Unless you've been hiding under a rock for the past few months, you've probably noticed the huge increase in video content online and in mobile apps.
With apps like Snapchat becoming increasingly popular, and from a business standpoint – now worth $16 billion according to their last valuation – it's clear that video isn't going away any time soon.
And Facebook wanted to get in on the fun.
Yesterday, Facebook announced they had acquired the team at Masquerade – an app that creates filters that enhance and alter your appearance.
"At Masquerade, we’ve worked hard to make video more fun and engaging by creating filters that enhance and alter your appearance," Masquerade said in a blog post.
"Now, we’re excited to join forces with Facebook and bring the technology to even more people. Within Facebook, we’re going to be able to reach people at a scale like never before."
We expect Masquerade's video and filter features to show up in Facebook eventually.
The acquisition was first reported by Business Insider.