Facebook’s determined to imitate the success of Snapchat. Its latest move? To leak Bolt, a quick photo messaging app for Android users.

Facebook’s been obsessed with the success of Snapchat lately, so much so that the company even released “Slingshot” last month to help its users become more engaging with social engagement. Slingshot requires you to share text or image before a friend’s text, or image is shared with you – the goal being live, real-time communication as opposed to getting a text now, responding to it in a day (or never).

You would think that it’s odd for Facebook to concern itself with releasing something that should become more “social” than its own social networking site, but Facebook’s aim is to become more and more a part of your life. The company that now has 1 billion users wants to be the “one-stop shop” for all your social needs.

See Also: Facebook testing buy button to become biggest e-commerce channel.

Perhaps it was all in good fun (or in good publicity; call it quick advertising) that Facebook’s Instagram posted a link to a new app called “Bolt” for Android users that provides “one tap photo messaging” as its description. The link’s destination was the Google Play Store, although to click on it would lead to a dead end. After 15 minutes, Instagram pulled Bolt altogether.

See Also: 99 days of freedom campaign protests Facebook social experiment.

It’s not uncommon for companies to leak future products, including apps, to pique user interest, and Instagram seems to have done this with some small publicity in mind. The company pulled the app, but it’s likely that an announcement is soon to come. We’ve seen Google do the same thing with its new Nexus 5 and Nexus 7 last year – and, no matter the company, a little leak can always go a long way.

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