Five Elements of a Successful Instagram AR Filter
Having a custom Instagram filter for your brand is a great way to build community and expand your reach. But unless your filter is optimized correctly, it won’t be as effective as you want.
Custom Instagram filters have only been around since August 2019, but filter creators have seen massive growth since that time.
A recent filter I launched for a client got 6.5k impressions within the first week it was live, and she only had about 5k followers on Instagram. Assuming all her followers saw it (which typically isn’t true), at least 1.5k new people saw their filter, the client’s face in their preview video, and saw their Instagram handle.
That’s a lot of new faces being exposed to your brand!
And anyone can make a personalized Instagram filter, the tools are completely free. Custom Instagram filters are super accessible and budget friendly to create, but not every filter will be effective for getting new eyes on your business.
As an Instagram filter designer, I’ve helped my clients build personalized filters that feel connected with their brand and perform well in their community. If you’re looking to build a successful Instagram filter for your small business, keep reading.
#1: A Searchable Name
The first part of increasing reach for your filter is to make it discoverable in Instagram’s native filter search. When users “Browse Effects” on the Instagram app, they can see popular filters, or they can search by keywords.
In my experience making custom filters for my clients, the name of the filter is the most important aspect of searchability on Instagram. While you can add keywords when you upload your filter, they don’t always seem to be effective for user searches.
So when you’re naming your filter, keep it simple and obvious. Names like “peaches” or “summer vibes” do very well because of their simplicity and broad keywords.
#2: A User Friendly Structure
Arguably the second most important step for success is to get people to actually use your filter after they have discovered it.
Whether one of your followers discovers your filter on your story or a new user finds you in search, people usually test out a filter with the “Try It” option before using and saving it. To make sure the user experience is frictionless and fun, make sure you optimize the useability of your filter.
This means making sure your user instructions are clear, and that you’ve chosen the right instruction type. Too many times I’ve opened up a filter with the wrong instructions, and wasted a minute trying to figure out the options. If this happens, users are not going to waste their time on your filter, and will just keep scrolling.
#3: A Great Preview Video
Another step users experience before they save and share your filter is your preview video. This is a 5-10 second video, with or without sound, that creators can upload as a sample of what their filter does.
If users are discovering your filter in search results, the preview video is the first aspect of your filter they will see, even before they try it themselves.
To make a successful preview video, find some good lighting, smile, and make it short and sweet. Most users will only watch a few seconds of a preview, so make sure the important features are showcased in the beginning of the video.
I recommend my clients click through any options we have included in the preview video as well. And, it’s completely up to you, but I prefer when preview videos have no sound, because most Instagram users have their sound off by default.
#4: A Single, Clear Focus
Once a user has found and saved your filter, you want to make sure they enjoy coming back to use it over and over. To do this, you need to design a filter that’s memorable and easy to quickly open and use. This means, you need to have a clear, specific focus or theme of your filter.
So many times I see creators get caught up in all the cool things you can include in a filter. But users don’t want one filter that does everything, they want a bunch of different filters that each do one thing super well.
So next time you’re designing a new filter, make sure you avoid the temptation of including 12 different texture options and 5 eyelash types, and instead have a simple focus for your filter.
#5: A Tight Niche or None At All
You’ll often hear in business that the more you niche, the better. That is sometimes true with Instagram filters, but not always.
In my experience, the filters that are the most popular are either super specific or super nonspecific.
If you’re an avid Instagram stories watcher, you know that some of the most used filters are simple “aesthetic” looks that have subtle coloring and grain. Just because you are creating a filter custom to your brand doesn’t mean you need to reinvent the wheel. If you create a subtle filter that can be used by lots of people in lots of situations, people will love it.
The other type of filters that seem to do well are super weird, super niche, or super trendy. For example, filters that play off of pop culture moments often get tons of impressions really quickly. Super weird gifs like those that put the users face on a banana or a basketball, for example, do well because they are so funny and unique. So if you’re going for the quirky weird angle with your filter, make sure you go all out so you can stand out.
Now Get Out There and Make Some Filters!
If you want your custom Instagram filter to help build your brand, you need to make sure it’s optimized to be super effective. There are a lot of small details that make a great Instagram filter, but these are a great start.
PS. If you really want a custom Instagram filter for your brand, I can help! I design custom filters for my business clients to help them build community and increase their reach of Instagram. Reach out if you want to chat more about what that could look like for your business.
Want to talk more?
I would love to hear your thoughts, rants, or questions about this topic.
Click here and shoot me a DM on my Instagram, or click here to send me an email. There are so many ways to customize your Instagram filters, and I’d love to hear your favorites!
