Facebook Set to Develop AR Selfie Masks for Brands

Tyrone Stewart

Facebook Group Video Chat Selfie MaskFacebook is allegedly in talks with several Hollywood studios to promote their big-budget movies using the social network’s animated masks.

According to Advertising Age, media and ad executives familiar with the plans have revealed that the masks could be part of camera-centred redesign of Facebook’s app that is, apparently and unsurprisingly, inspired by Snapchat.

Facebook began rolling out animated selfie masks to some of its users for the Halloween period, following the acquisition of video filter app Masquerade, stylised as MSQRD, in March last year. These masks were introduced to all users last month, as part of Facebook’s new Houseparty-esque group video chat feature.

Despite Facebook’s introduction of the masks, this would be the first-time brands would be able to participate.

The use of branded AR masks is another example, of which there have been many, of Facebook attempting to make a dent in Snapchat’s audience. Several brands have teamed with Snapchat to use the Augmented overlays that it already offers.