Your fb Feed Will quickly Be full of odd Faces

facebook just scooped up Masquerade, the Belarus-primarily based firm in the back of MSQRD, an app that focuses on zany video filters—this means that it can be just a subject of time prior to you start seeing videos on your information feed tricked out with Snapchat-fashion filters. Neither company has disclosed how a lot facebook paid for the acquisition.

“Masquerade has built a fantastic app, MSQRD, with world-type imaging know-how for video,” a facebook spokesperson mentioned in a observation to quick firm. “We’re excited to welcome Masquerade to our crew and proceed improving the facebook video experience.”

facebook noted that this was once an extension of its ongoing effort to create “creative instruments” for its customers; previously 12 months, the corporate has presented the choice of including filters, textual content, and stickers to uploaded photos. acquiring Masquerade will carry some whimsy to the social network’s video content material—and, in facebook’s eyes, supply it one of the most features related to Snapchat, which the company famously tried (and failed) to purchase for $three billion in 2013.

MSQRD will continue to function as a standalone app. fb says it is hiring simplest “key individuals of the crew”—together with Masquerade founders Eugene Nevgen, Sergey Gonchar, and Eugene Zatepyakin—who will work out of its London place of job.

replace: facebook CEO Mark Zuckerberg posted a welcome video using MSQRD this afternoon.

[by means of TechCrunch]