Just when augmented reality (AR) was catching its second wind, Instagram decided to hit the brakes on Spark. No more third-party AR filters on its platforms. Cue the collective groan of creators and brands who have spent time, money, and plenty of late nights crafting unique experiences.
Why did Meta pull the plug? Theories abound. Some say it’s an attempt to curb the negative mental health effects of beauty filters. Others think Meta’s just clearing its plate to focus on its new darling: AI. Whatever the reason, it’s left brands feeling stranded. But before you bury your AR dreams, let’s talk options—because you’ve got them. Here’s what’s next for AR filters now that Instagram has shut down Spark.
Don’t trash your hard work
If you’ve already invested in Spark, don’t hit “delete” just yet. The assets and ideas you’ve built can find a new home on other platforms. Yes, you’ll need to throw in a few more dev hours to rebuild. But that’s a fraction of the cost of starting from scratch. Here are a few promising directions to explore:
TikTok: the new playground for AR filters
TikTok’s Effect House is here to save the day. It lets you create AR filters native to the platform—perfect if your brand already has a presence there. Filters on TikTok aren’t just fun, they’re engagement goldmines. Plus, TikTok serves up data on usage, demographics, and trends.
WebAR: no apps, no problem
Platforms like 8th Wall make it easy to create AR experiences that live on the web. No apps required—just a quick QR code scan, and your filter opens in the browser. Users can record and share their AR moments, and most WebAR platforms come equipped with native tools or Unity support for building your creations.
Event activations: AR goes IRL
Got a retail store or an event presence? Consider an AR mirror. It’s an immersive screen display that overlays digital effects in real-time. Perfect for turning foot traffic into buzz.
Don’t count Meta out just yet
Meta’s been known to pivot when enough advertisers raise their voices. If you’re feeling miffed about Spark’s demise, let your Meta rep know. A little constructive feedback can’t hurt.
The future of XR is bright
XR adoption is only going to grow, and being ahead of the curve now will pay dividends later. So, shake off the Spark shutdown blues and get ready to shine in the next era of AR innovation.
Daniel Quentin Zuber
Co-Founder of 2113 Labs and influencer in trance music and EDM culture on Instagram @therealquentinZ.
Hashtags:
ARFilters, AugmentedReality, SocialMediaMarketing, InteractiveContent, DigitalExperience, CreativeDesign, MarketingTips, ARStrategy
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