TikTok is a popular short-form video app that allows users to create and share 15-60 second videos. Since its launch in 2016, TikTok has grown rapidly to over 1 billion monthly active users worldwide. One of the key features that sets TikTok apart is its library of filters that users can easily apply to their videos.
TikTok has hundreds of filters built into the app that augment and transform users’ appearances. From subtle touches like smooth skin and color changes, to fun effects like animal ears and faceswap, filters have become a core part of the TikTok experience. Users can browse TikTok’s default filters, or make their own unique filters using the TikTok Effect Studio.
This article explores the world of TikTok filters – from the default filters everyone has access to, creator-made customized filters, location-based filters, and sponsored branded filters. It also dives into the implications of filter use, including impacts on body image and self-perception.
What are TikTok filters?
TikTok filters are effects that can be added to videos to transform the look and feel. Filters on TikTok use advanced AI and algorithms to analyze the individual frames of a video and apply visual effects in real time (https://www.brandxr.io/exploring-the-world-of-tiktok-filters).
There are many different types of filters available, ranging from subtle color changes to animated graphics and distortions. Some filters smooth skin, adjust colors, or overaly sparkles and emojis. Other filters entirely transform the look of a video by applying cartoon effects or switching the background.
TikTok’s technology tracks points on a person’s face to apply filters accurately as they move. This allows the filters to respond dynamically rather than just applying a static overlay. The algorithms powering the effects analyze each frame to seamlessly adapt the filter based on a user’s facial expressions and motions.
Default filters
TikTok applies default beauty filters to improve the appearance of users in videos. These automatic filters subtly smoothen skin, adjust color tones, enlarge eyes, and refine facial features without any action from the user. According to some users, TikTok enabled these filters by default in order to beautify all videos on the platform (source). The default filters are designed to beautify users in a natural way, though some feel they promote unrealistic beauty standards (source). Users report the effects are more pronounced on the iPhone front-facing camera than the back camera (source). While subtle, the automatic enhancement has raised concerns about impacts on body image and self-esteem.
Creator-added filters
In addition to the default filters provided by TikTok, creators can also add their own custom filters to videos using the TikTok Effect House platform. As explained on the TikTok Creator Portal, Effect House allows creators to design and develop unique AR effects and filters for their TikTok videos.
With Effect House, creators have full control to customize filters with different visual effects, stickers, colors, and more. These custom creator filters can then be directly added and accessed within the TikTok app when shooting videos. Having custom filters can help TikTok creators differentiate their content and brand their videos.
Some creators choose to make their custom filters publicly available for anyone to use, while others keep them private only for their own videos. Either way, Effect House gives creators the ability to expand beyond TikTok’s default filters and get creative with special effects tailored to their content style and audience.
Filter recommendations
TikTok’s algorithm suggests filters based on the content in your video. For example, if you record a video of your pet, TikTok may automatically apply the dog or cat ear filter. Or if you capture footage outdoors, you might see landscape-themed filters like clouds or sunset colors added to your clip. The app tries to detect objects, faces, scenes and themes to recommend relevant filters that enhance the video. This automatic filtering allows creators to quickly add some visual flair without manually searching through options. However, the recommendations aren’t always accurate. You can check for new filters suggested at the bottom of the editing screen before posting.
According to TikTok’s website, filter recommendations aim to “creatively contribute to the content rather than distract from it” (https://www.tiktok.com/discover/tiktok-filter-recommendations). The feature both streamlines editing for creators and tailors content for viewers scrolling through their For You feeds. Still, some users dislike when filters are applied without their input. You can always opt to record and post videos without any filters.
Location-based filters
TikTok offers location-specific filters that are only available when users are in certain geographic areas. Some examples include:
Paris Filter: Available only when users are detected in Paris. The filter adds an Eiffel Tower to the background of videos.
Tokyo Filter: Users must be located in Tokyo to access this filter, which adds cherry blossoms and other icons associated with Japanese culture. According to TikTok’s support page, location is detected based on “device or network information, such as SIM card and IP address.”
Seoul Filter: When people are identified as being in Seoul, South Korea, a filter with Korean text and pink trees is unlocked.
Rio Filter: Available in Rio de Janeiro, this filter includes green parrots and jungle scenery.
So if certain filters seem restricted or unavailable, it may be because TikTok has geo-tagged them to specific locations and requires users to be physically present to access them.
Sponsored filters
Many companies sponsor custom branded filters on TikTok as a form of advertising. These sponsored effects allow brands to showcase their products or services in an engaging, interactive way. According to TikTok’s business blog, branded effects provide a “robust suite of customizable filters” for brands to connect with users.
Sponsored filters may feature a company’s logo, products, or other branding elements. Users can interact with the brand by trying on sponsored AR effects. Brands can drive awareness and exposure through viral distribution of their sponsored effect. According to TikTok Ads Manager, sponsored effects can display a “Sponsor Mark” to denote their commercial nature.
Examples of effective sponsored filters include Chipotle’s lid flip challenge, Elmer’s slime-themed effect, and Louis Vuitton’s branded effect showcasing their handbags.
Turning off filters
If you want to remove filters from your TikTok videos, there are a few simple steps you can follow:
Open the TikTok app and go to your profile page. Tap on the three-dot menu icon in the upper-right corner and select “Manage account” from the menu.
On the account settings page, tap on “Privacy and safety.” Next, toggle off the “Beauty effects” option to disable beauty filters.
You can also turn off individual beauty effects like smooth skin or slim face. Tap on each effect to disable it.
After turning off the filters, your existing and new videos will no longer have beauty effects applied. Any creative effects like color changes or graphics will still be shown.
If you only want to remove filters from a specific video, open the video, tap on “Edit video” and select “Effects.” Here you can toggle off any beauty filters that were added.
According to TikTok’s help page, you can also contact them to request that all effects be removed from your videos (source). This will disable creative effects as well.
Filter effects on body image
There have been growing concerns that TikTok’s filters can promote unrealistic beauty standards, especially among young users. Filters on TikTok allow users to alter their appearance by smoothing skin, changing facial features, and modifying body shapes. While these effects are often playful, research has found that constant exposure to these digitally altered versions of oneself can negatively impact body image.
A 2021 study from the University of New South Wales found that young women who viewed TikTok videos reflecting unrealistic physical ideals reported lower appearance satisfaction and higher appearance comparisons than those who viewed neutral content. The researchers concluded that “TikTok’s algorithmically curated emphasis on beauty and lifestyle content may be detrimental to young women’s body image.”
Frequent use of filters that promote idealized beauty can lead to issues like body dysmorphia, anxiety over natural appearance, and disordered eating patterns. Critics argue TikTok should do more to highlight diverse beauty standards and reduce the constant focus on appearance. Adding labels distinguishing filtered videos from unaltered footage could help mitigate potential body image harm.
Conclusion
In summary, filters are incredibly popular on TikTok and allow users to enhance their videos in creative ways. The app provides default beauty and effects filters, while creators can also add their own custom filters. TikTok may enable filters automatically based on your location or display sponsored ones from advertisers.
While fun, filters can promote unrealistic beauty standards, especially among young users. The good news is you can disable filters entirely in your app settings. This gives you full control over the videos you post and see.
Overall, filters can be a fun way to get creative on TikTok if used positively. But they shouldn’t define beauty or self-worth. Focus instead on creating authentic content that showcases your unique self.