While Facebook is not quitting copying most, if not all, of Snapchat’s features, Snapchat has not given up just yet, and has tapped into the next big trend in an effort to improve its market position.

It recently released a new form of lens that responds to sound and not just visual cues.

The filter looks like the image above, an animal-like overlay with glowing ears, nose and whiskers. When a person speaks, the ears expand and pulsate to the sound of their voice.

The addition of a lens that reacts to both facial gestures and audio cues could open up a whole new set of opportunities for brands to tap into and creatively reach out to their customers. It will be interesting to see how creative they can get in with this new format!

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