Snapchat Rainbow Puke May Shut Down: New Sponsored Lenses To Be Released

Snapchat Rainbow Puke, Heart Eyes and Demon Face are shutting down on Jan. 22, 2016.

Basically, Snapchat is getting rid of its paid animated lenses in the coming week. However, any lenses that have already been purchased will be available even after shutting down at lens store.

Moreover, Snapchat will also be increasing its daily rota of free daily lenses to 10 from an earlier quota of seven free lenses every day, TheNextWeb.com said.

Snapchat is shifting its focus on its advertising including sponsored lenses that will be branded with movies or products. It will also be focussing on new "fun projects" that may include new Ads API that the social media platform is building.

The new campaign will enable businesses to buy ads programmatically rather than inefficiently manage their campaigns by hand, Techcrunch added.

Moreover, the young user base using Snapchat continuously might not have money to pay for the lenses.

It also created a rift in the user base as some younger kids with extra cash could buy lenses and create cool pics with animated lenses while others couldn't. Thus, snapchat will not be offering some of its fastest selling lenses for free for some time.

According to Snapchat, there were currently thousands of lenses purchased each day inlcuding Snapchat Rainbow Puke.

Thus, by removing free lenses, it increases its appeal for Sponsored Lenses. Sponsored Lenses will be basically attached to real content viz friend's faces.

People would share willingly and it would enable Snapchat to earn money without charging it from users or interrupting user experiences with unnecessary ads.

Snapchat will be charging for the Sponsored Lenses from the brands which may include popular lenses like Snapchat Rainbow Puke.

According to Financial Times, Snapchat will be charging brands nearly $450,000 to $750,000 for single day sponsored lens, Fortune.com reported.