This unit is an overlay that is added to users snaps after a person has taken a photo to Video.

Why Filters?

User Brand Endorsement

When users add the filter to their Snaps they become mini brand ambassadors as their friends, family and or followers will see they choose to add a branded filter to their snap.

Highly Immersive

Smart Filter elements can add a layer of unique user info, this can be location, time, date, name and more to make the filter more relevant for users.
A List of Smart filters can be found below under Specs.

User Engagement

Snappers tend to take multiple snaps to get the right shot meaning a branded filter can used multiple times. Also the use of a branded filter can spark conversation between users which is high value for a brand as this will increase metrics like Ad recall and consideration.

Updated: 17.03.19 Source  


  • Canvas: Filter design must be a 1080 by 2340 pixel image.
  • File Size: 300KB or less.
  • File Format: PNG asset with a transparent background. Save your Filter from the File menu using ‘Save>Save for Web (Legacy)’ and select the ‘PNG-24’ preset from the drop down menu.
  • Buffer Zone: Mandatory text, logos and legal disclaimers may not be placed within 310 px of the top or bottom of the canvas.
  • Filters must include ‘clear and conspicuous’ logo placement from the brand 


  • Graphics that feature gambling or lottery material are not permitted.
  • Please see our Submission Guidelines for more information. 
  • Filter design may not include URLs, barcodes, Snapchat/Social usernames, or CTAs, other social platform logos, phone numbers, Snapcodes, email.
  • Hashtags are not allowed except:            
    • If limited to ‘#1’ in reference to the number not a handle
    • If integral or mandated for Campaign cohesion (ex, hashtag will be present on every digital or physical asset)
    • Reminder, hashtags within filter creative are not ‘tappable’ or functional
  • Any Filter with political content must include ‘Filter paid for by [insert name of purchaser]’ in 40 pixel height and with a shadow background of that text. Examples of political content include political issue advocacy, or promotion of certain political parties and candidates.
  • Filters should honor Snapchat’s Advertising Guidelines and are subject to final creative approval by Snapchat.
  • Designs should enhance the underlying snap, by adding an element of context, visual appeal, humor or relevance.
  • Remember to leave enough blank space in the design so Snapchatters can see their image or video content behind the design. We suggest you only use the top and (or) bottom 25% of the screen.
  • Filters should be artistic, not photographic. Photo realistic imagery is not recommended.  
  • Be creative and make it visually compelling. Make something that Snapchat Users will want to send to their friends.

Smart Time Format

  • Time: 12:00 PM
  • Month Day: Sep 23
  • Month / Day / Year: 05 / 23 / 17 or May 23, 2017
  • Day of Week: Monday
  • Month: January
  • Phrase: ‘It’s <time> today’
  • Custom: Mix and match from the following to create a custom format. Format cannot include characters (ex: <Month)

Smart Count Format

  • Days: Hours: Minutes Seconds: 05 : 03 : 23 :15
  • Days: Hours: 04: 23
  • Hours: Minutes: 23:15
  • Days: 1 Day
  • Hours: 2 Hours
  • Minutes: 23 Minutes
  • Phrase: ‘<hours> until New Years’
  • Custom: Mix and match from the following to create a custom format. Format cannot include characters (ex: <Month) 

Smart Location Format

  • Neighborhood: Venice / West Village
  • City: Los Angeles / Manhattan
  • City, State: San Francisco, CA 
  • State Full Name: Colorado
  • State Initial: CA
  • Zip: 90210
  • High School: Venice Senior High School
  • College: UCLA
  • Airport: LAX

Smart Location Character Length
For High Schools

  • Longest Length: 73 characters (Weaver Academy For The Performing And Visual Arts And Advanced Technology) 
  • Shortest Length: 4 characters (Jact)