Author: Paola Mesa

Nowadays, technology has advanced since the first uses of this type of experience, since the filters developed in social networks currently allow to recognize not only human faces, but also other parts of the body such as hands, or even be used by several people at the same time. In this way, the creative possibilities provided by the use of Augmented Reality filters are increasing, and it is positioning itself as one of the preferred and essential complements for users in their Instagram stories. Thinking about it, Isource Marketing implemented a filter on the Instagram social network, given the need to see how Extended Reality is a technology in the market that is gaining strength in the world of digital marketing, where both brands and users have managed to get a greater reach. This the most recent Instagram filter developed by Isource marketing, strengthened its experience in the creation of type of tools that the agency has been developing for more than 5 years, carrying out projects for clients and providing greater recognition to the daily use of experiences of Augmented Reality, by developing a filter for -renowned sporting event world that allowed for a greater geographical reach and general interest. 

The main challenge of the project focused on the large number of filters created and published on Instagram, however, the objective was to provide a complete, customizable, interactive, differential and current experience with individual or group use to generate greater engagement among users taking advantage of the great reception of the recent sporting event. The first drawbacks when starting to develop the tool on Instagram were of technical origin, since the restrictions that Instagram has, influenced factors such as the weight of the files, the proper use of graphic elements and the textures in the environment or face of the person, the definition of the trigger and the audio. These factors were limiting factors that had to be adequately worked on based on trial/error testing, correcting the development with an internal testing group, which provided feedback to the creative and programming team of the agency, in order to arrive at the correct execution. of the filter, taking into account the technical limitations and weight of the social network mentioned above.

For all these reasons, Isource Marketing relied on the design and implementation of the filter that allowed the optimization of the agency’s engagement and the obtaining of recognition of the company in a faster and more precise way, in addition to providing a fun tool for all users allowing users to share the filter and access it permanently. Despite the great competition in today’s market, for Isource Marketing the development of a good segmentation when developing the project has always been a key element.

The initial solution was the implementation of a tool in social networks that would support the need to strengthen the commercial brand positioning tools for the agency, and that were implemented in social networks such as Facebook Ads and Google Ads, to boost the filter of the Qatar 2022 World Cup, obtaining a reach of 55% higher than the average that has been handled in campaigns related to filters and results that were reflected in the use of the same.

• Responsibilities and resources: Assign responsibilities and resources, specifying the collaboration framework between the agency’s creative and programming team, well as setting a calendar for the development of the project.
• The Assuring quality.: objective of this phase was to determine if the development of the filter was of optimum quality, to cover all the requirements defined in its functional analysis for the target audienceFor each metric and analysis dimension defined for use on Instagram, the restrictions were determined, as well as the degree of availability and adequacy of the elements for the development of the filter. The result of these two phases allowed the optimal execution of the tool on the social network and its visibility through reach, use, and interaction with the public.
• Pilot test: After the validation of the quality of the tools, the implementation of the tool began, but with a sample of significant data based on trial/error.
• Put into production: After the validation of the pilot test,take the filter was formally implemented on Instagram, in order to advantage of and offer unique experiences and generate greater engagement with digital communities.
• Final data evaluation: This phase allowed Isource Marketing to determine the metrics of the filter, evaluating factors such as the number of Impressions, how many times it was opened, how many captures it obtained and its reach and the number of times shared. In general, an analysis of the performance of the filter was carried out, as well as the type of public it reached. These figures helped the agency to understand what its community is looking for, but also to improve its next project in the development of filters.

Thanks to excellent teamwork from Isource Marketing, the filter developed by the agency allowed users to interact and get to know the agency by offering a current format linked to the brand. Likewise , it allowed the company to reach a larger audience and new audiences, increasing the scope of the actions, placing Isource Marketing at the forefront in the creation of interesting content and aware of the latest news with the constant use of new narratives and formulas that will distinguish the agency from the rest of its competitors.

Because of the advancement of digital tools, interactive advertising has achieved positioning and receptivity since its inception. This methodology seeks to involve the viewer, so that they understand and obtain better information from the brand. Today companies are forced to be creative and constantly innovate to impress users, especially in the new digital era and with the rise of social networks. In this scenario of consumer prominence in cyberspace, offering an entertaining and relevant experience is very favorable for companies, especially when it comes to promoting their brands. It is not a secret that advances in technology allow us to participate in experiences that are increasingly close and immersive, through the use of a cell phone or a computer. The interactive advertising format chosen by companies also depends on the origin of the product or service they offer. For example, in the case of video games, the “demo” undertakes this type of interactivity that motivates the public to be closer to the brand.  

Engagement is precisely the goal of interactive advertising. Achieving closeness and conversation with the client can only be achieved by being at the forefront, knowing their passions and finally convincing them so that they are motivated to discover our brand. To do this, you have to be quite creative, highlight very well the characteristics of the products/services that are promoted, and clearly define the target audience. 

An advertising interactivity tool that gains more strength in engagement and that is extremely useful for brands are the instagram filters, which are becoming more common for users every day, since their use and Augmented Reality have taken greater relevance, especially in stories.

The scoring reality

The main advantage offered by augmented reality is that its distribution is much more massive and simple and the best proof of this are the Instagram filters, since more and more brands are using this tool to reach their consumers. But it’s not just about “reaching and impacting” it’s about finding new ways to interact with users and offer them experiences that really motivate them to try and that they want to do word of mouth. The main idea is to generate brand content that can become an entertaining, useful and relevant method for users. And this is where the great opportunity for developers and brands comes in, since these platforms are at the forefront and have wanted to provide these tools, opening this opportunity to all those who want to create and innovate. According to recent figures from Meta, 500 million Instagram accounts upload stories daily, of which 75% include some Augmented Reality filter.

Given this scenario, several companies have seen this format as a business opportunity and a new way of communicating with their customers, through the creation of their own corporate Instagram filters, and as an optimal tool to increase engagement with interactivity. on social networks.

A good marketing strategy and plan is required, but above all, a large dose of innovation and surprise. For this, it is essential to follow 5 main steps to achieve optimal engagement with tools such as filters on Instagram:

1. Inform: The content must add value. Contributing elements such as humor or surprise will help to tell a story and develop a message that does not focus solely on the advertising aspect.
2. Know the product and the market: We must know what campaigns have been carried out previously and how they have worked, what are the current market trends and what type of messages or tools impact customers. In addition, the company must be very clear about the objectives of its campaign and the type of audience it is targeting.
3. Immediacy: It is very important to capture the user’s attention quickly. Generate their interest in a few seconds and arouse curiosity so that they interact in the longest possible time.
4. Direct contact: Interactive content must provoke the interaction of the viewer with it virtually through different impressive technologies such as augmented reality in filters.
5. Go viral: In addition to interacting with the filter, the idea is for the user to share their photo or story on their profile and invite their friends and community to also use it as an innovative and fun tool that can go viral and thus benefit your brand.

What are you waiting for to create a filter for your company?

We know the importance of branding in your company, and we also know that a correct positioning strategy is one of the first steps to achieve success. At Isource Marketing we are ready to help you create that filter for your company and your clients that is creative, fun but above all remembered. Visit our latest Filter on this World Cup, support your favorite team and have fun with your family and friends: https://www.instagram.com/ar/644582877165615/