Snapchat Debuts Sponsored Filters For the Rear-Facing Camera (May 15, 2017)
When Facebook announced its AR strategy at F8 a few weeks back, a key component was filters for the rear-facing camera. At least in demos, those filters looked more impressive than what Snapchat had until then offered for the back camera on a phone, interacting in sophisticated ways with real-world elements in much the way Snapchat’s selfie filters do with faces. But the other big difference between Facebook and Snapchat’s approaches to filters is that for now at least Facebook treats them as an open developer platform, while at Snapchat they’re first-party only other than for advertisers. And today Snapchat announced that it will be debuting its first sponsored rear-facing filters, starting with a promotion for a teen romance movie. That’s clearly a new place for Snapchat to put ads within its interface, which will be handy as its user growth continues to be slow. But it also means that Snapchat’s rear-facing filters will continue to be a very narrow, curated experience with the occasional ad, while Facebook’s equivalent may in time offer a much richer, broader set of filters for the rear-facing camera. I would guess that Facebook will in time offer monetization options for developers too (and therefore take a cut) but for now the business models remain quite different, which means that even though from a feature perspective the two will compete, Facebook won’t be offering brands equivalent ad products to the ones Snapchat offers.
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