Facebook’s Camera Effects Platform Is Now Spark AR

Its closed beta-test on Instagram is being expanded

Goodbye, Camera Effects Platform. Hello, Spark AR Facebook

Facebook introduced its Camera Effects Platform at its F8 conference in April 2017 as a way to bring augmented reality to the cameras in people’s phones, rather than to separate devices, such as glasses.

On Friday, the social network announced that it is renaming the platform Spark AR and expanding it on Instagram.

Facebook announced at its F8 conference in May that accounts including those of Kylie Jenner, the National Basketball Association, Ariana Grande and Gucci participated in the early closed beta and created effects for their followers.

The social network said in a blog post Friday that it is now accepting applications for an expanded closed beta of Spark IR on Instagram, adding, “Beta participants will be able to use Spark AR Studio to design immersive, interactive experiences and make them available to their followers on Instagram.”

Facebook added that Spark AR Studio for Mac OS is available to creators and developers worldwide starting Friday, and it directed people to its new website for more information.

david.cohen@adweek.com David Cohen is editor of Adweek's Social Pro Daily.