Snapchat just proved why lenses are a bigger deal than Stories

Quick, what's Snapchat's most important feature? 

While you'd be forgiven for answering "Stories," the most important feature to Snapchat's business today might be something else entirely: lenses. 

Yes, you read that right. The barfing rainbows and dog ears could end up being far more valuable to the company than the feature Facebook has worked so hard to copy.

SEE ALSO: Snapchat's newest lenses will feed your selfie addiction

Case in point, Snap launched a new form of branded lenses called "shoppable" lenses on Wednesday, which allow brands to apply buy buttons and prompts to install ads directly into a lens. Think of it as Snapchat's version on Instagram's "buy now" ads.  Read more...

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