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It's no secret that Facebook-owned Instagram has been coping many of its newest features from rival app Snapchat.

Instagram isn't stopping at face filters in this update though, it also added the ability to play videos backwards with the camera. Just days after Snapchat adopted a very Instagram-like change to how its snaps are viewed and organized, Instagram is firing back by stealing a feature from Snapchat that Facebook itself embraced very recently: AR filters. To access them, the users must swipe into the camera, where they will see a new icon at the at the bottom right corner. The company first tried to make its own standalone Snapchat competitor app, but failed multiple times to find a wide audience.

Instagram rolled out more new features to the "stories" part of the app that will look familiar if you've ever used Snapchat.

With its effects platform, Facebook appears to be attempting to surpass Snapchat in terms of mask and filter quality. Love them or hate them, it seems like every social media app is adding these face filters these days - and they're even popping up in the photo apps of the latest phones. But it relies on metadata, machine vision object recognition, and the free-form text people add to Snaps to surface content. Instagram's standardized location database that powers location stickers will make it easier to both add to a unified Location Story and watch them too. You can take a picture, give it a full-colour filter and wipe away parts of it to display certain parts of the underneath image. This was a departure from when Instagram introduced its version of Stories, a feature that Instagram loudly credited to Snapchat. When using drawing tools, users will now see a new eraser brush with which they can erase things that they've drawn.

"In addition to face filters, we're rolling out "Rewind", a hashtag sticker and an eraser brush in the camera!" the company tweeted. Instagram Stories alone has more than 200 million. As the term suggests, it's a feature that lets you add a customized hashtag to your story.

The new filter feature is not launching with any brand partners.