Snapchat launches AI Clips and opens full-funnel ad goals
Snapchat adds AI-powered video creation and expands ad objectives to include performance goals like clicks and purchases.
Mariano De Vitto · July 2026
Snapchat is giving marketers two new reasons to pay attention this week.
First, AI Clips, a Lens Studio tool that turns a single photo into a five second video. Creators and brands can generate motion based content without filming anything new, which could speed up production for smaller teams and testing cycles.
Second, and arguably more important for advertisers, Snapchat has opened up its ad objectives beyond awareness. Campaigns can now be built around performance goals like clicks or purchases, not just reach and impressions. Total Snap Takeovers are also getting folded into this broader, full funnel approach.
For marketers, this is a signal that Snapchat wants to be taken seriously as a performance channel, not just a place for brand awareness plays aimed at younger audiences. Pairing AI generated video content with direct response objectives means brands can move faster from creative to conversion, all within the same platform.
The practical upside is speed. Turning a still image into usable video content in minutes removes a real production bottleneck, especially for smaller budgets that cannot fund frequent shoots.
The thing to watch is quality control. AI generated motion still needs human judgment on brand fit, tone and whether the output actually serves the campaign goal. Treat AI Clips as a fast first draft, not a finished asset.
If you run Snap campaigns focused on awareness today, this is a good moment to test whether performance objectives can pull real budget from other platforms.
The Signal Brief · Mariano De Vitto — Head of Marketing, Barcelona