There have been some major shifts in the social media world this month, with the most notable being Meta’s announcement to shut down all third-party face filters and AR effects on Facebook, Instagram, and Messenger, starting on 14 January 2025.
This decision means that while Meta’s own AR effects will still be accessible, the popular tools and filters created by brands, influencers, and other third parties will no longer be supported.
Videos that already feature these AR effects will remain on the platforms, but the tools used to create new content of this kind will be phased out entirely.
The move signals a major shift in Meta’s strategy as it pivots away from its current AR offerings towards more advanced and immersive AR experiences. One of the key areas of focus is the development of AR glasses, which Meta has hinted will play a significant role in the future of digital interactions.
For brands and influencers who have relied on custom AR effects to engage audiences, this change could mean rethinking their content strategies to adapt to the new landscape. Meta’s decision underscores the importance of staying agile and forward-thinking in the rapidly evolving world of social media and technology.
As we prepare for this transition, it’s worth considering how these changes might reshape the way we interact with AR content and what new opportunities might arise from Meta’s continued investment in next-gen AR technologies.
Stay tuned for more updates across the social space in September!