Instagram is now completely Snapchat

Audrey Hill
May 17, 2017

Instagram says no. At TechCrunch Disrupt, the company's product head Kevin Weil explained why. Yet, considering Snap's success with its sponsored Lenses, it is likely only a matter of time before Instagram begins bringing brands onboard. Instagram is rolling out eight Face Filters initially, with more arriving in the near future. When using drawing tools, users will now see a new eraser brush with which they can erase things that they've drawn. Those filters have proven to be popular with Snapchat users, so it's no surprise to see them appear in Instagram, which is also fighting for dominance in the disappearing messages game. Besides Story posts, filters can also be used with Instagram's Boomerang looping video feature. There aren't quite as many filter options to choose from, and it's unclear if Instagram will refresh its filters regularly like Snapchat does, but it's not a bad start. I mean, seriously, chances are your friends on Snapchat are probably on Instagram, too.

The new Instagram selfie filters are like the cherry on top, crowning all other copied elements to make a true Snapchat clone. We had already been getting creative with the Boomerang and Hands-free tools and it seems they're now being topped off by this new tool. The company's rise has led to a greater focus on extending its growth period for as long as possible, an aim reflected in last week's overhaul of the Instagram web app. Like with mentions, you can add hashtags using regular text as well and people watching your story will be able to tap the hashtag sticker or text to go to the hashtag page and explore related posts.

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The updates are available as part of Instagram version 10.21 for iOS and Android. Try them out - it'll work with both the front- and rear-facing shooters on your phone.

Instagram is owned by Facebook, which tried to purchase Snapchat for a reported $3 billion in 2013 but was rebuffed by CEO Evan Spiegel.

Other reports by MaliBehiribAe

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