One of the coolest marketing trends to take over social media currently is using augmented reality (AR) filters. What began as a fun idea, has now taken over the marketing world with a bang. Brands have started using filters to promote products, create hype and increase recognition among people. Filters are fun and easy to use and keep consumers engaged. AR filters generated on Instagram can also be used by users on other platforms like TikTok, Snapchat, Facebook, etc.
What are AR filters?
In short, AR filters are made by using computer-generated graphics to layer real-life images. For example, a face filter that converts your face into a cat’s face, so when you talk, the cat’s mouth moves in sync.
Augmented reality is the future – and it is here to stay. According to Poplar, almost 9 out of 10 brands (including Netflix, Pepsi, and Ikea) have been known to use AR filters as part of their marketing strategies and campaigns. According to Digi Capital, it is projected that by 2022, almost 3.5 billion smartphone users would be using AR.
What makes AR filters a great strategy?
- Increased engagement
Brands create fun filters that people get excited to use – and while doing this, people end up promoting the brand harmlessly. Filters made by brands are connected to their names, and their information shows up when a user accesses it. The easier and more engaging the filter, the more it gets shared between people – this amounts to zero cost promotion and organic traffic boost for the brand.
- Sales expansion at low costs
People using AR filters are basically brand ambassadors – without a cost to the brand. Brands do not require high budgets to create filters – or engage fancy influencers to promote their products. A quick, creative filter can help a brand reach a larger audience, increase global outreach and help a brand go viral within a matter of minutes.
- Customization
AR filters allow brands to showcase their creativity. For instance, the Gucci AR filter that recently went viral allowed users to transform their faces into renaissance portraits. Kylie Cosmetics launched an AR filter, which allowed users to test out different shades of their new line of lipsticks! Brands can customize AR filters to literally advertise and showcase their products without customers thinking of this as a boring sales pitch.
- Popularity
Some huge brands that have been known to use AR filters to boost business and popularity include the likes of Adidas, Gucci, Disney. Celebrities have also been known to create their own AR filters to promote personal events, concerts, create hype about upcoming film or album releases, etc.
How can brands create their own AR filters?
There are a number of tools that allow brands to create their own AR filters in no time. Come up with an innovative idea that showcases your brand in the best way – remember, your filter should be engaging as well as subtly hint at your product or service.
Use Spark AR Studio to create your filter – you can either choose from pre-existing templates or make your own. The software will allow you to choose from options, from positioning to choosing objects to be included in your filter. Once your filter has been made, you will be able to generate a test file to be shared with Instagram.
Choose to publish your AR filter, once you are satisfied with how it has turned out and upload it into a particular category. Instagram may take up to a week to approve your filter, so if you’re trying to do it for a particular occasion, then ensure you do it with some time to spare.
Ways to create a great AR filter
If you’re looking to experiment by creating an engaging AR filter for your brand, try using the following methods –
- Create an engaging game-like gibberish which allows users to answer questions within a time limit;
- Add facial features or background features that beautify a user’s image in an aesthetic or whimsical way;
- Add characteristics to a user’s image – for example, the Netflix show Bridgerton came out with an AR filter to promote their show. The filter has fanciful hairstyles of men and women from the British era – just like in the show!
Create your own AR filter and get your marketing strategy in place
Creating an AR filter can be a lot of fun! If you’re doing it for your brand, remember, you’re doing it for a purpose. Let your creativity soar as you direct your filter towards conversions, brand recognition, and user engagement. Use the AR filter strategy to drive traffic towards your website and brand and get users to fall in love with you.
Tags: AR, AR Filters, Artificial Intelligence, Augmented Reality, Content Marketing, Digital Marketing, Instagram marketing, marketing trends, Social Media Marketing, social media trends