It’s not really a secret that Facebook wants Snapchat. They offered to buy them, and Snapchat refused. So, now Facebook seem to be working as hard as they can to introduce Snapchat-like features into all of their platforms. It started with Instagram adding basic stories, which then spread to Facebook and WhatsApp. Every new version seems to add a little something extra that Snapchat users will be familiar with.
Now, no surprise, facial filters have finally come to Instagram. It was inevitable, really. But it took a while. It’s understandable why some features are taking a while to show up, though. Not all Instagram users have tried Snapchat (I hadn’t, until recently). Adding everything all at once can be a little overwhelming to existing users. So introducing it a bit at a time eases that transition to where Instagram wants to be.