SYSTEMS AND METHODS FOR PROVIDING MEDIA EFFECT ADVERTISEMENTS IN A SOCIAL NETWORKING SYSTEM

1 . A computer-implemented method comprising:

obtaining, by a computing system, a media content item created by a first user that includes a media effect that can be applied to image data in a camera view;

ranking, by the computing system, a plurality of content items including the media content item;

adjusting, by the computing system, a ranking of the media content item; and

providing, by the computing system, the media content item to a second user based on the adjusted ranking of the media content item.

2 . The computer-implemented method of claim 1 , wherein the media effect is provided by a social networking system and the media effect is created by an entity.

3 . The computer-implemented method of claim 1 , wherein the media effect tracks one or more of a face or an object detected in the camera view.

4 . The computer-implemented method of claim 1 , wherein the media effect is created based on one or more of: targeting criteria, delivery settings, personalized settings, a trigger, or a call-to-action (CTA).

5 . The computer-implemented method of claim 4 , further comprising:

identifying a plurality of users including the first user based on the targeting criteria; and

providing the media effect to the plurality of users.

6 . The computer-implemented method of claim 1 , further comprising ranking a plurality of media effects including the media effect, and wherein the media effect is provided to the first user based on the ranking the plurality of media effects.

7 . The computer-implemented method of claim 6 , wherein the ranking the plurality of media effects is based on a machine learning model.

8 . The computer-implemented method of claim 1 , wherein the media content item is provided to the second user with a call-to-action (CTA) accompanying the media content item, and wherein the CTA provides access to the media effect to the second user.

9 . The computer-implemented method of claim 1 , wherein the ranking of the plurality of content items including the media content item is adjusted by increasing a score of the media content item, wherein the score is indicative of a likelihood of engagement with the media content item by the second user.

10 . The computer-implemented method of claim 1 , further comprising measuring performance of the media effect, wherein the performance includes a count of actions relating to one or more of: a user seeing the media effect, a user trying the media effect, a user capturing an image or a video with the media effect, or a user sharing a captured image or video with the media effect.

11 . A system comprising:

at least one hardware processor; and

a memory storing instructions that, when executed by the at least one processor, cause the system to perform:

obtaining a media content item created by a first user that includes a media effect that can be applied to image data in a camera view;

ranking a plurality of content items including the media content item;

adjusting a ranking of the media content item; and

providing the media content item to a second user, based on the adjusted ranking of the media content item.

12 . The system of claim 11 , wherein the media effect is provided by a social networking system and the media effect is created by an entity.

13 . The system of claim 11 , wherein the instructions further cause the system to perform ranking a plurality of media effects including the media effect, and wherein the media effect is provided to the first user based on the ranking the plurality of media effects.

14 . The system of claim 11 , wherein the media content item is provided to the second user with a call-to-action (CTA) accompanying the media content item, and wherein the CTA provides access to the media effect to the second user.

15 . The system of claim 11 , wherein the ranking of the plurality of content items including the media content item is adjusted by increasing a score of the media content item, wherein the score is indicative of a likelihood of engagement with the media content item by the second user.

16 . A non-transitory computer readable medium including instructions that, when executed by at least one hardware processor of a computing system, cause the computing system to perform a method comprising:

obtaining a media content item created by a first user that includes a media effect that can be applied to image data in a camera view;

ranking a plurality of content items including the media content item;

adjusting a ranking of the media content item; and

providing the media content item to a second user, based on the adjusted ranking of the media content item.

17 . The non-transitory computer readable medium of claim 16 , wherein the media effect is provided by a social networking system and the media effect is created by an entity.

18 . The non-transitory computer readable medium of claim 16 , wherein the method further comprises ranking a plurality of media effects including the media effect, and wherein the media effect is provided to the first user based on the ranking the plurality of media effects.

19 . The non-transitory computer readable medium of claim 16 , wherein the media content item is provided to the second user with a call-to-action (CTA) accompanying the media content item, and wherein the CTA provides access to the media effect to the second user.

20 . The non-transitory computer readable medium of claim 16 , wherein the ranking of the plurality of content items including the media content item is adjusted by increasing a score of the media content item, wherein the score is indicative of a likelihood of engagement with the media content item by the second user.