HenrySnapchat Animate It: AI Video Generation Arrives in Social Media
Snapchat just launched Animate It, the first open-prompt AI video generation tool built into a major social platform. With 400 million daily users, AI video is no longer just for creators.
Snapchat just made AI video generation as casual as sending a selfie. Their new Animate It lens lets anyone type a prompt and get a short AI-generated video in seconds. No learning curve. No subscription to a separate tool. Just tap, type, generate, share.
The Shift Nobody Saw Coming
I have been tracking AI video tools for years. We've covered Runway's dominance on Video Arena, Sora 2's physics simulations, and the open-source revolution from ByteDance and Tencent. All of these are impressive. All of them require you to leave your social app, sign up for something, and learn a new interface.
Snapchat's approach is different: bring the AI to where people already are.
Animate It launched December 22, 2025 as part of Snapchat's Lens+ subscription tier ($8.99/month). It represents the first open-prompt AI video generation tool integrated directly into a major social platform.
The distinction matters. When AI video generation lives inside an app with 400+ million daily users, it stops being a specialized tool and becomes a communication medium.
How It Works
The simplicity is almost aggressive:
- Open Snapchat, search for "Animate It"
- Tap the caption, type your idea (or pick a suggested prompt)
- Wait a few seconds, share your creation
That is the entire workflow. No rendering queues. No credit systems to understand. No downloading and re-uploading.
Open Prompt Generation
Unlike preset lenses, you type whatever you want. "A dragon eating pizza in space." "My cat doing a backflip." The model interprets and generates.
Native Sharing
Generated videos save directly to Memories. Share to Stories, Spotlight, or anywhere else on the platform. The friction is nearly zero.
In-House Model
Snap built this using their own internally developed AI video generation model, not licensed tech. They control the entire stack.
Why This Changes Things
Let me paint two scenarios:
Before (Pro Tools)
- Hear about new AI video tool
- Sign up for account
- Verify email, set password
- Learn the interface
- Understand credit/pricing system
- Generate video
- Download result
- Upload to social platform
- Share
Now (Snapchat)
- Open app you already use
- Find lens
- Type prompt
- Share
The second path will happen billions of times. Not because it is technically superior, but because it is frictionless.
The best technology often wins not by being the most powerful, but by being the most accessible. Snapchat understood this.
The Subscription Angle
Animate It requires Lens+ ($8.99/month), which sits between basic Snapchat+ ($3.99) and premium Platinum ($14.99).
Snapchat Subscription Tiers:
| Tier | Price | AI Video Access |
|---|---|---|
| Free | $0 | Preset AI lenses only |
| Snapchat+ | $3.99/mo | Basic features, no Animate It |
| Lens+ | $8.99/mo | Animate It + exclusive lenses |
| Platinum | $14.99/mo | Everything + ad-free |
Here is the interesting business model question: will AI video generation drive subscription conversions?
Compare this to standalone AI video tools charging $20-50 per month for serious usage. Lens+ gives you AI video generation plus hundreds of other lenses for $8.99. For casual users who just want to make funny clips, the value proposition is compelling.
The Technical Mystery
Snap has been quiet about the model architecture. We know it is built in-house and generates short clips in seconds. Beyond that, details are sparse.
- Internally developed model
- Optimized for mobile generation
- Designed for short-form social content
- Fast inference (seconds, not minutes)
- Model architecture (diffusion-based? transformer-based?)
- Maximum clip length
- Resolution and frame rate
- How it compares technically to Sora, Veo, Runway
My guess: Snap optimized heavily for speed and mobile efficiency rather than maximum quality. When the use case is "make something funny to share in 10 seconds," you don't need cinema-grade output. You need something good enough, fast enough.
Context: The Lens Evolution
This is not Snap's first AI video feature. They have been building toward this moment:
First AI Video Lenses
Preset animations like Raccoon and Fox that add AI-generated elements to your snaps.
Lens+ Launches
New subscription tier at $8.99/month focused on exclusive AR and AI experiences.
Imagine Lens
AI image generation lens made available free in the US.
Animate It
First open-prompt video generation, exclusive to Lens+ subscribers.
The progression is clear: test with preset options, gauge interest, expand capabilities, then unlock open-prompt generation. Smart rollout strategy.
What This Means for Creators
If you're a professional creator, Snapchat's AI video tool won't replace your Runway or Veo workflow. The quality and control won't match dedicated tools.
But that misses the point.
- ✓Quick reaction content: perfect fit
- ✓Story fillers and transitions: ideal
- ✓Experimental creative ideas: worth exploring
- ○Professional production: stick with dedicated tools
- ○Long-form content: not designed for this
The real impact is on casual users. People who would never sign up for Runway now have AI video generation in their pocket. The addressable market for AI video just expanded massively.
The Platform Wars Are Coming
Snapchat moved first among major social platforms. Others will follow.
Expect similar announcements from TikTok, Instagram, and YouTube within the next 6-12 months. AI video generation is becoming table stakes for social platforms.
Meta is already testing AI features across Instagram and Facebook. TikTok's parent ByteDance makes its own AI video models. Google owns YouTube and Veo. The pieces are in place.
When every major social platform offers built-in AI video generation, the dynamic shifts entirely. Standalone AI video tools will need to compete on quality, control, and professional features rather than accessibility.
My Take
I am genuinely excited about this, and not just because Snap shipped something cool.
For years, AI video generation has been a specialized skill. You needed to know the tools, understand prompting, manage credits, and navigate technical interfaces. That kept it as an enthusiast activity.
Snapchat just made it a casual gesture. Type a thought, get a video. Share it. Move on.
That is how technology actually becomes culture: not through impressive demos, but through everyday usage by regular people.
The real question is not "how good is Snap's AI video model?"
It is: "what happens when 400 million people can generate AI video while waiting for the bus?"
We are about to find out.
Try It Yourself
If you have Snapchat and are curious:
- Subscribe to Lens+ ($8.99/month) or Platinum ($14.99/month)
- Search for "Animate It" in the camera
- Type something weird and see what happens
Start simple. A dancing robot. A cat in a spaceship. Let the model surprise you.
The quality won't match Sora 2 or Runway Gen-4.5. But the experience of generating AI video inside a social app you already use daily? That is something new.
And sometimes, new matters more than best.
Sources
- Introducing Animate It (Snap Newsroom)
- Snapchat rolls out a new $8.99 Lens+ subscription tier (TechCrunch)
- New Video Gen AI Lenses for Snapchat Platinum (Snap Newsroom)
- Snap introduces AI Video Lenses powered by its in-house generative model (TechCrunch)
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Henry
Creative TechnologistCreative technologist from Lausanne exploring where AI meets art. Experiments with generative models between electronic music sessions.
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