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As AR technology has grown rapidly, the variety of augmented reality experiences is increasing. The potential of this technology has shown time and time again its effectiveness in generating real marketing impact, particularly in the social AR use case that has exploded over the last 2 years. Starting from the AR face filters, to the more complex virtual try-on filters and all the way to the entertaining AR game filters. These AR experiences are creating new and unique opportunities for businesses to expand their marketing tool kit into areas that were once out of scope. Moreover, it is also contributing to the production of more engaging user generaed content that is brand-centric. Allowing audiences to communicate with each other through new mediums resulting from these AR branded lenses.

Have you ever really sat down and thought about the power of AR? We wouldn’t blame you if you hadn’t but now more than ever this new form of media has become relevant on both a cultural and technological level. As a global pandemic took place last year, the virtual world was speedily ushered in to offer support and ultimately become a crutch for the gaps in our existing communication systems. AR was not as simple to implement as it is now, it can be used as a tool to excite, entertain, inform, and teach, the scope of what this technology can be used for is truly endless. By blurring the lines between the virtual and real world, AR technology has pushed itself to the forefront and will only continue to grow into the future.

In order to truly understand how your brand can benefit from Augmented Reality Filters, you need to understand what different types of AR filters are available and what their specific functionalities are. You must consider what types of AR filters will ultimately be the most effective for your desired outcome and for resonating with your audience. It seems worth noting at this stage that even if you are not sure which type of AR filter is right for your audience, any AR filter will likely be very much appreciated and will continue to generate engagement over time regardless.

5 Types Of AR Filters

1. World Effect AR Filters

World effects are the type of AR filter that has been used by lots of businesses to superimpose their 3d or 2d objects into the real world. The most common use of these has been virtual try-on filters where customers can interact with products and even try them on in some instances. Not all of these filters involve product try-ons. Some are just to create engaging and novel experiences like placing sculptural 3D objects in the real world that lend themselves to some storytelling apsect of what the brand is trying to convey. For instance the rear camera experience on the filter that we created for Adidas where a rocket launched from the closest horizontal plane.

Developing world effect filters can cost anywhere from €1500+ depending on the complexity of the AR filter you are looking to develop.

IG Filters

2. AR Portals

As the name would suggest, AR portal filters function a lot like something you would see in Marvel’s Doctor Strange. AR Portal filters allow their users to transport themselves from one world to another through literal portals that are created in our real world but accessible only through your mobile phone screen. Industries that benefit most from this type of AR filter tend to fall into the entertainment categoies, mostly movies, travel, and architecture. However, it is possible to adapt this type of AR filter to any industry really.

Building a truly awe-inspiring AR portal filter is not the most cost-effective endeavor. Depending on the requirements these would start at around €2500 and would increase very quickly based on the 3D assets required to bring it to life

portal AR Filters

3. AR Game Filters

Mini-game filters or AR game filters are probably the most popular and the most used types of AR filters. A fun filter that is highly engaging and when paired with online competitions, with sharing being used as the entry mechanism, tends to be very effective at generating results.  The way these AR filters work is by using facial gestures, head movements, or touch as the controls for these mini-games. This type of AR filter can be used in many different ways and all industries can easily find ways to implement them. This AR filter type has shown time and time again just how good it is at increasing brand awareness and user engagement.

These AR game filters tend to start at about €3000 and increase depending on their complexity and assets required.

Instagram AR Filters

4. Target Tracker

Target tracker AR or target tracking AR filters are similar to world effects but they allow you to launch AR experiences that are tracked to a particular image. These image trackers could be common QR codes or they could be product packaging, company logos, or print advertising and as such there is a multitude of options when it comes to utilizing these types of AR filters for your brand. They are particularly useful for the promotion of events or anything where you want your audience to engage on a deeper level with a piece of printed media. Whether that be a traditional advertisement, trade show stands, business cards or even product packaging. These filter types bring traditional mediums to life in a way that is not commonly experienced by the average consumer.

The costs of production for this filter type are heavily dependent on the vision of the experience and the assets required to realize that vision. But as a ballpark a high-quality experience would start at about €2000 ranging upwards of €5000.

Types of AR Filters

5. Face Filter

AR Face filters might just be the most basic type of AR filter out of them all. It also is probably the most commonly used across Instagram, TikTok, and Snapchat. These filters basically involve changing or altering the user’s face, or else tracking 2D or 3D objects to or within the vicinity of the user’s head. These AR filters are often used for events or else for virtual try-ons of a variety of head-based products. These filters can also be used for a variety of beauty AR experiences. Be sure to check out the Beauty AR filter we made for Beauty Ink.

AR Face Filter

What you should consider when creating AR Filters for your brand

Whilst AR filters may not be everyone’s cup of tea, it is pretty clear that whatever you think about them, they’re an undeniably powerful tool for brands to engage new audiences on social media. When a business makes a custom AR Filter on Instagram, the user is directly connected with the brand and perceptions about that brand are created or solidified. Some of the biggest global brands like Adidas, Disney, and Gucci are already harnessing the power of AR Filters to reach their audiences.

1. Drives Organic Traffic

One of the best things about AR filters is that once you create them and put them live, they will continue to drive organic traffic, unlike ads where you have to continue to pay for results. We have had filters that show huge spikes in traffic months after launch.

Generally, brands assume that an AR Filter will increase the brand’s exposure only for a short window of time, whereas actually, the value that you can derive from them is truly uncapped.

2. Filters work in many ways

If you think an AR Filter will need to go viral in order for them to be worth the cost then you would be mistaken. Sharing an AR Filter is totally free. And if you have even a small budget to put behind them or to put into some influencer shoutouts you will really see these results grow even more. AR Filters have the potential to reach a vast audience. However, over time your filter will mainly reach a targeted audience that is interested in your brands.

3. Engaging content always works

Although AR filters are fun and entertaining, businesses need to consider what content actually engages their audience. The main goal of creating a custom AR filter is ultimately to reach users and for them to open it and then share content of them using it. This content is what will increase the reach of your filter.

What can brands achieve with AR Filters?

1. Inform

AR filters are a great tool for creating lots of user-generated content around a core message, product launch or event. Through users sharing branded content it will ultimately inform others and the message will comes across in a more authentic manner. No business can achieve its targets without educating the consumer, but the way in which that is done needs to be carefully thought out. AR filters are a useful tool for doing this.

2. Visualise

AR is a powerful technology when it comes to bringing concepts to life. Either an abstract experience that encapsulates a strong message or a very literal virtual representation of a product, everything from shoes to sofas. This is one of the main reasons why brands are using AR filters as cost effective virtual try ons for their product offering. In fact AR filters are being used to visualise much more that just a try on, through portal AR filters brands can transport users to virtual spaces where they can experience services and different experiences.

Types Of AR Filters Trending In 2021

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