In August last year, Facebook took the breaks off Spark AR. The powerful software allowed anyone with the technical know-how to create an augmented reality filter for Instagram. 

Now, AR filters are available on Facebook. 

Spark has been available to a select group of users on Instagram since 2018, but it wasn’t until last year that it really took off. 

AR filters on Instagram, and now Facebook, are a great way to (almost) physically interact with customers online. 

As with most social content, the best way to drive engagement is by creating interesting filters that are exciting for the user. Of course, the age-old tension between utility and brand-awareness comes into play. But if you manage the balance well, you’ll drive brand recognition with the infamously anti-brand younger generations.