The new filters will allow brands to add animation to the photos and videos. Snapchat will further introduce targeting options for the Sponsored Animated Filters. Samsung will become the first brand to run the Sponsored Animated Filter campaign in UK on Christmas.

According to Forbusiness, majority of interactions on Snapchat are between close friends, and 87% of users rank close friends as the most influential factor in purchasing decisions (compared to 6% for influencers and celebrities).

Snapchat recently opened up AR development to all creators with Lens Studio launch.

Meanwhile, CNN is set to scrap its daily Snapchat show 'The Update' from 2018 according to Reuters.