Snapchat has long been known for its ultra realistic and wildly impressive AR filters, but now it seems brands are turning more to TikTok and Instagram for features like virtual makeup looks and contouring guides.
According to findings from Glossy’s new research report, Instagram is the most popular platform for brands of all categories to deploy AR filters. The report found that 64% of those surveyed were adopting filters on Instagram. This is particularly interesting because Snapchat was the most popular social media platform for AR filters back in 2017, and it now falls behind both Instagram and TikTok, with TikTok having a 36% adoption rate.
Snapchat is now the fifth most popular choice for brands’ filter launches, with a 30% adoption rate. However, this is actually a higher rate than in 2017, when only 21% used Snapchat filters. It appears that AR filters have just become more widespread among other platforms (and brands), whereas Snapchat was the main player back then.
The data shows that meta-owned platforms are a top choice for AR filters, with Facebook coming in second after Instagram. This places each Meta platform before brand-owned channels, comparable to manufacturers’ web sites for AR filter deployment.
“In the case of Snapchat falling apart, it could be for a number of reasons,” said report co-author and Digiday senior researcher, Li Lu. “It may not keep up with its competitors in terms of features.”
TikTok, which recently expanded its effects house to allow anybody to create their own AR filters, has also been attracting more fashion and beauty brands to run UGC for its filter features. One example was Fenty Beauty’s TikTok contouring campaign, which enabled users to create videos with a ‘contour guide’ face chart filter. People were able to include hashtags to win prizes, with the tag generating 1.4 million views for the video.
“Similar to the beauty community, the TikTok community is conversational, creative and interactive,” creator of the Fenty contour filter, Grace Choi said. “The creativity on TikTok is unmatched.”
In addition to Fenty Beauty, Choi has created filters for Nars and One/Size, with more brand filter collaborations coming soon. She added that a majority of requests from brands are for TikTok filters, but she has gotten some for Instagram too.
Despite heavy competition, Snapchat still has a Gen Z audience that remains attracted and loyal to several major beauty brand partners. Many brands are also choosing to use multiple platforms at once, including Dior, which launched filters together on Snapchat and Instagram for a campaign in 2021.
