The platform – for desktop and mobile – started off as a way to send minimal @- and #-tagged instant messages privately and integrated the ability to embed images and audio and video clips in August last year. It also integrated with Foursquare and Dropbox, so locations and big files can be easily sent.
The new photo editing tools, enabled by Aviary’s software development kit, which is also used by Twitter and Foursquare, include 12 different photo effects/filters, a crop tool, a meme and text tool (to add text on top of photos) and a draw tool.
“Photos are a big way of how we share our experiences, feelings and just have fun together,” the company said on its blog.
It’s a sign that visual tools are more important than ever to catch and hold social media users. With Facebook and Twitter investing in Instagram and Vine respectively, other new platforms for visual play include the much-hyped Snapchat, GIF platform Loopcam and “draw something” mobile messaging app Cubie.
Moped, led by Alabama-born Schuyler Deerman (above), raised $1m in venture funding from Ron Conway’s SV Angel, Betaworks and Lerer Ventures last June. Other investors include European VC Earlybird Capital.