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The History of Filters: How They Took Over Our Screens and Shaped Society

Filters are everywhere—whether you’re scrolling through Instagram, Snapchat, or TikTok, you’ve probably used one. From adding cute dog ears to your selfies to smoothing out your skin, filters are now a regular part of online life. But how did they get started, and what impact do they have on how we see ourselves and the world? Let’s dive into the history of filters, who invented them, what they mean for us today, and how they’ve transformed social media giants like Snapchat.

The Beginning: How Filters Got Started

The concept of image filters didn’t begin with social media. Back in the 19th century, photographers used physical filters—glass or plastic placed over camera lenses—to change the lighting or colors of their photos. This technique allowed photographers to create different moods or effects in their shots, like making a sunset more vivid or softening the look of a portrait.

Fast forward to 2010, and filters went digital with the launch of Instagram. Instagram’s built-in photo filters allowed users to quickly edit their images, giving them a polished, professional look without any special skills. Suddenly, with just a few taps, your photo could look like it was taken by a pro, thanks to the magic of filters like Valencia, Amaro, and Clarendon.

The real game-changer came in 2015, when Snapchat introduced augmented reality (AR) face filters. These didn’t just change the colors or lighting of your photos—they allowed users to add interactive effects like dog ears, flower crowns, and rainbow vomit to their faces. It was an instant hit, turning filters into a fun, interactive feature that people of all ages loved to use. That’s when filters went from just photo-editing tools to a key part of social media’s engagement strategy.

The Impact of Filters on Society

While filters can be fun, they’ve had a huge impact on how people—especially teens—see themselves. Many filters don’t just add effects; they also alter facial features, smoothing skin, shrinking noses, enlarging eyes, and even changing face shapes. This has sparked important conversations about self-esteem and body image.

Experts have pointed out that constantly seeing a “filtered” version of yourself can distort how you view your natural appearance. Dr. Renee Engeln, author of Beauty Sick, explains, “When people rely on filters to change their appearance, they begin to see their unfiltered selves as flawed. This can lead to lower self-esteem and increased anxiety about how they look in real life.”

For teens in particular, filters can create unrealistic beauty standards. Many report feeling like they’re not “good enough” without the help of filters, which has led to a phenomenon called Snapchat Dysmorphia—where people seek cosmetic procedures to look more like their filtered selfies.

The Business of Filters: How They Boosted Snapchat’s Bottom Line

While filters have sparked debates about body image, there’s no denying they’ve been incredibly profitable for social media companies—especially Snapchat. Snapchat’s AR face filters, also known as Lenses, were a major reason the platform gained popularity, particularly with younger users.

In fact, filters played such a big role in Snapchat’s growth that by 2017, just two years after launching face filters, Snapchat had tripled its revenue. Today, Snapchat’s Lenses and augmented reality features are some of the company’s most valuable assets. It’s estimated that Snapchat’s AR technology is worth billions. As of 2023, more than 75% of Snapchat users engage with AR filters every day, helping to drive engagement, increase advertising revenue, and keep users on the platform longer.

In addition to offering fun and interactive effects, Snapchat also allows brands to create sponsored filters. These branded filters let users interact with a company’s product or logo—whether it’s trying on virtual makeup or using a filter that promotes a new movie. This feature has been a huge moneymaker, with brands willing to pay big bucks to get their own filters on Snapchat.

What Social Media Companies Say About Filters

Social media companies like Instagram, Snapchat, and TikTok know that filters are a huge part of what keeps users engaged. Filters allow people to experiment with their appearance or just have fun, but these companies are also aware of the concerns surrounding body image and mental health.

Instagram has taken steps to address this issue by labeling filters that alter facial features, so users know when a filter is changing their appearance. TikTok has also added a “filter” label to videos, making it clear when someone is using one.

But make no mistake—filters are here to stay. Evan Spiegel, CEO of Snapchat, has said that augmented reality (AR) and filters will continue to be a core part of the platform’s future, with plans to make filters even more immersive. Snapchat is working on integrating AR more deeply into everyday life, allowing users to interact with the world around them in new and innovative ways through filters and AR lenses.

What Experts and Users Say

While filters are popular, there’s a growing conversation around how they affect self-image, especially for younger users. Here’s what some users and experts have to say:

Jasmine, 17: “I love using filters because they’re fun, but sometimes I feel like I don’t look as good without them. It’s hard not to compare myself to the filtered version of me.”

Marcus, 16: “Filters are cool for adding style to my photos, but I try not to use the ones that change how I look. I want to keep it real.”

Dr. Phil Reed, a psychology professor who studies the effects of social media, says, “Filters can blur the line between reality and fantasy. While they’re a playful tool, their overuse can lead to distorted views of body image and beauty, especially for teens.”

What’s Next for Filters?

Filters aren’t going anywhere anytime soon, but they’re likely to become even more advanced and immersive. With the rise of augmented reality (AR) and virtual reality (VR), filters will go beyond simple face-altering effects. Imagine shopping for clothes virtually and trying them on with AR filters or attending virtual concerts where the performers and environment are enhanced by filters.

Social media companies are investing heavily in AR technology, and filters are only going to become a bigger part of how we interact with the digital world. Snapchat and Instagram are already working on making filters more personalized and interactive, and as AR technology improves, the possibilities are endless.

Final Thoughts: The Power and Impact of Filters

Filters have come a long way since the early days of adjusting brightness and contrast on a photo. They’re now a huge part of how we express ourselves online, interact with brands, and experiment with our appearance. But with that power comes responsibility. While filters can be fun, it’s important to remember that the real, unfiltered you is just as valuable.

As filters evolve and become more embedded in social media, the conversation about how they affect our self-esteem and mental health will continue. For now, the key is balance—using filters for fun without letting them define how we see ourselves. So next time you swipe on a filter, enjoy it, but remember, you don’t need one to shine!