Whether you see it as a complete rip-off or as a smart move towards giving users what they want, Instagram today introduced what could be seen as the last feature to compete directly with Snapchat.

Face Filters works pretty much the same as how the same feature work on Snapchat, with the difference that usage is more straightforward and visible to every user.

Other new features include a “Rewind” option for videos, use hashtags inside of Stories and a new eraser brush.

Today, we’re introducing face filters, an easy way to turn an ordinary selfie into something fun and entertaining. Whether you’re sitting on the couch at home or you’re out and about, you can use face filters to express yourself and have playful conversations with friends. Simply open the camera and tap the new face icon in the bottom right corner. Tap a filter to try it on and send it to your friends or add it to your story. They even work with Boomerang! Also today, we’re rolling out three new creative tools. Make videos that play in reverse with “Rewind,” add context to your story with a hashtag sticker and get creative with the eraser brush. Instagram has always been the place you can go to turn regular moments into something you can’t wait to share. Now, you have more fun and easy ways to express yourself and connect with the people you care about most. To learn more about today’s updates, check out help.instagram.com. These updates are available as part of Instagram version 10.21 for iOS in the Apple App Store and for Android in Google Play.

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