Snapchat, the popular ephemeral app where your messages disappear after being viewed by the receiver, just added a couple of interesting new features. “Lenses” scans your face and lets you record crazy selfie videos and paid replays, which mark the first in-app purchase possibility for Snapchat.
Snapchat has come a long way and its initial hype doesn’t seem to have dialed down – the app now has 100 million daily active users and 4 billion daily video views. Its two new features expand it in different directions. “Lenses” is a fun new feature which scans your face and creates animated selfies. The results range from spewing out a rainbow, becoming a scary screaming monster or having hearts rain down on your face. You can also become Terminator.
The paid replays feature is much more interesting from a business standpoint. Although it is valued at bn, Snapchat only managed to bring in million last year. After launching native ads and placing videos in its stories section, the paid replays could generate a third stream of revenue. And while [body].99 for three replays doesn’t seem much, in-app purchases have proven their capability as a main driving force behind other mobile apps in the past.
Snapchat already expects to generate million this year mostly from ads. Its newest in-app purchase addition might be the final push that financially justifies the hype behind Snapchat.