What are Instagram filters and how do they help grow brands?
What is an Instagram filter?
Face filters on Instagram allow users to interact with your brand’s content through augmented reality (AR). These filters add virtual effects to the user’s face and surroundings, effects can even respond to users’ facial movements!
Users of Instagram can save these augmented reality filters to their camera roll and share themselves using the effect to their story. As well, when an Instagram account uploads a filter, that filter appears in the ‘story camera reel’ of all of their followers.
How can brands benefit from Instagram filters?
Instagram filters are a great way to encourage organic interaction between consumers and your brand. When filters are shared to Instagram stories, everyone who sees that story sees your Instagram handle in the top left corner of the story.
Further, users are only two taps away from viewing your Instagram account and can save the filter to their ‘story camera reel’ to later use and share with their audience. Consequently, this is very useful since users of Instagram post more 15x more to their stories than to their feed, as cited by TechCrunch.
What analytics are available for Instagram filters?
As filters become more prevalent in social media and branding, new reporting features are constantly being added by Spark AR. Current analytics are:
- Impressions: the number of times an effect has been displayed on screen.
- Captures: the number of times someone captured a photo or video that featured your effect in the Instagram camera.
- Shares: The number of times someone took and shared a photo or video that featured your effect to a story on Instagram.
How do Instagram filters grow and go viral?
The position of Instagram filters are unique to go viral with minimal effort. Brands can leverage their network of influencers to gain the critical mass needed for their filter to take off and encourage maximal sharing.
We’ll take a look at @bangerooo’s ‘Vibe Check’ filter to illustrate this point. The overall impressions the filter received from Jan 22nd to April 16th, 2020 is 245,532. We notice that impression spikes occur early in January and later in March- over three months. Although, since filters are assets that constantly grow impressions, the greatest spike, or ‘virality’ occurred just recently, in mid-April 2020. During this time, the effect saw a jump to 624% growth.
These numbers were achieved with little to no formal marketing of the filter- think of what can be achieved with a thoughtful launch strategy. This proves that filters are brand assets that will continue to work for you, with no maintenance required.