Instagram filters are everywhere. What started off with just bunny ears and a bit of makeup, now uses AR and has become a powerful tool for brands to market themselves. While some filters are simple, like ‘Which famous character are you’ that play on fandom, there are some that are more relevant and topical. The most popular ‘genre’ for these filters today are the quiz/game filters. It’s the uncertainty of the random answer that drives the engagement. The reactions are recorded in real-time, shared with friends who are further motivated by this authentic reaction.
Brands should jump on the filter bandwagon to stay relevant and to engage with their audience. But seeing as social media is flooded with filters already, marketing with Instagram filters could prove to be difficult, hence, brands should create something truly unique. There are a host of creators on Instagram who have amassed millions of followers because of the filters they have created, brands can look at them as an example of what can be done if they succeed in creating this viral filter.
Exploring new options like AR, while still being true and authentic to the brand language and tone of communication, is the way to go. You can give customers the ability to ‘try on’ the product through a filter or you could have a fun, highly relatable quiz basis your product or you could even create a fun game. It is important to understand your audience, what could strike a chord with them to create this highly relevant, fun and shareable filter. The ease of use and the uniqueness is what will ultimately contribute to the success of the filter.
It isn’t just about hopping on to a new trend, it is the high levels at which a filter is shared amongst the audience that makes it such a powerful tool for a brand to harness. If you do create a filter the audience like, it will essentially be shared on their stories, acting like an unpaid Instagram advertisement that will reach hundreds and possibly thousands of people. Instead of using the usual Instagram ad feature, by creating something that resonates with the brand and the audience, you are invariably creating an ad without the expense. ‘Right now, it is arguably one of the most effective and efficient ways to generate hype through mass-shareability.’*
At ThinkTree we executed filters for our clients The Laughing Llama and Multifit. Due to the Covid 19 lockdown, Laughing Llama was unable to host Karaoke nights every Friday, so we created a Karaoke filter for people to use from their homes! It was a huge hit and gained a lot of traction on the page. For Multifit we created a ‘Challenge of the day’, where people would have to perform the exercises that the filter choose for them, again a great interactive way to engage with the audience via Instagram.
If you’re interested in learning more about filters or developing one for your brand, contact us at info@thinktree.in.
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