Snapchat adds world lenses to further its push into augmented reality

Earlier this week Snapchat rolled out world lenses, a new twist on its popular face filters that continues the company’s exploration of augmented reality. Users that tap the camera screen while using the rear-facing camera will bring up new 3D lenses. A cloud, a rainbow, flowers, and a floating “OMG” are part of the initial lineup, which will change daily, the company said.

The increase in functionality is clear evidence that as Facebook continues to duplicate Snapchat’s original platform features and, Snapchat is responding with increasingly innovative and user-focused capabilities in a bid to keep them loyal and stop them drifting over to competitor platforms.

Source: The Verge