Famous luxury brand Dior has recently launched a new face filter for Instagram that lets users check out how they look wearing the brand’s sunglasses.
Image: Dior Sunglasses Instagram Filter. Image taken from WWD
Dior announced the new Instagram Stories filter during Paris Fashion Week. The filter lets users “try out” the DiorSoLight sunglasses and J’Adore Dior headbands then snap a photo of them wearing these fashion accessories. Users just need to follow the brand’s official account to add the filter to their list.
Since its launch, the filter has attracted more than 2.6 million impressions. Celebrity models like Katie Kloss and Natalia Vodianova also showcased it on their pages, drawing more interest.
Dior welcomed the success of its newly-launched Instagram filter. The company told fashion website WWD that these filters are specifically designed to go viral. Dior added that, once people see their peers using the filters, they would become interested in trying the filter themselves.
Image: Dior Sunglasses. Photo taken from WWD
This is not the first time the company used augmented reality filters to promote its products. In 2018, Dior launched a similar face filter on Facebook to promote its sunglasses line. That promotion attracted a similar amount of impressions on the platform.
Dior isn’t the only fashion brand taking advantage of the augmented reality features in Instagram Stories. Online celebrity Kylie Jenner is one of the first to jump on the trend, creating custom filters to promote her line of lipsticks. Other industries have also started exploring the use of these AR filters to create a more engaging Instagram Stories experience.
To popularize the feature further, Instagram is making it easier for third parties to make their custom Instagram Stories filters through Spark AR Studio. This is Instagram’s developer service for those who wish to submit custom camera effects that can be used on both Instagram and Facebook. The tool lets creators import and edit their filter elements, and then submit the finished filter for approval with just a few clicks.
Image: Customizable Instagram Filter. Photo taken from Later
The success of Dior’s new Instagram Stories filter illustrates how effective augmented reality can be for creating a more engaging experience on the platform. With Instagram making it easier for creators to develop and publish their custom filters, this opens a lot of new marketing opportunities. Take a cue from these developers, and you might come up with the next hit Stories filter.
Date: November 14, 2019 / Categories: Engagement, Follower Tactics, Interesting, News, / Author: Disturbinsilence