TL;DR
Facebook introduced augmented reality selfie lenses called 'Masks' in the main app for iOS users in the US, UK, and New Zealand. The feature is available for users to use when they go Live on Facebook.
Another Snapchat copycat feature was unveiled from Facebook today. According to a recent TechCrunch article, Facebook has introduced augmented reality selfie lenses called “Masks” in the main app. The first set that has been introduced has a Halloween theme, including a skeleton, witch, and pumpkin, that users can use when they go Live on Facebook.
The feature will be available to iOS users in the US, UK, and New Zealand starting today. In the next few months, Android users and other countries will be able to use the feature, according to Facebook. The feature was developed to get more users to Facebook Live and have them feel more comfortable with going Live on the platform by having a mask.
In addition to Masks, Facebook is celebrating Halloween with limited-edition Halloween-themed emoji Reactions. A wowed ghost, laughing witch, sad Frankenstein, and mad jack’o’lantern can be used when tapping and holding the Like button during the days close to the holiday.
Facebook’s Masks feature not only is a fun update for users, it represents a revitalized strategy as Facebook’s user experience has started to look stale in comparison to the younger, hipper Snapchat. It’s tough to stay cool as parents and even grandparents join the platform after its start as a college tool 12 years ago. The company will need to start flexing its creativity muscles to stay ahead-of-the-curve.
In this story
This story was originally published in 1851 Franchise on October 27, 2016. Burnaze summarizes and links to the original reporting.
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