Twitter follows Snapchat testing filters on Periscope
Twitter is testing facial filters on Periscope, its live video service, in a bid to catch up with Snapchat. Looking to ride the wave of interest in US politics, the network’s first filters resemble Hilary Clinton and Donald Trump. Worldwide revenues from mobile video services are expected to reach $25bn by 2021, according to Strategy Analytics, but Twitter and Periscope face stiff competition from Facebook Live; the success of which is such a concern to Facebook that it has spent $50m coaxing media, publishers and celebrities to use it.

Trying to add an element of fun to its live video service, Twitter is testing facial filters on Periscope. In an effort to ride a wave of interest in national politics, the social giant’s first filters resemble presidential candidates Hillary Clinton and Donald Trump.

“We wanted to give you something fun in the time leading up to Election Day,” Periscope notes in a new blog post. “For the next week, you can broadcast with a Hillary Clinton or Donald Trump mask when you go live in selfie mode.”

Although the filters look more like JibJab characters, the new features clearly owe more to Snapchat and its hugely popular face filters.

From Periscope to Facebook Live, mobile video services are presently focused on building audiences. “We expect direct monetization to follow,” Nitesh Patel, a director at Strategy Analytics, said in a recent report.

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As such, worldwide revenue from mobile video will reach $25 billion by 2021, according to the research firm.

But, Twitter faces stiff competition from Facebook and its Live service for its share of that revenue pie. The success of Live is such a big deal to Facebook that the tech giant has been dishing out around $50 million to coax top media publishers and celebs to use it.

Facebook also just launched a major multiplatform ad campaign for Live, including TV, out-of-home, digital components.