want to know everything about filters?

let's start with the basics: what is AR?

Augmented reality (AR) is the integration of elements or virtual information into real-world visualizations through a camera using the sensors of the devices.

Currently, premium AR experiences are only possible through dedicated Apps. However, most people would not like to download one more app to enjoy such an experience.

Therefore, we at SHIFT SHIFT, focus on bringing the world of AR into people's hands, in apps that they are already familiar with, through Social AR!


In 2015, after acquiring the company Looksery (U$ 150 million), Snapchat added camera effects to its app that were in real-time, using face detection technologies. The first effects were Robot Scanner, Hearts, Zombie and the incredibly popular Puking Rainbow.

Facebook joined the game after acquiring the startup Masquerade, known for the MSQRD app, in March 2016. The first filter launched on the platform used to make up the user with flags of the countries participating in the 2016 Olympics in Brazil.

... But what about this Social AR? Which is?

Social AR was born within social networks and is available in several Apps. However, we will focus on the three largest, Facebook, Instagram and Snapchat as this is where most companies undertake their marketing efforts.

In these networks, AR exists within the camera effects, the infamous Filters, which are fun, dynamic and promote user engagement with the brand in ways never seen before.

Notably, on Instagram, filters are very popular.

With 500 million daily active users in the stories, it is possible to reach billionaire viral numbers through well-executed ideas.

Filters, lenses

and camera effects.

What's the difference?

All names speak the same thing. Each platform named its AR enterprise differently. While on Snapchat, they are called Lenses, on Instagram and Facebook they are treated as Filters (Filters in English). Some still call it Camera Effects, which is still the same thing.

ok, I understand...

and what filters can you do?


There are many legal experiences that can be done within the platforms; We have separated the most popular ones to help you choose.

Remembering! It is possible to create filters with several of these resources at the same time.


Facebook, Instagram, Snapchat

Using complex mapping algorithms, it is possible to use facial features as a reference to position objects in the scene and use expressions to create interactions between the user and the filter.

Ideal for: makeup companies campaigns, accessories companies used on the face and head (such as glasses and hats) among others.

Voice Changer

Facebook, Instagram, Snapchat

Capturing the audio through the device's microphone, it is possible to change the user's voice, using techniques known in the music market such as pitch, delay, reverb, among others.

3D objects in the environment


Facebook, Instagram, Snapchat

Through techniques of identification of plains, the plane-tracker, allows the developer to add 3D objects, animated or not, 2D among others, for the creation of a scene composed of the real and virtual as in the case of the 'Sasha Dog "filter that went viral on the internet

Portal to another dimension


Facebook, Instagram, Snapchat

Using the same techniques of plane-tracking and occlusion of scenes, it is possible to create the illusion of a portal to another dimension.


Facebook, Instagram, Snapchat

All platforms offer the ability to program in code. This allows the developer to apply techniques from the game market to develop playable filters within social networks.

Identify famous places



Functionality built into Snapchat that identifies locations famous around the world and allows the developer to add new ideas to compose the scene.

Murals, billboards, flyers, business cards and posters


Facebook, Instagram, Snapchat

Through the technology known as Image-tracker, filters in this category allow the user to point the camera at predefined images and activate some interaction.

Shopping Filters *:


Facebook, Instagram, Snapchat


Allow the user to buy direct when using the filter. Which increases conversion rates and the value of the investment undertaken.
* Only available in some countries.

Some legal (and updated!) Data on social networks and filters:

  • Forecasts indicate that the AR market is expected to reach $ 198 billion in 2025.

  • Approximately 69 million users are expected to be enjoying AR experiences at least once a month.

  • Knowledge of AR technologies is most common among people aged 16-44, where approximately 70% of this demographic is aware.

  • 55% of advertisers are using AR technologies, while 35% intend to use AR in the future.

  • 71% of consumers prefer to finalize a purchase with the seller if AR technologies are available to try.

  • 70% of technology company leaders believe that the AR market will be larger than the VR market in terms of revenue.



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