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Facebook Adds Snapchat-esque Geo-filters

Facebook Snapchat Style Update

Facebook has continued its tirade into casual plagiarism by releasing another feature reminiscent of Snapchat’s lenses and filters. Facebook’s new Camera Effects Platform will allow users to add what they are calling "frames" - custom image geo-filters.

Facebook have been on something of a feature poaching tirade in recent months, and for the large part Snapchat have been the victims. Most recently these have come in the guise of an updated in-app camera offering Snapchat-esque filters, Snapchat-esque filters in Facebook Live and even an attempt to buy the Asian Snapchat clone Snow. Although the offer was rejected, it was yet another example of Facebook taking on Snapchat and shows just how serious they are.

Facebook’s Camera Effects Platform has one thing that separates it from Snapchat’s filters. Whereas those of the latter are pre-approved by the network, those of Facebook are community created and submitted by people and pages for approval.

The process seems simple enough - you create a geo-filter that surrounds the subject of a photo and has some connection with an event or location, Facebook approves it and others in the area can use it too. Although Facebook have made use of photo frames for users’ profile pictures since 2015, this is the first time they have allowed users to create their own.

According to information acquired by TechCrunch, Camera Effects Platform will initially be open to users in Mexico, Colombia, Taiwan, the UK, and Ireland, as “they’re where the profile frames have been used the most to date.”

How do I create a frame?

Custom photo frames for Facebook could prove popular with local businesses, especially bars, restaurants and venues during events who make use of user-generated content as part of their marketing strategy.  If you want to create one and make sure it get’s approved by Facebook, check out this handy online guide. Full details on guidelines for frames will soon be available on Facebook’s help centre.

Editor - 

Mark is our resident content marketing manager and editor of our expert blog on social media and digital content marketing mastery. Alongside having a passion for enacting positive social change through media, Mark loves food, travel and art.

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