Snapchat filters: How do they work, and what is the core technology?

Snapchat is a popular social media application that helps users make their snaps more interactive by using different filters and effects on their images and videos. It is a globally recognized mobile and web application that has generated a revenue of USD 5.36 billion along with a reach of 613 million users all over the world in 2024. It offers an interactive and engaging experience to users by replacing the static stickers with interactive filters with the use of machine learning and real-time facial recognition.

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Earlier, it used to perform an image overlay of different filters, such as dog ears and flower crowns, but now, with the integration of AI and AR technologies, it maps and animates virtual elements directly onto real-world faces and environments. Using these technologies helps users engage with the application and helps them become more artistic by adding filters and animated masks to their snaps.

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But have you ever wondered how these Snapchat filters work, how to create these filters, or what the core technology is behind them? These are some of the questions that you must have asked yourself in order to increase your customer base. In this blog, I will provide you with detailed information on how Snapchat filters work, their core technology, and how to create and share them.

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Core technology behind the working of Snapchat filters

To understand the working of Snapchat filters, it is very important to understand the technologies behind them, because it will help you to comprehend that it is more than just an image overlay. Snapchat filters are a complex system that is built after the integration of multiple components, which provides users with the best possible experience with real-time filters and effects.

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In this section, I will help you understand every technology behind the working of Snapchat filters and how it provides users with a real-time experience while capturing moments in photos and videos using this application.

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1. Computer vision

It is the heart of the Snapchat application because it helps filters to detect and track the user’s facial features and expressions by using pixel patterns. With the help of this element, Snapchat filters can respond to the movements of users’ eyes, face, and nose in a real-time manner, offering accurate detection of the filter’s functionality.

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2. Motion tracking

After detecting the user’s face, the filter will track the real-time movements of users with the help of facial landmark tracking and head pose estimation techniques. By combining these two technologies, it will measure the user’s distance from the camera and track facial expressions with precise motion data, which will provide users with a realistic experience.

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3. Augmented reality

It is a crucial technology behind the seamless working of Snapchat filters because it offers seamless overlaying of 2D and 3D elements onto users’ images and videos. By using AR capabilities, users can blend digital graphics with the real world seamlessly, which will help them enhance their images and videos using different filters and effects.

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4. Machine learning

It is yet another important technology that Snapchat uses to provide its users with the best experience. With the help of this technology, users will get accurate and real-time application of the digital effects on their images and videos, which will also improve their experience by offering different features, such as skin smoothing, age progression, and object placement.

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5. Surface tracking

It is beneficial for those filters that include objects and need to be placed on a surface during image or video overlay. With the help of this surface tracking technology, users can accurately place the object on tables, floors, or other horizontal surfaces that will provide them with a realistic experience and make their snaps more interactive.

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6. 3D rendering

By using the 3D rendering technology, Snapchat helps users to place various objects, such as hats, glasses, and makeup, in their images and videos. With the help of this mobile-optimized 3D rendering technology, Snapchat provides its users with an engaging and interactive experience by tracking their movement and placing virtual objects in a realistic manner.

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Role of face detection and feature mapping in Snapchat filters

To provide users with a realistic experience, face detection and feature mapping play a crucial role for Snapchat filters because they help its users to blend virtual objects with the real world. These two are foundational steps of Snapchat filters that provide users with a seamless experience, enabling them to perform filter activation and overlay placement smoothly.

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In this section, I will let you know about how these two features help Snapchat to provide its users with an enhanced user experience with seamless overlaying of filters and virtual objects into images and videos.

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1. Filter activation

To provide users with a real-time experience, it is very crucial to understand their facial movements and then apply the filter accurately. With the help of the face detection feature, it detects the user’s facial features and their movements by analyzing pixel contrast and using trained models.

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It helps the filter to identify key facial features, such as eyes, nose, mouth, and ears, which will provide users with a dynamic application of the filter and its effect on their face. It is a rapid and continuous process in which Snapchat tracks faces at a speed of up to 24 frames per second and then enables the filter activation to provide users with a seamless application.

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2. Overlay placement

After the face detection is completed, it’s now time to perform accurate overlay placement on the image or video by marking landmarks on different facial features. To perform overlay placement, it uses facial mapping technology to create a digital mesh and a virtual 3D mask that is overlaid directly onto the user’s face in the camera feed.

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With proper overlay placement, it helps users to try different filters, which include digital elements, such as dog ears, makeup, masks, etc. The facial mapping technology will also help the user to align the AR visual elements accurately depending on the user’s facial features and expressions, which will provide them with a real-time experience.

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Popular Snapchat filter types and their uses

Snapchat is known for its thousands of filters and effects that help users to overlay visual elements onto their images and videos. These filters are categorized into different categories that will help you understand their foundational feature. In this section, I will tell you about some of these filter types and their uses that you can use to create filters for your brand.

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1. Face swap

The face swap filter helps users to swap their face with the filter and enables them to capture any moment in an image or video, making their snaps interactive and engaging.

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It works on an advanced algorithm that automatically detects the user’s face, enabling them to swap their face with camera roll images using this filter and providing them with a real-time experience by showing every expression accurately in the image or video.

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2. Aging/beauty filter

With the help of beauty filters, users can overlay different effects, such as skin smoothing and eye enlargement, making their look smooth and delicate. At the same time, the aging filter helps them to see their past or future age faces by dragging the slider accordingly.

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Therefore, these filters help users to see what they looked like in the past and future or enhance their snaps, which keeps them engaged with these interactive features.

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3. Virtual try-on/3D filters

It is another filter category that keeps users engaged on the application with the help of virtual try-ons and 3D filters, enabling them to try products virtually through their device’s camera.

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Various brands, such as Prada and Dior, offer a virtual try-on filter on Snapchat that helps users explore different clothes, makeup, and glasses, providing them with an immersive online experience.

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4. AR Games and roller filters

It is one of the most exciting Snapchat filter categories because it helps users to play different AR-based games in the application without downloading any gaming app. With the help of this category, users will get a gamified experience that will provide them with multiple online games, offering them immersive and playful content on the application.

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How do filters boost a brand’s marketing and engagement?

Using Snapchat filters will help the brand boost its marketing strategies and user engagement because it helps them create shareable and engaging user-generated content. With the help of Snapchat filters, brands can build a stronger connection with their customers by providing them with personalized and interactive experiences, which will improve brand awareness.

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It will help the brand to drive more conversions and reach a wider audience by offering them virtual try-ons and 3D model filters so that they can get familiar with the object. In this section, I will help you understand how Snapchat filters can help a brand boost its marketing strategies and enhance user engagement.

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1. User-generated content and personalized experience

With the help of Snapchat filters, you can generate more user-friendly content and provide your customers with personalized experiences. It will help the brand to use Snapchat filters as brand ambassadors that will boost the brand’s marketing by reaching its targeted audience through interactive and engaging content.

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2. Increased dwell time

With the help of Snapchat filters, brands can increase their dwell time by keeping users engaged with the help of fun, loving, and engaging filters. It will also help the brand to increase users’ session time by providing them with a memorable experience and catching their attention, helping the brand improve its brand memory and loyalty.

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3. Viral reach and brand awareness

Snapchat filters will help the brand to increase its audience reach and boost brand awareness among users by enabling them to make more engaging and interactive content. It will also help the brand to increase its reach and visibility exponentially by helping it perform word-of-mouth marketing campaigns organically.

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4. Product and brand promotion

It helps the brand to promote new and existing products with the help of Snapchat filters, providing users with virtual try-on features in the form of filters. Using filters for product promotion will also help the brand to increase its visibility, as it can use these filters to express itself in a unique style and personality.

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What is the importance of performance optimization of Snapchat filters?

Good performance plays a crucial role in building good customer relationships, as it helps users to stay connected with the brand due to its smooth performance. Therefore, optimizing Snapchat filters to provide users with seamless performance is crucial for brands. In this section, I will let you know the importance of performance optimization and how it helps brands to provide their customers with better experiences.

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1. Performance metrics

One of the crucial factors is performance metrics, which include frames per second, lens activation time, and frame processing time, that brands need to look for while optimizing the filter performance. By optimizing these parameters, brands can provide their users with a seamless and smooth performance while using filters and maintain responsiveness.

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2. Battery usage

Make sure that the Snapchat filter is well-optimized for battery drainage and overheating, as it can bring trouble for users while clicking images or making videos. By optimizing the filter for good battery performance, you can provide the user with a better and seamless experience without degrading the filter performance and causing app crashes.

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3. Activation time

Always be sure to optimize the activation time of the filter because it will help the brand to provide its users with a quick and responsive experience. By reducing the activation time, you can provide users with a quickly loading filter and keep them engaged without any delays. It will also enable users with lower-end phones to use the filter seamlessly.

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4. Faster loading time

Always make sure that the filter offers faster loading times as soon as the user selects the filter, which implies within a few milliseconds. When the brand provides users with faster loading times, it helps them reduce lag and dropped frames, providing them with a better and safer experience.

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Conclusion

Snapchat is a leading and lovable social media platform that allows users to make new friends, capture memorable moments, and share them with their loved ones. Apart from that, it also provides users with multiple filters that help them to overlay visual elements onto their images and videos while providing them with a real-time experience.

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However, brands also use this application to promote their products and services, while helping them to create brand awareness and increase audience engagement. It also enables the brand to drive more conversions by offering users virtual try-ons and 3D filters, enabling them to try and explore different products without downloading any app.