Facebook bought photo-sharing app Instagram in April 2012 for $1 billion. They tried to buy photo and video service Snapchat over a year later for $3 billion, but were turned down.
Ever since, it seems Facebook has taken it upon itself to turn Instagram into a direct competitor to Snapchat. Earlier this year, Instagram revealed Instagram Stories, a feature that allowed users to post photos and videos publicly that would disappear after one day. Sounded very much Snapchat-eqsue, and it was.
And now, Instagram revealed in an announcement on Monday that it was adding live video and disappearing direct messages.
“Send anything you want, from inside jokes to your worst selfies,” Instagram said in a blog post.
“Unlike other messages in Direct, these photos and videos disappear from your friends’ inboxes after they have seen them.”
“Now, you can send disappearing photos and videos directly to groups and individual friends in a spontaneous, pressure-free way,” Instagram added.
Users are expected to get the disappearing messages feature instantly, while the live feed feature is expected in coming weeks.
Instagram is mostly seen by its over 500 million users as an app for sharing highlights and memorable pictures, and the new update wants to push users to using the application on a more daily basis.
Facebook already has a live video update setting, so it’s not surprising to see them follow suit. Both platforms will now offer competition to Twitter-owned live broadcast platform, Periscope.
Live broadcasts can only be watched when they are airing and not saved, “so you can feel more comfortable sharing anything, anytime,” according to the photo and video sharing service.
This is certainly not good news for Snapchat, and it’s not even finished. Facebook bought facial recognition company FacioMetrics last week, technology will give users the ability to introduce filters to their photos, arguably Snapchat’s biggest selling point.
Snapchat has grown on its own since refusing to sell to Facebook, currently having over a hundred million users worldwide, and a reported 10 billion video views a day.