With over 8 billion daily views, Facebook is a superpower when it comes to video content. That status is bound to remain steady, with deals such as the one recently signed with T-Mobile, which gives the mobile carrier’s subscribers unlimited Facebook video streaming. Facebook has also put its ownership of Oculus VR to good use by introducing 360-degree panoramic photos and videos.

Although rivals, particularly Snapchat, are fast catching up with Facebook’s success, the social media platform is taking measures to create original content to help grow its audience and promote Facebook Live features. This includes signing celebrities to help create compelling content and hiring a pro video game player to encourage and manage eSports-related livestreams.

It’s becoming increasingly clear that Facebook is on track to transition beyond media sharing to become a full-on content creation platform, similar to YouTube or Snapchat. This is further evidenced by how shows like Full Frontal with Samantha Bee and its sponsor, AT&T, announced that there will be a behind-the-scenes livestream component on Facebook.

Taking On Snapchat

It’s no secret that Snapchat has been a been a fast-rising star among marketers over the past few months, despite how its promotional features are relatively expensive and content only stays up for a limited time. However, the social platform gets about 10 billion daily video views and may get more daily use than Twitter, so marketers are working to develop creative, high-impact campaigns to engage with the growing audience.

However, Snapchat’s growing popularity means that other social media services have to step up their game, which is why Facebook announced at VidCon that MSQRD (Masquerade) video filters will soon be added to its Live video platform. Facebook acquired Masquerade in March and quickly set to work integrating its face-swapping technology so that live video users can apply different masks and filters to their faces, similar to Snapchat’s very popular Lenses feature—which many promoters love using. Perhaps it won’t be too long before Facebook uses Masquerade to implement its own face-swapping promotions, where users can use the app to exchange faces with celebrities on promotional billboards and signs.

Furthermore, Facebook added a slideshow feature to its app, which automatically creates a slideshow (complete with music) if you take more than five pictures or videos in 24 hours. Alternatively, users can click on someone else’s slideshow within their news feeds and click the “try it” option. Although the feature isn’t technically new—it was already available on Facebook’s “Moments” app, but has been moved to the main one—but it puts the social platform in closer alignment with services such as Google Photos. Looking at it more broadly, Facebook made it easier for its users to post content that’s similar to Snapchat’s Stories, a creative tool that keeps its millions of users engaged.

Beyond Social

Ultimately, the social media giant may become an amalgamation of all the major social platforms, and the ultimate tool for marketers. Furthermore, users may not have to deal with time limits or the same high costs for using these tools. After all, internet users went crazy over a Lush Shower Jellies promotional video, despite how the gelatinous soap is not new. In fact, the vegan-friendly and versatile product was first introduced ten years ago, but the power of Facebook video turned it into today’s top-trending sensation.