Thursday 23 March 2017

Snapchat shutting Lens Store today

Emma Clark

Snapchat
Snapchat

Snapchat will today shut down its Lens Store despite it only being open a couple of months and apparently doing good business.

Snapchat’s Lens Store has been a brief, yet seemingly profitable venture. Snapchat announced that it will be shutting the store down on January 8th.

Lenses were launched in September 2015, letting users spice up their selfies with superimposed images or gifs. However, Snapchat has stated that it is refocusing its efforts of its advertising business.

This effort will still include sponsored lenses, similar to the recent availability of a lens to promote The Peanuts Movie. Meanwhile, a selection of 10 free lenses will be available every day.

Snapchat claims that tens of thousands of lenses are purchased per day, so it’s somewhat unclear why the store is being scrapped. Perhaps Snapchat felt that the upkeep was too strenuous or that a wide variety of lenses will detract from sponsored lenses, which could prove to be more profitable. Ft.com reports that these sponsored lenses are sold for between $450,000 and $750,000 per day.

If you want to grab a paid-for lens to use in future messages, you can still buy them until the store shuts down. These lenses will be available to use, along with the free daily selection.

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