Tech-savvy Instagram users will now be able to create, publish and share their own AR effects.
Using Facebook’s AR platform Spark AR, creators can make custom face filters etc and share them with their network.
The feature is designed to be used as part of Instagram Stories, giving both users and brands new ways to interact with their followers.
Once created, effects from accounts you follow will automatically appear in your ‘tray’ to be used in a story.
A new Effect Gallery and the option to Browse Effects will also make it easy to find and follow niche filters.
Instagram said: “AR adds rich, dynamic layers to those moments and gives creators new ways to connect with their communities. Instagram has seen some great examples where designers are creating AR effects based on their own experiences, interests and communities.”
As well as providing new ways to interact with audiences, the Spark AR initiative also gives users the opportunity to develop their own AR using a simple platform.
It comes as rival Snapchat continues to use AR to engage with its user base.