Snapchat steps up its brand experience

The social and digital space is ever changing, making it tough for brands to keep up with some of the major players like Facebook, Twitter and Instagram. Based on Snapchat's latest features, there are two very important things that are successfully setting them apart, and maybe even ahead:

1.) How important customization is to users in order to reflect their individuality and personality
2.) To seamlessly integrate brands into the experience, they're offerings must be fun and relevant

The newest feature involves a 'world lens' that overlays photos and videos taken with the outward facing camera with fun 3-D graphics sponsored by a particular brand. Also in the works are new and improved geofilters that would allow brands to tap into their smart geofilters based on real time location information. Some other exciting news for brands who want to partner with Snapchat? They can now sponsor lenses based on age, gender and what content people look at, which means consumers are only served relevant options and the brand gets a more engaged audience.

An improved experience for brands AND for users? Now that's a win win!