For lens makers, this off-snap camera extension has the potential to be a way of collaborating with brands.

“One of Snapchat’s main appeals is AR and how partners can use the technology in their apps,” said Cyrene Q, a developer of Snap lenses. “This, in turn, opens up a lot of job opportunities for lens makers.” As more retailers integrate Snap’s camera into their apps, it could create more demand for lens makers.

But video creators would rather see Snap reconsider its creator fund. To compete with TikTok, Snap paid creators $1 million a day for popular videos. In June 2021, the company changed that to millions of dollars a month instead.

Caren Babaknia, a content creator who posts on Snapchat, Reels and TikTok, said he’s noticed the change in payments and that videos that garner millions of views are being skipped by Snap. “It’s harder to grow on Snapchat, but the pay is usually better,” he said. “TikTok is the opposite – you get more followers but less salary.”

Babaknia says he hopes Snap will go back to $1 million a day. “Even if it was $500,000 a day, I think it would be worth it for the creators to come back.”

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