Snapchat: Custom face filters are in the way

Since Snapchat launched Lens Studio (a more professional version of "Create Your Goal") at the end of 2017, users have created over 30,000 custom goals that have generated one billion views and taken Snapchatters for a two million collective hours.

This is a huge success now destined to be renewed thanks to the introduction of seven new models, including the GIPHY functionality, which will allow people to create selfie goals in augmented reality 2D and 3D.

Possible digital masks include virtual baseball hats, face paint, and tools to connect three-dimensional objects to a user's head.

If creating is not for you, you can unlock new face filters created by other users and Snapchat artists among those that rotate through the app on a given day among the most popular that will appear in a new section of Discover.

This innovation is part of a strategy designed to compete with Instagram, to create a more defined creator community and to strengthen the company's credibility as a platform for artists and creators and not just for stars and influencers.