In a Wednesday announcement, social network Facebook has revealed that it has acquired image filtering app maker Masquerade.

The acquisition of Masquerade marks the addition of a new creative tool to Facebook's already notable list of creative tools including stickers, text on photos and finger doodles; thereby escalating its rivalry with Snapchat messaging app.

Belarus-based Masquerade is a 2015-launched startup which offers an app that adds fantastical filters to the photos and videos clicked by users with their smartphones. As per a statement by a Facebook spokeswoman, the acquisition of Masquerade will help Facebook enhance its video experience because of its "world-class imaging technology for video."

The Masquerade app basically overlays inane and cartoonish images - such as a gorilla face or an Iron Man helmet, among others - on people's faces as they shoot video. According to App Annie ranking service, the Masquerade app emerged as a top mobile app soon after its launch.

Meanwhile, in its announcement of the acquisition of Masquerade, Facebook said that it plans to keep Masquerade a free and standalone app. However, as a result of the acquisition, the co-founders of Masquerade -- Eugene Nevgen, Sergey Gonchar and Eugene Zatepyakin -- will be joining Facebook; and some of the other prominent employees of the startup will work out of Facebook offices in London.