5 Favorite Brands that are using Custom Face Filters on Instagram
Face filters are new on the block- so which brands are blazing a path for the rest of us? The New Future Creative team explores five companies that are defining what it means to use custom face filters to engage with brand communities.
Kylie Cosmetics (23.9M)
Of course the Kween herself would be at the forefront of this trend! Cosmetic and beauty brands are a perfect fit for custom face filters- it’s an opportunity for users to “try on” a product. Featuring gently lilting butterflies, we love how Kylie pays tribute to her daughter in the custom face filter’s name, ‘Stormi Butterfly’. However, we would like it even more if the butterflies were 3D and if you could use it with a friend. Stay tuned for an upcoming article on 3D modeling and multi-user face filters!
Coca Cola (23.6k- 151k)
One of the most beloved brands of all time, Coca Cola is capitalizing on custom face filters to keep their digital brand loyalty strong. The company’s Instagram presence is split up by region, so countries have their own profiles, and therefore, custom face filters. Check out the wide variety of designs and approaches on each country account:
- @cocacolaindia (India)
- @cocacolamx (Mexico)
- @cocacola _tr (Turkey)
- @cocacolabelgium (Belgium)
- @cocacolapolska (Poland)
- @cocacola_kaz (Kazakhstan)
- @cocacolaza (South Africa)
- @cocacola_guatemala (Guatemala)
- @cocoacola_nl (Netherlands)
With the existing variety, there is also a variety in quality. Either way, there are some creative ideas present with regards to product and brand placement in custom face filters, as well as holiday-themed designs.
Nike Sportswear (7.9M)
“Just do it”. Looks like Nike is practicing what they preach and jumping on the latest in digital marketing. Tap through to find different options in this bright, cartoon-style graphic. While the main @nike account doesn’t have a custom face filter yet, the @nikenyc and @niketoronto accounts both feature a fun “Which Air Max Are U?” filter within which you can explore their signature sneakers. Yes, please!
It’s nice to see luxury brands joining in on the fun. Who said expensive has to be stuffy and traditional? Certainly not Gucci. We like how they incorporated the Gucci logo into the “eye” of the custom face filter, and how this is a design that can be enjoyed by a wide range of users at any time of the year.
Fab Fit Fun (875k)
Subscription box FabFitFun has a game-changing four different filters to choose from- “Women’s Empowerment”, “Spring has Sprung”, “Snowflake Freckles” and “Surprise & Delight”. “Women’s Empowerment” is our personal favorite. It scrolls through options like confident, clever, beautiful, powerful, and bold… all perfect options. Share this custom face filter with your squad to help boost themselves. What a great example of how a filter can be used to help engage with and build up your brand community! Our prediction? It may not be long until all brands have a few filters to choose from.
With these players all rolling out their own custom face filters, it looks like this trend is here to stay. Now that we have covered some brands that are leading the growth of filters as a marketing tool, what are some favorite brands that you would like to see a custom face filter from? Want to learn more about how filters can be an asset to your brand? Read our article on this topic.