If your brand ran Instagram filters a couple of years ago and is wondering where they went, or where to invest in AR now, here’s the straight answer for 2026. The short version: Instagram filters are gone, and TikTok Branded Effects are where branded AR reach lives today. Here’s what changed and what your brand should do about it.
Instagram filters are gone (really)
Meta shut down its Spark AR platform on 14 January 2025. That was the tool every third-party Instagram and Facebook filter was built with, so brands can no longer create or run custom filters on Meta’s platforms. If you’re searching for how to make an Instagram AR filter, that door is closed. The good news is that the outcomes you wanted (engagement, user-generated content, shareable reach) are all still available, just on different platforms.
Why TikTok is now the priority
TikTok is where AR-native attention has moved. Its Branded Effects get premium placement, its audience actively seeks out and shares effects, and its creation tool (Effect House) plus reservation-based media buying give brands a clear path to scale. Effects come in five formats, from simple 2D try-ons to full gamified experiences, which we break down in our 2026 guide to TikTok Branded Effects. For most brands moving budget off Meta, TikTok is the first place to look.
Where Snapchat fits
Don’t write off Snapchat. Its Lens Studio offers the most advanced AR tooling available, and its under-25 audience is enormous and highly engaged. For polished try-ons, games and premium AR craft, Snapchat is often the strongest platform, frequently run alongside TikTok rather than instead of it.
WebAR: AR with no platform at all
There’s a third option that sidesteps social platforms entirely. WebAR runs in the phone’s browser: scan a QR code or tap a link and the experience opens, with no app and no account. It’s ideal when you need your own data capture, when you’re a drinks or age-restricted brand that can’t always run social filters, or when you want to activate packaging, print and out-of-home. Many brands now run a TikTok effect for reach and a WebAR experience for depth and lead capture.
So where should your brand be?
A simple rule of thumb: TikTok for reach and cultural relevance, Snapchat for the most advanced effects and younger audiences, and WebAR when you need no app, your own data, or freedom from platform rules. If you’re not sure, that’s exactly the conversation we have with brands every week. If you want to see how a branded TikTok filter comes together, read how to make a branded TikTok filter.
Frequently asked questions
Can I still make an Instagram filter in 2026?
No. Meta discontinued Spark AR in January 2025, so third-party Instagram and Facebook filters can no longer be created.
Is TikTok a good replacement for Instagram filters?
For most brands, yes. TikTok Branded Effects deliver the same engagement and UGC outcomes with strong reach. Snapchat and WebAR cover the rest.
What’s the difference between a TikTok effect and a WebAR experience?
A TikTok effect lives inside the app and spreads socially; WebAR runs in any browser with no app or account and lets you capture your own data.
Want a TikTok filter people actually share?
We’ve built AR for Adidas, Puma, DHL and SuperValu, including branded TikTok AR filters and browser-based WebAR experiences. Tell us your goal and we’ll come back with ideas and a fixed quote.
Wondering about budget? See our full breakdown of how much an AR filter costs in 2026, with price bands for TikTok, Snapchat and WebAR.