How Brands Can Promote Their Instagram AR Filter Campaigns
Apple CEO Tim Cook’s statement that “AR will change everything” has captured the attention of brands, prompting them to consider developing their own Augmented Reality campaigns. With Instagram Filters and other AR social lenses projected to generate $13 billion (£10 billion) in ad revenue for brands in 2023, there’s a growing need to optimize reach and engagement. To make the most of your Instagram AR Filter, consider utilizing new AR Ads on Instagram, influencer outreach, and user competitions. Additionally, employing Facebook Pixels can help increase and track conversions on your website resulting from your AR Filter.
What is Augmented Reality (AR), and why should brands consider creating a custom AR Filter on Instagram?
Augmented Reality (AR) filters provide an interactive experience by superimposing digital images into the real world. These filters function with both front and back cameras of your device, adding a layer of imagery to the forefront or background of your photos. Instagram, with over 500 million monthly active users, has emerged as the leading Augmented Reality platform.
Apple CEO Tim Cook’s statement that “AR will change everything” has prompted brands to consider creating their own Augmented Reality campaigns. Instagram Filters now offer a quick, easy, and cost-effective solution for this purpose.
Following this remark, Facebook expanded access to its Spark AR creator program. Previously, only registered AR Filter creators could design filters for Instagram, but now anyone can create and publish their AR Filter on both Instagram and Facebook.
Instagram’s user base is vast, with over 1 billion people on the platform. These users are highly engaged daily and monthly, with 80% of them following at least one brand they love. As for advertising potential, AR Filters are projected to generate £10 billion ($13 billion) in ad revenue for brands in 2023.
How To Develop Your Own Branded Instagram AR Filter
As technology advances, the range of AR Filters brands can create continues to expand. Typically, these filters fall into two categories: Real-World AR effects and Face Filters. Real-World AR effects utilize the back-facing camera to bring objects to life within the user’s environment, while Face Filters use the front-facing camera to place the user directly within the effect.
To have your own branded Instagram AR Filter developed by professionals, consider the following steps:
Choose a filter type:
Decide whether you want to create a Real-World AR effect or a Face Filter based on your brand’s goals and target audience.
Design your concept:
Develop a creative and engaging concept that aligns with your brand’s identity and resonates with your audience.
Select a professional AR Filter development service:
Find a reputable company or individual specializing in AR Filter development, like our services, to bring your vision to life.
Collaborate on the design:
Work closely with the development team to ensure your vision is accurately represented and optimized for performance and user experience.
Test your AR Filter:
The development team will test your AR Filter on various devices to ensure compatibility and optimal performance before finalizing the project.
Publish and promote:
Once satisfied with your AR Filter, the development team will submit it for approval on the Spark AR Hub. After approval, promote your filter on Instagram and other social media platforms to encourage user engagement.
Monitor the performance of your AR Filter using Instagram’s analytics tools to track engagement and gather insights for future campaigns.
How to Use AR Filters on Instagram and Help Your Followers Discover Them
After your AR Filter has been developed and published, it’s essential to encourage people to use it. When your brand creates an Instagram Filter, it will be displayed on your Instagram profile, represented by a sparkling ✨ icon. Visitors to your profile can watch a 15-second demo video showcasing your AR Filter in action. Additionally, they will find a “TRY IT” button on the video, allowing them to use the filter themselves.
The Instagram AR Filters Gallery
You can also discover Instagram Filters, including your own, directly from anyone’s Instagram newsfeed. To access them:
- Swipe right from your newsfeed to open the camera.
- Below the camera view, you’ll see a row of icons representing recently used Instagram Filters and popular effects.
- Swipe the icons to the left until you reach the magnifying glass icon.
- Tap the magnifying glass to open the Instagram Effects Gallery.
Within the Instagram Effects Gallery, you’ll find thousands of different AR Filters to explore (be cautious, as it’s easy to lose track of time browsing through the available options). Additionally, the AR Filter Effect Gallery can be accessed on any Instagram profile that features an Instagram Filter.
How to Promote Your Instagram AR Filter Campaigns Using Instagram Reels
Boost the visibility of your AR Filter and drive user engagement by showcasing it through Instagram Reels. Follow these steps to effectively promote your AR Filter using this popular feature:
- Open Instagram and swipe right to access the camera.
- Select the Reels option at the bottom of the screen.
- Locate and apply your custom AR Filter from the available effects below the camera view.
- Record your Reel by holding down the capture button while showcasing your AR Filter.
- Edit your Reel using the available tools, adding music, text, or other creative elements to enhance your content.
- Publish your Reel by tapping the Share button and selecting the appropriate options for sharing, such as adding it to your feed or story.
- Encourage your audience to use and share your AR Filter by including a call-to-action in your Reel’s caption or during the video.
By incorporating your AR Filter into Instagram Reels, you can organically increase its visibility and inspire more users to try it out and share it with their followers.
How to Promote Your Instagram AR Filter Campaigns Using Link Stickers on Instagram Stories
Boost the visibility of your AR Filter and encourage user engagement by sharing it through Link Stickers on Instagram Stories. Follow these steps to effectively promote your AR Filter using this interactive feature:
- Open Instagram and swipe right to access the camera.
- Select the Story option at the bottom of the screen.
- Capture a video showcasing your AR Filter or use an existing media file from your gallery.
- Tap the Sticker icon at the top of the screen to access various stickers.
- Select the Link Sticker and paste the URL of your AR Filter in the designated field.
- Customize the appearance of your Link Sticker by adjusting the text, color, or style.
- Position the Link Sticker strategically within your Story to ensure it is easily visible to viewers.
- Publish your Story by tapping the Send To button and selecting the appropriate sharing options, such as adding it to your main story or sending it to specific users.
- Encourage your audience to use and share your AR Filter by including a call-to-action in your Story’s caption or during the video.
By incorporating Link Stickers in your Instagram Stories, you can organically enhance the visibility of your AR Filter and inspire more users to try it out and share it with their followers.
Maximizing the Distribution of Your AR Filter Through Owned, Earned, and Paid Channels
To effectively increase the reach of your AR Filter, it’s crucial to have a comprehensive outreach strategy that encompasses three primary channels: Owned, Earned, and Paid.
Owned Channels: These are the platforms under your direct control, such as your social media profiles, website, email marketing campaigns, and other digital assets. Regularly share your AR Filter across these platforms to engage your existing audience and encourage them to interact with your content.
Earned Channels: These involve building relationships to reach a broader audience. Collaborate with influencers, journalists, or partners who can showcase your AR Filter to their followers. Leverage these connections to generate buzz and increase organic traffic to your filter.
Paid Channels: Utilize advertising platforms, such as Facebook and Instagram ads, to target specific demographics and expand your reach. Invest in paid promotion to boost visibility and drive engagement with your AR Filter.
By incorporating a well-rounded strategy that covers Owned, Earned, and Paid channels, you can significantly enhance the visibility and adoption of your AR Filter, reaching new users and encouraging further sharing and engagement.
The Effectiveness of Influencer Competitions for Promoting Instagram Filters
After your AR Filter is published, you’ll receive a URL that can be converted into a QR code for easy sharing online, on physical materials like flyers, or at events. One highly effective strategy to boost the use of your Instagram Filter is to organize a competition involving influencers. For instance, you could encourage users to share a video featuring your AR Filter, with prizes awarded to the top ten submissions.
By leveraging influencer competitions, you can:
Increase brand exposure:
Collaborating with influencers helps your brand reach new audiences and enhances the visibility of your AR Filter.
Competitions motivate users to interact with your AR Filter and actively participate in the campaign, driving up engagement rates.
Encourage user-generated content:
As users share videos using your AR Filter, they create authentic content that showcases your brand in a positive light, which can attract even more users.
Foster brand loyalty:
Rewarding participants with prizes can help cultivate brand loyalty and encourage repeat engagement with your AR Filter and future campaigns.
By running an Instagram Filter competition involving influencers, you can organically enhance your filter’s visibility, engagement, and overall impact on your target audience.
Creating and Sharing a QR Code for Your Instagram AR Filter
Once your AR Filter is published, a QR code is automatically generated for easy sharing. Here’s how to access, customize, and share the QR code for your Instagram AR Filter:
Locate the QR code: The automatically generated QR code can be found and downloaded from your Instagram profile.
Customize the QR code: If desired, you can use the original AR Filter URL to create a unique QR code design that aligns with your branding using a QR code generator.
Share the QR code: Distribute the QR code through various online and offline channels, such as social media, websites, flyers, or at events.
Simplify user access: Users can effortlessly access your AR Filter by pointing their phone cameras at the QR code, which will automatically open the filter.
By creating and sharing a QR code for your Instagram AR Filter, you can streamline user access and increase engagement, expanding your brand’s reach and impact.
Leveraging Instagram and Facebook’s AR Filter Ads for Maximum Reach
Utilizing Facebook and Instagram advertising can be a cost-effective method for targeting the precise audience you want to reach (approximately £0.20-£0.50 per link click and £10 to reach 1,000 people). The effectiveness of these ads can be attributed to Facebook’s Tracking Pixel, a small piece of code that is installed on websites.
The Tracking Pixel is present on nearly every site globally. When you visit a site with a Tracking Pixel and consent to cookies, you allow that site to inform Facebook of your visit. This information is then shared with Facebook advertisers, enabling them to serve targeted ads based on your browsing behavior.
By leveraging the power of Instagram and Facebook’s AR Filter Ads, along with the Tracking Pixel, you can optimize your advertising strategy, effectively reaching your desired audience and driving engagement with your AR Filter.
Discovering User-Generated Content Featuring Your Instagram AR Filter
Showcasing videos of real people using your AR Filter is an effective way to demonstrate social proof and validate your branded campaign. You can easily find user-generated content (UGC) or Instagram Stories featuring your AR Filter within the past 24 hours directly from your profile.
To access this valuable content:
Visit your Instagram profile.
Locate the AR Filter you want to track.
Tap on the filter to view statistics, such as impressions and captures.
Scroll through the user-generated content featuring your AR Filter.
By leveraging UGC and Instagram Stories, you can display genuine user experiences with your AR Filter, further validating your campaign and encouraging more people to engage with your brand.
Assessing the Success of Your Instagram AR Filter Campaign
Instagram and Facebook Filters are created using their AR studio, Spark AR. Once you develop and publish an effect, you gain access to an online dashboard where you can monitor your effect’s performance. The dashboard is updated daily and provides essential metrics to measure the success of your campaign, including:
Impressions: The total number of times your Filter has been viewed on Instagram.
Captures: The frequency with which users have applied your effect to their content.
Shares: The number of times your Filter has been shared by users on the platform.
By regularly reviewing these performance indicators on your Spark AR dashboard, you can gauge the impact of your Instagram Filter campaign, identify areas for improvement, and optimize your strategy to maximize reach and engagement.
Optimizing Your Instagram AR Filter Campaign with Facebook Pixel for Enhanced Tracking
When running ads on Facebook and Instagram for your AR Filter, such as a try-before-you-buy experience (e.g., previewing how a new pair of sunglasses would look on you), you can leverage Google Analytics and Facebook Pixel to effectively track and optimize your campaign.
By integrating Facebook Pixel, you can:
Monitor ad performance: Determine the cost of driving users to your website and assess the overall effectiveness of your advertising efforts.
Track conversions: Identify how many users who engaged with your AR Filter ultimately made a purchase, providing valuable insight into your campaign’s return on investment (ROI).
Optimize your campaign: Utilize data gathered from Facebook Pixel to refine your targeting, enhance ad creative, and improve overall campaign performance.
By harnessing the power of Facebook Pixel, you can effectively track and optimize your Instagram Filter campaign, ensuring the best possible results for your advertising efforts.
Creating and publishing your AR Filter is only one aspect of a successful campaign. Equally important is the distribution strategy for your effect. Based on your budget, target audience, and objectives, there are various straightforward approaches to maximize the impact of your Instagram Filter and achieve the desired results.
By carefully planning and executing both the creative and distribution aspects of your campaign, you can ensure the most effective use of your Instagram AR Filter, ultimately driving engagement and meeting your goals.
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