Face filters are a type of augmented reality (AR) technology used by social media apps such as Snapchat, Instagram and TikTok to alter your appearance. They allow users to change the look of their faces in real time with the click of a button.
They are also a great way for brands to engage their audience and improve brand recall. Filters are fun, interactive and can be shared across multiple platforms. They can also be highly targeted as they are based on the consumer’s age and interests.
How They Work
AR face filters use computer vision and augmented reality to overlay digital graphics on top of the user’s physical world. This allows them to add things such as dancing cats, animals, and other elements in front of the user’s face.
In order to create a face filter, you need to first design the assets needed for the effects. You can use 3D graphical editors such as Maya to create these effects. Once you have the assets, you can then upload them to the app’s AR Filter Editor. This tool will convert your files into supporting formats for the face AR SDK.
You can also create your own AR face filters by creating them in a 2D photo editing application such as Photoshop. However, this may be a more time-consuming process.
A good alternative is to purchase a set of presets from a filter developer or popular influencer. These filters typically have many different options for smoothing skin, blending skin tones, and coloring eyes.
They can be used in videos and photos to make them look more interesting, as well. Some have even been shown to help people feel more confident in their skin tone and complexion, particularly for those with darker or lighter skin.
How They Impact Society
In recent years, augmented reality face filters have become a hugely popular trend on social media, notably Snapchat and Instagram. They have spawned a variety of fun and quirky transformations, but are now mainly being used to achieve model-esque beauty looks.
These filters rely on categories of AR effects called “deformation” and “face distortion.” Deformation effects let you alter your facial features, creating things like a bigger lip or more defined eyebrows. Other filters use these effects to transform your face into other characters or creatures, such as a dog or rainbow.
This can lead to body dysmorphia, a condition where people seek cosmetic surgery to look more like filtered images of themselves. While reports of this condition have been reported on several news sites, including CNN and WebMD, researchers say it remains anecdotal and the effects of filters remain largely unexplored.
As more and more people start using these filters to alter their appearance, it is becoming increasingly important for marketers to understand what this means. This type of interactive experience has the potential to enhance customer engagement with a brand, creating a more personal and immersive connection that can have an immediate and long-lasting impact on a brand’s image.