Twitter releases photo filter and editing product in direct challenge to Instagram

Twitter released its much-awaited photo filters and editing tools Monday, directly targeting Instagram — and by extension Facebook’s (s fb) — dominance in the photo sphere. It’s unclear whether the new Twitter photo-editing product will catch on with users, or if they’ll continue to head elsewhere for sharing images, but it’s an important move by one of the largest social networks adding a new form of content creation on the platform.

Twitter announced the update in a blog post, and the functionality will be available on the mobile app for Twitter and will allow users to add filters, crop and pinch photos, edit them, and then share share those photos out to followers. And of course, unlike Instagram photos, Twitter-edited photos will easily expand in tweets as they arrive.

From the post:

“Starting today, you’ll be able to edit and refine your photos, right from Twitter. The latest versions of Twitter for iPhone and Twitter for Android introduce a few new ways to enhance the images you tweet.”

The move comes after Instagram last week disabled Twitter cards, meaning users will now have to head to the Instagram web experience to view those photos. Since Facebook purchased Instagram this summer, the rivalry between the companies for the upper hand in photo experiences has escalated.

Twitter photo filters screenshot