Instagram Copies Snapchat Again, This Time With Filters for Your Face

Swirling math equations and koala ears in augmented reality

Build your own seamless purchase experience at Commerceweek, February 28-29. Gain strategies for consumer retention with immersive touchpoints, AI innovation and storytelling. Register now at 35% off.

It was only a matter of time.

Today, Instagram finally introduced augmented reality face filters for Instagram Stories, bringing the app closer than ever before to the signature capabilities of Snapchat, which popularized similar technology for a mainstream audience a couple of years ago.

For starters, the Facebook-owned app has unveiled eight filters which let users add features to their videos and photos such as swirling math equations and koala ears on their head. And while they were designed and built by Instagram, the underlying technology was developed by MSQRD, a startup that Facebook



Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in