Seven ways to make a Snapchat Lens people actually share
What we've learned from 150+ lenses and 500M+ views about designing lenses people capture and send on, from the first second to the final reveal.
The short answer
People share a lens when it gives them a moment worth sending. To get there: make the payoff obvious in the first second, centre the person rather than the logo, build in a surprise, keep the interaction to one simple action, design for the capture moment, make it run smoothly on everyday phones, and give people a reason to come back. These lessons come from building 150+ lenses with 500M+ total views.
Key takeaways
- The first second decides whether someone keeps the lens open.
- People share lenses that make them look good, funny or surprising.
- One clear action beats a long list of instructions.
- Performance on mid-range phones is part of the creative.
1. Make the payoff obvious in the first second
Something should happen the instant the lens opens: a transformation, a sound, an object dropping in. If people have to wait or read before anything happens, many will swipe to the next lens.
2. Centre the person, not the logo
People share Snaps of themselves and their friends, not ads. Put the brand into the experience, as the costume, the world or the game, rather than stamping a logo in the corner.
3. Build in a surprise
A reveal, a random outcome or a reaction to an expression gives people a reason to show someone else. Randomness also makes people play again to see what they get next.
4. Keep it to one simple action
Open your mouth. Raise your eyebrows. Tap the screen. The best lenses are learnable without any instructions at all; if you need a hint, keep it to a few words on screen.
5. Design for the capture moment
Think about what the Snap looks like when someone hits capture: is the face visible, is the effect at its best, does a ten-second video tell the story? Plan the peak moment so it lands within a short recording.
6. Make it run smoothly on everyday phones
A lens that stutters gets closed. Keep 3D models, textures and effects light, and test on mid-range phones as well as the latest flagships. Smooth performance is part of the creative, not an afterthought.
7. Give people a reason to come back
Scores, collectibles, daily variations and seasonal refreshes turn a one-off play into a habit. After launch, watch plays, shares and play time, then iterate. We cover the full journey in how long a lens takes.
Frequently asked questions
- How do you measure whether a lens is being shared?
- Snapchat's lens analytics include metrics such as views, plays, shares and play time. Shares relative to plays is a good signal of whether the concept is worth sending on.
- Does adding a brand logo reduce sharing?
- A prominent logo often makes a lens feel like an ad. Integrating the brand into the experience itself, such as the costume, product or world, tends to keep it shareable.
- Virality
- Lens design
- Engagement
- Best practices