Many of the brands we work with run competitions that require their audiences to activate using a lens and then submit the content to enter.

Previously we were able to solicit submissions by having the user direct message the content but since the roll out of brand profiles, users must now: follow the brand -> unlock the lens -> create the content -> @mention the brand -> post it to their story.

The additional friction from these steps has seen a steep decline in the number of entries brands have been receiving for these style of campaigns.

In an ideal world, it would be possible to have the user activate on the lens, and then allow them to submit their UGC directly from the lens itself (perhaps an embeddable button on the completion screen of the lens?)

Even if this content just went into a Google Drive, Dropbox etc, this would be a huge boost for brands looking to run this style of activation.