Facebook gained a new tool in their rivalry with Snapchat climbing.

The largest social network in the world, said Wednesday he acquires the masquerade, a company founded last year that photos and silly cartoons overlap, as Iron Man helmet or the gorilla face on the faces of people who shoot video. It quickly became a top mobile application, according to App Annie, a rating service.

California-based Facebook Menlo Park, said he plans to leave Belarus or MSQRD Masquerade base remains an independent and free application. The purchase adds to the list of creation of Facebook tools, including bumper text photos and scribbles fingers.

A spokesman for Facebook said it had Masquerade "world class technology picture for video." He said Facebook would continue to improve your video experience.

Masquerade effects are similar to rival Facebook Snapchat filters, which have become so successful that Snapchat began charging for some of them last year. Snapchat launched last month in an exchange of popular face filter as part of his tool of larger lenses.

Hearing Snapchat is less than Facebook (Snapchat 100 million daily users against 1 billion for Facebook), but the influence of Snapchat has increased in the last year due to the expansion of partnerships with media companies, sports leagues and other live events suppliers. Snapchat in April 2015 was the third most widely used application among young people aged 13 to 17 years compared to Facebook, which was No. 1, according to a survey by Pew Research.

Facebook Snapchat and each say they have more than 8 billion videos viewed every day. Facebook tried to buy Snapchat for $ 3 billion in 2013. Facebook did not say how much it paid to acquire the masquerade.


"Prospero" Facebook sees significant gains in mobile
Facebook default offered easy way to break into the accounts
Facebook default offered easy way to break into the accounts
Masquerade has been downloaded around 12.6 million times since it was launched in December, according SensorTower, an analysis of monitoring applications based in San Francisco. The application is more popular in Russia (22.4 percent), followed by the US (15.5 percent).

Mascarada co-founder Eugene Nevgen, Sergey Gonchar and Eugene Zatepyakin will join Facebook, and key members of the Masquerade work in the offices of Facebook London, the companies said.

"Facebook is investing in a team that can innovate and run the race heats mobile video," said Wednesday SensorTower co-founder Alex Malafeev.

Meanwhile, the masquerade said in a blog on Wednesday that the launch has "worked hard to make the most fun and engaging by creating filters that improve video and change their appearance."


"Inside Facebook, we will be able to reach people on a scale like never before," said Post. "This is an audience scale we never imagined was possible."

But do not get too excited, said Forrester analyst Alfred Liousas Erna. As technology continues to give us more enforcement track experiences, the key will be the ability to offer something that no one has actually said.