Daily Insights

Snapchat’s Time Machine

By: Mackenzie Baker | Nov 27, 2019

Snapchat’s newest lens is one for the ages. 

Snapchat lenses have become a source of great entertainment for app users—often resulting in memes and internet popularity. Brands have gotten in on the lens phenomenon, too, often partnering with Snapchat to promote new products or events. Snapchat’s newest lens, “Time Machine”, lets users go from baby-faced to elderly in a matter of seconds. Snapchat was already home to the original baby lens as well as an aged face lens, but this new feature is a combination, letting users rapidly age themselves. 

Following the viral success of FaceApp, which also lets users age themselves, Snapchat’s internal AR team developed the “Time Machine” lens, currently available globally for Snapchat users. Snapchat has a high amount of platform engagement according to a Gartner L2 report on the topic, thanks in part to the company’s focus on AR technology. 

In addition to the baby face lens launched earlier this year, Snapchat also had lens success with its gender swap feature. The brand is hoping the “Time Machine” lens will be its next viral sensation. Snapchat executives have credited the virality of these lenses as a reason for why the app has gained twenty million users in the past year. 

For users that want a sneak peek of their past or future, Snapchat has got them covered. The brand’s newest aging lens is a joint effort with augmented reality. Brands looking to create a digital sensation in the future could look to Snapchat for AR strategy.