Snapchat's latest viral augmented reality filter plan brings users to the old road, where they can use a rider to turn a toddler into an older person. It mitigates the company's success with its original baby lenses in May this year, with the aging filter modeled on the FaceApp filter, which allows users to age quickly. The lens starts globally starting today and will be available in the user's carousel at the bottom of the camera interface. Although Snap pays creators to build AR lenses for their platform, this lens is an original Snap, meaning it was built by an internal team. It seems that it is primarily to go virally on and off the platform.
When Snape's child filter became viral last spring, it repeatedly appeared on other platforms, such as Instagram. However, the company said in its call for profit from the second quarter of 2019 that the platform had received 7 to 9 million of its most recently added users due to its AR filters, including one of them for virus replacement. It is easy to imagine that the company wants further viral success to increase this number.
Although Snap would probably want people to post in Snapchat, it's not a terrible loss to them if they only have people coming into the application for their AR technology – no one does that for Instagram. Instagram filters mostly focus on making people look more comfortable or helping them express emotions, not doing crazy tricks. Even the Snap ad for the filter I put above seems to give people ideas on how to apply a filter like on my TikTok and sync the lens with the music for a comic effect. In my opinion, this is a tacit confirmation that people are using Snap lenses outside the application, and that's okay.