The battle for photo sharing app supremacy rages on, and Instagram may have recently dealt a lethal blow to Snapchat with its most recent update.
Snapchat, known for its quirky filters including dog face and the flower power crown, will now have to deal with a copycat feature from Instagram called “face filters.” The Instagram feature works exactly like Snapchat’s and includes filters like koala ears, nerd glasses, a butterfly crown, and wrinkle-smooth makeup among others.
“There’s a lot of exciting work being done around augmented reality,” an Instagram spokesperson told TechCrunch. “We’ve heard from our community that they want more creative ways to share everyday moments and engage with friends. With face filters, they have more tools than ever at their fingertips, and all in one place.”
Instagram’s “face filters” are also intended to be much more subtle that Snapchat’s, and therefore more likely to appeal to a mature adult audience. Unlike Snapchat, at the time Instagram will not allow sponsored filters, but we expect to change in the future as the company expands into new revenue streams.