Facebook is stealing the Stories format and invading countries where Snapchat isn’t popular yet. Today in Poland it launched “Messenger Day”, which lets people share illustrated filter-enhanced photos and videos that disappear in 24 hours, just like on Snapchat.
By using the international popularity of Messenger to spread the Stories format, Facebook could boost retention and return visits to its chat app while becoming the primary place where people post off-the-cuff, everyday life content before they get hooked on Snapchat.
Sources in Poland spotted it and sent TechCrunch these screenshots. We reached out to Facebook for comment, and it told us “We know that people come to Messenger to share everyday moments with friends and family. In Poland we are running a small test of new ways for people to share those updates visually. We have nothing more to announce at this time.”
Additionally, Facebook says it frequently runs small tests before rolling products out to other regions, but there’s no guarantee it will expand this feature beyond Poland.
Much of the feature works exactly like Snapchat Stories, with the ability to draw or add text to images. Facebook’s one big innovation with Messenger Day is the use of graphic filters as suggestions for what to share, instead of just to celebrate holidays and events or to show off your location like with Snapchat’s geofilters.