Snapchat unveils store full of virtual effects -- at 99 cents each
Snapchat Inc. now has another way to make money from its disappearing-message app: pay up, and the fun stuff won’t disappear.
The Snapchat app centers on ephemerality; most photos, videos and other content shared on Snapchat become inaccessible if not viewed within a certain time frame.
So does stuff used to garnish posts -- including digital stickers called “geofilters” and animations that Snapchat calls “lenses.” For instance, a banner like “Friday the 13th” strewn across an image, or an add-on to turn your eyes into laser guns. Many disappear after a day or a few.
According to Snapchat, the deal is a result of consumer demand, like another recently introduced option for users on the receiving end to purchase three extra views of self-destructing messages for 99 cents.
Snapchat has declined to share usage statistics about lenses, but social media chatter and feedback from the first people to use a lens as a marketing tool indicate that millions of people are decorating their photos with the virtual effects.
Charging for extra functions is a already a popular revenue-enhancement strategy for apps in gaming, dating and chatting. Dating app Tinder now sits among the top 20 apps by revenue in the U.S. after unveiling highly requested features -- for a fee -- earlier this year. Pricing varies, but users pay about $10 for a package that includes the ability to search for dates across the world rather than just nearby.
Facebook, which has derived about 90% of its revenue this year from ads, is hoping to land on innovative ways to make money from its Messenger chat app, too. Snapchat is clearly serving as inspiration in other ways. This week, Facebook began testing a feature with users in France that optionally self-destructs messages in Messenger after an hour.
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