After acquiring live filter app MSQRD back in March, Facebook today has begun officially integrating its capabilities into the main Facebook mobile app, focusing first on a soft rollout in Brazil and Canada (via TechCrunch). The Olympics-themed launch will greet users with an open, front-facing camera window when first jumping into Facebook, letting them swipe between various filters that add animations and graphics onto their face, which they can then take a photo or video of and then post directly to their feed.

facebook msqrd update
For now, Brazilian and Canadian users will only see filters inspired by the Rio Olympics -- like Brazilian flags and a "Go Canada!" motto -- that attach to the user's face and move around with them, similar to Snapchat's popular camera filters. Facebook is also introducing static banners in its rollout, with similar country and team-supported messages that attach to any picture or image.

"The way that people share has changed a lot" Facebook Product Manager Sachin Monga tells me. "12 years ago, most of what was shared was text" so Facebook’s status composer with a big white text box. "Now, mobile changed things a little bit, but we didn’t really change our tools. If you look at what people are sharing, now it’s mostly photos, and soon it will be mostly videos. Our strategy is really simple. We want to make it really easy to share photos and videos" Monga explains.

Facebook has long been pushing its video content, whether created by media companies or everyday users, as a main focus of the social network in the future. Although the company didn't confirm a wider launch for the new MSQRD features, it seems like the new live filter abilities would be a logical next step for the company to make in the video space. In a different vein, but still edging closer to the popularity of Snapchat, Instagram recently debuted a "Stories" feature with posts that disappear after a day.


Users on iOS and Android within Canada, and iOS in Brazil, will start seeing the new update rolling out to the Facebook mobile app today, and it will "run through the end of the Olympics." Facebook is available to download from the App Store for free. [Direct Link]

Top Rated Comments

C DM Avatar
69 months ago
Oh yes I have. And I don't like it.
I guess the point is that there are many others that like that kind of thing and would use it and enjoy it.
Score: 2 Votes (Like | Disagree)
Dilster3k Avatar
69 months ago
I can't wait to use the safety hazard filter, or the dirty water filter, or terrible accommodation + stuff stolen filter, or maybe the doping filter
Score: 1 Votes (Like | Disagree)
garirry Avatar
69 months ago
I take it you never used Snapchat? ;)
Oh yes I have. And I don't like it.
Score: 1 Votes (Like | Disagree)

Related Stories

iphone holiday

Best Black Friday iPhone Deals Still Available

Friday November 26, 2021 4:58 am PST by
Cellular carriers have always offered big savings on the newest iPhone models during the holidays, and Black Friday 2021 sales have now carried over into Cyber Monday as well. Right now we're tracking notable offers on the iPhone 13 and iPhone 13 Pro devices from AT&T, Verizon, and T-Mobile. For even more savings, keep an eye on older models like iPhone SE. Note: MacRumors is an affiliate...
airpods family holiday

Best Black Friday AirPods Deals Still Available

Friday November 26, 2021 4:04 am PST by
Black Friday 2021 deals are still going strong into Cyber Monday, and in this article we're tracking the best deals across Apple's AirPods lineup. Throughout the week we've been sharing the best sales for Apple devices like iPhone, Mac, and iPad, so be sure to follow us on Twitter for all of the latest Black Friday sales Note: MacRumors is an affiliate partner with some of these vendors. When...
apple mixed reality headset mockup feature purple

Kuo: Apple AR Headset Coming in Late 2022 With Mac-Level Computing Power

Thursday November 25, 2021 8:32 pm PST by
Apple's long-rumored augmented reality (AR) headset project is set to bear its first fruit late next year with the launch of the first device carrying a pair of processors to support its high-end capabilities, according to a new research report from noted analyst Ming-Chi Kuo seen by MacRumors. According to Kuo, the higher-end main processor is said to be similar to the M1 chip Apple...
apple watch cellular holiday

Best Black Friday Apple Watch Deals Still Available

Friday November 26, 2021 4:55 am PST by
The Apple Watch always makes a great gift around the holiday season, and for Black Friday 2021 we're tracking a few solid offers on numerous models of the Apple Watch. In this article, you'll find the best Black Friday sales on the new Apple Watch 7, but the best money-saving discounts will be found on older models like the Apple Watch Series 3 and SE. Note: MacRumors is an affiliate partner...
iPads black friday 20 sale feature

Best Black Friday iPad Deals Still Available

Friday November 26, 2021 4:48 am PST by
Although Black Friday sales began as early as October in 2021, the shopping holiday is now officially underway and we're highlighting the best sales for each of Apple's product lines. In this article, you'll find the best Black Friday sales on iPad Pro and iPad mini. Note: MacRumors is an affiliate partner with some of these vendors. When you click a link and make a purchase, we may receive a...
mac family holiday

Best Black Friday iMac and MacBook Deals Still Available

Friday November 26, 2021 4:29 am PST by
Our Black Friday 2021 coverage continues with the best deals you can find on MacBook Pro, MacBook Air, iMac, and Mac mini today. As with all Black Friday deals, we aren't sure how long any of these will last, and prices are always fluctuating, so if you see something you want, be sure to buy it soon. Note: MacRumors is an affiliate partner with some of these vendors. When you click a link and...
General black friday 20 sale feature

Huge List of Black Friday Deals on iPhone and Mac Cases, Cables, Accessories and Software

Friday November 26, 2021 5:09 am PST by
Black Friday is in full swing today, and in this article we're highlighting some of the best deals that you can find online among popular third-party accessory makers like Twelve South, Nomad, Satechi, and many more. Visit our Black Friday Roundup for a deeper dive into the best sales going on today. Note: MacRumors is an affiliate partner with some of these vendors. When you click a link and...
apple black friday shopping event 2021

Apple's Black Friday Promotion Now Underway in the U.S. and More Countries

Friday November 26, 2021 12:07 am PST by
Apple's annual four-day Black Friday through Cyber Monday shopping event is now underway in the United States and select other countries, with customers able to receive a free Apple gift card with the purchase of select products through November 29. Participating countries include the United States, Canada, Australia, New Zealand, the UK, Ireland, France, Spain, Portugal, Italy, Germany,...