Facebook is Finally Having a Direct Shot at Snapchat’s Ephemerality

November 1, 2016, By Sanjeev Ramachandran

After a series of experiments and attempts with its sub-platforms, Facebook has finally decided that it’s time –  to up the ante against the rivals head to head. The social media platform is finally introducing a new feature that would entirely mimic Snapchat’s popular feature.

According to reports, the company will soon overhaul the in-app camera with features like Snapchat-akin mask filters and others so as to have a direct go at Snapchat; a service which has always been adored by Facebook.

Accordingly, the new camera will feature numerous selfie filters that will fit according to the person’s expressions. That’s not it; Facebook is also having AI-powered art filters introduced to the camera. It was earlier reported that the company was working on providing real-time Prisma-like features through the in-app camera, and it now appears that the experiment was just a part of its broader shot.


The revamped camera will also support direct messages, which Facebook calls Facebook Direct. Users can snap a filtered video using the camera and send it across to their contacts in case they do not wish to share it to the entire public.

And that’s ephemeral; the videos won’t be staying alive in the inboxes forever. Facebook will let videos to remain only if a conversation is triggered with the contact within 24 hours from sharing the video.

Facebook will have the new camera app icon installed in the left-hand corner. It can also be accessed by simply swiping the screen to the left when using the app.

The company has had numerous attempts to mimic the ephemeral services offered by Snapchat, which Facebook has tried to acquire before it went popular. Facebook has also later acquired MSQRD, a similar platform that offers facial mask filters through in-app camera.

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