Why Instagram Story Filters Are Next and Necessary
The digital dressing room is coming to your Instagram. With new custom filters available to brands, you can take the runway to real-life with a simple filter activation in your personal Instagram Stories.
Instagram is partnering with celebrities and brands to develop custom Instagram Stories filters for their fans. Launched this summer with celeb brands like Kylie Cosmetics, users can virtually wear products to amplify engagement and affinity. With more and more people looking for recommendations from their friends, this feature will enable brands to activate a similar type of influence to drive online sales and awareness.
From OFF-WHITE to Gucci Beauty and NYX Cosmetics, the filters are already a hit. Similar try-on experiences will roll out on Facebook in the fall with other L’Oréal brands like Maybelline, Lancôme and Shu Uemura.
So, what does this mean for brands? You need to join the AR conversation as platform usage changes. Influencers are not enough to drive new trial and audience acquisition especially when you can activate fans to be influencers themselves. Keep visual aesthetic consistent and know that this is an evolution of your brand’s image and how users will try-on products at home, ultimately building engagement and driving measurable return.