But now it's adding filters to Instagram, which is a big deal because Instagram is Facebook's best chance to slow Snap's momentum. The filters will work whether you're using the front or the back camera on your phone.
Instagram is offering only eight face filters at first, but it will add more options later on.
Instagram is getting some new features to appeal to your creative side.
Other tools include a hashtag sticker and an eraser brush.
It seems unlikely that Instagram's new filters are going to steal away any Snapchat users, but that doesn't seem to be the point of Facebook's efforts.
Which would be a sick burn, were it not for the fact that Instagram Stories has already surpassed Snapchat usage.
Stories, where users post short video clips to a running diary throughout the day, has taken off on Instagram, where it claims to have 200 million daily viewers for the feature.
The update will also allow users to display video in reverse, or "rewind" their videos and will feature an eraser app.
The new face filters for Instagram Stories will be able to work on taking photos, videos and even Boomerangs. Videos captured on Rewind mode will only play backwards.
Last August, it added "stories", where shared-posts disappear after 24 hours.
Have you checked out these new features? "You can erase other things you've drawn and play around with removing color", Instagram said. This is an Instagram original-Snapchat has done Stories around special events and is testing a Story Search function, but location-based Instagram Stories will fully leverage Instagram's robust location graph.