Branded AR filters and lenses: what one costs

Key takeaways

A branded AR filter typically costs an indicative £600–£2,000 for a simple face or frame effect (8 to 20 hours at £75–£100 an hour) and £1,500–£4,000 for an interactive one (20 to 40 hours). Snapchat Lenses and TikTok effects are the main options, since Instagram closed its platform for third-party AR effects in 2025.

• Simple effect: £600–£2,000, indicative.
• Interactive effect: £1,500–£4,000, indicative.
• Snapchat and TikTok are the main platforms now.
• Promotion costs extra; an unpromoted lens is rarely found.

What is a branded AR filter?

A branded augmented reality (AR) filter is a camera effect that overlays your graphics, products or animations on a user's face or surroundings. People use it in their own photos and videos, which spreads your brand through their posts. Snapchat calls these Lenses; TikTok calls them effects.

• Social media agency pricing in the UK

How much does an AR filter cost?

A simple branded frame or face effect, using existing artwork, takes 8 to 20 hours of design, build and testing, an indicative £600–£2,000. Interactive effects with 3D products, games or try-on take 20 to 40 hours, about £1,500–£4,000. Promoting the effect with ads is a separate budget.

• Frame or face effect: £600–£2,000.
• 3D, game or try-on: £1,500–£4,000.
• Platform review and fixes: included or 1 to 2 hours.
• Paid promotion: separate media budget.

• Social media brand awareness campaigns: what they cost

Can you still make Instagram filters?

Not as a business building its own. Meta closed its Spark AR platform in January 2025, and third-party effects were removed from Instagram and Facebook. Branded AR on social now mainly means Snapchat Lenses and TikTok effects. Check each platform's current tools before commissioning work.

When is an AR filter a gimmick?

When there is no reason for people to use it. Filters work for events, launches, sports moments and products people want to try on. A generic logo frame with no event or promotion behind it is rarely used. For most small businesses, the same money does more in content or ads.

What does this look like in practice?

A pattern we see: a business commissions a lens, launches it with one post and sees little use. Tying it to a single event, with a QR code on site and a short paid push, usually produces far more uses than leaving it to be discovered.

• See client work
• Social Media Marketing for UK businesses

AR filter checklist

• Tie the effect to an event or launch.
• Check which platforms your audience uses.
• Use existing brand artwork to cut cost.
• Budget for promotion, not just the build.
• Measure uses and shares, not just impressions.

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Next step

Name the moment that would make people want to use your filter. If you cannot, spend the budget elsewhere.