Socialcam features functions such as video filters, themes and video soundtracks. It also allows smooth integration to Facebook. Socialcam looks at a future where its video apps will replace the default camera applications used by most smartphones today.
Some brands used Socialcam to reach social media audience through video contents. Among them were General Electric, Lipton Iced Tea, New York Jets, Brooklyn Nets and Sierra Mist.
In July 2012, Socialcam forged partnership with The Washington Post. The Post became the official news partner of Socialcam for the London Summer Olympics. The partnership worked for London Eyes that provided interactive maps for videos taken around London during the Olympics. The partnership continued through the coverage of the Republican and Democratic national conventions for the creation of “Unconventional: Behind the Scenes at Conventions”.