TikTok has quickly become one of the most popular social media platforms, especially among teenagers and young adults. The app allows users to create and share short video clips set to music. One of TikTok’s key features is its array of filters and editing tools that allow users to enhance their videos.
When uploading a new video on TikTok, the app will automatically apply a subtle filter to the footage. This auto filter feature slightly edits the colors, contrast, and other qualities of each video. According to TikTok, the purpose of the auto filter is to “standardize the look and feel” of videos on the platform.[1] This automatic enhancement helps videos have a consistent style and quality across the app.
History of Filters on TikTok
TikTok first introduced filters in September 2018 as part of an app update that allowed users to add visual effects to their videos (1). At launch, there were around a dozen filters available, with quirky names like “beach” and “sparkle” (2).
Over time, TikTok dramatically expanded its filter offerings. By mid-2019, there were over 100 filters to choose from (2). Filters also became more sophisticated, using augmented reality and facial tracking to apply effects. Some filters added animal ears or changed the shape of a user’s face (1).
Today, TikTok has an extensive library of filters users can browse and select from before recording a video. There are filters tied to specific memes and trends, filters created by popular users, and sponsored filters from brands (1). The evolution of filters has been a core part of TikTok’s growth.
Sources:
(1) https://www.tiktok.com/@therealfazesway/video/7295105828124691754
(2) https://www.tiktok.com/discover/Why-is-tt-saying-couldnt-play-video?lang=en
How the Auto Filter Works
TikTok’s auto filter analyzes the user’s face when the camera is first opened and applies effects to enhance facial features. According to TikTok, the algorithm detects things like skin tone, facial structure, and lighting conditions in order to apply customized beautifying effects.
The auto filter is enabled by default when users first download the app. The default settings subtly smooth skin, adjust color balance, sharpen eyes and whiten teeth. Many users may not even notice these subtle effects at first.
However, users can turn off the auto filter in their settings. Go to “Effects” and toggle off “Auto Apply Effects.” This will disable the auto analysis and application of beautifying filters. Users can still manually select filters they want to apply to their videos.
Some sources argue the auto filter promotes unrealistic beauty standards, especially for young users. Others say the effects are minor and users are still in control. But the auto filter does aim to instantly “beautify” users without their consent, unless they specifically opt-out in settings.
Purpose of Auto Filters
TikTok’s automatic filters serve several purposes for the platform. Firstly, they help enhance and beautify videos by smoothing skin, adjusting colors, and making other subtle improvements. This creates a more polished, professional look for many videos. According to [this article](https://www.intheknow.com/post/tiktok-automatic-filter-charlotte-palermino/), TikTok sees these automatic filters as an extension of the app’s mission to empower creators.
The filters also provide a form of consistent branding and style for TikTok. When many videos have a similar smoothed, beautified look, it makes the app instantly recognizable and gives it a unique aesthetic compared to other platforms. This aligns with TikTok’s young, fun, lifestyle-focused image.
Additionally, the automatic filters encourage creativity by giving users a starting point to build upon. As [this source](https://jumpshare.com/blog/how-to-remove-filters-on-tiktok/) explains, creators can use the default filters as a base and then apply their own edits and effects for a customized look. The starting filter ensures a basic level of quality and polish.
Controversy Around Filters
One major controversy around TikTok’s auto filters is that they can promote unrealistic beauty standards, especially among young users. The filters smooth skin, enlarge eyes, plump lips, and slim face shapes in ways that are often unrealistic or unachievable through makeup alone. According to one report, “TikTok has recently come under fire for its beauty filters that encourage unrealistic expectations” (Source). These perfected and idealized filters can negatively impact mental health and self-esteem.
Studies show that social media filters and editing can contribute to body dysmorphia and feelings of inadequacy, as young people compare themselves to an artificial standard of beauty (Source). TikTok’s auto filters feed into this issue by applying these effects without asking. While filters can be fun, their default use has raised concerns about promoting distorted beauty standards. Some critics argue TikTok should make filters an opt-in choice rather than the default.
User Control Over Filters
TikTok gives users some control over the filters that are automatically applied to their videos. In the app settings, users can turn off the auto filter entirely or adjust its strength. According to TikTok’s support site, “Adjusting the strength changes how much the auto filter smooths and perfects your look. Lower strength means subtler effects.”
Users can also apply their own filters to videos instead of relying on the app’s auto filter. TikTok offers a wide selection of filters that users can browse and add to their videos. The company highlights this creative control, stating “We encourage our users to be themselves and have fun on TikTok. Everyone should feel good about creating and sharing their videos.”
Additionally, TikTok allows users to download videos without the auto filter applied. According to their support site, “original videos without effects will be downloaded.” This preserves the authenticity of users’ original content.
Impact on Content Creation
The auto filters on TikTok have had a significant impact on the style and trends of content creation on the platform. Many popular TikTok sounds and trends are designed around specific filters. For example, the “Bold Glamour” filter went viral in 2023, sparking a wave of videos utilizing the beautifying effects of the filter.
Creators also often try to design videos that take advantage of the capabilities of certain filters. Quick cuts, close-ups, and other editing techniques are used to highlight the filter transitions. However, the constraints imposed by filters also require creativity. TikTok creators have to find innovative ways to use the limited capabilities of each filter to produce compelling and visually appealing content.
According to an article by ABC News, “Filters are designed to be part of the creative process – they’re baked into the tools TikTok gives creators.” While the auto filters may limit some aspects of creativity, skilled TikTok creators are able to work within these constraints to produce viral content. The interplay between filters and creative trends is an important aspect driving the popularity of the app.
Advertising and Sponsorships
Brand sponsorships have become an integral part of TikTok’s filter strategy. TikTok launched its Branded Effects product in 2021, allowing brands to sponsor customized filters and effects to promote their products and services (Source). For example, Chipotle sponsored a branded effect that allowed users to virtually try on different ingredients and toppings from their menu.
These types of sponsorships provide revenue for TikTok while also giving brands a creative way to reach TikTok’s massive user base. According to TikTok, branded effects lead to a 19% increase in ad recall compared to regular video ads (Source). The auto filter feature helps drive more user engagement with these branded effects.
TikTok has also implemented an Inventory Filter to give advertisers more control over the content that appears next to their ads (Source). This allows brands to target or avoid certain types of content and filters, optimizing the ad experience. Overall, filters and effects have become an important part of TikTok’s advertising strategy and revenue model.
The Future of TikTok Filters
As TikTok continues to grow in popularity, we can expect the platform’s filters to evolve as well. TikTok is likely to release new filters that align with viral trends and pop culture moments. For example, when Stranger Things Season 4 was released, TikTok debuted special Stranger Things-themed filters featuring characters like Vecna. TikTok will also leverage advancements in AR technology to create more sophisticated and realistic filters.
TikTok may also give users more control over filters in the future. The platform could allow creators to save their favorite filters into personalized collections. Users may also get options to adjust filter intensity and customize when certain filters are applied. Providing more user control would allow creators to better establish their own aesthetics and stand out.
However, some experts argue TikTok will likely maintain strict control over its filters to protect brand identity and advertising opportunities (Source). While users can’t create their own filters, sponsorships with major brands suggest filters will continue driving engagement and revenue. Overall, filters seem poised to become even more central to the TikTok experience.
Conclusion
In summary, TikTok automatically applies filters to videos in order to enhance the visual appeal of content. The algorithm selects filters based on factors like lighting conditions and aims to create a more polished, professional look. While some criticize this as promoting unrealistic beauty standards, TikTok maintains that filters simply provide users with creative options for self-expression. Regardless, auto filters have become an integral part of the TikTok experience and significantly impacted both content creation and consumption on the platform.
Looking ahead, filters will likely continue evolving to leverage new AR and AI capabilities. However, TikTok faces pressure to give users more control over filters to address concerns about authenticity and body image issues. Overall, the story of TikTok filters illustrates the constant interplay between technology and culture – with platforms aiming to enhance engagement while also needing to consider social implications. For now, filters remain central to TikTok’s identity, though only time will tell how this defining feature develops in the years to come.
