In August 2016, Instagram launched Instagram Stories, a feature which allows users to take photos, add effects and layers, and add them to their Instagram story. Images uploaded to a user's story expire after 24 hours. The media noted the feature's similarities to Snapchat. In November, Instagram added live video functionality to Instagram Stories, allowing users to broadcast themselves live, with the video disappearing immediately after ending. In January 2017, Instagram Stories reached 150 million active users, and Instagram launched skippable ads, where five-second photo and 15-second video ads appear in-between different stories. In April 2017, the Instagram Stories feature had 200 million users, surpassing Snapchat's user growth, and incorporated augmented reality stickers, a "clone" of Snapchat's functionality.  In May 2017, Instagram expanded the augmented reality sticker feature to support face filters, letting users add specific visual features onto their faces. Later in May, TechCrunch reported about tests of a Location Stories feature in Instagram Stories, where public Stories content at a certain location are compiled and displayed on a business, landmark or place's Instagram page  A few days later, Instagram announced "Story Search", in which users can search for geographic locations or hashtags and the app displays relevant public Stories content featuring the search term.