How to Create a Snapchat Filter: A Practical Guide for Brands and Creators

Snapchat filters offer a quick, engaging way to frame moments with a touch of brand personality or a playful theme. Whether you’re launching a product, promoting an event, or simply testing a creative idea, knowing how to create a Snapchat filter can help you reach a highly engaged audience. This guide walks you through the essentials—from concept to approval—so you can launch a filter that feels fresh, on-brand, and easy for users to share.

Understanding the two main formats

Before you begin, it’s important to differentiate the two most common Snapchat formats people refer to when they say “filter.”

Geofilters are location-based overlays that appear within a defined geographic area and time window. They’re ideal for events, store openings, or local campaigns.
Lenses (AR experiences) use augmented reality to transform a user’s face or surroundings in real time. Lenses require more technical work but can deliver immersive brand moments.

When your goal is a broad, shareable overlay tied to a place or moment, a geofilter is often the best choice. If you want interactive, branded effects that respond to the user, exploring a Lens could be worth the extra effort. This guide focuses on how to create a Snapchat filter in the geofilter sense, while noting when a Lens might be the better fit.

Plan before you design: define goals and constraints

Successful filter creation starts with clear planning. Ask these questions early in the process:

What is the objective? (Brand awareness, event attendance, product launch, or celebration participation?)
Who is the audience, and where will they be using the filter?
What is the budget, including design time, geofence size, and approval timelines?
When will the filter run, and for how long should it be active?
Do you have the necessary permissions for any third-party assets, such as logos or typography?

Answering these questions helps shape the concept and keeps the project focused. It also helps you communicate with stakeholders and narrows the range of design choices to what will actually work in the real world.

Designing a filter that users want to use

Design is the heart of a successful filter. A great geofilter blends simplicity with a strong visual cue that users immediately understand. Consider these guidelines as you craft your concept:

Simplicity rules. Avoid heavy text and complex graphics. Users should be able to understand the filter at a glance, even on a small screen.
Clear typography. If you include words, choose high-contrast type and limited characters. Short phrases work best in a mobile environment.
Brand alignment. Use brand colors and logos carefully. A small, well-placed mark is often more effective than a large, busy composition.
Transparent assets. Use PNGs with transparent backgrounds to avoid awkward halos and ensure the design sits cleanly over user photos or scenes.
Accessibility and inclusivity. Ensure the design does not rely on color alone to convey meaning and remains legible to a broad audience.
Copyright considerations. Only use assets you own or have rights to. This avoids delays or rejection during approval.

As you translate the concept into visuals, test the filter against real-world phone screens. Small details can disappear on a busy photo, so it’s vital to verify legibility and impact in multiple lighting conditions and backgrounds.

Technical basics and submission process

Creating a Snapchat filter involves working within the platform’s guidelines and using the official tools. Here’s a practical overview of what to expect.

Prepare your artwork. Create a high-resolution PNG with transparency and keep it within the platform’s size limits. Ensure the file is clean and crisp on mobile screens.
Set the geofence and timing. Decide the geographic boundaries where the filter will appear and specify the start and end times. Precise timing helps control costs and relevance.
Upload via the Create tool. Use Snapchat’s official filter creation portal to upload your artwork, enter metadata, and attach any supporting notes for reviewers.
Pay the licensing fee and request approval. Geofilters require a purchase for the specified time window and region. The approval process ends when the design passes Snapchat’s guidelines and policy checks.
Monitor status. After submission, you’ll receive updates on approval status. If something doesn’t meet requirements, you’ll typically get feedback to adjust and resubmit.

Time-to-approval varies, but many filters are approved within one to a few business days. Planning ahead is essential, especially for events with fixed dates or anniversaries.

Best practices for a high-performing filter

To maximize visibility and engagement, keep these best practices in mind:

Align with the event or campaign. The filter should feel like a natural extension of the moment or location rather than a generic overlay.
Limit text and keep it readable. If you include a brand name or date, ensure it remains legible on small screens and in various lighting conditions.
Test before launch. Run pilot tests or gather feedback from a small audience to catch any design or usability issues.
Local relevance matters. Geofilters perform best when they reference a specific place, venue, or moment that users can actually experience.
Measure impact. Use unique reporting and, if possible, UTM parameters to track traffic and conversions that originate from filter engagement.

Geofence design tips and practical constraints

Geofences determine where a filter can be seen. Designing with practical constraints in mind helps ensure a smoother rollout:

Size and shape of the geofence. A larger area increases impressions but costs more. Narrower zones save resources for targeted activations.
Temporal boundaries. Align the filter window with real-world events to maximize relevance and reduce waste.
Testing coverage. If possible, test within the expected area ahead of time to gauge visibility and performance.

Clear geofence and timing decisions can avoid misaligned impressions and help your audience encounter the filter at the right moment, boosting overall effectiveness.

Measuring success and iterating

Like any marketing asset, a Snapchat filter should be evaluated after launch. Consider both qualitative and quantitative signals:

How many users saw the filter? Where did the activity cluster geographically?
Engagement metrics. Look at open rates, shares, screenshots, and user-generated content that reference the filter.
Traffic and conversions. If you’re directing users to a website or app, track referral visits and sign-ups with consistent attribution methods.
Sentiment and brand fit. Monitor the tone of user-generated content to ensure the filter resonates positively with your audience.

Based on the data, you can adjust future activations, refine the creative approach, or extend successful filters to new geographies or events.

When a Lens might be the better route

Geofilters are great for broad reach and simple branding moments, but Lenses offer deeper engagement. If your goal is interactive, try-on experiences or visible facial effects tied to a campaign, a Lens can amplify storytelling. For time-bound campaigns with a strong narrative, a well-produced Lens can generate sustained user participation and media interest, even beyond the initial audience.

Common mistakes to avoid

Underestimating the planning phase. Rushed concepts look rushed on users’ screens and can lead to rejection.
Overloading the design with text or clutter. Clarity beats complexity in a mobile-first environment.
Ignoring brand guidelines or permissions. Without the right rights, a filter risks rejection or legal concerns.
Failing to test geographically. A filter may look perfect in one setting but not in another; test in multiple contexts if possible.

Case studies and inspiration

Several brands have successfully used geofilters to complement live events or storefront activations. For example, a festival sponsor might release a limited-time geofilter across the festival grounds to encourage attendee shares. A coffee shop opening in a new neighborhood could launch a geofilter in a small radius around the shop to draw in curious passersby. In each case, the filter serves as a simple, shareable touchpoint that complements the broader marketing plan without overshadowing it.

Conclusion: take the first step

Creating a Snapchat filter is a practical way to capture moments and connect with a wide audience in a playful, authentic way. By focusing on clear goals, clean design, practical geofence planning, and thoughtful timing, you can deliver a filter that feels natural and compelling for users. As you gain experience, you’ll learn what resonates with your audience and how to tailor future activations to maximize impact. If you’re ready to explore this channel, start with a simple concept, validate it against your constraints, and use real-world testing to refine your approach. The path to a successful Snapchat filter begins with a single, well-conceived idea and a careful execution plan.