By: Gareth James / May 23, 2017

Instagram adds face filters, continuing it’s cloning of Snapchat

After copying Snapchat’s Stories feature last August, Instagram is releasing a version of its selfie lenses today, finishing off a cloning of Snapchat’s most beloved features just as its parent company, Snap Inc., is getting its footing on the public market. The only thing missing is Discover, a collection of just-for-Snapchat media created by professionals and publications.

Snapchat didn’t invent selfie lenses, but it did popularize their use. That pioneering role did not merit a mention in an Instagram blog post announcing the new selfie lenses — which are interactive, just like Snapchat’s. This was a departure from when Instagram introduced its version of Stories, a feature that Instagram loudly credited to Snapchat.

“Today, we’re introducing face filters in the camera, an easy way to turn an ordinary selfie into something fun and entertaining,” Instagram said. “Whether you’re sitting on the couch at home or out and about, face filters help you express yourself and have playful conversations with friends.”

With its effects platform, Facebook appears to be attempting to surpass Snapchat in terms of mask and filter quality. But its ambition is far greater. Relying on computer vision technology, Facebok would like to map out the world and allow developers to build games, and overlay digital art on top of the physical world we live in today. “When you can make it so that you can intermix digital and physical parts of the world, that’s going to make a lot of our experiences better and our lives richer,” Facebook CEO Mark Zuckerberg told BuzzFeed News in an interview ahead of F8.

About Gareth James

Accounts Director at and creator of a best selling iOS app. Gareth loves to help small to medium size businesses get more online exposure. Gareth started his online marketing journey back in 2008.

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