The Dual Impact of AR Filters: Self-Expression vs. Social Comparison

By Dr. Harish Kumar
In the ever-evolving landscape of social media, augmented reality (AR) filters have emergedas a transformative technology, enabling users to craft idealized versions of themselves with unprecedented ease. A recent study by Harish Kumar and Madhushree Nanda Agarwal, published in the Australian Journal of Management, delves into the psychological effects of AR-based filters on social media users. It highlights the dual-edged impact of these filters—bringing both inspiration and dissatisfaction to the forefront of users’ experiences.

A New Era of Digital Self-Expression
The rise of AR filters has revolutionized digital self-presentation. Unlike static filters of the past, AR tools integrate dynamic and interactive elements that seamlessly blend with a user’s reality. Platforms like Instagram, Snapchat, and Facebook have popularized these filters, them into staples of digital communication. These tools allow users to enhance their physical features—softening skin, altering cheekbones, or even adding virtual
makeup—offering creative freedom while subtly redefining beauty standards. Kumar and Agarwal’s research explores how AR filters influence the gap between the “actual self” (how users perceive themselves) and the “ideal self” (how they aspire to be perceived). The ability to manipulate one’s appearance through AR has contributed to the creation of artificial standards of attractiveness within online communities, amplifying pressure to
conform to these ideals.

The Dark Side: Social Comparison and Self-Discrepancy
While AR filters provide a canvas for creativity, they also intensify social comparison. The study found that users often compare their digitally enhanced selves to those of others, leading to heightened self-awareness and dissatisfaction with their natural appearance. This widens the gap between the ideal and actual self—a phenomenon the researchers term the “ideal-actual gap.” One participant, a 24-year-old postgraduate student, reflected on how AR filters create “fake societal norms” that reinforce biases against natural features like darker skin tones or fuller body types. Another remarked, “The Instagram filters make me feel my body should be like hers… but in the end, I realize I’m not that beautiful.” The researchers observed that this relentless cycle of comparison fosters feelings of envy, body dissatisfaction, and low self-confidence. These negative emotions often spill over into users’ real lives, affecting their mental well-being and social interactions.

Inspiration Through Augmented Reality
Despite the drawbacks, Kumar and Agarwal’s findings also highlight the positive side of AR filters. For many users, these tools inspire creativity and encourage them to narrow the ideal-actual gap in constructive ways. By experimenting with virtual appearances, users explore new styles, boost self-confidence, and even enhance their real-world sense of body satisfaction. A participant shared, “Filters inspired me to try new looks I’d never thought of before. It’s fun and gives me confidence.” This inspiration often drives continuous use of AR-enabled platforms like Snapchat and Instagram, further contributing to their popularity. The study emphasizes the role of creativity in this process. Users engage with AR filters not just to conform but to express themselves uniquely, making their digital personas more appealing and relatable. This creative engagement fosters a sense of accomplishment,countering the negative effects of social comparison.

The Broader Implications for Well-Being

The impact of AR filters on users’ well-being is complex. On one hand, these tools can provoke feelings of inadequacy and anxiety. On the other, they offer a means to explore identity and build confidence. The researchers argue that the outcome depends on individual differences and how users approach the ideal-actual gap. For those with positive self-esteem, AR filters can be playful tools for self-expression. For others, particularly those prone to negative self-comparisons, these filters may exacerbate insecurities. Kumar and Agarwal suggest that this duality underscores the need for a more nuanced understanding of how digital technologies influence mental health.

Practical Implications for Marketers and Platforms
The findings of this study have significant implications for social media platforms and brands. AR filters have become powerful marketing tools, with companies like Gucci and Sephora leveraging them to engage users. However, the potential negative consequences demand ethical considerations.
Marketers are encouraged to create AR campaigns that prioritize authenticity over perfection. Filters celebrating diverse beauty standards or promoting self-acceptance can mitigate the adverse effects of social comparison. Social media platforms also bear the responsibility to educate users about the potential pitfalls of AR tools, fostering a healthier digital ecosystem.

A Call for Responsible Innovation
As AR technology continues to evolve, its influence on social media and user psychology will deepen. Kumar and Agarwal’s study serves as a timely reminder of the importance of ethical innovation. By understanding the psychological mechanisms behind AR filter use, we can harness this technology to enhance well-being rather than diminish it. The authors also call for further research into the long-term effects of AR tools, particularly their role in shaping self-concept and behavior. This research could inform the development of AR applications that empower users without compromising mental health.

Conclusion: The Paradox of Digital Reality

AR filters represent a paradox of modern technology—offering both liberation and constraint. They allow users to explore new facets of their identity while also trapping them in cycles of comparison and dissatisfaction. As Kumar and Agarwal eloquently demonstrate, the challenge lies in navigating this duality, ensuring that digital tools enrich rather than erode our sense of self. Ultimately, the future of AR—and social media itself—depends on striking this delicate balance. Whether these tools become a source of empowerment or a mirror reflecting our insecurities rests with creators, marketers, and users alike. The author of the article is Chairperson – Research, Assistant Professor – Marketing, Great Lakes Institute of Management, Gurgaon.