In October 2016, Instagram mimicked Snapchat stories to launch Instagram stories, and successfully surpassed Snapchat earlier this month with 200 million daily active users using the feature.
Reportedly, the photo-sharing app has six times the user base of Snapchat and double the number of users for the Story feature.
Facebook, Instagram and Snapchat have been playing a copycat game for a while now as Facebook gradually "borrowed" more Snapchat features and added them to its own services.
The new filters feature koala ears and graphics such as math equations floating around your head. "Whether you're sitting on the couch at home or out and about, face filters help you express yourself and have playful conversations with friends". Click this button that looks like a little smiley with some stars and the eight new face filters the app has to offer will appear below the capture button. Those filters have proven to be popular with Snapchat users, so it's no surprise to see them appear in Instagram, which is also fighting for dominance in the disappearing messages game.
In the latest 10.21 update for both iOS and Android, users will now be able to tap a button and enable the face filters mode. You can apply filters to pictures, videos, Stories, and more.
Last but not the least, Instagram is introducing a new hashtag sticker along with a new eraser tool. These filters bear an eery resemblance to some of the Snapchat lenses. For example, the Rewind tool lets you create videos that can be played in reverse. The face filters will be available in photos, videos and Instagram's Boomerang feature.
Lastly, you'll see a new eraser brush when using drawing tools. Users can now tap the sticker icon at the top right of the screen, select and customise the hashtag, then add it to their story.