Lightricks, the company behind Facetune, has launched a new application called Filtertune, focused on enabling users to design, share, and discover unique photo filters within a collaborative environment. The app allows individuals to craft their own custom photo filters and distribute them via social media platforms, embedding a special QR code within the shared images.

Other users can then acquire these filters by simply taking a screenshot of the image, which allows the Filtertune app to import the filter for their own photo editing purposes.

While developing a dedicated in-app filter sharing system, similar to Instagram’s “Effect Gallery,” might seem logical, Lightricks’ diverse portfolio of applications means its user base isn’t confined to a single platform.

The company provides a comprehensive range of mobile photo and video editing tools, including its popular Facetune and Facetune2, alongside Facetune Video, Enlight Quickshot, Photofox, Videoleap, Pixaloop, Boosted, Seen, PosterBoost, Artleap, and Beatleap.

Despite these figures and the growth of its apps, Instagram provides access to a significantly larger community of photo enthusiasts. Therefore, Filtertune is designed to integrate with existing social media networks, allowing users to both share their creations and explore filters from others.

Lightricks explains that the concept for Filtertune originated from observing trends on social media, where influencers frequently share their photo editing processes and offer presets to their followers for download or purchase.

However, Filtertune is not intended to function as a filter marketplace; it is solely a tool for creating, refining, and distributing filters.

Within the app, users have the option to modify an existing filter or build a new one entirely from scratch.

The application prioritizes authentic photo editing techniques, avoiding the use of digital overlays or augmented reality features commonly found in apps that alter backgrounds or apply AR effects.

Once a filter is finalized, a “Get this filter” banner with download instructions and a QR code is added to the image. Users can then save the image to their iPhone Camera Roll and share it on platforms like Facebook, Instagram, Twitter, Snapchat, via email, messaging apps, or their personal websites.

Other users can obtain the filter by saving the shared image to their own Camera Roll through a screenshot.

Upon opening the Filtertune app, it automatically scans for new filters by identifying images containing a QR code, adding any discovered filters to the user’s in-app collection.

Notably, Filtertune heavily relies on Instagram for filter discovery. The app’s “Discover” button directs users to the #filtertune hashtag on Instagram, rather than offering a dedicated section within the app itself for browsing new filters.

“Filtertune is a logical progression of our expanding product offerings, and with it, Lightricks will continue to cultivate a community of online sharing and collaboration essential for emerging artists, creators, and anyone who enjoys social media,” stated Zeev Farbman, co-founder and CEO of Lightricks, in a press release announcing the app’s launch.

Farbman also highlighted that Facetune2 and Quickshot experienced user growth of 30% and 35% respectively in 2020. The company further reported to TechCrunch an overall increase of 45% in monthly active users this year.

The new application is available for free download on iOS.

Updated 10/27/20 1:30 PM ET to reflect updated user numbers provided by the company.