Instagram wages war on Snapchat with Face Filters

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Instagram's new face filters (L) v. Snapchat's lenses.

Users will need to download the app's latest update and can then access the face filters by opening the app's camera interface and tapping the new icon in the bottom right hand corner, according to the Verge.

Facebook's Snapchat-style augmented reality face filters are coming to Instagram. Try them out - it'll work with both the front- and rear-facing shooters on your phone.

While face filters are the biggest addition, Instagram is also putting some smaller, equally fun features into Stories. The app's camera now includes a "Rewind" feature that shares videos in reverse.

Instagram also announced the arrival of a "rewind" button, a hashtag sticker and an eraser brush. Instagram Stories alone has more than 200 million.


You can add a hashtag to a story with text, or the new hashtag stick. During his TechCrunch Disrupt interview, Weil reluctantly acknowledged that Instagram's strategy around stories and filters was inspired by and came at the expense of Snapchat. Instagram has not only cloned singular face masks but is also adding filters that work with friends -similar to face swap or flower band masks in Snapchat.

Facebook, the largest social media platform, has been accused of copying features from Snapchat such as "Stories" which allows users to post pictures and videos that are erased after 24 hours. Snapchat's first earnings report as a public company didn't go that well, so the app may be exploring ways to stay competitive.

Instagram is owned by Facebook, which tried to purchase Snapchat for a reported $3 billion in 2013 but was rebuffed by CEO Evan Spiegel. With its cloned product now complete, Instagram will be looking at where to head to next. "Good ideas start out in one place and spread all across the industry", Weil explained.

He pointed to Pixar, which was the first to flawless computer-animated films.

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