AR Filters And Influencer Marketing

Since AR filters are relatively new, many marketeers would naturally have the question of “What are AR Filters?” These filters are computer-generated effects that will be layered over the real-life image the camera displays. In simpler terms, remember those ‘dog-ear’ filters that everyone loved on Snapchat and those Instagram face filters that are quite popular, they are all AR Filters. These filters create an augmented image; part fictional, part fact. The images merge with reality.

How To Leverage AR Filters For Influencer Marketing?

Instagram stories have become quite popular and to keep engagement high, Instagram frequently used to release new filters. As of August 2019, Spark AR Studio was open for public use. It now allowed users to download the app and create their own filters to be used on Instagram. Prior to Spark which was created by Facebook becoming free for the public one should get invited to use the app. When Spark became public, Instagram released the Effects Gallery tab that allowed artists to showcase their filters.

Brands such as Coca Cola Poland were quick to use this app to their benefit. They used the Studio’s World Object Template in a filter that projects the brand’s polar bear on top of the real world. It is an excellent way to improve the brand personality, build support since people have to follow/visit their profile to gain access to the filter. If the filter is able to gain enough traction it will simultaneously make the brand more popular. Hence using AR filters can prove to be a beneficial tool for influencer marketing.

For understanding to what extent AR filters can help in influencer marketing, let’s look at the case study of;

Carmen Kroll: A German Influencer

A German fashion influencer, Carmen Kroll was able to grow her follower base by creating filters and giving it out to her fans to use. Consequently, this led to her fashion page becoming quite popular. When asked how she gained such popularity in such a short time, she said that her main factor was speed. She saw the need, created it and published it. Noticing that there many face filter out there but none for the surroundings and her filters fulfilled that need. Upon releasing the new AR filters Carmen was blown away with the response; a jump of 140K new followers.

How Can The Story Of Carmen Kroll Help Influencer Marketeers?

Influencer marketeers can follow a similar method, they can collaborate with partners/influencers and release a filter. Once the filter goes live, you can tag your influencer/partners with a label that says ‘Paid partnership with…..’ and the partner too will be able to see the metrics. Tracking the metrics include Impressions, Captures and Shares. Requesting influencers/partners to promote the filter story can assist in increasing the reach of the filter.

Influencer marketeers usually make a common mistake expecting their posts to go viral after posting it in one. A multi-channel strategy must consider getting views, shares up to six or seven figures. Leverage the same tactics one would use for non- interactive stories. Make sure the influencers post content on their stories using your filter multiple times over a period of weeks to truly grasp the attention towards your AR experience to really drive engagement.

Conclusion

AR filters transform your audience from passive to active participants. Which in turn will make them all influencers and they will spread the message for you. Only after careful consideration, you should make the decision on whether the filter should; drive awareness, build consideration, or drive action. Using AR filters will be beneficial and if you have any queries regarding this topic or anything influencer marketing related, you know where to find us!