Snapchat just launched lenses to be used in viral TikTok dance challenges. While brands are trying to take on TikTok, Snap is taking an entirely different approach by instead collaborating with them. YPulse’s social media monitor found that Snapchat Lenses are one of Gen Z and Millennials’ top 10 used social features, and many use the augmented reality lenses to post content across various platforms. Snap knows that, and to incentivize young users to come to Snapchat for their creative tools, they unveiled special lenses to be used solely on TikTok, teaming up with four popular creators from the app—like Jalaiah Harmon and Dixie D’Amelio. Harmon created a the “Star Burst” lens to track people’s bodies as they move, while D’Amelio’s lense places the subject in the middle of cartoon lightning bolts and fireworks. (The Verge)
