Facebook has slowly but steadily been moving into the Augmented and Virtual Reality space.
Now that commitment has increased with the launch of the Camera Effects platform.
Facebook made the announcement as the recent F8 developer conference.
The platform will let third-party developers create augmented reality filters that can be viewed through the Facebook Camera on mobile. For example, overlaying a hat on your friend's face, or putting sunglasses on your dog.
The principle is similar to Snapchat’s geo-filters, but with a significant difference.
Big tent party
By opening the platform up to virtually anyone with design and developer skills, Facebook will build a vast library of augment reality and interactive experiences.
By doing so, it could leap ahead of Snapchat to become a leader in the field.
While Facebook doesn’t allow branding at the moment, it’s not a huge leap to imagine this functionality being rolled out on Facebook and Instagram in the not-so-distant future.
Do you use AR or VR for your campaigns? Let us know how it went in the Comments.