Instagram offers many built-in filters. You can use them while making a video or picture for your reels or stories. But nothing beats custom AR filters. To use built-in Instagram filters on the iPhone: Tap the + icon at the top-right → swipe over to STORY, REEL, or LIVE. Scroll across the filters next to the camera shutter. You can long-press a chosen filter to make a video or tap it for a picture.