The Beginner’s Guide To Facebook’s Spark AR: Augmented Reality Filters Now Open For Everyone

On August 13, Facebook announced that it will now let users create and publish their own AR filters for Instagram stories. Until now, Instagram ran a beta program and the Spark AR Studio, a tool where individuals could create their own Instagram filters, was only accessible to a handful of publishers around the world.

However, right after more than a billion people experienced these filters through different Facebook channels in 2018, Facebook saw it's potential made it available for everyone. Now brands, publishers and even individuals like you and I have full potential of going batshit viral through these Instagram filters. (Make your own version of Pokémon GO?)

So What Is Spark AR?

Spark AR is a Facebook owned software used to create augmented reality (AR) filters on Instagram. Using this, users can make their own versions of Instagram filters (imagine dog ears, rainbow, diamonds etc) and use it on their IG stories, Facebook stories and messenger.

You must remember how Kylie Jenner reached out to her followers via AR filters and promoted "Kylie Cosmetics lip shades" - all by creating a unique experience for her audience. The filter allowed people to try all the shades from her brand and figure out which one best suited them. This stunt worked for her in many ways, because in Jenner’s new filter, there was an untapped opportunity - a quality experience.

• - Product placement/ awareness in a novel fashion
• - Build more follower base (Only your followers can access your filters)
• - Creating a virtual club of sorts via a highly engaging activity

Brands kill for a 'good engagement' from their followers over their Instagram post of stories. All they want is for people to engage, share, talk about their posts, and what Kylie managed to do was a dream for most of them. When you launch a filter on IG and someone uses it, their viewers see a swipe up link at the bottom of the story which reads view filters, so there's absolutely no way that your work is being used and you're not credited for it.

As for Kylie, not only did people try it on, they also shared it massively across communities. These people had a virtual experience clubbed with a real-life experience (the opportunity to go to the store and ask for exactly what they tried), creating a very high recall for her followers and potential buyers.

“What drew me to Spark AR was this great feature set,” explains Luke Hurd, who's created 30 Spark AR effects to date to reach his community on their social platform of choice.. “It’s on devices that everyone can use, doesn’t require headsets, and it has built-in share ability. Really, everything connected to the point where I thought, ‘I really need to be involved in this and figure out how people use this."

How Can You/ Brands Access Custom Instagram Stories AR Filters?

Facebook's AR platform gives people access to tools, inspiration, and resources they need to add new layers of meaning to the world — and they’re working to make it even better. 

To get started, all you need to do is download the Spark AR Studio and start creating AR effects for Facebook and Instagram. Once you do that, you will also have access to the guide, toolkit and everything else you need to get started. You will also be able to access the Effect Gallery, which includes niche AR effects from up-and-coming artists, making it easier to discover unique effects from the creator community.

To make it easier for you to discover filters on a creator's profile, Instagram has added a new section above their feed. Once you click on it, you will be able to see all the AR filters created by them.

In fact, if you follow a creator (Kylie Jenner) you should be able to see their filters in your IG story search tab. What's great is that you can also save these filters for all your future use. Once you download these filters, you will always have access to them, even after you unfollow the creator.

To Get Started With Your Filter

To discover and try on new effects yourself, simply “Browse Effects” at the end of your effects tray in the Instagram Camera. The Effects Gallery will have thousands of custom filters for you to try on from all the creators you follow and don't. You can further make your pick by typing a simple keyword in the search tab and every filter tagged under that name will pop up. Example, if you type 'hungry', you'll have access to filters that have been tagged as hungry.

Use Facebook's guides and manuals which covers things like Basics about the AR Studio, details on the Interface and the entire Workflow for a deeper understanding of the tool. Also, don't forget to learn about the approval process and how to submit your effect to be published.

Here's another one from Luke, a video on getting started where he's covering the basics of Faecmesh object in Spark AR - how to use it, how to extract face textures, get face references, how to use alphas, how to make white eyes, how to make multiple eyes, etc.

How Can Brands Leverage It?

There are many ways brands can use AR to augment their reach and brand awareness.With the help of Instagram AR-

• Create a unique experience through highly engaging marketing campaigns
• Can do a virtual product launch
• Start a moment/ stand up for a cause
• Create a community for likeminded people

Users will now be able to try on shirts, shoes, makeup and more. You can even make them decorate their home or office. Think about all the 'future of tech' videos you saw on YouTube all these years and bring them to reality. The possibilities are endless.

Digging for some inspiration? Check out this detailed list of brands that used AR to take it to the next level. But before you jump on to creating one for you, do read guides that the Facebook team has put together for beginners. The tutorials will come in handy. In case you don't have a team that can assist you with this, you can reach out to professionals on partner's page where you can hire designers and AR experts to create these filters for you.

It's that simple. Yes!

How To Find Your Space?

The best way to jam-over what should be your next move when it comes to AR is to a quick check of your buyer's persona. Know the kind of audience you have your page, who are you targeting, what are they like? Once you have an answer to all these questions, it will be easier for you to get started.

My only two cents: Keep it slick. Keep it millennial.