Earlier this week Facebook acquired animated filter app Masquerade. The social network was in hopes for a “third-times-the-charm” effect in its on-going efforts to rival Snapchat. Since 2012, Facebook has been trying to catch-up with features of the wildly popular messaging app, and this acquisition clearly shows the growing tension between the two companies. Since 2011, Snapchat started hooking millennials. Facebook has repeatedly tried to mimic some of its most alluring features but has been unsuccessful. In 2012, Snapchat released an app called Poke, which used to allow users send self-destructing photos and videos. The app was discontinued a year and a half later. Facebook tried again and launched yet another Snapchat-like app called Slingshot.
Slingshot was launched in 2014 and was built under the direct supervision of CEO Mark Zuckerberg. The app could not take off and was pulled down in December. Facebook has not only tried to make Snapchat clones but also tried to buy the whole company twice but was turned down by CEO Evan Spiegel both the times. According to Facebook, Masquerade will be a stand-alone app with Snapchat Lens-esque selfie effects incorporated into it. Facebook’s video products will soon be showing the Masquerade features as it’s putting a lot of focus in this area. Facebook is also focusing on its new live-streaming video product which offers more of the immediacy and ephemerality of the Snapchat experience.
Facebook’s apparent rival now has almost as many video views per day as Facebook does with lesser number of active users and a better viewing experience. The CEO of creator network company Delmondo, Nick Cicero, said that Facebook also reached out for information about Snapchat influencers and viewership in December. No business agreement was signed by the companies. Sources also state that Facebook has also offered celebrities and other top creators to pay them to use its Live product.