In an attempt to take on YouTube and TikTok, Snapchat has released a new Lens Challenge feature where users can participate in different challenges.

Snapchat’s new Lens Challenges feature is basically themed challenges that contain a special Snapchat Lens and can then be featured for the app’s community. The feature allows users to participate in challenges via Snapchat’s famous AR lens interface.

The first challenged has already been launched and is based on the holiday season. As explained by The Verge, users can select a specific Lens that will let them sing a version of ‘Jingle Bells’ performed by Gwen Stefani where lyrics are presented on-screen.

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For participating in the challenge, the user would have to open the Lens explorer and choose the ‘Jingle Bells’ challenge option. After recording the video and if satisfied, the user can then send the snap to others, add it to their own Story, or even send it to the global Gwen Stefani Challenge story.

According to Tech Crunch, with this feature, Snapchat aims to increase user engagement, since users will be able to compete in viral challenges and share their participation with other Snapchat users. Also, in future, the Lens Challenge will include more themes including any particular dance, event, holiday and more.

Moreover, if the user does not wish to participate, they would still have the option to view Lens Challenges from others. This can be done by accessing the same challenges interface in the Lens explorer, reported 9to5Mac.

Other than Snapchat, another app TikTok has also integrated challenges and promotes trends as a way for keeping the users hooked. Social media app YouTube too has encouraged users to participate in viral trends with challenge video that gather a lot of views, for instance the recent Drake’s ‘In My Feelings’ challenge.