How brands can use filters to promote their products
Table of contents
- Augmented reality filters, a new technology
- A few figures
- A new audience
- Filters on Instagram
- Filters on Facebook
- Filters on Snapchat
- Filters on TikTok
- What type of filter for my brand?
- Filter type: Random wheel
- Filter type: Mini games
- Each brand has its own filter
- How much does a filter cost for a brand?
Augmented reality filters, a new technology
It is now well known that augmented reality is preparing for a great future. Users of augmented reality experiences have doubled since 2018 from 1 million to 1.94 million in only 2 years (source: Statista). The curve is exponential and we are only at the beginning. Having its own filter as a brand is therefore an excellent new means of communication.
A few figures
- Global Augmented Reality revenues will increase from $1.96 billion in 2018 to $27.4 billion in 2023. Source: AR Insider
- Augmented reality engagement has increased by almost 20% since the beginning of 2020 with a 90% increase in purchase conversion for consumers engaged with Augmented Reality. Source: Retail Customer Experience
- Online furniture and lifestyle retailer CB2 found that product pages with 3D and AR experiences increased sales per visit by 21% and increased average order size by 13%. Source: Retail Customer Experience
- 48% of buyers are already using or want to use augmented reality (AR or AR) to evaluate new products and services. Source: Nielsen
- 64% of marketers already use or plan to use AR and VR in the near future. Source: The Drum
- AR experiences offer double the levels of commitment compared to their non-AR counterparts. Source: Mindshare
- PwC’s Future Forecast report details that £1.39 million will be added to the global economy via XR (mixed reality) by 2030 (with £62.5 billion added to the UK economy alone) Source: Immerse UK
- L’Oréal E-Commerce sales increased by 49% in 2019, largely due to customers having the opportunity to try different products in real life before purchasing them. Source: Retail touchpoints
A new audience
Do you think it’s difficult to reach the new generations with classic advertising? You’re right, it’s a reality. Even without ad blockers, ads on social networks are very quickly spotted. Instagram filters bring a new dimension, interactivity.
Indeed, users do not see Instagram filters as an advertisement but rather as a game, a fun experience to live and share. What could be better than an experience that users love and share with everyone around them? Imagine that this experience highlights your product or brand image. A new audience will come to you with a young and trendy opinion about your brand or your new product.
Filters on Instagram
First, Instagram. The brands filters on Instagram are the most popular in Europe. Indeed, Instagram is undoubtedly the most used and recognized social network for and by brands. The advantage of the Instagram network is its number of users with a very varied age range. The average is in a wide range between 16 and 40 years old.
Access to an Instagram filter can be done in several ways:
- Via the filter tab of the Instagram profile. Once the filter is published on your profile, this tab will appear next to “posts”, “reels”, etc).
- Via a story recorded with your filter. At the top left of the story, a link redirects and opens directly your filter.
- Via a story sharing contest. Launch a story sharing contest by tagging your profile.
- Via a shared URL or QR code. So you can print a QR code and display it wherever you want.
Filters on Facebook
Second, Facebook. Unlike Instagram, Facebook filters are not accessible via a profile.
Indeed, another technique must be used on facebook to promote its filter of brand. This technique lies in the use of Facebook Ads.
In fact, it is possible to link an Instagram filter with a facebook Ads. Pepsi recently did it with a facebook ad and a filter featuring Lionel Messi. So we see in our News Feed a demo video of the filter via a Facebook Ads. Then, by clicking on it, the filter opens directly in facebook and we are led to make Messi do as many dribbles as possible. Once the game is over our score is displayed and a “Learn more” button appears at the bottom of the screen.
This “learn more” button is very interesting because unlike the filters on Instagram, the ones on Facebook allow us to redirect the user to a web page. It will be so it is possible to refer your audience to purchase or promote a product directly from the filter experience via Facebook Ads.
Filters on Snapchat
Third, Snapchat. It is also possible to promote your brand via a Lens Snapchat. “Lens” is the word equivalent to “filter” in the Snapchat universe. Having a brand filter on Snapchat is a plus.
Indeed, according to the figures, there are fewer Snapchat users than Instagram in Europe. The trend is reversing in the United States. We therefore recommend first and foremost a filter for Instagram and in addition a Snapchat filter that will reach an additional audience.
Note that a Snapchat filter allows for more feature-rich experiences. For example, for a brand of shoes or sneakers, it will be possible to try the sneakers directly on their feet live! This augmented reality fitting technology is not available on Instagram, Facebook or TikTok.
Filters on TikTok
Finally, let’s talk about the TikTok network. TikTok is a bit of a world apart. This network has become popular thanks to the “infinite” thread of videos called “For You”. In fact, this feed will offer you short videos based on the time you spent on the previous videos.
This method uses artificial intelligence to provide infinite satisfying content so that the user spends a maximum amount of time on the app and therefore sees more advertising. TikTok filters are therefore one of the trends that works in this “For You” feed. The approach is completely different. TikTok filters are used much less to highlight a brand. TikTok users use filters more to create a buzz with filters to use creatively.
What type of filter for my brand?
Now that we know the different network platforms for posting a filter, it’s time to ask the question of what type of filter would be best for a given brand.
First of all, forget about posting a filter that simply includes a brand logo. These filters are counter-productive and do not fit in the new positive dynamic revolving around interactivity and augmented reality. On the contrary, prefer a creative and constructive approach around the image of the brand to promote.
Billions of possibilities are available to us, but we can mention a few types of filters that have already proven themselves with the biggest brands.
Filter type: Random wheel
This wheel has already proven itself and is without a doubt the most popular type of filter for brands. The principle is simple, ask the users a question and offer them an answer that will change for each person. The surprise effect makes this type of filter very fun and encourages sharing. We recently made a random roulette filter for Colgate for their #Jedonnelesourire campaign. The result of the roulette is an optimistic challenge to make people smile.
Filter type: Mini games
Mini games are a little more advanced filters and require more interaction, but the engagement is even stronger. Mini games can include physics like a soccer game where the user has to bounce the ball on his head. Mini games can be custom-built according to the brand’s image. For example, we recently made a mini game for the French and German media Arte. This mini-game consisted in writing the word “nose” in several languages, by drawing with your nose!
Each brand has its own filter
Augmented reality through filters offers infinite possibilities. It is possible to transport the user to a virtual showroom or an art gallery. It is also possible to to animate images or logos by scanning them with your phone. By using the outdoor camera there are many other possibilities. We can animate any kind of element including making your brand’s mascot dance in real size!
How much does a filter cost for a brand?
Filtre Experience offers a filter creation service for brands directly or for communication agencies wishing to offer this service to their clients.
The price of an Instagram for a brand can vary between 800€HT and 3000€HT depending on the complexity of the filter.
The price of Snapchat and TikTok filters are in the same price range. The Facebook filters are an extension of the Instagram filters and none of the other filters are available. No additional fee is required for adaptation.
2021 is a key moment for augmented reality and social network filters. We must expect a major technological turning point. Augmented reality filters are a playful way to introduce augmented reality while waiting for the upcoming arrival of Facebook’s Rayban AR glasses or Apple’s glasses scheduled for 2021.
Having your own Instagram filter as a brand is a great way to engage a new audience and enhance your image.
For any additional questions, the Filter Experience team will be happy to answer you at the following address: firstname.lastname@example.org