The hidden bias in social media filters

Disclaimer: The following post reflects my personal observations and thoughts on the topic of social media filters and their representation and applicability to darker skintones. It is important to note that this is not intended to harm anyone or miscommunicate any information. Rather, it serves as a platform for raising awareness and fostering dialogue about inclusivity in digital spaces. All opinions expressed are my own, and I encourage readers to engage critically and respectfully with the content.

 Have you ever posted a selfie on social media and wanted to brighten your skin, add a hint of rouge and lipstick before posting? Since around 2011 it’s possible! In the era of Instagram influencers and TikTok sensations, filters have become an integral part of our social media experience. I have seen the most creative filters to trends that make me giggle. From adding a touch of glamour to transforming our appearances entirely, these filters have captivated users worldwide. Fun, right?

Ongoing discussions revolve around the societal messages transmitted through social media to our children, especially girls, emphasizing their self-worth linked to appearance. However, hidden amidst these discussions is a glaring issue that too often goes unnoticed: the filters' lack of suitability for darker skin tones.

While I personally don’t use that many filters, I wanted to shed a light on this development because it made me curious. My realization came years ago when filters first emerged, and all my friends were using them while I couldn’t find a single one that suited me. I guess I am beautiful enough and don’t need beauty enhancing filters 😉, but that doesn’t mean I don’t want to join in on the fun. Social media filters are more than just enhancing beauty. It’s also about creativity, playfulness and inspiration. 

While filters offer an endless amount of playful options when it comes to beauty, ranging from different hairstyles and smokey eyes to full make-up looks, their failure to accurately represent diverse skin tones without looking like a spray tan gone wrong is a stark reminder of the biases embedded within our digital landscape. For individuals, young and old, all genders, with darker skin tones, finding a filter that complements their skin tone can be quite the challenge.

So where does it go wrong? The problem lies in the lack of inclusivity during the design and testing phases of these filters. Often developed without considering the diverse range of skin tones present globally, these filters perpetuate Eurocentric beauty standards, further marginalizing individuals with darker complexions.

The consequences of this exclusion extend beyond mere aesthetics. It reinforces harmful stereotypes and erases the visibility of communities of color in the digital sphere, dividing our society even more. When individuals are unable to find filters that accurately represent their appearance, it can send a damaging message – that their identities are not valued or worthy of representation affecting mental health. It excludes people from hopping on trends and joining the fun.

Though I don’t have the answers, addressing this issue at least requires a concerted effort from both social media platforms and filter developers. I believe it starts with acknowledging the inherent biases present in current filter offerings and actively working towards inclusivity in design. This includes diversifying the teams responsible for creating filters, conducting thorough testing across a wide range of skin tones, and implementing mechanisms for users to provide feedback on filter accuracy. In fact, this applies to any other product or service that is being designed. The biggest win is that if you design services and products inclusively, you’ll reach more people, which means more money! Consider it as part of your business model.  

So, I thought that was interesting, to put my observations and thoughts in words. I used the example of social media filters to show that it’s not just a matter of  aesthetics – it's a reflection of deeper societal biases. I am curious to hear in what other industries, products or services do you see biases? By recognizing this issue and actively working towards inclusivity, we can pave the way for a more equitable digital future where diversity is celebrated and embraced.