Facebook & It’s War Against Snapchat

Facebook’s newest innovation is here

Filters for user selfies. The social network is offering users in Canada and Brazil a first look at camera features that resemble Snapchat’s features.

Users in Canada and Brazil will start seeing filters they can use to dress up their photos, which is a style made popular by Snapchat. On Snapchat, there are daily updates to the camera with new filters and animated lenses, which transform people’s selfies into cartoonish characters.

Snapchat also turns lenses and filters into sponsorship opportunities; brands such as Gatorade, Taco Bell and movies like “X-Mex: Apocalypse” have bought them, sometimes for millions of dollars, according to advertising insiders, depending on how many lenses.

Facebook has been chasing Snapchat to incorporate its most popular behaviors which are very popular with the youngest generations on social media.

“We’re working to deliver better experiences for our communities and more ways for people to share more of what they care about with anyone they want,” CEO Mark Zuckerberg said in Facebook’s earnings call last month.

Some believe Facebook is simply copying “what works” in an attempt to compete against rival snapchat, however, marketers should be thrilled Facebook is looking to enhance their advertising capabilities.

Snapchat, unlike Facebook, Instagram, Twitter and Youtube cannot be easily accessible to small businesses (SMBs) and middle market businesses (MMBs). A snapchat filter can run a company into the millions of dollars per day. While other platforms such as Google Adwords, Youtube Ads, and Facebook Ads can be purchased on an auction based agreement. This allows more companies to advertise across all of the platforms.

Facebook has taken the lead in conversion probability. Companies who are dumping ads into Facebook have a better chance of converting viewers to customers as opposed to it’s counterparts Twitter & Youtube.

Facebook’s use of native advertisements through a platform called “Facebook Post Boost” allow marketers to create posts, and drop them into their target demographics news feed. Youtube uses an alternative approach by making viewers watch ads before they can watch their selected content. This method of advertising is known as disruptive advertising. Studies have shown disruptive generates a far lower conversion rate as opposed to native content.

Snapchat needs to become a little more like Instagram to appeal to advertisers, while Instagram wants to become a bit more like Snapchat so that it can lure younger users who don’t like the social pressure of a public feed. So, should Snapchat have sold to Facebook for $3B back in 2014? In time I guess we will find out.