Masquerade, Popular Photo/Video Filter App Bought By Facebook

Masquerade, Popular Photo/Video Filter App Bought By Facebook
Photo Credit: edowoo via Compfight cc

These days if one makes an app that is unique and fresh, it not only strikes the fancy of users who tries it but also attracts attention from big companies. Such is the case of Facebook buying out the popular app, Masquerade.


The social networking company’s announcement said just this Wednesday, March 9 that it is buying the start up founded last year, which is currently one of the most popular mobile apps in town. CNET reports that the California based company plans to let the app remain as a standalone free app. The purchase of the said app is just to add it to Facebook’s list of creative tools which currently already have stickers, text on photos and finger doodles.

A spokesperson for the social media said that the start up has built a fantastic app that has world-class imaging technology for video. She also adds that the company is “excited to welcome Masquerade to our team and continue enhancing the Facebook video experience.” She, however, did not give a statement regarding how much the company has spent to acquire the said start up.

The MSQRD app, according to Tech Insider, lets the user overlay playful, animated filters over their faces using their phone’s selfie camera. The effects available range from Leonardo DiCaprio at Oscars to a monkey, which makes the app fun to play with. A user can just record a video using the app or take a still photo then share it to other social networks.

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Aside from keeping the app standalone, the company is also planning to integrate its technology into Facebook. Additionally, it has been said that the three key employees of the start up, which includes its founders Eugene Nevgen, Sergey Gonchar and Eugene Zatepyakin, will be joining Facebook’s London Office.

Meanwhile on their site, the start up’s CEO, Eugene Nevgen, has addressed the issue stating that “At Masquerade, we’ve worked hard to make video more fun and engaging by creating filters that enhance and alter your appearance. Now, we’re excited to join forces with Facebook and bring the technology to even more people. Within Facebook, we’re going to be able to reach people at a scale like never before.”

USA Today says with the purchase of the app, Facebook seems to be heating up the competition between them and Snapchat, which has a similar function. Aside from heating up competition, the purchase is said to be part of the California based company’s campaign to capture youth vote. It also underscores the hunt for flashy new features that will appeal to younger users amidst the growing competition between social networks like Snapchat, Messenger, WhatsApp and Instagram.

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