First Facebook adapted a SnapChat-like “stories” feature for their subsidiary platform Instagram and now they may capitalize on Snapchat’s famous face filter feature. The blue social media giant is in talks to let several Hollywood studios promote big-budget movies using new animated masks on the social network.
Though Facebook Live already lets people use filters to sync up special effects over their faces, they have not allowed brands to participate. One ad exec said that the first branded mask would be an unpaid experiment, reported AdvertisingAge.
Facebook and its subsidiary Instagram increase pressure on Snapchat’s parent company Snap Inc. as it prepares to become a publicly listed company. Because Facebook offers marketers immediate access to much larger audiences, Snapchat’s unique features are their main weapon of survival. And with every feature that Facebook or its Instagram subsidiary copies from Snapchat, the pressure on Snap Inc. to reach its planned initial public offering only increases.
“With Facebook, there’s such scale there,” said Colleen Leddy, head of communications strategy at Droga5 an independent advertising network . “The more you can do on Facebook, the more appealing it becomes. So based on client goals and what our audience is doing on Facebook, we’d look at all the options.”
Advertisers can essentially use the same video ads they’ve built for Snapchat and re-direct money to run them on Instagram and, soon, maybe Facebook as well.
“This all works in Facebook’s favor,” said Rick Albano, executive creative director at Swift a strategic creative agency. “They’ve already set up a lot of measurement and data to support ad dollars being spent there.”