Snapchat is Throwing Up Rainbows (Literally)

Snapchat has launched a new version of its popular ephemeral messaging app, and users are so happy that they are throwing up rainbows.

The new version of the app enables users to use a new feature called "Lenses" when taking selfies. With this feature, users must press down in the middle of their phone's screen when the selfie camera is on, select a Lens from the row at the bottom and follow the on-screen instructions. 

Currently, the Lenses range from scary faces to heart eyes, and of course, a big-eyed face that enables users to throw up rainbows when they open their mouth (because, why not?). It will be particularly interesting how brands end up using this update to communicate with their followers, as some of the current Lenses are very timely for the upcoming Halloween season.

In addition to Lenses, Snapchat is trying to better monetize its platform with this update. For instance, the company is now enabling users to purchase extra "Replays." The Replay feature was unveiled two years ago and enables all users to leverage one Replay per day. With the update, however, users can purchase 3 Replays for $0.99. That said, users can only Replay an individual Snap once, regardless of how many Replays they have purchased.

Lastly, Snapchat notes that it has included other "surprises" in its update, including "Trophies" that are available above the camera screen. With this feature, it seems as if Snapchat is looking to gamify its platform. It is definitely a feature worth watching, because trophies stickers are currently the only reward consumers get for leveraging the platform. For example, a user can earn a Trophy sticker for sending a video Snap. In the future, however, Snapchat could expand this feature by rewarding its most active users with other types of prizes, such as additional free Replays. Only time will tell, but for now, it seems as if Trophy stickers will be the only prize offered.