It’s a cycle we’ve seen play out time and time again: new app arrives (or existing app delivers new feature), it proves to be wildly popular, and then everyone else under the sun scrambles to bring the same functionality to their own software; Imitation may be the sincerest form of flattery, but in mobile app circles, developers have it down to a science. And while Snapchat may have made its name with self-destructing media that disappeared just moments after viewing, today users turn to the app for a growing number of reasons, not the least of which being its attractive filter package. From simple effects to impressive-looking face-swap modes, Snapchat’s got a lot to offer – and no shortage of competitors. Now Facebook is acquiring one of those, Masquerade, in an effort to bring that same face-swap magic to its own users.
Masquerade (MSQRD) will remain a distinct app, even with Facebook buying the company, but Facebook’s also very clear that it intends to make a lot of Masquerade’s VFX wizardry into the Facebook app itself.
That means that one day soon, you may start seeing a lot more Snapchat-looking pics and videos populating your wall.
So far there’s no word on when Facebook plans to implement Masquerade’s filters, but seeing as this deal was only just announced, we wouldn’t be surprised to be waiting several more months.