5 things to avoid when creating an Instagram or Snapchat filter

Creating a filter for your brand seems to be an easy task but to ensure its effectiveness you need to avoid doing certain things. That's why in this article you will find 5 things not to do when creating your filter.

filters-instagram

1. Putting the logo or product too far forward

The first thing you should not do is imitate a traditional advertising poster that you see in the street or an advertisement on social networks. Indeed, filters are totally different from traditional content. The promotion of a product must be done in a discreet way without simply putting the product in the middle of the filter. The user will be more tempted by a filter that doesn't really show their logo or the product and will share it more easily in a story.

2. Neglecting the quality of the filter

The second thing you should not do is neglect the quality of the filter. The creation of a filter is not lambda content. Indeed, it is not enough to publish a simple filter for the marketing strategy to work. The filter must be coherent, entertaining and with good quality elements. To do this, you need to think about the meaning of the filter and the purpose of the campaign. Here are some questions to ask yourself to create a good quality filter:

👉🏻 What is the target?

👉🏻 What is the purpose of this filter?

👉🏻 What tone do you want to use?

👉🏻 What type of filter do you want to create? (game, face animation, random)

3. Writing too much text

As the first thing not to do, don't put a lot of text. AR filters are meant to illustrate an event or a moment. If the filter is full of text, users will be quite reluctant to use it as it won't be very pleasant to look at. 

Therefore, when creating a filter, keep the text short and use simple and effective animations to get your message across.

4. Copy another filter

Finally, don't copy filters already published by brands or designers. Sure, the filter may have gone viral, but there's no guarantee that yours will be used as much. 

However, you can still look at viral filters to understand what made them so popular. This way you can use the levers that worked to ensure your filter achieves the goals you set for it.

5. Do not activate the filter

The last point you should avoid is publishing the filter and waiting for it to be used. 

A filter that is just published without a communication campaign cannot work because no one will know it exists. Indeed, it is not like a story or a publication, the filter does not appear on the feed of your community and you must therefore communicate on it. You will therefore have to organise a communication campaign before publishing the effect so that your augmented reality filter is not visible. 

For this you can use several channels: 

👉🏻 Publications

👉🏻 Story

👉🏻 Featured Story 

👉🏻 Sponsored content

Now that you have all the information you need to create your filter, all you have to do is get started! Discover our advice on how to organise your communication campaign on your filter in our article. 

Do you have a project in mind or would you like to know more about the possibilities offered by augmented reality? Contact our experts !

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