Continuing to steal directly from Snap’s playbook, Facebook is adding “face filters” to Instagram.
Among other Snapchat-like filters, Instagram users can now augment their selfies with swirling math equations, a wreath of flowers and furry koala ears.
In addition, Instagram is now inviting users to play videos in reverse with a new “Rewind” feature, and add more context to stories with a new hashtag sticker.
The new filter feature is not launching with any brand partners. Yet, considering Snap’s success with its sponsored Lenses, it is likely only a matter of time before Instagram begins bringing brands onboard.
For Facebook, copying Snap’s more successful features has become commonplace. Last summer, the tech titan added a Stories section to Instagram's app.
More recently, Facebook added ‘Stories’ to its flagship app.
Like Snapchat’s own Stories service, Facebook’s new offering encourages users to share multiple photos and videos as part of a "visual collection" atop their News Feed.
Like Snap’s service, Facebook’s Stories will disappear 24 hours after users post them. Akin to Snapchat, Facebook also recently debuted a camera with which users can add all sorts of silly filters and editing effects to pictures and video.
Facebook is increasingly relying on Instagram to drive revenue growth. In fact, the picture-based network will make up 20% of Facebook’s domestic mobile revenue this year -- up from 15%, last year -- eMarketer estimates.
Fortunately for Facebook, Instagram just recently surpassed 700 million monthly active users, while the network is adding MAUs at a record rate. Facebook’s CFO David Wehner told analysts on Wednesday: “We’re seeing great growth there.”