Snapchat’s Animate It: Revolutionizing Snaps with AI Video Magic
Tech News, December 23, 2025: Snapchat has taken its AI innovation to the next level with the launch of “Animate It,” a groundbreaking new AI video lens introduced on December 22, 2025, building directly on the success of its Open Prompt AI Lens (Imagine Lens). This premium feature, exclusive to Lens+ subscribers, empowers users to transform static Snaps into dynamic, shareable animated videos using simple text prompts, marking a significant evolution in the platform’s creative toolkit amid the holiday season.
From Static to Spectacular: How Animate It Works
Powered by Snapchat’s in-house AI video generation model, Animate It allows users to breathe life into their photos or selfies with custom animations generated from text commands. For instance, type “cat swatting my face” to see a playful feline paw animation overlay, or “Polar Express adventure” for a whimsical train ride clip—results appear in seconds via the camera’s Lens search or suggested prompts. This upgrade from the March 2025 video AI lens shifts focus to fully customizable, open-ended creativity, reducing reliance on third-party tools and enhancing Snapchat’s edge in generative AI.
Availability and Strategic Rollout
Unlike the Imagine Lens, which went free for all US users in October 2025, Animate It remains a paid perk for Lens+ members, signaling Snapchat’s push toward premium AI experiences. Accessible directly in the app’s Lens Carousel, it aligns with rising holiday engagement trends, enabling viral, festive content like animated greetings or holiday reenactments. Snap’s move underscores its commitment to in-house AI infrastructure, though scaling video generation poses computational challenges.
Broader Impact on Snapchat’s AI Ecosystem
This December update integrates seamlessly as part of Snapchat’s ongoing AI story, following the Imagine Lens’s text-to-image prowess launched in September 2025. By blending static reimagination with motion, Animate It boosts user retention and positions Snapchat competitively against Meta, TikTok, and YouTube’s AI offerings. As generative tools democratize video creation, Snapchat aims to redefine Snaps as immersive, AI-fueled storytelling, fostering endless holiday creativity while prioritizing responsible AI guidelines to block offensive content.
