In­sta­gram copies an­other Snapchat feature: Face fil­ters

The Hamilton Spectator - - BUSINESS -

SAN FRAN­CISCO — In­sta­gram con­tin­ues to play copy­cat to Snapchat, launch­ing on Tues­day its own ver­sion of face fil­ters — a feature pop­u­lar­ized on Snap Inc.’s app.

The new In­sta­gram tool su­per­im­poses adorn­ments such as an­i­mal ears, hats, makeup and masks over a per­son’s face on the app. The dec­o­ra­tions in­clude a gold crown and a pair of bunny ears rem­i­nis­cent of Snapchat’s of­fer­ings, as well as thick-rimmed glasses.

The com­pany also added fea­tures such as the abil­ity to play videos in re­verse, hash­tag stick­ers that link to a hash­tag page, and an eraser brush when us­ing draw­ing tools.

In­sta­gram orig­i­nally launched in 2010 as a photo-shar­ing plat­form with stylish fil­ters. Face­book bought the com­pany in 2012 for $1 bil­lion. Over the past year, the com­pany has launched fea­tures that bear strik­ing re­sem­blance to Snapchat, in­clud­ing In­sta­gram Sto­ries, which lets users share videos that dis­ap­pear af­ter 24 hours; draw­ing tools, which al­low users to doodle over their pho­tos and videos; and geo-fil­ters, which cre­ate a range of lo­ca­tion-spe­cific stick­ers that can be placed on pho­tos and videos.

“At the end of the day, just be­cause Ya­hoo has a search box doesn’t mean they’re Google,” said Snap Inc. CEO Evan Spiegel.

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