How to make the most out of your Instagram AR filter campaign data

With new features being introduced regularly and a rapid growth in the number of users, Instagram has inspired marketers to develop and expand their social media toolbox in order to engage with and entertain their audiences.

One of the hardest feats to achieve when creating content is to maintain consistency to ensure you reach your various goals whilst also catering to your customers needs.

At Flashmat, we use Augmented Reality to reach and engage with new audiences. We listen to your story and work closely with you to design and produce tailored Instagram filters that give your audiences an opportunity to be part of your story. Think of all the possibilities this can bring – to name a few:

• Creating heightened brand awareness
• A low-cost way of building a community of loyal and engaged customers
• Natural and genuine user-generated content
• Strengthening your position in the market

Expectations for creating your first Instagram filter

Our in-house experts are taking a systematic approach to finding the best cost-effective, creative idea and strategy for your brand. For more information on the creation process, check out our Custom Instagram filter article.

Once your fitter has been published, Instagram will capture metrics to follow it’s popularity – these can be accessed through your Facebook account. You will be able to see the number of times the AR filter has been shown to users, either via the Instagram camera or on Instagram Stories – which is known as an Impression; and the number of Opens, Captures, Shares and Saves. You can also follow the daily data captured to see who the filters are reaching.

What do metrics say about your Instagram filter?

Trying to make sense of your filter metrics can be a daunting process. However, one doesn’t need to know all the nooks and crannies of analytics to understand their content performance and their next marketing move.

One basic, yet important thing to note when reading your filter metrics is that the number of Impressions might give a false sense of achievement – some mistake the number of impressions for the number of people reached.

Instead, an impression represents the number of times the content was shown to users. For example, a 45 seconds video posted on Instagram stories will be split into three 15 second stories. Therefore, the Impression number will show the stats for each 15 seconds of that recording i.e if 1,000 people are watching the video, you will get 3,000 impressions. Not to mention the fact that if someone scrolls past your content 10 times without looking at it, it counts as 10 impressions.