AR right now
As of recently, you really don't have to be a technical wizkid to create the above. Facebook’s software used to create these filters, called Spark AR, has been made available for everyone since last summer. With just a 7-minute YouTube tutorial, you can start building your own filters in no time.
While Spark makes the process of creating an AR filter quite straightforward, it’s good to keep in mind that filters do represent a moderation challenge for Facebook and its Instagram product.
Right now, every filter is reviewed manually and, if a filter doesn’t make the cut, creators are given feedback on why it was rejected. When creating a filter for our own clients, we experienced exactly this. A filter with static text didn’t make it through moderation. However, after a lot of trial and error, we managed to link the text to the movement of the camera, making the text dynamic and thus getting our filter approved.
With the world of AR slowly unfolding in all its potential, we already have a few learnings to share with you:
1. Keeping it simple, fun and personalized is key. People want an AR experience that they can identify with and that they can share with their friends.
2. Trial and error is the way to go with this new technology! While Instagram warns that the manual review process mentioned above could take up to 10 days, our “100K followers” filter for Lidl got approved in less than 24 hours, meaning the more you try and learn, the smoother it goes.