Social media giant, Facebook has decided to overhaul its own app camera by ‘copying’ the best features from the Snapchat platform. Pictures that vanish after 24 hours, fancy filters and effects which turn selfies into various characters, personal messaging pictures, are a few of the various things Snapchat has been known and used for. Facebook in a brave move, has incorporated those exact ideas into its own app. As of now the new camera app is in a testing phase and is limited to Ireland, yet if Facebook decides to go with it and launch it globally (user base of 1.4 billion), it will do things which were once exclusive to Snapchat. In March MSQRD had sold its filter technology to Mark Zuckerberg and company. Facebook used the feature in Facebook Live during Rio Olympics and now in Halloween-themed masks. Even the Prisma-like filters which were added with a better choice of blends is even better than the original. Though the technology has been incorporated in the new camera app, it is still in a testing phase.
Interestingly, Snapchat, once in 2013, had declined an offer of $3 billion from Facebook, a decision which many thought to be crazy. Yet, the sharing of content, especially personal has been declining on Facebook even though its number of users have grown massively. However, Snapchat has been doing well, with increasing number of picture and video shares on its platform, and they feel they can make around $1 billion in revenue in 2017. The first time Facebook started to test the Snapchat like features, was during the Rio Olympics, but now its app seems to be more flexible and ready for the consumer. With quick access from the news feed to including Prisma like filters and the innovative reactive filters, the app is going all out to lure the user.
There is no clarity on when the company will launch the features for everybody, but one this is for sure, Facebook is trying everything to make the younger users stay on the platform. It may not defeat Snapchat in its own game by copying some features, yet can make it enough interesting to not let users shift to the other platform totally. Sachin Monga the new camera’s product manager told TechCrunch, “We want to make visual sharing on Facebook fast, fun, and flexible.”