How do you take an AR from a great idea in a deck to something that captivates audiences in the real world? Here are the 8 keys to unlocking an amazing AR filter experience.
1. Keep it simple
Users will decide whether they’re going to use your filter in 3 seconds. That’s not enough time to understand complicated interactions. Plus, not everyone has the latest phones or updates their apps regularly. Focus on one key interaction instead of trying to create multiple experiences and animations.
2. Optimize for stories and reels
These are the formats where filters thrive. Make sure your AR experience fits well within vertical video dimensions and time the effects to work within Instagram's story length (15-60 seconds).
3. Make people look good
People love funny filters, but nobody wants to be the butt of the joke. Make sure your filter gives people a look they’ll want to share.
4. Encourage collabs
Collaboration encourages users to interact with others, boosting reach. Design filters that work in multi-user scenarios, like matching animations or split-screen effects for Reels.
5. Incorporate sound design
Many filters overlook audio, but it can elevate immersion. Add branded sound effects, music, or reactive audio cues to make the experience memorable.
6. Explore cross-platform integration
AR experiences are not limited to Instagram. Ensure the filter can tie into your AR experiences across platforms like Facebook or even in-store applications via QR codes.
7. Don’t forget branding
Make sure people know who the filter is coming from. You can always rely on users to let their friends know where they found your amazing experience.
8. Have a plan to promote
It’s very hard for a brand to get a filter to go viral. Make sure you’ve got boosted posts, paid media, or an influencer activation on the plan.
There’s a lot to think about. That’s why it’s important that your AR team include strategists, project managers and creative directors. This will not only lead to better experiences, but streamline design, dev and deployment.
Daniel Quentin Zuber
Co-Founder of 2113 Labs and influencer in trance music and EDM culture on Instagram @therealquentinZ.
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