Snapchat Wants to Turn Your Selfie Into an Ad

One-day 'lens' sponsorship reportedly costs $750,000

Headshot of Lauren Johnson

Few snaps are more popular than selfies, and now Snapchat has a way for brands to turn them into promotional opportunities—for a price.

The Financial Times reports that the Venice, Calif.-based player is starting to sell sponsored "lenses" in the coming months. This will add to a new feature the app rolled out two weeks ago, which adds graphics like big eyes to photos and vomiting rainbows to videos.

The one-day ad unit will reportedly cost $750,000 for big-ticket holidays like Halloween and Christmas and $450,000 the rest of the year.

The starting figure for holidays is the same price Snapchat initially requested from advertisers earlier this year. At the time, brands balked at the high price, causing the app to revamp its ad products with new features like two-cent ads for 10-second videos in May.

Still, Snapchat continues to rake in big numbers for brands. A recent campaign for iHeartRadio pulled in 340 million impressions over two days. And popular creators like Gary Rojas, Esa Fung and ScottySire that work with brands average 300,000 to 400,000 views per Snapchat Story. 

@laurenjohnson Lauren Johnson is a senior technology editor for Adweek, where she specializes in covering mobile, social platforms and emerging tech.