HOW TO RUN AN INSTAGRAM AR FILTER CAMPAIGN
Given that Instagram only fully opened the platform to branded AR filters in mid-August, most marketers haven’t yet had the opportunity to work with social media AR. Understanding how to launch an effective campaign and measure their ROI can be a challenge, so helping brand partners develop strategy to effectively deploy their experiences on Instagram and Snapchat is a key focus for our partner AccessAR. With Instagram, your filter will be published directly to your profile and can stay there as long as you want it to; it is also easily accessible via a dedicated filter tab that sits directly under your Highlights reel after it goes live. When you post a story featuring your filter, you can add a ‘Try It’ button so that viewers can easily access your experience.
Tap the link button on the top of the screen once you’ve recorded your video of your filter (Instagram calls them ‘Camera effects’); an ‘Add Swipe Up Link’ screen will open with all of your filter icons in a row—simply tap the filter you want to promote.
For branded filters, you can now tag your business partner (ie your Brand Ambassador or Influencer) with a label that says ‘Paid partnership with’ and the partner’s name. Your partner will also be able to see the metrics for your story.
You will also have the option to allow your Business Partner to promote your filter story; they will have the option to turn your tagged story into an ad. Just remember that once your story becomes an ad, you will have limited options for editing it and you won’t be able to turn this setting off. All ads are publicly listed in the Ad Library.