Augmenting Self-presentation: Augmented Reality (AR) Filters Use Among Young Adults

The rise of real-time camera enhancements, particularly on social media platforms like Instagram, Snapchat, and TikTok, has reshaped self-presentation within youth culture. While previous research has explored avatars and technology-mediated identity, a knowledge gap exists regarding the motivations, perceptions, and implications of augmented reality (AR) filters. This study investigates the impact of AR filters on self-presentation among young adults on Instagram. The study engages 12 young adults, aged 18 to 25, through semi-structured interviews, revealing strategies of online persona curation for targeted groups of followers, a growing societal acceptance of augmented online appearances, and a delicate balance between presenting an authentic and ideal self. Participants use AR filters to enhance creative expression for their own sake as well as mediated appearance for meaningful connections and social engagement. The findings indicate the dynamic role of AR filters in shaping online self-image, emphasizing the need for a nuanced understanding of users’ intentional curation and the evolving social norms surrounding AR filter usage on social media.