Home » Facebook Advertising » Facebook acquires video filter app Msqrd to square up to Snapchat | TechCrunch

Facebook acquires video filter app Msqrd to square up to Snapchat | TechCrunch

Today, the company confirmed that it has bought Masquerade, like Looksery an app that adds fantastical filters to your smartphone-generated images, but this time focused on video. The startup (written usually as MSQRD) confirmed the acquisition in a blog post, while confirmed the news to us directly.

 

“Masquerade has built a fantastic app, MSQRD, with world-class imaging technology for video. We’re excited to welcome Masquerade to our team and continue enhancing the Facebook video experience,” a spokesperson for Facebook said. The company has been putting a big emphasis on expanding its video features, including its video editing tools to add features like stickers and texts on images, and this is part of that strategy.

 

MSQRD and Facebook are not disclosing the price of the deal, but interestingly, it was only two weeks ago that an investor out of Russia, Eugene Gordeev, posted that MSQRD was getting acquired by Apple for about $117 million. It was a pure hoax, Gordeev confirmed to us.

 

While Facebook dominates the world of messaging apps with Messenger, WhatsApp and , Snapchat and its spin in ephemeral messages that disappear has proven to be a huge hit with younger users.

 

Snapchat bought Looksery to supercharge its animated selfie filters, and now Facebook has made an image filtering acquisition of its own to keep up the messaging pace.

Snapchat bought Looksery to supercharge its animated selfie filters, and now Facebook has made an image filtering acquisition of its own to keep up the messaging pace.

 

 

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