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What Are AR Filters? 7 Things Every Brand Needs to Know in 2025

  • Writer: Paul Raffaelli
    Paul Raffaelli
  • 5 days ago
  • 3 min read

Updated: 2 days ago

What are AR Filters blog hero image showing GLOAM AR campaigns for brands like Google, LEGO and NBA across TikTok, Snapchat and WebAR

Hello! I’m Paul, and I run GLOAM. We’re a leading augmented reality agency creating Big-Brand, Climate-Positive AR Filters for TikTok, Snapchat and WebAR.


Trusted by Google, LEGO and the NBA, we’ve delivered more than 120 branded AR Campaigns. You can try some of them at www.gloam.io.


AR Filters can do a lot more than you think. They’re branded, interactive experiences that put your story straight into people’s hands.


TLDR:

AR Filters reach billions across TikTok, Snapchat and WebAR. They drive engagement, sharing and conversions. TikTok offers viral reach, Snapchat leads in AR tech, and WebAR works anywhere without an app. Since 2019 GLOAM has delivered 120+ AR Campaigns for brands like Google, LEGO and NBA with fixed cost, unlimited amends and carbon-offset AR Filters. Try them at www.gloam.io



1. What is an AR Filter?


An AR Filter is a digital effect that blends virtual elements with the real world using your phone camera. It can change your face, add 3D products into your environment, let you play mini games or power a virtual try on. AR Filters are free for users, easy to share, and one of the fastest ways for brands to reach millions.


2. How do you make an AR Filter?


You make an AR Filter by choosing a platform like TikTok’s Effect House (with over 8.6 trillion views). Snapchat’s Lens Studio for the most advanced AR engine, to build lenses that run on Snapchat or AR Spectacles. And WebAR to open a URL and access AR Filters in your browser, no app needed.



3. TikTok for billions of views


  • 1.5B people use TikTok every month

  • Billions of AR Filter views on the platform

  • Thousands of UGC videos created every day with branded effects

  • Jump on viral trends and ride the wave of TikTok’s remix culture


At GLOAM we’ve launched TikTok AR Campaigns that reached global audiences in days not months. See examples in our TikTok Filters campaigns.


TikTok AR Filter created by GLOAM augmented reality agency in London showing branded campaign effects, viral user generated content, and interactive augmented reality experiences for global brands like Google, LEGO and NBA
FIFA, ESPN, Domino TikTok Filters made by GLOAM

4. Snapchat has the most advanced AR


  • 500M people use Snapchat

  • 300M use AR Filters every day

  • Most advanced AR platform with the best lens tech

  • Excellent targeted AR ads to amplify reach


Snapchat invented the AR Filter and still leads in both innovation and ad targeting. Learn more on our Snapchat Filters campaigns.


Snapchat AR Filter designed by GLOAM augmented reality agency in London showing advanced lens technology, branded augmented reality campaigns, interactive try on experiences, and targeted AR ads for global brands like Google, LEGO and NBA
Nissan, ESPN, Google and Dr Pepper Snapchat Filters made by GLOAM

5. WebAR for no app needed


  • Billions of people use AR worldwide

  • Browser based AR, no app needed — just a link or QR code

  • Great for launch events where instant access matters

  • Perfect for try ons and AR mirrors for retail and ecommerce


We help brands activate audiences anywhere through WebAR without needing an app. See our WebAR campaigns.


WebAR experience created by GLOAM augmented reality agency in London showing browser based AR campaigns, branded AR try on filters, AR mirrors for retail and ecommerce, and instant access augmented reality events for global brands like Google, LEGO and NBA

6. Why AR Filters work for brands


Over 1B people use AR across TikTok, Snapchat and WebAR. For brands that scale means results:


  • Reach — AR Filters spread fast and organically

  • Engagement — people interact for 20 to 40 seconds, much longer than a standard ad

  • Shareability — user generated content drives authentic promotion

  • Conversion — try ons directly influence purchases



That’s why brands like LEGO, ESPN and Google work with GLOAM for high performing AR Campaigns: . See our AR Process.




7. How AR Campaigns are delivered with GLOAM


We keep the process simple:


  1. Initial meeting (free) — quick chat to understand your goals

  2. Creative proposals (free) — rough ideas by email to align on concept

  3. Concept and storyboards (£1,000) — visual mockups to show the AR Filter and user journey. See AR Storyboards for Meta, NBA and ESPN.

  4. Production (included) — full build with unlimited amends until it’s right

  5. Publishing and approvals (included) — we handle platform approvals and technical fixes

  6. Distribution and paid campaigns (optional) — free advice or campaign management from £5,000 plus ad spend. See our AR Filter pricing.



GLOAM WebAR experience for Google, LEGO and NBA showing browser based augmented reality try on filters, AR mirrors for retail and instant access brand campaigns without an app

Why choose GLOAM


  • Trusted by Google, LEGO and NBA

  • 120 AR Campaigns delivered

  • Fixed cost with no hidden upsells

  • Unlimited amends

  • Carbon-offset AR Filters — we plant five trees in Scotland for every campaign


As an official partner with Snapchat and other platforms we also get early access to the latest AR features which gives our clients a competitive edge.


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Conclusion

AR Filters are not the future. They’re here right now. They reach billions, drive engagement and turn passive audiences into active participants.


Work with GLOAM. Trusted by Google, LEGO and NBA. 120 AR Campaigns delivered. www.gloam.io



 
 
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