Snapchat brings AI video generation to users with new Animate It lens – PPC Land

Snapchat announced the launch of Animate It on December 22, 2025, introducing its first open-prompt video generation lens to the platform. The feature allows Lens+ subscribers to create short, shareable videos from text prompts in seconds using Snapchat’s internally developed AI video generation model. Animate It represents a significant technical milestone for the social media platform, which has invested heavily in augmented reality and artificial intelligence capabilities throughout 2025. The feature enables users to generate animated content directly from the Snapchat camera without requiring external editing tools or production expertise. According to the company’s announcement, users can access Animate It by searching for it from the camera interface. After selecting the lens, users tap the caption field to enter custom prompts or choose from suggested options. The system processes these inputs and generates personalized videos within seconds, creating what the company describes as “one-of-a-kind animated creation ready to share anywhere on Snapchat or beyond.” Subscribe PPC Land newsletter  ✉️ for similar stories like this one Subscribe The technical implementation relies on Snap’s proprietary AI video generation model rather than third-party technology. This approach follows the company’s pattern of developing AI capabilities internally, building on infrastructure investments that have supported augmented
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