Masquerade, which announced the deal on its website, did not disclose financial details. Facebook is acquired Masquerade Technologies Inc., creator of the popular face-swapping app MSQRD, as part of efforts by the world’s largest social network operator to build its video services.
Facebook believes Video communication is exploding
Facebook has pushing its broader video aspirations in recent years, encouraging its users to upload directly to Facebook rather than sharing links to YouTube. With Masquerade on board, Facebook is buying more than a bunch of funky filters — it’s buying a sophisticated technology platform that can be used in businesses too.
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
Facebook tried to buy Snapchat for $3 billion in 2013
Repeatedly has attempted to emulate popular Snapchat features. Facebook’s disappearing chat apps Poke and Slingshot struggled to gain users. But it’s had some luck integrating filters and stickers into its Messenger chat app and curating users’ posts on Instagram into special highlight reels — akin to Snapchat’s Live Stories videos.
Acquiring small start-ups has also been a strategy for Snapchat. Its Lenses tool, in fact, was the result of acquiring Looksery last year for an undisclosed price. And the deal is starting to pay off. The company has been able to generate revenue from Lenses by getting advertisers to pay for animations that mention their brand, like one in which a cooler of Gatorade got dumped on people’s heads.
Given the increasing competition among messaging apps to attract more audience in the tighter market, Facebook’s news is rather interesting. After dominating with WhatsApp, Messenger, and Instagram, the social network wants the attention of younger users once again.
Snapchat definitely holds the interest of the millennials with its spin in ephemeral messages that disappear after a short while. Is Mr. Zuckerberg afraid of Snapchat? Probably, given the fact that that he failed to acquire Snapchat for around $3 billion.
The news is an interesting development in the bigger competition among messaging apps to capture more audience in an increasingly tight market.
While Facebook dominates the world of messaging apps with Messenger, WhatsApp and Instagram, Snapchat and its spin in ephemeral messages that disappear has proven to be a huge hit with younger users.
Masquerade, backed by Yuri Gurski and Gagarin Capital, said founders Eugene Nevgen, Sergey Gonchar and Eugene Zatepyakin will join FB.
Taking a break from coding to welcome the MSQRD team to Facebook!
Mark Zuckerberg taraf?ndan gönderildi 9 Mart 2016 Çar?amba
Indeed, Masquerade boasts of a “dream-team of leading experts in the fields of machine learning, face detection and tracking, facial expression recognition, 3D graphics and visual effects.”
So funky filters and face-swaps is only a small part of what FB is buying here today — indeed, FB could’ve built a bunch of funky filters itself. With Masquerade, it’s buying a team that’s proven itself and has the smarts to help Facebook build out its live video ambitions, too.
At Masquerade, we’ve worked hard to make video more fun and engaging by creating filters that enhance and alter your appearance,” Masquerade said in a blog post. “Now, we’re excited to join forces with FB 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.”
Although Masquerade’s software will now belong to FB, the MSQRD app will continue to be available as a free standalone on the App Store and Google Play Store. The filters will then be integrated on Facebook’s apps.