Friday, 10 June 2022 12:02

3 Steps to Build a Face Filter App and Save Your Budget

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Every user of social networks or someone who regularly uses various applications has probably seen face filters at least once. The phenomenon of such masks seems surprising to many users, because at first glance there is nothing special about them, and some users think they are silly at all.

Meanwhile, millions of users regularly apply them for completely different purposes: some want to look better in the frame, others like to change the image, and some, in turn, take it solely as entertainment.

What does all this say for business? It's very simple: users like masks and they actively use them, so by creating your own filters, it is possible to attract the attention of the audience. You can create your own mask with the help of face filter SDK. And it's not as difficult as it might seem at first glance, you do not have to invest a lot of money in development. Let's try to understand in more detail in the content of this article.

What you need to know about face filters: the wonders of augmented reality

The first filters appeared on Snapchat, and then this trend was picked up by other social networks, such as Instagram, Facebook and Tik-Tok. The principle behind AR face filters is that they use artificial intelligence technology to scan a person's face and then apply a mask to it. It is three dimensional and may well look as if it were really present in the image.

Filters can be completely different. For example, the beauty masks have gained popularity. They can easily "get rid" of wrinkles, circles under the eyes, skin imperfections. Such filters can give you a virtual makeup or change the color of your hair. This category is especially popular among teens and bloggers. There are other options of AR filters, for example:

  • masks with animal ears and spouts;
  • masks with animation effects;
  • filters that change the tone of the image.

It is worth highlighting the game filters. A simple example of such a filter: a person looks into the camera and sees objects seem to fall from above the smartphone screen, and to catch them, it is necessary to blink your eyes quickly.

The question of why users need filters is rhetorical and does not need an answer. However, it is worth looking at the usefulness of filters for brands in more detail. Globally, it can be described like this: increasing audience loyalty and attracting new ones. For example, by launching your own mask or an entire application with filters, it is possible to achieve:

  • increased sales;
  • growth of recognition;
  • demand for a particular product or service;
  • improvement of contacts with customers.

If you don't believe that filters really bring amazing results to entrepreneurs, then let's look at the example of MNFST. It is a British startup that allows anyone to create branded content and, in fact, significantly changes the Influence marketing market itself, making it accessible to everyone.

To date, the number of downloads of the company's app has exceeded one million! What has contributed to this? One of the main factors is the presence of augmented reality elements in the app, as well as unique filters. Together with the startup's cool idea, it helped to achieve a huge success and attract the attention of a large number of users. And this is just one example. So if you're not already using masks to promote your brand, it seems like it's time to give it a try.

Peculiarities of AR face filter creation: three simple steps to success

Often the creation of filters is associated with high costs. In fact, this is not the case. In order not to spend huge sums on hiring a team of developers, it is enough to find the right software that meets your needs. For example, if you want to implement your own tool, you will need access to open source code, and for a quick launch of your filter, you should have ready-made solutions with the possibility of making any adjustments and quick integration with social networks. Next, let's try to figure out how to create a filter and save as much money as possible.

Step One: Choose a face filter SDK and plan the budget

When choosing a face filter SDK, it is recommended to follow this algorithm:

  1. Decide what options you might need.
  2. Understand whether you plan to hire a development team. This may require a clear understanding of how much you are willing to allocate. If you're not planning to hire developers, give preference to a solution with an intuitive and simple interface.
  3. Determine which platforms you are targeting. For example, if you're running a filter for Instagram, it should work equally well on iPhone and Android. If you plan to run a full-fledged solution, it can be cross-platform or aimed at a single software tool.

In principle, these three aspects will be enough for the start.  

Step Two: coming up with an idea

If we are talking about marketing, then it is out of the question to start a filter "just for fun". Regardless of the amount, you are still spending money, so it is important to clearly understand:

  • which goals do you want to achieve;
  • what audience you are interacting with.

Based on that, it is possible to form a filter concept. For example, you are in the cosmetics business. If we are talking about launching a new product (powder, mascara, lipstick, etc.), it will be great for a potential customer to see how she can look after using this cosmetic product. Accordingly, it will be about interacting predominantly with the female audience. At the same time, brands often produce cosmetics lines for teenagers, who require a completely different approach than adult women.

Focusing on these points, you will be able to understand what kind of mask you want to create. Do not be afraid to spend time on the development of the concept, because then it will be easiest for you to create the version of the mask, which will help to achieve the goal.

Step Three: integrate and launch

Once you have decided on the concept and the technical basis, it remains directly to bring your idea to life. For instance, with software like Banuba, you can use ready-made solutions as a basis. You can do almost anything - change the color of your eyes, create unusual hairstyles, do creative makeup. At the same time, the mask can be supplemented with any elements, from the cute animation and ending with a variety of objects in the frame, replacing the background. Everything depends entirely on your imagination.

Do not be afraid to experiment, do your best to match the desired result. For the final, don't forget to test the mask before it goes to the users. In the future, we recommend you not to stop there, and analyze what results the mask helped you to achieve as a marketing tool. See how many users have used it, study your audience so you can offer them a new option in the future.


Looking into the world of various masks and augmented reality, you can understand: technology does not stand still. They are rapidly developing and densely entering our lives. Accordingly, any company that wants to achieve certain success needs to use this tool. In this case, there is nothing difficult at all in creating your own mask, you just need to understand a number of technical features. Despite the fact that this tool seems simple and fun, you should take it seriously in order to get the desired result.


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