Developed by a Facebook team in London, the app reportedly opens directly to a camera much like Snapchat, giving users a way to quickly capture photos and videos. Another feature planned for the device is the ability to live stream video, mimicking existing apps like Meerkat and Periscope. In recent months, Facebook has been making a strong push into live video.
The app may be designed to combat a growing decline in the number of photos and videos Facebook users are sharing as focus has shifted towards articles and away from original content. Market research conducted by GlobalWebIndex suggests 37 percent of Facebook users uploaded or shared their own photos in 1Q 2016, down from 46 percent in 1Q 2015.
Other methods Facebook is using to encourage the sharing of original content include news feed prompts based based on interests and location, an "On This Day" feature for sharing past posts, and an option to post pre-made collages taken from a user's Facebook photo repository.
According to sources who spoke to The Wall Street Journal, Facebook's camera project remains in the early stages and could potentially never see a release should it be shelved.