on social platforms.
As Snap continues to invest in internal AI tools, Animate It could be the foundation for even more advanced creator features in the months ahead.
