Earlier this month Snapchat introduced Animated Filters, a creative update to the static Filters available on Snapchat. Now brands can use these filters with the launch of Sponsored Animated Filters, which offer brands a short-form, high-impact ad sent in Snaps between friends. 

They enable brands to add animated fun to the photos and videos they capture and share, and are available for national takeovers in major markets across the world from today. Over 3bn Snaps featuring Filters are viewed on Snapchat every day.

Snap’s own research shows the majority of interactions on Snapchat are between close friends, and 87 per cent of users rank close friends as the most influential factor in purchasing decisions (compared to 6 per cent for influencers and celebrities).

Targeting options for Sponsored Animated Filters are coming soon. Last month saw the launch of Targeted Audience Filters, which meant that Sponsored Filters no longer required micro geofences or national-only campaigns. With Targeted Audience Filters, businesses can target Snapchatters by age, gender, interest, time of day and other factors.

Samsung will be the first brand to run a Sponsored Animated Filter campaign in the UK on Christmas Day. The Filter is part of Samsung’s 2017 Holiday campaign, ‘Giving is the gift to be shared’, which celebrates the joys of gifting during the festive season.