Facebook testing Snapchat-like filters in its main app, according to reports.
In an effort to compete with its rival Snapchat, Facebook is reportedly testing a new camera app in its main app. The new camera feature will rely on similar video and photo filters that Snapchat users already enjoy. This includes Snapchat-like masks, geofilters, Prisma-like filters, as well as full-frame effects that overlay on graphics. The new feature will also enable you to either post that content or send it as a direct message to anyone on your friend list. According to the report,
“Facebook’s real innovation beyond Snapchat and Prisma are the reactive filters. They cover the screen in leaves you can wave around with your arms, or cool little colored line patterns you can disrupt with your movements”.
Facebook plans to put the camera icon in the upper-left corner of the main app so as to try and get as many people as possible. The camera can be easily accessed from the News Feed by simply swiping right on the main screen. While still in the testing phase, and restricted to Ireland users for now, this new camera is expected to have a great impact on Snapchat’s user base.
Facebook is constantly working hard to boost user engagement on its main app by introducing new features. But, this is the first time the social network has adopted features like this and placed them so noticeably in its main app. By making a clone of Snapchat, the company is trying to deprive its competitor of oxygen.
Since the acquisition of startup MSQRD, Facebook began testing with new features and products to make the most of MSQRD’s tech. During the Summer Olympics in Brazil, the social media giant introduced an augmented reality filter for its camera app that lets you paint any country’s flag on your cheeks. Apart from the Olympics test, Facebook recently launched Halloween-themed face filters for its live video platform.
This is all a part of Facebook’s strategy to enable users to share more original content, that too in a personal and direct way. The company has found that in the previous year, the sharing of photos, videos, and status updates has reduced, while sharing of news articles and links has considerably increased. This has flooded Facebook with information and opinions, but lacking those photos and videos that keep users engaged with each other. On the other hand, more and more users are joining Snapchat to share photos and videos every day.
Due to the fact that Mark Zuckerberg failed to make a deal to buy Snapchat, the only choice left is to eliminate every existential threat Snapchat poses, maybe that is why Facebook testing Snapchat-like filters in its main app. Facebooks’s main app will soon have a place for more engaging content that’s worth sharing. It’s still unclear whether anyone of this activity can capture more attention of the millennial.