Software for creating and managing social media profiles and user accounts; Computer software for social networking and interacting with online communities; Computer software for modifying photographs, images and audio, video, and audio-visual content with photographic filters and augmented reality (AR) effects, namely, graphics, animations, text, drawings; Computer software for modifying and enabling transmission of images, audio, audio visual and video content and data; messaging software; downloadable computer software for viewing and interacting with a feed of images, audio, audio-visual and video content and associated text and data