How does it work?
Creating the frame involves designing your original art in an image editor, then building the frame in Facebook’s desktop web-editor. Art should hug the edges to frame the photo or video, and text or graphics should live at the bottom or top of the page. You can then add a start and end date to the frame, and you have the option to target by location or keyword. Once Facebook gives the thumbs up (wait time is currently estimated at one week), the frame will live in the Facebook camera or in Profile frames for your friends and Page fans to use, and to give credit where it’s due, your name will appear for all to see when a user previews the frame or posts it to his or her News Feed.
Frames > Filters
If your first thought is “this is simply a copycat of Snapchat’s On-Demand Geofilters,” you’re not alone. The design and function are identical. However, while Facebook has been candid thus far about copying various aspects of Snapchat, there is one key difference that could give Facebook a leg up on the original ephemeral platform: though Facebook frames can be geo-targeted, it’s not a requirement.
Compare this to Snapchat’s On-Demand Geofilters, which require you to pay for a specific time slot in a geo-fenced area. This means that anyone can design a frame and release it to their Facebook friends or Page fans anywhere, all while getting credit for each use. The result will be a bottomless pool of frame options that Facebook users can employ to express themselves no matter where they are, while Snapchat users are either constricted to the geo-fenced area for which they paid or left running around to find the latest geofilter in their vicinity. Facebook frames give complete power to the platform’s massive user base, making creative expression easier and more diverse than ever. And let’s not forget the kicker—Facebook’s tool is free.